RANGE REVIEW: TOOLS
from busy lives.” And the campaign has been so successful, the company even plans to do another one for autumn, and believes this will help retailers boost their sales over the clean-up period. With a big focus on getting people outside in their gardens, the key to success, says Burgon & Ball sales director Ruth Posey, is once they get there, innovation in the industry needs to help those customers get the job done quickly and easily. Previewed at Glee last autumn, Corona’s range of tools from the USA is enjoying its first season in the UK. A huge brand in North America, Corona has been brought to the UK by Burgon & Ball. “Gardeners are always looking for ways to make gardening easier, and finding new ways to do this is a key driver in the industry,” she says. “At Burgon & Ball we’re known for our trend-driven innovation, and our new products include a new RHS-endorsed tool collection created to resolve the unique gardening challenges presented by container gardening, a universal and growing trend. We also have two new weeding tools to minimise the time and energy spent on this rather tedious task, which have been proving popular.”
Value for money DIY Week’s questionnaire last year showed that price is a huge factor for customers making a decision about buying a tool. This year, we ask the industry if that is still the case. Winner of the coveted Retailer of the Year title at the 2019 DIY Week Awards, Kings DIY owner Tony discusses the winning formula behind his business. He tells DIY Week, when it comes to new products and innovations in the DIY tools category: “There’s not been a great deal that I’m aware of.” However, he has observed a rise in battery-operated garden products, like mowers. Tony believes innovation in the industry, “all comes down to cost”, and warns other retailers to be aware of gimmicks that may seem great on paper but, in practice, which provide short-lived results. He adds: “Innovation may be patchy, but there are new products out there.” Tony says he sees tools being sold
in store as a matter of “distress”. Customers are likely to come in store to purchase a tool because they have a job to do and need the right product to get that done. His advice on the best way to increase sales in the tools category – and across the business as a whole – is to offer great customer service. As
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an example, just before speaking to DIY Week, Tony had spent 20 minutes with a customer making sure she had the right door knob. “People go to stores because they want personal help, and we have such a reputation for our service and availability”. Despite Tony’s assertions that retailers are not on an even playing field against internet traders, he says for Kings DIY “the future is bright, we are incredibly busy and we’ve never lost it.”
Supplier support
In terms of supplier support, Tony says help with POS and display for tools is very important; something he says Toolbank does effectively. “The packaging and red rack display of Faithfull Tools look great,” he explains. Toolbank marketing director Simon Bicknell
says, although
price point is important to customers, cheap is rarely best, with functionality a vital spect to consider: “Price and value for money will always be important but tools need to be safe, reliable and do what they are meant to – above all else. Ideally, tools should also be efficient and comfortable to use as well and, depending on the level of use, durable.” Product innovation is important to keep the sector fresh and enticing to customers, and
battery technology that works across a variety of tools is now a, “fundamental part of the business,” Simon adds. Mark Follett from Fiskars believes, even in the garden industry, “customers want value for money, but they also want quality and reliability. They need to know that tools are up to the task and reduce stress and strain on the body.” He
“There is a growing awareness of all environmental issues that impact everyone in the supply chain.”
continues: “Consumer insight data tells us that around 60% of shoppers list their biggest consideration factors as price and quality, the very definition of value. Other important considerations are functionality, aesthetics and availability. All of these are contributing factors in determining the value proposition.” However, Burgon & Ball sales
director Ruth Posey believes that price is only one element of the marketing mix, and it doesn’t always play a primary role. “There will always be customers who want to ‘buy once, buy well’, and as concern over sustainability grows, we are increasingly finding that more shoppers move into this category.” With environmental issues at the forefront of a lot of changes in customer shopping behaviour, and conscious consumerism continuing to gather momentum, Simon says these issues are now having an influence in supply:
Plenty to look forward to Looking ahead to the future of the market, Mark from Fiskars says: “The market is in a continual state of flux and the way in which we shop is evolving. The DIY sheds have had a difficult couple of years for various reasons while smaller format trade counters have prospered. “The garden centre sector has had a huge shake up, with the division and sell off of the Wyevale group and, while as an industry we are slow adopters, there is a modest rise in online sales. It is the industry’s job now to keep pace with the ever-changing face of retail and for suppliers and retailers to work together to excite shoppers and drive footfall in to stores.” Toolbank’s Simon Bicknell sees a bright future ahead for the sector: “With so many leading and specialist brands developing new products and innovating plus the promised investment in housebuilding we believe there are many reasons to be positive.” And
with Burgon & Ball
esperiencing an “exceptionally busy spring,” Ruth doesn’t expect that to slow down any time soon: “With a wide range of innovative new products out... we are hoping to continue the year’s positive start.”
24 MAY 2019 DIY WEEK 21
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