Scolmore looks at the need for suppliers to work collaboratively with wholesalers

WHOLESALER COLLABORATION

Marie Parry, Group Marketing Director at Scolmore Group, looks at the need for suppliers to work collaboratively with wholesalers to futureproof their relationships against supply chain rationalisation.

In an increasingly challenging and highly competitive industry, electrical wholesalers have been rationalising their supply chain in a bid to increase their operating efficiency. This makes it vital for suppliers to be at the top of their game if they want to retain their wholesale customers’ business. Now, with the additional challenges that the whole industry has faced over the last 12 months, it is more important than ever that wholesalers and their suppliers work together to overcome some of the issues that are being faced.

Working in partnership

Across the Scolmore Group of companies, the group believes in working in partnership with its customers and this works at every level of its businesses’ operations. The company ensures that there is an alignment between each department at Scolmore and the counterpart department at its wholesaler customers. It is made a priority to fully understand all the workings of their businesses; how they operate on a day to day basis, what their ambitions are, and what future plans entail. This way, the company is in a better position to help them achieve their goals. By ensuring that everyone at Scolmore fully understands the wholesaler business and how it operates, it means that wherever Scolmore’s customers interact with the company there is detailed knowledge and comprehensive support.

The Marketing Hub is a unique website facility which offers a range of tools that wholesalers can use to enhance their own marketing facilities

The Scolmore Group believes in working in partnership with its customers

Marketing support

Marketing plays a vital role in Scolmore’s business operation and is key to ensuring that its products and promotions are seen by installers and wholesalers alike, through print and online advertising campaigns, as well as proactive and engaging social media activity. The dedicated YouTube Channel, SGTV, and weekly podcast episodes allow Scolmore to produce and host some really informative sessions covering product reviews, opinions from industry experts and issues affecting the industry. This all works to help educate customers and end users, increase awareness of the brands and products and drive sales through the wholesale channel.

Scolmore’s aim is to provide customers with access to the widest possible source of information, resources and promotional support to help them stand out from the crowd and stay ahead in a highly competitive marketplace. Key to this support is the company’s Marketing Hub – a unique website facility which offers a range of tools that wholesalers can use to enhance their own marketing facilities –and all at no extra cost.

Scolmore customers are given their own unique login details, which allow them to access a whole range of promotional material from across the Group’s entire range of wiring accessories, lighting, smart accessories, fire protection and security solutions. Product templates can be downloaded and customised with the stockist’s own details to optimise sales opportunities. A comprehensive product image library, print-ready promotional leaflets, plus a range of literature covering every product category is also available. Point of sale material for every brand is also available on request.

Bespoke ordering

A bespoke online ordering function offers wholesalers unique facilities and guarantees an easier purchasing experience. This service is supported by automated order picking and processing procedures which enables Scolmore to offer service levels it believes are unprecedented in the industry.

Customers can place orders 24 hours a day, seven days a week, check current stock levels at any time, and, using the ‘quick buy tab’, they can store the most common orders for repeated use. They can access online catalogues to keep updated with the complete product range, including new products. They also have the ability to track orders and to manage administration paperwork with instant access to reports and essential documents.

Training and development

As a group, Scolmore has always put great emphasis on the importance of training and development as part of its service to customers. Having invested time and money to harness the latest technologies to develop cutting-edge products, the company wants to ensure that its customers are given every opportunity to understand how the products work and how they can be utilised to best advantage on a project.

Whilst Scolmore is restricted from meeting face to face, the company is able to offer a range of training opportunities via its YouTube and social channels and will happily respond to any requests from customers and contractors. For example, the well-established ESP training programmes covering general security and fire systems are currently being conducted remotely.

What we are now seeing from the wholesaler is much more emphasis on the marketing effort, with more resources than ever being invested in this area of their business, particularly in digital and online strategies. Scolmore’s marketing team members are building strong relationships with wholesaler marketing teams and they are working closely together to create powerful content and help maximise the impact and reach of the various promotions and campaigns that are targeted at the sector.