NEWS
if they perceive a powerful reason to do, and the role of a high-quality sales representative from the supplier cannot be underestimated in maintaining and developing the relationship.
Key requirements from suppliers
Based on the discussions which the event enabled, some of the key requirements from suppliers for successful trading through the independent channel can be summarised as: • Mutually sustainable margins based on real understanding of the typical indie’s cost-base
8 Indie-pendence Day
BHETA hosted an in-person event highlighting the importance of the independent retail sector for suppliers. ERT finds out more.
BHETA (the British Home Enhancement Trade Association) held an in-person forum - highlighting trading opportunities for retailers, suppliers and wholesalers in the independent sector, which took place on March 27. Suppliers, wholesalers, and retailers from the small domestic appliances (SDA), housewares, DIY and garden sectors discussed how proactive collaboration is key to success. Steve Edwards, BHETA’s DIY and Garden Sector Manager, who chaired the event set the scene. “Following the demise of nationals such as Homebase and Wilkos, market interest has swung back squarely onto indie retail,” he said. “Some suppliers already work well with the indies, but for others this may be a wake-up call as to how best to service the channel.”
The retailer viewpoint
The forum began with Retail Viewpoint. Sarah Wood of Tunbridge Wells-based housewares retailer Trevor Mottram and Andrew Massey of Masseys DIY in Swadlincote, Derbyshire both outlined the opportunities presented by indie retail and the practicalities for the supplier. Despite their of common ground - both established over many years and generations, both having electricals in their range, both with real product knowledge and
retail expertise, both offering personal service to a loyal customer base.
And essentially it is that same individualised attention to the detail of what works best that independent retailers bring to and want from the supplier relationship as well. In general, they can provide a more adaptable and personal trading relationship with less bureaucracy than a typical national account. They can move quickly with decision-making and stocking, in some cases even offering the opportunity of trialling a new product or promotional idea and giving valuable feedback. They are hands on, collaborative, able to pivot quickly according to circumstance or in reaction to a new trend, and they make particularly effective salespeople in sectors where consumers yearn for advice and expertise to make the right purchase. Independent retailers can also offer better margins, assuming the supplier is able to do the same with mutual They are looking for real partnership with suppliers. Even where a wholesaler is involved, partnership is vital – between ALL the parties involved. That partnership breeds loyalty with long term trading relationships being the ideal. Independent retailers tend only to swap to an alternative brand
Steve Edwards, BHETA’s DIY and Garden Sector Manager.
• Good stock levels delivered in a timely manner which takes account of key sales periods like Easter or Christmas
• A dedicated point of contact • Sales training, ideally at the retail outlet or via video • Marketing support including packaging and promotion suited to the independent environment. The importance of printed catalogues as opposed to all online
• Sensitivity to the implications of minimum orders, credits, incomplete orders, inappropriate delivery formats, product, pricing, and promotion which is undermined by national accounts, including online.
The Beam Group’s Will Hindle, General Manager, said: “Independent retailers are a very important route to market for SDA products - their connection to and understanding of their customers means that they of a brand or product, particularly in store. “Supporting independent retail has always been a key part of Beam’s strategy. We do regular store visits with our account management team, ensuring market competitiveness and quick response times, aligning marketing campaigns both in store and digitally, and most importantly, championing the independent retail sector and its importance to our brand partners to ensure that we can provide retailers with as much support as possible in an ever more competitive market.”
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