SUPPLIER NEWS SUPPLIER N


HORWOOD SEES EXCITING CHANGES Homewares supplier, Horwood is making big investments, as it works to build g reater


brand awareness and expand into new categories and markets. orwood has seen a year


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number of changes this year


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investment in several key areas to create further opportunities


for the business and strengthen its position in the market.


The biggest project has been the relaunch of the company’s website. Sales director Rob Jones explained: “Up until a year ago our web presence was pretty poor but we have created a strong digital platform showcasing our pr oducts and brand, as well as our company values and ethos.” A big part of the upgrade in Horwood’s digital presence is to take control of the content and information that is available about the company and its products. And, whilst the site is transactional, meaning Horwood is now selling direct to consumers, the supplier is keen to support its retail customers and insists the new site will offer benefits all round. “It is really easy to get bad advice online,” said Mr Jones. “It is important to


big part of t fer benefits


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d fe ent consumer in very difrffif


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times and we need to push a few boundaries,” said Mr Jones.


Changing behaviour is also influencing Horwood’s new launches, as customers “look for something a bit differff ent,” said Mr Jones. “They are doing more cooking and baking at home but with their own twist. New products have to have a purpose and a reason for taking up retailer shelf space, of course, but they also have to have a point of difference.” There are new products in the pipeline that fit this objective and the company is looking to expand into categories it has not been in before, however Jones was unable to elaborate further at this stage.


owever


present accurate information on our pr oducts, as well as up-to-date price info. Customers can then take that to a retailer for their expertise and to touch and feel the products. We will have a stockists’ area to help direct consumers to their local retailer


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The improvements are being supported by the creation of new roles within the business in digital marketing and customer marketing, as well as additions to the sales team to help gr ow the brand and better


Horwood is now speaking customers in a differff ent way – something that is vital in an age where consumers have a wealth of knowledge at their fingertips. “Consumers are much more discerning; particularly with big- ticket items,” said Mr Jones. “Y have to make sure the information is correct and relevant.” The firm is also utilising social media much more. “We ar e engaging with a very


engage with r etail customers. to customers in a dif


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Another major investment is a new showr oom at the company’s head office. Mr Jones describes this as “a big step”, which allows the team to “sit down and meet customers in an environment that is representative of the brand and demonstrates the consistency of what we believe our pr oducts look like”.


ff fice. Mr Jones describes


Horwood is also looking at ar eas it has “not had a key engagement in”, explains Mr Jones, including the potential to grow its export business.


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14 DECEMBER 2018 DIY WEEK 7


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