MERCHANT FOCUS: BEESLEY & FILDES
Balancing supply and demand An effective salesforce combined with a strong brand is helping to drive demand for Marshalls’ products at Beesley & Fildes, which is bolstered by initiatives such as the Marshalls Register of Accredited Landscape Contractors and Driveway Installers.
Independent, professional installers that wish to join the scheme are thoroughly assessed to ensure installation standards are maintained. This provides end users with peace of mind and the opportunity to take a Hard Landscape Guarantee which covers failure of the product for 10 years and the workmanship for five years.
Approved installers benefit from sales referrals and other rewards that help to strengthen their relationship with Marshalls, and local stockists are proactively promoted, helping to drive footfall and sales. The sales process is strengthened with careful planning and marketing, including creative point of sale materials, product displays and regularly updated literature all supplied by Marshalls to Beesley & Fildes’ branch network.
“Making sure that products continue to sell well in branch is essential for both parties,” says Stanton. “The trade marketing support
we receive is key to this and we also work closely with Marshalls to develop our sales plans. We are in touch daily with their sales representatives, monitoring tracking reports and how we can maximise the sales potential of their products.”
As demand grows, so does the need to maintain high stock levels – and this is another reason why the partnership is so effective. “To enable us to compete successfully, certainty of supply is far more important than price,” he adds. “Our customers expect an independent merchant to provide a reliable and agile service, so it’s essential that our suppliers have consistently high stock availability. The good stock levels Marshalls can provide enables us to meet customer expectations regarding supply. This is crucial to prevent site delays.”
Delivering results
The success of this collaborative approach has seen Beesley & Fildes become a significant stockist of Marshalls products and deliver a strong sales performance. Within the last two years, sales of Marshalls products at Beesley & Fildes have increased from £250,000 to £1.6m and are expected to rise to £2.2m by the end of the next financial year.
August 2022
www.buildersmerchantsjournal.net
At Marshalls, the strategic move to focus on the independent builders merchant market has achieved strong growth. Over the last six years, sales through independent merchants have increased by more than 180 per cent. “The profile of independent builders merchants has never been higher,” Miller says. “It’s a channel that continues to grow, driven by a strong appetite for more than just products. Every month, we seek feedback from circa 1,200 registered installers and on average, 73 per cent want to do more business with the independents because of the service they provide, broad product range and the expertise in branch. That’s why we’ll continue to focus on developing relationships with successful independents like Beesley & Fildes that have a strong reputation and presence in their region.”
“A focus on collaboration has shifted a traditional supplier relationship into an evolving partnership which is bringing benefits to all parties,” adds Mark. “An understanding of the strengths of both of our businesses coupled with some strategic thinking and support, has not only kept sales strong but enabled us to manage the expectations of our customers in challenging times – and deliver the best possible service.” BMJ
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