IT O
ne of National Buying Group’s (NBG) major Suppliers of screws and fixings, ForgeFix, faced challenges coming out of the Covid-19
pandemic. In the wake of the global shutdowns, it was important that merchants knew that ForgeFix was once again open for business. The Supplier knew it needed to get the word out about its renewed capacity. It was only once Rebecca Fortescue-Halliwell, head of marketing and digital strategy at ForgeFix, called upon the counsel offered by NBG that a solution was identified that would further strengthen ForgeFix’s journey towards growth.
Post-pandemic position Seeing the pandemic through was part one of a two-part process; the second part being how to let merchants know that stock levels were now strong and that business could continue just as efficiently as it did pre-2020. Reaching out to NBG, Fortescue-Halliwell asked for advice on how to better ensure NBG’s merchant Partners knew about the ForgeFix products that were ready to go. Being proactive, ForgeFix had already conducted customer research which highlighted communication as a potential area to grow its commitment to. Fortescue-Halliwell was aware that NBG’s Product Information Management (PIM) system was a means of communicating directly with merchants so she requested a training session.
The request, and situation as a whole, was considered by one of NBG’s category buyers, Bob Davis and buyer at Palladium Builders Merchants (Kingsbridge) Ltd, Sylvain Bordas who both recommended that ForgeFix take full advantage of the PIM. A significant amount of ForgeFix’s information contained on it was either incomplete or needed updating. NBG’s team was happy to coach Fortescue-Halliwell and their counterparts at ForgeFix on how they could best capitalise on the PIM.
PIM: a pathway to Partners The PIM is NBG’s online system that provides a centralised source of business-critical data to its entire network of independent merchant Partners. NBG is the first buying group to use a system of this kind and Partners and Suppliers alike benefit from the access it gives Partners to their Suppliers’ full catalogues and live pricing, increasing sales for both parties.
After consulting with NBG, ForgeFix achieved 100% data accuracy, including product descriptions, technical information, packaging information and imagery. This enables all NBG Partners to better understand the company’s portfolio, but perhaps more importantly, to better sell its products to customers over
DATA DRIVEN
How Forgefix used data management to accelerate its success with NBG.
the trade counter. Crucially, it is also via the PIM that NBG’s Partner merchants access information about promotions they can use to enhance their sales efforts in branch. ForgeFix maintained its dedication to the PIM, keeping their information at 100% accuracy, and sought other ways to improve their PIM usage. Later conversations with NBG highlighted the impact that videos can have, so ForgeFix embraced this advice and included videos along with their other PIM offerings.
The power of PIM perfection The high PIM rating led to ForgeFix winning the PIM Supplier of the Year Award at the annual NBG Conference 2022. Since that win, ForgeFix has enjoyed greater recognition among NBG Partners, with a boosted reputation and raised profile. For example, in the months following the award, ForgeFix hosted a number of NBG’s regional meetings which gave the business an ideal opportunity to present its latest products directly to decision makers within NBG. Fortescue-Halliwell said: “We are really grateful for the support NBG gave us. It highlighted to us the importance of having
August 2024
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business relationships that are invested in one another’s success. Their willingness to contribute to our business growth speaks volumes about the culture within NBG and the passion they have for the industry.” Les Boyle, head of technology & systems at NBG, said: “ForgeFix is a great Supplier and their use of the PIM has really shown the strength of NBG’s technology. We always try to be supportive of other organisations’ goals, whether Partner or Supplier, so we were happy to be part of their evolution into award- winners. They thoroughly earned their award and it’s wonderful to see their business doing so well now.”
This year, NBG’s Conference at Newport’s Celtic Manor and the ICC will celebrate the achievements of its Partners and Suppliers. The theme of the Conference is Strengthening our Community and will highlight the ways in which NBG’s Partners and Suppliers work together to go above and beyond when it comes to supporting each other as well as those in the industry. BMJ
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