MERCHANT FOCUS: GRAHAM THE PLUMBERS’ MERCHANT
relationship with their customers so their efforts to keep customers up to date with all the changes were invaluable.
and community was key but it was certainly a challenge to apply the government restrictions as they adapted and changed over time and by area. Initially, we quickly formulated a range of ‘Trade Safer’ measures and procedures that allowed us to meet the needs of customers while minimising risk as far as we could. These included operating a phone ordering and collection or delivery service for Graham trade account holders, with branch collection points where customers could pick up the items at a safe distance.
Following the initial reopening of branches, one of the main challenges was ensuring that customers knew how and where they could get the products and materials they needed. We utilised every channel of communication to get that message out including text messages, email, social media, the website and crucially, the branch teams. They are the ones with the
As more people were allowed to return to work we were able to reopen far more branches and even trade counters, many of which were redesigned to allow safe working. Specifically, we limited the number of people who could enter a branch and created one-way routes through the branches to allow social distancing. We have also installed screens, reduced the number of till points and added signage so customers can understand how to use the branch safely. Crucially, this allowed the trade to go back to purchasing from us in the way they know, asking questions and receiving advice from our in-branch teams. While Graham thrives on the expertise of its staff and our relationships with our customers, we will certainly be far more open to customers ordering product remotely and in advance, for either collection or delivery. As well as being safer in the current climate, ordering in advance crucially saves time and therefore money for installers and this fits perfectly with our ‘You get sorted fast’ customer promise. Having just launched our first transactional website – Graham Direct - which goes as far as
August 2021
www.buildersmerchantsjournal.net
to show local product availability, ordering from us in advance has never been easier and we are delighted to now have that resource available for those who prefer to do business that way. The Trade Saver brochure and the Always Available range are another two initiatives crucial to our customer service promise over the last few years they have been very well received – a guarantee of availability and consistent pricing is as important as ever to our customers. Now that Graham Direct has launched we now have that consistent pricing spread across all our channels including online, which is fantastic.
In particular, the Trade Saver pricing model is helping smaller local customers win business as they can now compete with bigger organisations in terms of price. Combine that with our new free Graham App and our smaller customers now have the tools to provide a really easy to manage but professional service, with guaranteed stock, pricing and everything they need to generate quotes, invoices and tax returns digitally.
Ultimately, with Graham you really do always get your money’s worth and I think that’s always been fundamental to our continued success. BMJ
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