RANGE REVIEW: SECURITY & SAFETY RANGE REVIEW:REVIEW: SECURITY & SA R PA A


SAFETY


A SAFE P AIR OF HANDSPAIR W


ith nearly a third of Brits opting to stor e valuables at home rather than in banks or safety deposit


boxes, safes are a growing market opportunity for DIY and har dware r etailers. In the current economic climate there is a temptation for retailers to engage in a race to the bottom, particularly if safes ar e a new or experimental line for their business. Ultimately


y, y, this will lead


to ‘safes’ that are nothing more than glorified cash boxes that fail to meet customers’ needs. Independently- certified safes provide retailers with an opportunity to upsell to a model that is not only fit for purpose but also of fers higher pr ofits.


While selling certified safes might appear to be a daunting prospect for the non-safe-specialist, the first


question to ask any customer is what are they putting inside it and why? Safes come in a choice of sizes and locking mechanisms with a range of ratings which can be broadly split into monetary insurance values and fifire resistance. As these are based on dif fer ent criteria, it doesn’t follow that a safe with a high insurance cash rating will have a high fir e resistance rating. To provide customers with added peaceof mind and back up the manufacturer ’s claims, both the insurance and fire ratings should be independently certified to Eur opean standards by the appropriate verification body


riate verification body Correct installation


It’s no use putting valuable items in a safe that can easily be removed fr om the owner’s premises. Therefore, in order for insur ers to recognise these ratings in the event of a claim,


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the safe must be properly installed in accor dance with the manufacturer’s instructions. Customers may not have the expertise to do this themselves, particularly for the higher- rated and heavier safes. However


r,, rather than


being a barrier to sales, this cr eates an opportunity for the r etailer to either upskill themselves and offer a fitment service or for ge a business r elationship with a local specialist installer.


Most customers will be looking for a safe for a domestic envir onment but it’s worth remembering that businesses need safes too; whether they handle cash or ar e looking to protect a few important documents. When deciding on which brand of safes to stock, retailers should


With so many security solutions a vailable and retailers often in need of just as much support as consumers to cut through the complexities, Burg-Wächter UK marketing director Re x Atkins offers some sage advice f or retailers thinking of selling safes.


examine the range of safes on offer as well as the level of support the manufacturer provides both them and their customers. In addition to quick delivery times, helpful literatur e and eye-catching mer chandising material, the better manufactur ers will of fer dedicated sales training and technical support.


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