November 2019
ertonline.co.uk
Vax and Connect Distribution: A collaborative approach
Connect Distribution has offi cially partnered with Vax to bridge the
gap and independent
between manufacturer retailers.
The
company said this is part of its role as a distributor for small domestic appliances to market.
the independent
Founded in 1977, Vax specialises in the design and manufacture of specialist fl oorcare products – from carpet washers (where Vax’s journey began) to cordless and corded vacuums and steam cleaners. As part of a corporate strategy to maintain its market position, Vax has partnered with Connect Distribution to manage its independent retail
route to
market. With more than half a century of expertise – both with manufacturers and ‘indies’ – Connect Distribution has been deemed the perfect partner. “Our primary responsibilities as sole distributor for small domestic appliances to the independent market are to build strong relationships with indies and manage stock levels,” explained Carl Bould, Head of B2B Sales at Connect
Distribution. “A thriving part of the electrical goods market (worth an estimated £6.3bn), this crucial, yet complex channel sees us manage thousands of indie relationships – on behalf of Vax – on a daily basis. “With a highly respected brand and
premium product range, it’s essential that we don’t just supply product, but deliver what the end customer demands. A ‘stack it high, sell it cheap’ mentality would signifi cantly confl ict with key brand values and disenfranchise prospect customers. As such, it’s a highly specialised task – strategic collaboration, not simply distribution.”
A key part of the relationship sees Connect Distribution provide Vax with real-time insight into independent market trends, evolving customer requirements and detailed feedback on receptiveness to a wide range of product lines. Mr Bould continued: “Many distributors
wouldn’t consider this approach, but we aim to deliver added value by thinking differently.
“For example, rather than simply
keeping track of stock, we analyse which lines are selling most effectively, which product qualities are most desirable and which locations are seeing the highest demand. Rather than simply pushing the latest models, this allows us to tailor supply levels and shelf space to suit consumer demand and thus drive the best possible commercial results.” In addition to delivering this consultative
approach to the manufacturer, Connect Distribution also works closely with its independent partners to provide guidance and support to maximise store footfall. This includes analysing demographic and geographic trends to deliver a bespoke, high-demand stock portfolio. “With signifi cant experience in the
independent electrical retail market, our knowledge and understanding can prove valuable to the indies too,” added Mr Bould. “We share customer insight and market analysis to ensure indies only stock the most relevant product lines and delight customers; rather than simply selling to them.”
Rather than delivering a traditional wholesale agreement, Connect Distribution said it has become a highly valued part of the Vax journey. Both parties are looking forward to an increasingly close collaboration moving forward that creates opportunities for their valued independent partners.
7
SMART HOME GUIDE LAUNCHED FOR THE ABSOLUTE BEGINNER
Electrical Safety First has been working with law fi rm, DLA Piper, and a group of leading manufacturers and retailers to create the fi rst smart home guide for the absolute beginner. “Many people would welcome
the benefi ts from making their home ‘smarter’ but they don’t know where to begin,” explained Martyn Allen, Technical Director at Electrical Safety First. “Although you can fi nd lots of information available about smart products easily, much of it is not written for the absolute beginner. And it usually doesn’t give a joined-up approach. “Our guide, however,
provides all the basic information required to make
a home ‘smart’ or ‘smarter’ – with confi dence. It covers what you need to know from the initial planning, to buying, installing and using smart devices.” The new guide, which is free to download via the Electrical Safety First website, was produced and published by The Smart Technology Product Safety Stakeholder group, led by Electrical Safety First and DLA Piper. Comprised of key businesses and organisations involved in the production and sale of smart devices, including Beko, Bosch, CEDIA, Dixons Carphone, John Lewis & Partners, Lightwave and Tech UK, the group was established to help create a 360-degree approach to product safety in the digital age.
only requires businesses delivering high quality products and services but also promotion of consumer’s understanding of these devices and their use. This industry-led guide promotes good practice in this space and is an important fi rst initiative by the stakeholder group, which we established with Electrical Safety First.” “There are immense benefi ts to be
Michiko Jo, Senior Associate at DLA Piper and joint Chair of the stakeholder group, commented: “The smart home environment is becoming increasingly prevalent. Proper and safe functioning of smart devices not
had from a smart home,” added Mr Allen. “And we want to see people making informed – and safe – decisions about how they use smart technology. But this also needs the collaboration of the industry supply chain – as our stakeholder group has shown – to ensure a fully integrated approach to home safety in the 21st
Century.”
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