CASE STUDY: UNIFIX
UNIFIX GETS PACKAGING MAKEOVER
Longstanding fasteners and fixings brand UNIFIX has been extended, with the launch of new Trade bag packaging.
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are the biggest importer of fasteners in the UK and we need to make sure we are at the forefront of the industry,” says
Tony Williams, sales director at Owlett-Jaton, talking about the new Unifix Trade bag range of fastners and fixings.
Understanding that the quality of the packaging would be paramount, the company worked with a leading bag manufacturer to ensure that the UNIFIX Trade bag was strong and robust, as well as being re-sealable, drop- proof, water resistant, and easy to identify.
Meeting industry needs The introduction of the UNIFIX Trade bag was in response to a perceived change within the industry over the last couple of years, which has seen stockists expand their trade counters, and introducing more merchandisers, Williams says. “The vast majority of our business is bulk, and we will continue to provide the reliable and dependable boxes which we have always
done. Our new bag concept is for customers looking to move away from the traditional trade counter layout and who are introducing a more retail area for customers. The new Trade Bags look better and really catch the eye of customers, who can immediately see the products and they lend themselves far more to promoting those impromptu sales and buys.” Williams adds: “With the bags, the first thing you see is the products and the UNIFIX logo; it makes it quick and easy for the customer.”
Supporting the transition The Trade, Retail and Ironmongery bag ranges are supported by merchandisers in different formats and configurations, which can be tailored to individual customer’s needs. Williams says that all the different bags link together well allowing the stockists to have numerous different layouts. “We can also help the customer specify the range and adapt it to suit their requirements. It is about giving the customer the ability to kit their shop out to their own specific requirements.”
The different merchandiser options result in the UNIFIX range looking almost military in its precision. “When you see a merchandiser with Unifix bags in faultless formation, it is very impressive,” says Williams. “Our customers wanted something with a higher visual impact that would grab attention the new Trade bag range undoubtedly delivers.”
One of the merchants to take on the new Trade Bag range is Shropshire independent Morgans Builders Merchants. Director Gemma Cap says that the rebrand and kitting out took a couple of days per branch and, with regular liaising between the two parties all the way through, the transition was very smooth. Builders and joiners are no longer requiring 25kg boxes, Cap says, as they are deemed
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wasteful. “Instead, 1kg resealable bags are what they want and are generally pleased to see this is the way the packaging is going. Small size packets are great for all fixings. “In essence, the new Unifix range is a one- stop shop for us that offers next day delivery, which is great customer service for us that we can in turn pass on to our customers. Also, the uniformity of the packaging looks great.” A key benefit of the UNIFIX Trade bag range is that it is supported by a vast selection of products all available from stock. “Already we can offer over 1,000 lines in the new Trade bags and we will continue to add new products depending on customers’ requirements,” explains Williams. “Being part of the Hexstone Group gives us access to over 40,000 items in stock in our warehouse. Plus, we have an in- house packaging facility, so we can add a new product to the range within a matter of days.” The pricing has also been simplified. All quantities have been put together using a price point, with each band having a set price, so that the stockist doesn’t have to label up every bag. Instead, each bag has a price band letter; a price board on the merchandiser then lists all the price band letters and set costs. Products in the new offering range from HT hex set screws & nuts, Roofing bolts & nuts and General purpose woodscrews to Drywall screws, Bright oval brad nails and galvanised round wire nails, via nylon frame fixings, hollow wall anchors and self-drilling Screws. Customers can also benefit from low carriage paid order values, and next day nationwide delivery where applicable.
Williams concludes: “UNIFIX is a strong and recognised brand that has been embraced by the market. The new packaging line further underlines the quality, and is a sign that we are listening to our customers and their needs.”
www.buildersmerchantsjournal.net March 2018
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