TOOLS


with it and some actually had to buy businesses to acquire the experience and logistics.”


Paul insists that product availability is vital


to running a


successful business and it’s something he puts a lot of emphasis on. The Twickenham store boasts a stock profile of 12,000 lines, and it is policy that pegs and shelf space in


security systems. “I think I got my discipline for business from when I used to deep-sea dive,” he explains. “My kit was the best I could buy because my life depended on it. If you’re going to do something, do it right.”


And it’s served D&M well, as store are kept topped


up. “People might come in and make the decision to buy several of something while they are here because not many other places sell it,” Paul says, “As long as you have got it out on show and people can see it, they can buy it.” The store and web business is fed by an on-site warehouse, located in a 7,000sq ft next-door building along with the company’s office space. Paul has a strong attention to detail and, as a result, the warehouse is surprisingly spotless. Product sits neatly stacked on racking in immaculate boxes and every inch of storage space is used to great effect. “I always think, ‘what if someone is buying an item as a gift?’,” he says. “Presentation is everything. Some retailers don’t care and stuff comes off shelf covered in dust or with the packaging damaged but that sort of thing matters to me and I want our customers to have a good experience buying from us.” Products have the same treatment


in store, with not a speck of dust in sight – a mean feat when many of your customers are professional builders who often traipse a lot of dirt in with them, Paul admits. With space at a premium in the 3,000sq ft showroom, every inch is maximised to its full potential and most branded display units have been customised so they are taller than the standard issue size and can hold more product. Display models are out for customers to handle and, with that eye for the small details, Paul has even cut the cords off tools, so that displays are tidier and don’t get lost in a bundle of power cables. Paul admits he has to work hard to avoid the store looking overly cluttered with so many different lines on show and, along with the bold merchandisers, he also uses coloured flooring – often branded – to zone areas and create differentiation. Flat screen TVs showing product videos support ranges on the merchandising units and help communicate the benefits to customers alongside the detailed POS material and product specifications provided with every item in the showroom.


Other little touches that enhance the shopping experience are a separate changing room in the


www.diyweek.net


Managing director Paul Dowding has a real passion for tools and is keen to retain D&M’s values as a traditional retailer


workwear and footwear department and the fact that every item of clothing, despite hanging in a busy shop all day,


looks pristine and


like it has just been taken out of a packet. “It’s how they should be,” insists Paul.


And, while he believes “more and


more is going towards the internet” in this modern world, D&M Tools’ showroom still has an important role to play, with customers going that extra mile to come to a place where they can see products in the flesh. “People drive for hours to see our showroom,” he says. “They know we do specialist products and you can touch and feel them here. Lots of manufacturers push people our way because they know we have the showroom here.” Paul would love an opportunity to expand the sales space further and has been on the lookout for a new, larger premises. In fact, the firm just missed out on purchasing a new unit triple the size of its current site less than a 15-minute drive away, which Paul says would have given him the chance to do “everything I’ve dreamed of over the past 30 years.” He adds: “We could have had demo rooms and everything!”


In the meantime, he and the rest of the team are busy planning for their upcoming trade event in October, which attracted 10,000 visitors last year. The event is in its 17th year and draws visitors from across the United Kingdom and beyond. “People travel from hundreds of miles away to attend,” Paul says proudly. “They fly in from Ireland, Scotland and even Portugal. That’s the passion people have. They want to see the tools and what’s new from the brands.” National


chain Screwfix also


launched a tool show in recent years and credited D&M with inspiring


its launch, says Paul. “Screwfix kindly said ours was the blue print for their show. I spotted two of the Screwfix guys at the show and I had a good chat with them.” A Screwfix counter has opened


near D&M for the first time but Paul is very pragmatic about the rival outlet and is a firm believer that healthy competition is good for any business. “I know what trade counter staff are like, particularly if they are under the cosh or don’t know the answer,” he says. “They probably send more business our way than they cost us. Apart from their spot deals, which are very aggressive, they’re not as cheap as people think. They lack a real depth of range and lack the knowledge.” He adds that the Machine Mart next door is also likely to send more business D&M’s way than it costs it. However, he admits to being upset when independents fight amongst each other and believes they need to stick together to keep shopping destinations vibrant and customers coming their way. “When we first came to


Twickenham, there were 13 other businesses doing paint or ironmongery or tools. We thought, ‘when they go, we’ll get their business’ but


you don’t. That


business just goes. If there are fewer people around and fewer businesses there, then what reason is there for customers to go there? It’s good having healthy competition. Would I want a really good independent opening up next door? Well


it


would give us a bit more of a run for our money.” He adds: “A healthy market is vibrant with lots of diversity.” D&M Tools thinks like a much bigger business. Paul invests in only the best of everything, whether that is technology, web functionality, computer servers, or state-of-the-art


the retailer pushes suppliers in the tools market to improve their online presence and social media communications. Buy online options on manufacturers’ websites link back to D&M Tools and the retailer feeds data and live stock information through to a number of its suppliers. “We’re challenging our suppliers; we’re pushing them,” he says. While online may be the way forward, Paul


still makes between sure


that there is plenty of personal interaction


staff and


customers along the way. All orders are vetted and any anomalies are followed up by his staff who pick up the phone to the customer to check the information is correct. Similarly, operations manager Ian will ring any customers who have posted a bad review about their experience to resolve the issue. “They are often shocked to get a phone call,” Paul laughs. “But it’s important to us.” Modesty, he concludes: “We’re not doing exceptional things, we’re just doing it right.”


At a glance


D&M Tools 73-81 Heath Road, Twickenham,


Middlesex, TW1 4AW Tel: 020 8892 3813 Email: enquiries@dm-tools.co.uk Website: www.dm-tools.co.uk Shop Established: 1978


Selling space: 3,000sq ft plus 7,000sq ft warehouse and offices


Product offer: Specialist hand tools, power tools and accessories, PPE clothing, workwear and footwear


Branches: One Staff number:


25 (including 5 family members) 26 MAY 2017 DIY WEEK 15


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