PROFILE continued
Bradfords Tool Hire spent approximately £1m on new equipment for the fleet last year and plans a similar level of investment in 2020. “We have strong relationships with some great suppliers. If we need something, we can add it very quickly,” said Terry Heal. “Our people monitor what customers are asking for and we will add new lines if necessary. In the past year we have introduced products such as compact scissor lifts from Snorkel, a post extractor from PostPullers (UK), and Trime mobile lighting towers. We are constantly evaluating new possibilities that could meet customers’ needs. For larger plant, we have a re-hire arrangement successfully in place with GAP.”
Bradfords Tool Hire has introduced a new initiative to promote the hire of Bosch cordless tools. Recognising that customers do not necessarily need a battery and charger with each item they hire, the scheme allows them to ‘mix and match’ the tool bodies they need with the optimum number of batteries and chargers, with a free kit bag and cordless radio thrown in during the hire. Packages of equipment can also be tailored for particular trades or applications, and items can be added or returned during the hire period so that customers only pay for what they need.
Flagship branch
The new Bradfords’ Sherborne branch opened last September and is regarded as something of a flagship, as it not only includes all the group’s specialist brands but has facilities and features that will be rolled out at other locations.
“The previous site was in an attractive location in the town centre, but it was cramped,” said Terry Heal. “It had no scope for expansion, being bordered by a public park on one side, houses on the other and it backed on to the railway line. The new building is on a greenfield site on the outskirts of the town and on the main road. It also has room for future growth.”
Bradfords continually invests in new equipment for the hire fleet.
Inside the building there are ‘pods’
displaying representative items from the merchant’s kitchen and bathroom range, displays of materials and consumables, plus extensive facilities dedicated to the Tool Hire operation. There is an area to display and demonstrate new tools and equipment, as well as charging points so that customers can recharge power tool batteries during their visit.
16 Double-sided monitors at hire desks highlight new equipment and promotions.
The workshop area is very well specified, with work benches incorporating an Xtractabench from Armorgard, to protect technicians from airborne particles that could be present on off-hired equipment. Care has been taken in the layout of the service area, with easy access to testing equipment, labels to indicate the status of tools, and safety leaflets. There are also well-designed storage areas for the tools and parts used in servicing procedures. This blueprint sets the standard for what is being rolled out across Bradfords’ other hire branches.
Large flat television screens are mounted on the walls near areas such as the hire desk. While these are capable of showing national news and sports coverage that could interest customers, their real purpose is to show details and videos of new equipment that has been added to the fleet, along with current incentives and promotions. In addition, computer terminals at the hire desk are double-sided so that customer can see details of offers and other information while they are being served.
Growing customer base
The new Sherborne location has established itself quickly. Sarah Gifford, Tool Hire Manager at the branch, said that the customer base is growing in line with the business plan and that more business is being generated from people calling into the new, more prominent location.
The branch has a dedicated area for customers to collect equipment they have purchased online. Terry Heal said this is a growing area of business. “Our product knowledge and supplier contacts mean that we can identify the best equipment for particular applications. We can also keep extensive stocks. Some tool distributors offer next-day delivery, but we can sell customers what they need the same day, enabling them to get their work done. We are winning more business as a result.”
The Bradfords Tool Hire operation is set to continue its expansion. Keith Hallam told EHN that plans are in place to open a presence at three more merchant sites in 2020, the first being at Bradfords’ new branch in Helston, which opens in March.
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www.bradfords.co.uk
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