FOCUS ON DECORATING PRODUCTS
Enhanced packaging to aid the retailer is at the core of Liberon strategy
A TRUE partnership requires mutual trust and respect, and once forged it can last a very long time. However, how often do we read of a supplier in the woodcare market celebrating a partnership of over 25 years with one of its retail stockists? Not as often as we would like to, that’s for sure. Dominic McInerney, Marketing Manager of Liberon the leading woodcare brand, has shared some insights into why collaboration is key to securing long-term alliances – and Axminster Tools & Machinery provides the retailer’s perspective. He said: “It’s true we really have worked with Axminster for over 25 years – fundamental to this partnership and others like it is the idea we must help our stockists to grow.
“In the case of Axminster,
we have undertaken various initiatives in order to build on the partnership created down the years"
“However, real engagement in supporting them means we get to communicate with our stockists at the right level, and thereby understand their needs properly. “In the case of Axminster, we have undertaken various initiatives in order to build on the partnership created down the years. Just recently, for example, we provided product samples for a specialist course organised by Axminster. The course focused on how to make a Windsor chair, and gave guidance on the entire process, from shapeless lump of wood to fi nished furniture.” The two companies help boost woodcare skills Liberon’s wax, fi nishing oil and steel wool were featured as part of the section of the course dealing with securing a good wood fi nish, with full details on how to handle and apply the product to ensure the best results.
Woodcare advice
In addition, Liberon plays a key role in trade days organised by Axminster, by attending and providing woodcare advice.
22 TBH September, 2018
One such event, held in Worcestershire, was aimed at students from various educational establishments including the local university. Other initiatives in which Liberon supports Axminster include providing samples for demonstrations at regional woodturning clubs, with which the retailer is involved. Harriet Searle, Axminster’s Content Marketer, said: “We ask customers to rate purchased products from one to fi ve stars.
“It’s good to sell the brand because of its well-known presence in the wood-fi nishing market, and stock availability is always excellent.”
Even amongst the most dedicated retailers, understanding the world of woodwork can be something of a minefi eld. It is important sales staff are able to direct customers to the best products for the job. Packaging across the Liberon range has been designed to provide clear usage instructions to help make decisions easier, and materials such as product brochures include handy guides to aid customers in
selecting the right product for the job. Colour charts are an essential part of this mix to help simplify the navigation of woodcare oils and wax products for busy professionals.
A SELECTION of wax fi ller sticks are available as part of the range
DOMINIC McInerney, Marketing Manager of Liberon
www.toolbusiness.co.uk
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