MERCHANT FOCUS: BUTTLE’S
is proud to remain a true family business and this is hugely important in enhancing the evolving culture.”
Hand-in-hand with moving the company forward in terms of online technology, is the work that is going into developing the Buttle’s brand. Brunton says a lot of effort has gone into talking to customers, to establish exactly who Buttle’s is, what the brand stands for, and, she adds, the tone of voice in which all that is communicated.
“We need to ensure we are consistent with that message all through the business,” says Brunton. “We don’t want to just be a name, we want our customers and suppliers to know who Buttle’s are, what we stand for and that we are easy to deal with.
Empowering branch teams In order to add value to the business, Buttle’s signed its first official charity partner in June 2021 when it teamed up with the Frank Bruno Foundation, a charity that provides support and encouragement and the motivation to succeed for those facing and recovering from mental ill-health.
Buttle’s became the Foundation’s first official corporate sponsor, and the company is keen to raise awareness of the issues the Foundation is tackling across the building and construction sector. One of the initiatives was a fundraising drive in the branches which involved a crazy golf course in each of the branches, built out of material supplied by Buttle’s.
“The creativity that has gone into that and the way that the branches have taken to the challenges has been amazing,” Brunton says. “For instance, our Leighton Buzzard branch used the artificial grass we stock, but laid it in different directions, to add an extra challenge to the course.”
Church adds: “We found that this has really helped to put a bit of fun back into the
branches. Not only that, but, because we let the branches decide how they wated to do it, there was an element of empowering the branch staff as well. That’s something that is vital that we do if we are to move the business forward.”
There has been a lot of change to deal with, both for branch staff and customers. Of the four Buttle’s branches trading, all the branch managers are new to those roles in the last 18 months, there are new branch sales managers, a new external sales force and new faces amongst the branch teams.
From the customer point of view, Church says the main change is that they say that the branches feel like builders’ merchants, with a clearer purpose. “We have made a big commitment to stocking in depth, although that hasn’t been without its challenges in the past year or so. We’ve really be trying to install a more can-do attitude and I think customers are starting to see that and to respond to it.” Buttle’s has traditionally served the small – medium developer, the jobbing builder and the serious DIYer. They have a strong relationship with local landscapers and anyone who like good quality timber.
“We have set our stall out to be a really positive business, that tries to listen to customers as best we can. We’re not perfect but we are on a journey,” Church says. That journey also includes building relationships with suppliers, some of whom are new to the business. Brunton adds: “My view is building relationships with suppliers is just as important as it is with customers. I’m loyal and hardworking by nature so whilst price is of course important so is the relationship, the service, reliability, and product quality. It’s important to get these things right as well.”
February 2022
www.buildersmerchantsjournal.net
The company is part of the h&b buying group, indeed, was a founding member and Brunton says it has been a massive support for the business. “Now that there is a range of suppliers in categories, it gives us a choice and some flexibility that, especially for an independent merchant with customers in a range of areas, is important.”
Trailblazing in timber Key areas for development going forward are timber – all the branches have full-service mills – and landscaping, with the Leighton Buzzard branch in particular acting as the flagship location in terms of the landscaping offer. By working with suppliers, the company has brought in new products to the offer, including porcelain tiles and artificial grass, now stock items rather than specials. Civils is another area for focus, and Church says the Enfield branch will act as the specialist branch for that sector. “We have done quite a bit of work to bring on board new suppliers and build stronger relationships with existing suppliers. We’re a small business so for some suppliers we will never be their most important customer, but they can hopefully see that we want to work with them to our mutual benefit and are on the right track.” BMJ
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