DEALER SUPPORT MARCH 2021
March 2021
Issue 308
ISSUE 308
Official Xerox Distribution Partner We are now an official Xerox Distribution Partner, meaning we stock and supply all Xerox Everyday Toners (XET) and Xerox Replacement Cartridges (XRC) for non-Xerox Branded Printers & Photocopiers at the best value possible.
PATRICK WINTERBOTHAM
A SALES OPPORTUNITY YOU DON’T WANT TO MISS
CASSIE MARVIN
How many of your customers select OEM supplies only?
Try improving your margin opportunity by offering them a branded aftermarket solution with Xerox Everyday Toners or Xerox Replacement Cartridges.
STEVE BILTON
inspiring success
TURN ON YOUR NEW CTS XET/XRC FUSION CATALOGUE TODAY
HOW HAS THE INDUSTRY ADAPTED TO ONLINE COMMERCE The growth of e-commerce’s impact on the industry SOCIAL MEDIA TRENDS YOU NEED TO KNOW ABOUT IN 2021 Switching on to the latest trends to succeed in online marketing CLEANING UP How Everything Hygiene tripled turnover in a year
W ! E
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FROM THE EDITOR
N
Spring forward DEALER SUPPORT MARCH 2021 ISSUE 308
Finally, we’ve made it to March - the month when the clocks go forward, British Summer Time begins, and the - not-so-positive Official Xerox one-year anniversary of the first lockdown will occur. It’s hard to Distribution Partner believe it has been a year since the world was plunged into panic, and life as we knew it came to a grinding halt. We’re now more than used to face masks, sneeze screens, hand sanitiser and video calls being part of our day-to-day lives. And now, as schools return, the vaccine programme continues, and the roadmap offers us a route out of lockdown, things are starting, finally, to look up. Although it’s important to look forward, it’s also equally important to look back and see how far we have all come - and give ourselves a pat on the back for overcoming the numerous challenges and obstacles the last year has thrown at us. The industry quickly adapted to the new ways of working and living and, despite many of us thinking it might only last a few months, a year later we are still adapting and learning to navigate the world we find ourselves living in. To this end, we kick off this issue with an analysis from Office Power looking at impact of working from home, and online giants like Amazon, on the industry. Our BIG ASK follows this theme with industry experts giving their take on how they’ve adapted to the growth of e-commerce, and Des Stevenson features in our DEALER SUCCESS story discussing how his business tripled its turnover in the last year. Looking to the future, we picture what the return to the office may look like and explore the social media trends you need to know in order to succeed in online marketing this year and, with many people still working from home, we ask how this will impact the home print market and how those working in the home office can ensure they are still GDPR-compliant. To wrap up the issue, our LIVE IT section invites you to take a well-deserved break and relax as FATHER P. CLIP tells us about his office dog! Cassie Marvin provides the ® more and focusing on how FINAL WORD, picking up the theme of marketing once you can enhance your marketing strategy. As always, don’t forget to chat to us on Twitter and let us know your thoughts and opinions: @dealersupport. March 2021
Issue 308
We are now an official Xerox Distribution Partner, meaning we stock and supply all Xerox Everyday Toners (XET) and Xerox Replacement Cartridges (XRC) for non-Xerox Branded Printers & Photocopiers at the best value possible. PATRICK WINTERBOTHAM
A SALES OPPORTUNITY YOU DON’T WANT TO MISS
CASSIE MARVIN
How many of your customers select OEM supplies only?
Try improving your margin opportunity by offering them a branded aftermarket solution with Xerox Everyday Toners or Xerox Replacement Cartridges.
STEVE BILTON
inspiring success
TURN ON YOUR NEW CTS XET/XRC FUSION CATALOGUE TODAY
HOW HAS THE INDUSTRY ADAPTED TO ONLINE COMMERCE The growth of e-commerce’s impact on the industry
SOCIAL MEDIA TRENDS YOU NEED TO KNOW ABOUT IN 2021 Switching on to the latest trends to succeed in online marketing CLEANING UP How Everything Hygiene tripled turnover in a year
DEVIRRA SAH PIHS OT YAW REISAE NA lloR gnippihS laeS & xelF hctocS si deen uoy llA .dedeen epat oN - srossics fo riap a dna Ellie Potter Acting editor
!DNES DNA
SSERP ,DLOF
EDITOR Ellie Potter
CREATIVE TEAM Billy Odell
HEAD OF SALES Matthew Moore
DIRECTOR Vicki Baloch
yerG ot yerG All email addresses are formatted
TUC
Dealer Support is the leading monthly publication for dealers in the business supplies industry. It provides information on the industry (both in the UK and overseas), information for and about the UK’s independent dealers, as well as information and advice on running a small business. The views expressed in this magazine are not necessarily the views of the publishers. Copyright of all the material published remains with Intelligent Media Solutions Limited. No part of this magazine may be reproduced, copied, stored in an electronic retrieval or transmitted, save with written permission or in accordance with provision of the copyright designs and patent act of 1988. Printed in the UK by Buxton Press www.buxtonpress.co.uk Annual subscriptions are available at a cost of £68.00 for UK and overseas by surface mail, £90.00 for airmail. Subscription enquiries should be sent to the address opposite
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IT PREDICTIONS FOR 2020 What to expect for the year ahead
PHIL JONES Brother UK’s MD talks learning and leadership
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MARKETING Why now is the time
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Issue 296
STEVE MCKEEVER
MARKETING
DRIVING CHANGE
2020 VISION
2020 VISION New products and categories
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February 2020
TRANSFORMING THE CHANNEL
PHIL JONES
OEMS AND MPS
IT PREDICTIONS
2020 VISION
inspiring success
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ISSUE 296
January 2020
DEALER SUPPORT FEBRUARY 2020
Issue 294
DEALER SUPPORT JANUARY 2020
DEALER SUPPORT DECEMBER 2019
Decemebr 2019
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MARCH 2021
Contents INDUSTRY 06 NEWS AND VIEWS
The latest news and views from the industry
12 THE IMPACT OF WFH AND THE GIANTS OF ONLINE RETAIL
Office Power take a look at the lasting impacts of the pandemic
18 BIG ASK
How has the industry adapted to the growth in online commerce
18
DEALER SUCCESS 26 CLEANING UP
Des Stevenson on how his business tripled turnover in the last year
LEADERSHIP 30 RETURNING TO THE NEW NORM What the return to the office will look like
26
34 SOCIAL MEDIA TRENDS YOU NEED TO KNOW ABOUT IN 2021 Getting the most out of a digital-first decade
SALES SUCCESS 37 HOME PRINT MARKET SET FOR GROWTH Staying at home means printing at home
42 DATA SAFETY AT HOME
Keeping GDPR compliant while WFH
44 LIVE IT
Take a break and enjoy some lighthearted fun
46 FATHER P. CLIP
The good Father on the office’s four-legged friend
47 FINAL WORD
34 “The onset of the pandemic, and subsequent lockdowns, has certainly accelerated the switch to ecommerce”
18
Cassie Marvin discusses how to enhance your marketing strategy
INDUSTRY
T H E M O N T H T H AT W A S
THE MONTH THAT WAS Office Circle launches network of local office supplies dealers
DURABLE UK teams up with FusionPlus Data
Following on from the success of groups like Bookshop.org, with one website
DURABLE UK has formed a new partnership
representing hundreds of individual local businesses, Nemo & Office Club
with FusionPlus Data, which means the
have partnered with Office Circle and digital marketing experts, tmwi, to
company can now provide optimised and
create a national network of office supplies dealers offering local delivery from
accurate product content including product
one central website.
titles, descriptions, images, videos, etc.
Nemo & Office Club MD, Tim Beaumont, announced: “The new venture with Office Circle is ready to provide a custom, local service at a national level as a one-stop shop for B2B supplies and equipment delivered straight to offices or homes for people working remotely. “Although this is not a new concept to our industry, the level of expertise and financial support we have received from our globally successful digital marketing partners means that Office Circle is perfectly positioned to have a
for more than 1000 of their biggest selling products. There will also be regular updates to the content as the DURABLE team constantly look to improve and adapt products to the market situation. Each year, DURABLE releases a wide
serious impact at this time when businesses buying habits are changing due to
range of new products in a variety of
the pandemic. Working with supportive supply partners – such as Acco, Antalis
categories. This new partnership will allow for
and Kärcher – Office Circle advertising is already now prominent on popular
products to go to market within a matter of
consumer websites, including www.ruck.co.uk, which attracts over 250,000 site
days, to give resellers the latest and best that
visitors per week.”
DURABLE has to offer.
Office Circle MD, Mike Martin, added: “Whether it is the latest cutting-
Sam Rylands, marketing manager at
edge projector, a simple memo pad, or anything else in between, we work
DURABLE UK, sees the move as a big step
hard to make sure customers have fast access to the best supplies. With over
forward for the company and its customers:
20,000 products currently on the site, and growing, we’re proud to say that
“We’re delighted about providing dealers
our trusted local partners from Nemo and Office Club make it all possible –
and resellers access to the entire DURABLE
offering tailored, personal support, and a first-class service, to local businesses
catalogue,” he said. “Our product range
every single day.
spans a wide number of categories
“We’re always looking for the latest innovations in office supplies and stationery that can help businesses reduce their ecological footprint. “We know sustainability is increasingly on the minds of our customers. So,
and we continually develop new and innovative products that meet the needs of our changing working world. Hosting
it’s important for us to offer them plenty of options, whether that’s products
our enhanced content on the FusionPlus
made from 100% recycled plastic or office supplies made from biodegradable
platform, enables our customers to capitalise
materials.
quickly on workplace trends and access the
“Every green choice makes the planet a little bit safer and we’re happy to make it easier for our customers to go the eco-friendly route.”
[06] MARCH 2021
www.dealersupport.co.uk
thousands of market-leading products that DURABLE UK has to offer.”
T H E M O N T H T H AT W A S
Brother UK launches new managed label service
INDUSTRY
Sustainability high on agenda for Integra members In partnership with Planet Mark, Integra has recently launched free ‘carbon clinics’ to further support members when it comes to adopting and
Brother UK has launched a new hardware-as-a-service platform called Managed Label Service (MLS) to help resellers capitalise on the growing market for label printers. Reseller partners will be able to use the platform to provide customers with a
implementing a sustainability strategy within their businesses. Planet Mark’s sustainability experts will
subscription for labelling devices for the first time, giving businesses the option
be offering advice on a wide range of
to spread the upfront cost of new Brother label printers, third party hardware,
topics including carbon footprinting,
software, services and supplies over an affordable monthly payment plan.
strategy and planning, environmental
That gives them access to the latest labelling technology without the usual capital investment required. The shift to ecommerce and home delivery during the pandemic has resulted in strong demand for label printers from firms that have pivoted their business model to selling online, and the category is forecast to grow by 9% during 2021. MLS will provide businesses with a complete labelling solution in a single package, including software, accessories, servicing and tech support, enabling them to start selling online or make their delivery function more efficient, while avoiding a big upfront investment. Using the platform, resellers can create custom quotes in real time to offer a flexible solution to their customers. Partners get the revenue straight away once the deal has been processed and at the end of the contract. Resellers,
policy and data collection; together with employee and supplier engagement, and communication. Steve Malkin, CEO for Planet Mark, commented: “Carbon management is an essential pre-requisite to good practice in sustainability. It brings many other benefits too, including tackling climate change, cutting costs, reducing risk, enhancing reputation, engaging employees and stakeholders, and winning new business. During these
rather than customers, retain ownership of the hardware – allowing them to
clinics we will be able to provide practical,
either gain additional revenue or update the customer with new hardware.
tailored advice to Integra members looking to drive sustainability forward.
Promotions at ECI ECI Software Solutions has promoted Trevor Gruenewald to CEO and Sarah Hagan to president and chief operating officer. Ron Books, ECI’s current CEO, will transition to the role of chairman. As part of this change, Gruenewald and Hagan will be responsible for the day-today operations of ECI, while Books will continue to work closely with the ECI leadership team and ECI’s board of directors on driving the strategic mission and vision of the company. Gruenewald will also be responsible for ECI’s overall product and M&A strategy, continuing to position ECI for future growth while staying true to the company’s mission to support SMBs with the technology that they need to grow their businesses sustainably and profitably. In her new role, Hagan will be
“On average, Planet Mark holders make a 16% carbon saving each year per employee through energy use, waste, water, travel and procurement. Certified organisations deliver results far beyond regulation and compliance, making deep and significant contributions to society, the environment and engaging their people in the process. We are looking forward to working closing with members to help support them in 2021 and beyond.”
responsible for overseeing ECI’s business units.
www.dealersupport.co.uk MARCH 2021 [07]
INDUSTRY
T H E M O N T H T H AT W A S
NEWS REPORT
Impact of WFH on health reveals failings in employers’ duty of care
N
ew research from Fellowes Brands has
(65%), spending on average, £1,300 – suggesting employees
revealed the alarming impact home
are unhappy with the support they are receiving.
working is having on the mental wellbeing
Indeed, research reveals that 19% think their employer
and physical health of the nation, with
does not care about their mental health or wellbeing –
35% of UK workers admitting feeling
putting productivity, results and making money above
stressed or anxious, lonely and isolated, 32% tired and 38%
their welfare. In addition, 45% of employees have never
lacking in energy while working from home during lockdown.
completed a workstation risk assessment – potentially
Inadequate home workstations are putting people’s
putting physical and mental health at risk. Elsewhere, 58%
physical health at risk as only 49% have a proper set-up.
don’t know or don’t fully understand what their rights are
Current legislation around home working is outdated and
when it comes to having a safe and healthy home working
lacks clarity – it is only a legal requirement for employers
environment and 59% believe home working should be
to provide workstation risk assessments if employees are
regulated by the government.
‘permanent’ home workers. As home working has increased
While working from home is placing physical strain on
due to the pandemic, research calls for employers to do
workers and negatively impacting their mental health, most
more as 10% of people admitted to working from their sofa,
people (89%) are keen to continue working at home in the
5% from their bed and 3% even worked on the floor! It is
future; enjoying the greater flexibility (60%). However, 63%
no surprise, then, that 49% experience more physical strain
would feel more motivated and productive if they had a better
working from home, with 27% suffering strained eyes, 27%
home working environment yet 42% say their employer did not
complained of a stiff neck, 26% had a sore or aching back and
support them in creating a good working from home set-up.
25% experienced headaches. Top requirements for equipment include better back
Jeremy Cooper, UK marketing manager, Workplace Health Division at Fellowes Brands, said: “It is essential that employers
support from their chair (29%), a new chair (27%) and less
identify the physical and emotional needs of their staff. We
time spent sitting down (25%). Employees are also resorting
need to go beyond the office and embrace a work environment
to spending their own money on home working equipment
that is adaptable and supportive for all ways of working.”
[08] MARCH 2021
www.dealersupport.co.uk
INDUSTRY
VENDOR PROFILE
HOME WITH THE RANGE ExaClair helped dealers during the early days of the pandemic thanks to its product range and now, with homeworkers’ expectations changing, the company is evolving its offering to cater for this, including introducing more sustainable products
W
hen the COVID-19 pandemic hit the
enabled us to open the door to a number of new
UK in March last year, and led to the
customer groups; we anticipate this will continue to be
first lockdown, ExaClair Limited - the
an area of strength for us as 2021 develops.”
UK subsidiary of the Exacompta-
As well as supplying traditional markets, ExaClair
Clairefontaine group – was ideally
also look to explore new opportunities, whether that be
placed to help customers who suddenly had to find
with new or existing ranges. “The pandemic has taught
homeworking solutions for their numerous employees
us to be more proactive in these prospects, especially
who had only ever been office-based.
in relation to expanding via online channels,” Lawrence
ExaClair already sold an extensive range of home
explains. “We have found that an increasing number
office products - but the company offered more than
of office product dealers are looking to expand into
that. “In responding to the changes in restrictions
new areas, with some now seeking to capitalise on the
placed upon dealers over the last 12 months, we’ve
working from home ethos by distributing more crafting
become more dynamic in relation to our order
and educational stationery items.”
processing, and have developed more flexible distribution logistics to accommodate the increasingly
WORKING FROM HOME
varied customer delivery requirements which have
Indeed, Lawrence expects the working from home
been influenced by the pandemic,” explains Lawrence
market to continue to thrive in 2021. “While the
Savage, ExaClair’s marketing manager.
demand for products for home schooling is likely to
“With more consumers working remotely, the rise in demand for drop-shipping products also continues to drive current supply chain initiatives. We are now seeing increasing numbers of companies giving extra options for ordering smaller pack sizes, or specialised bundle packs, to satisfy these changes in purchasing behaviour.” DIVERSIFICATION ExaClair has also diversified its product range in response to the pandemic. “We experienced a lot of demand when we first launched our ExaScreen range of PPE during the start of the pandemic and, as this has expanded, we’ve seen it account for over 40% on our growth categories,” says Lawrence. “This diversification
[10] MARCH 2021
www.dealersupport.co.uk
subside, as more children return to attending their educational establishments, with more employees and
VENDOR PROFILE
INDUSTRY
credentials as being an important, to very important, factor - second only to comfort (90%).” This is a trend being driven especially by younger people and, to that end, ExaClair has recently expanded its selection of 100% recycled Forever® products with the Forever® Young range, which is targeted at 15-25-year-olds. “Featuring products accredited with the Blue Angel environmental label, manufactured from businesses now experiencing the cost, environmental
post-consumer recycled plastic waste, this range will be
and health benefits of remote working, this is a sector
highly appreciated by members of Generation Z, also
that is expected to maintain growth. It’s reported that
known as ‘zoomers’,” says Lawrence.
over a quarter of those currently working from home also plan to continue this on a permanent basis.” This means that certain areas of the market are set
“Over the past few years climate change has become a hot topic, with a recent survey showing that 62% of zoomers are preferring to buy more sustainably
for growth, such as premium stationery. “This has been
sourced products. We are committed to helping reduce
particularly fuelled by recent trends such as journaling and
the effects on the earth’s climate by producing more
family crafting - a knock-on effect of a greater number of
ecologically aware products that can become part of a
workers based at home, and conscious of participating in
circular economy. This new range offers a conscientious
activities that can promote wellbeing,” says Lawrence.
and eco-friendly purchase.”
“The ability to create a versatile home office environment that not only maintains worker efficiency
ONGOING ENVIRONMENTAL FOCUS
but also offers ergonomic items which easily integrate
Lawrence adds that ExaClair is constantly looking to
into their surroundings, is a trend that is set to continue
enhance its environmentally friendly products and
influencing future product design. Recent studies in
drive innovative manufacturing techniques. “This has
colour psychology indicate that soft, pastel colours can
been an integral part of our company strategy for over
inspire imagination, calmness and clarity of thought;
40 years,” he says. “In addition to our popular new
we’ve already experienced this shift with an increase
Exacompta nature-inspired Eterneco, and 1928 Climate
in demand for desktop and filing products that feature
Neutral desk accessories, we are also developing a new
these fresh colour tones.”
range of zero plastic filing for 2021. “Elsewhere, we are continuing to broaden our
ECOLOGICAL DEMAND
selection of Rhodia products, and will soon be launching
Another trend is for home workers to want products
a new collection of premium notebooks, portfolio folders
that are more environmentally friendly. “With an
and pencil cases in a choice of bright, modern colours.”
estimated 400 million tonnes of plastic waste being generated, worldwide, every year - a third of which is packaging - the demand for offering more sustainable solutions is intensifying as end-users become increasingly aware of future ecological impacts,” notes Lawrence. “A recent IPSOS survey showed that 75% of remote workers highlighted their preference for having home office products that feature eco-friendly
www.dealersupport.co.uk MARCH 2021 [11]
INDUSTRY
[12] MARCH 2021
W F H A N D T H E I M PA C T O F E - C O M M E R C E
www.dealersupport.co.uk
W F H A N D T H E I M PA C T O F E - C O M M E R C E
INDUSTRY
The impact of WFH and the giants of online retail In order to assess the impact of COVID-19 on the industry, Office Power conducted a research programme that featured webinars, an in-depth economic analysis and an industry survey - this included a focus on the future of home working and the threat of big online retailers
T
he first question asked of respondents
is an ongoing concern. It raises a series of questions
was around the potential implications
which must be dealt with:
of the rise in home working. This is
• How might customers be found in the future?
a key theme for the industry as it is
• How will the existing customer base be managed in
likely to have an impact beyond the
pandemic itself, with most futurologists predicting a
this fragmented environment? • How can cost-effective fulfilment services be
‘hybrid’ office culture. Statistics show that 45% of people
provided when employees are spread out rather
in employment worked from home in April 2020 (source:
than office-based?
ONS); this is compared to just 5% throughout 2019. This
• How can dealers compete in an e-commerce
rate will be a lot higher for white collar or office-based
environment - which is the primary purchasing
employees.
channel for the home worker?
This significant rise will come as no surprise to anyone as customers and colleagues have been forced
CENTRAL TO SURVIVAL
to stay at home. It is anticipated that the government
This understanding of the customers, and the ability
will continue to encourage employees to work from
to reach them wherever they are, has proven to be
home, if they can, until a vaccine is rolled out. It is also
- and will continue to be - central to survival in this
fair to conclude that employees will continue to work
new environment. Where once rapport with individual
from home - with varying degree of flexibility - on an
buyers in customer companies was sufficient for
ongoing basis, and the potential of ongoing restrictions
maintaining contact, now e-commerce will become
on social and working life meaning we will not see a
the prevalent channel for managing a much more
quick return to the ‘old normal’. Asking respondents
fragmented relationship. With companies and their
about the ongoing impact of this, 88% share the view
employees remaining at home for the foreseeable
that home working will be significant in the future, with
future, it will be key for dealers to build a clear
48% believing that up to 30% of employees will continue
understanding of their customer base via customer
working from home permanently (see Figure 1).
relationship management (CRM) tools and deploy a
Given the previous importance of the office as the
contact strategy to ensure different customer types
dominant environment for dealers to sell into, the
receive relevant messages and promotions which are
fragmentation of the working location of customers
important to them, wherever they are.
www.dealersupport.co.uk MARCH 2021 [13]
INDUSTRY
W F H A N D T H E I M PA C T O F E - C O M M E R C E
Segmentation, targeting and positioning – known
the context of online retail growing at its fastest rate
as STP – is a very effective tool to apply in this
ever, peaking at nearly 30% of all sales in the UK in
situation. Accurately and consistently segmenting
May 2020. Undoubtedly, many customer habits will
the customer base by who they are, their working
have been irreversibly changed as a result of these
environment and what they need or want is one of
enforced periods of lockdowns across the country.
the key ways to trade profitably with an increasingly
It is crucial to avoid direct competition with
fragmented customer base. Due to the shift to home working, there has been a
Amazon as this is simply not a battle that can be profitably won. Dealers should also be wary of trading
significant increase in pick, wrap and deliver (dropship)
on Amazon marketplace; while this may provide
deliveries - in other words, the ability to deliver wherever
turnover, and working capital, it will be unprofitable
the customer is. Applying similar segmentation
in the vast majority of cases. It is critically important
techniques to target different delivery options, timings
for dealers to trade customers and not orders;
and charges is critical. So, building a clear, single view
understanding the customer base via a strong
of the customer, truly understanding and supplying
customer database and CRM is how you build up loyal
what they need and, ultimately, delivering what they
and profitable customers.
want when and where they want it, will prove a clear
It is also important to have high levels of
advantage as various levels of lockdown continue and
integration between CRM and online systems
when we move to a ‘new normal’.
enabling promotions, on-site messaging and merchandising that can be targeted towards what the
ASSESSING THE IMPACT
individual customer wants to see. It is critical to extend
The Office Power survey also looked at the impact
this customer understanding to sales teams so that
that overall market competition may have - notably
they are able to have the right conversation, and offer
online, and including the immense competitive force
the right products at the right price.
that is Amazon. Unsurprisingly, there proves to be
Essentially, it is about managing the customer
a significant concern about this area, with 82% of
through their lifetime with the brand, encouraging
respondents being worried that online competitors
them to come back and order more. Knowing how
will become an even bigger threat in the near future.
their needs are developing is how you build an online
This is well-founded given that Amazon recently
presence that offers something that Amazon doesn’t
announced they’d grown 27% in the three months
focus on so much – a deep, efficient and local
following lockdown. This staggering growth is within
relationship.
[14] MARCH 2021
www.dealersupport.co.uk
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INDUSTRY
VENDOR PROFILE
PFU (EMEA) LAUNCHES NEW PARTNER PORTAL To help its channel community understand and communicate the best possible image capture and digital transformation solutions, PFU (EMEA) Limited has launched a new platform packed full of all the information they need
E
volution is key for businesses if they wish to remain successful and, for
critical activity and, ultimately, ensure business survival. “Add to this the shift we’ll see, long-term, in how
many businesses currently, evolution
people want to browse and purchase products and
means digital transformation. This
services - how they want to engage with suppliers and
involves more than just digitising
customers - and it is clear that we are evolving into a far
existing processes; it’s about enabling organisational
more digital remote world than ever before.”
intelligence to develop new processes, and create opportunities, according to the recently published
PARTNER PORTAL
Fujitsu Image Scanners Organisational Intelligence
To help with this evolution PFU (EMEA) is supporting
Report 2020
its customers with the launch of its Partner Portal -
“The report looks into where organisations feel they
which combines its Imaging Channel Portal, Imaging
are on their digital transformation journey, what they
Alliance Program and Imaging Rewards loyalty scheme
perceive to be the challenges faced and the benefits
into one unified platform. It is designed to provide a
and opportunities for dealers to capitalise on,” explains
single source of knowledge for partners, giving them
Andrew Cowling, senior channel marketing specialist at
access to all the information they need to successfully
PFU (EMEA).
create the best possible image capture and digital
“It is clear that the past year has made a lot of companies face the realisation that they need to
transformation solutions for their customers. The portal enables partners to access detailed
accelerate their journey towards digital and automated
information on all PFU (EMEA)’s devices and software,
processes,” he says. “This is primarily due to a
including images, adverts, pricing and more; in addition,
more remote, disparate, workforce which needs to
using Imaging Rewards, partners can log sales and
access information and share information, ensuring
collect points for selling devices, which can be redeemed
compliance while remaining productive. There is the
against a range of products or training courses.
need to move away from time–consuming, admin heavy tasks so as to free up time for staff to focus on business-
[16] MARCH 2021
www.dealersupport.co.uk
Developed with Impartner, a partner relationship management platform, the portal is the result of an
VENDOR PROFILE
INDUSTRY
extensive investment programme by PFU (EMEA). The
feedback from its channel community on the previous
portal offers greater opportunities and collaboration,
portals. “The new portal is fresher, and easier to
securing future growth for their channel.
navigate to find our range of enablement tools; from a
It also includes access to marketing and research material,
management side, it’s far easier to upload valuable and
including the Fujitsu Image Scanners Organisational
relevant content,” he says.
Intelligence Report 2020. Software development kits
The development of the portal was also
are available for software vendors to create solutions that
relatively swift, Andrew explains. “From scoping our
enable integration for digital transformation projects. The
requirements, reviewing pitches, migration and launch
portal is available on any connected device, meaning
we were probably looking at six months.” Now that the
partners can get access to the information they require
Partner Portal has been launched, there is a pipeline –
whether at home or in the office.
short- and long-term – for adding features, content and modules, Andrew adds.
IMPROVED PARTNER SUPPORT
“We fully appreciate that the key to an engaged
“Our portal aims to bring together a range of
channel community is keeping information fresh
enablement assets that can be used not only to
and relevant, and striving to continuously evolve
educate internally on the scan opportunity, but also
and respond to feedback,” he says. “We will shortly
to utilise these tools to take the messaging to an
be introducing the ability to request demonstration
existing customer base - or even to new datasets,”
and eval units, to register deals and access our
explains Andrew. “We have a comprehensive asset
e-commerce and software programs in order to
library that includes a range of rich content on our
become specialist partners.
products and promotions and webinars to view - such
“We are working on developing an MDF and
as how to sell to human resources, how organisations
COOP module, the ability to co-brand material, and
can benefit from organisational intelligence - as well
will be continually developing and adding training
as joint webinars with our trusted ISV partners looking
courses on our product ranges, opportunity selling
at a more solution-led approach. There are training
and scanning solutions.”
modules to educate further and become specialist and certified partners, and all members can opt into our regular channel communications keeping them informed of latest initiatives.” “The PFU (EMEA) Partner Portal is the perfect collaboration platform,” Mike Nelson, senior vice president, PFU (EMEA), adds. “It’s a unified point of contact that provides all the information they need in an innovative and engaging environment. It will enable our partners to continue creating world-class image capture solutions for their customers with help from
Embrace digital transformation Andrew adds that one of the underlying aims Fujitsu of the new portal is to consolidate allwith their partner For more information, and to register, go to: platforms into one location, ensuringDocument single sign on and partner.imaging-channel-program.com/English an improved partner journey; this aimScanners was based on PFU (EMEA).”
Offer your customers the benefits that digital www.dealersupport.co.uk processes can bring: MARCH 2021 [17]
INDUSTRY
BIG ASK
HOW HAS THE INDUSTRY ADAPTED TO THE GROWTH IN ONLINE COMMERCE? In a year where most of us had to move our professional and personal lives online due to multiple lockdowns and social distancing, we speak to the industry about how this shift looked in their businesses
TIM PERCIVAL, DIVISIONAL
and their ability to handle online orders, reducing the
DIRECTOR ANTALIS UK
need for staffed customer service teams.
In 2020, COVID changed
We saw new channels open. B2B2E – Business 2
everything. It touched the
Business 2 Employee; home workers requiring supplies
way we work, and where we
to facilitate home working - ordered through their
work; it stopped us working
normal business supplies provider, but delivered direct
and it caused more work. Data
to the employee’s home.
suggests that online retailing
From a capability perspective the industry is already
increased by 46.1% in 2020, the highest year-on-year
well-positioned to handle online orders; the biggest
increase since 2008.
challenge to overcome is around the quality of data/
According to the Office for National Statistics, in
content and imagery available to populate their web
Quarter 4, immediately prior to lockdown two, 38% of
stores with. Crucially for consideration is also how any
the UK population worked from home. The impact on
orders will be fulfilled/delivered to the point of need.
our industry varied significantly by region, with London
Today, data/content/imagery is probably adequate
reporting rates as high as 59% of the population
for transactional business - i.e., existing customers
working from home; this change in where we work
simply using the web store as a convenient method to
left offices empty, and often closed, particularly in the
order and re-order what they consume. Where this is
capital.
challenged is around consumers using the web stores
Many resellers were able to take advantage of government support and dramatically reduce resource; they were able to capitalise on previous investments,
[18] MARCH 2021
www.dealersupport.co.uk
to browse, primarily because they do not always know exactly what they want - or in fact need - to purchase. Let’s take the situation over the last 12 months,
BIG ASK
and a product area that we are very familiar with;
INDUSTRY
BUT, if I had searched for this on my friendly dealer’s
copy paper. I am now working from home. I need
web store would I have actually been presented with a
to print some documents for review and I have a
suitable product that had the appropriate data/content
desktop printer. I need paper… so I visit my regular
to fulfil the search criteria?
office supplies partner’s web store, I search A4 white
The risk here is a dissatisfied customer who chooses
paper and I choose sort by price. I am presented with
to place orders elsewhere. The opportunities for online
a low cost, 80gsm product, of no apparent branding
sales are significant for the reseller; they hold a place of
- great. Order placed. Product arrives next day, work
trust with many of their consumers, and would be the
completed and documents printed for review. However,
go-to, online solution for product.
I now have some issues:
It is really down to brand owners to make sure
1. My home desktop printer is inkjet.
their products can be effectively presented online;
2. The documents I have printed look strange and I
we recognise this has been a weakness, not just for
have difficulty reading the very fine text; the print appears to be feathered. 3. The paper feels flimsy and, as I printed on both
ourselves, but across many brands in the OP market. Online presents challenges and opportunities; if the challenges are ignored, the opportunities will not
sides, I am seeing some ink bleed through the
be realised. Inevitably, some traffic will default back to
sheets making it very difficult to read any text.
analogue methods but, if online is done correctly, there
4. It’s not the whitest of papers compared to the nice ‘stuff’ I usually use through the colour laser printer at work…
is no doubt further growth will be seen. At Antalis we have devoted significant resource to accurately attributing our products, and articulating the content. As a starting point, for the top 1000 lines that
I now have a ream of paper I do not want. I have used
we sell through the office channels, our data partner,
70% of my ink tank - which, incidentally, cost five times
Fusion, will soon be making the data/content available
more than the pack of paper.
to their Evolution X partners.
With hindsight, I should have searched for paper
We are looking forward to working closely with
suitable for inkjet printing - with this thing called
these customers in order to optimise their opportunity
Colorlok - considered a heavier weight than 80gsm
to better serve their consumers. We want to help our
and, perhaps, looked for a higher level of whiteness.
customers do what they do - better.
www.dealersupport.co.uk MARCH 2021 [19]
INDUSTRY
BIG ASK
SIMON HOWORTH,
offering, we pride ourselves on being easy to do
MARKETING AND DESIGN
business with, and servicing the resellers by offering a
MANAGER, DAMS
one-stop-shop for all their office furniture requirements.
There’s no doubt that COVID-19
We continuously invest back into the business to give
has had a massive impact on
our customers the very best service levels and selection
people’s shopping habits, across
of mid-market products that offer exceptional quality
all industries, and this switch
and value.
towards a more digital world and
One of the big investments that Dams has made over
online shopping is likely to have lasting effects. This is
the last few years has been in product data, because we
a trend that’s been coming long before COVID, but the
are constantly working to make it as easy as possible
onset of the pandemic, and subsequent lockdowns, has
for dealers to sell as many of our products as they can.
certainly accelerated the switch to ecommerce.
In order to sell online, good product data and content
At Dams we definitely saw a switch to online
is key; without good content it’s hard for customers to
ordering from March 2020, fuelled by the number of
understand the benefits of our products. We make this
people working from home, and this has been very
data available to dealers, and work with them on how to
successful for us. This carried on throughout 2020 and,
present our products to stand out from the crowd.
towards the end of last year, we also saw an increase in people upgrading their home office furniture. So, for example, people may have bought a
We make sure our content is as accurate as it can be, and suitable for end-users, with great descriptions, product features and benefits, and multiple images
budget office chair or desk when first working from
of every single product in our portfolio from multiple
home, but they’re now seeing working from home as a
angles and in location settings. Combine this with
more (or semi) permanent solution they’re upgrading
Dams’ industry-leading delivery service options, stock
to better quality, ergonomic chairs and dedicated
availability, new product development and sales and
workstations – this, potentially, is a good opportunity
marketing support, and it’s clear that Dams are making
for dealers as well.
it as easy as possible for dealers to accept online
As a UK manufacturer with a wholesaler service
[20] MARCH 2021
www.dealersupport.co.uk
orders and embrace this new way of shopping.
PRESENTS
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INDUSTRY
BIG ASK
STEVE BILTON, MD
usual January surge, where we averaged £450K per
FUSIONPLUS DATA
day for the first week, there has been a slight dip
To start, let me share some very
and levelling out to £380K per day average up to the
interesting - and increasingly
present, so nowhere near the drops of lockdowns
positive - stats, through the
one or two. Over the coming months, as dealers’
lenses of our EvolutionX and
customers get back to something like ‘normal’, I
FusionPlus Data businesses.
have no doubt that we’ll start to see record numbers
January 2020 saw around
going through the stores - probably from mid-Spring
£400K per day being transacted through the network of 250 or so EvolutionX stores in the UK and Ireland.
onwards. Over the last 12 months, while most dealers’
By mid-April that had dropped to around £150K
turnover has been significantly down in the first few
per day as businesses transitioned to working from
months, they are on the path back to pre-COVID
home, furloughing, temporary/full closure, etc.
numbers. Evidence from the EvoX store transactions,
During this time some dealers will have lost some
and feedback from dealers, shows that dealers’
home re-fit business to the likes of Amazon, Argos,
customers who had not previously ordered online are
etc., in the rush for them to get back up and running.
now doing so; they are realising how much quicker
From mid-April, daily transaction numbers started
and easier it is. Having spoken with many of our
to creep back up as dealers and their customers
software house partners - who between us represent
got better organised - we spotted a deluge of new
more than 1,000 dealers in the UK and Ireland - they
user registrations within dealers’ stores, and the
are reporting similar stories.
transaction numbers continued to climb. By mid-October the average was £420K per day
Add into the mix the suppliers who are investing heavily in improving their product content, EDI
- above where we were pre-COVID. We saw more
capabilities, new product innovations and the
FusionPlus partner catalogues being activated to
resilience and camaraderie of all in the supply chain,
increase the product mix on display, and dealers
and it feels like most will be in good shape to push
sourced must-have products in the janitorial and PPE
on and actually take advantage of the ‘new norm’.
categories, as well as everything needed to support a home office. Jumping ahead to ‘lockdown three’ – after the
[22] MARCH 2021
www.dealersupport.co.uk
The bottom line is there is definitely light at the end of the tunnel, and online is front and centre of the recovery. Roll on summer, eh?!
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INDUSTRY
VENDOR PROFILE
Top three working from home trends resellers should expect in the next normal The government has announced its roadmap out of lockdown, providing some hopeful news after a long, challenging period. However, one facet of pandemic life seems poised to remain in the next normal - working from home
M
any UK organisations have already
else they could carve out some space. However, a year
expressed intentions to continue on
on, consumers are wiser, and what was once a short-term
with either fully remote or ‘hybrid’
solution is now a long-term reality. Many understand that
working models that allow their staff
a designated home workspace is now a necessity.
to split their time between home and
This presents a huge sales opportunity for resellers
the office. In fact, in a recent GfK survey sponsored by
to help supply their customers with various options to
ACCO Brands*, over half (55%) of workers stated that
set up an effective home office, or upgrade an existing
their company will look to encourage working from home
space. Here are the top three trends and opportunities
(WFH) in the future, while 74% would like to continue in
which resellers can expect as we enter the next normal.
this way, or start working remotely in the future. For many professionals this was the first time that
POWER OF THE PURCHASER
working outside of the office was even an option; in
Just as consumers’ needs have evolved, so have their
fact, the GfK/ACCO survey found that over half of those
circumstances. As opposed to the office environment,
working remotely (52%) did not have in place any type
where supply purchases may have been handled by a
of workspace at home. When the pandemic struck, they
designated individual, the purchasing power is now in
set up shop at the dining table, on the sofa, or wherever
the hands of the end-user although - according to the
[24] MARCH 2021
www.dealersupport.co.uk
VENDOR PROFILE
INDUSTRY
GfK/ACCO survey - fewer than a quarter (23%) of people
WIDER WELLBEING
who WFH have been offered any reimbursement for
Décor is only one ingredient when creating a home
office supplies required since lockdown. Nevertheless,
workspace that you actually want to spend time in.
the discretion to choose items, and decide where these
Resellers should seize the opportunity to introduce their
are purchased from, now belongs to the end user.
customers to products that will enhance wider wellbeing.
To suit the evolving needs of these customers, and
The WFH ‘commute’ usually entails walking from
to boost resellers’ sales, ACCO UK diversified more
the bedroom to the desk, and not really moving much
product offering, accelerated the launch of its smaller,
from there. Physical wellbeing is, therefore, a real area
consumer-friendly, packs and enhanced its service
of concern. Tools such as laptop risers, standing desks,
proposition with direct shipping. Since the decision
footrests, seat cushions, monitor arms, keyboards and
to purchase now falls to the end-user, marketing
trackballs can truly support proper ergonomic working.
campaigns reflect the need to be WFH-focused to
Kensington has a wide range of options available that
provide resellers with all the necessary tools for driving
are perfect for home office use. A good air purifier can
new business and to make the best possible sales
also be hugely beneficial, removing allergens, and other
proposition to choosy customers.
airborne pollutants, to provide fresh, clean air indoors. The new Leitz TruSens range provides peace of mind
COSY HOME OFFICES
that this is being accomplished by monitoring the air
Now that WFH is here to stay, expect to see your
quality in the room and delivering cleaner air.
customers using this purchasing power to create
With end-users starting to think differently about their
workspaces which reflect their taste and personal style.
home workspaces, and taking control of the products
Office products that do not detract from the décor of
they choose, there has never been a greater opportunity
the home, and which contribute to the creation of a
for resellers to introduce, or upgrade, their customers to
cosy, comfortable space, are going to be in even higher
solutions that will help them create a space they actually
demand from customers this year.
enjoy spending time in.
The new Leitz Cosy range was designed with this trend in mind, and offers some of the brand’s most-
*Impact of remote working on stationery products,
loved products in stylish colours and finishes that
office and IT equipment purchases, GfK, October 2020
complement décor rather than detract from it. Beyond traditional solutions in filing and storage, the range extends to other stylish lifestyle products such as glass clocks, notepads, boards and wireless chargers.
To learn more about the products in the ACCO UK portfolio, and to access useful marketing materials, visit:
www.rexeleurope.com www.leitz.com www.kensington.com
www.dealersupport.co.uk MARCH 2021 [25]
DEALER SUCCESS
[26] MARCH 2021
HYGIENE
www.dealersupport.co.uk
HYGIENE
DEALER SUCCESS
CLEANING UP In the past 12 months Everything Hygiene has seen its turnover triple. As Des Stevenson explains, extensive planning meant the business could cope - and he is confident that the company can continue to grow in the future
I
t has been a
business at that point was more than
price and provide every dealer with the
hectic year for
the B2B part of the business.”
backup they need and want.
Des Stevenson,
“I learned very quickly with
managing director
PLANNING
my last employer that you can give
at Everything
Everything Hygiene was able to cope
account managers the best products,
Hygiene. When the COVID-19
with the unexpected surge in demand
and best prices to sell at but, if they
pandemic hit, orders for the hygiene
because of the extensive planning that
are not confident with a product, they
products his company supplies
had gone into the business, such as
will stay away from discussing it, or
rocketed almost overnight.
securing supply lines and establishing
offering the option to their customer.
the warehouse, when it was set up by
We understand that, in order to allow
2020 - we could see what was starting
Des and his business partner Dave
dealers to start supplying restaurants,
to happen,” he explains. “But we
Irvine in 2018.
hotels, contract caterers etc., they need
“Within the UK - even in February
were able to get sanitiser in when
Both men have extensive experience
to be in a position where they have a
the supermarkets were struggling; I
– Dave has more than 40 years in
remember selling two pallets of hand
hygiene and Des has more than a
sanitiser in two hours!
decade in office products. After seeing
DIVERSIFICATION
the company they had previously
Diversifying Everything Hygiene’s
industry, we struggled to get the basics
worked for grow their hygiene and PPE
product range has also helped. “As
like disposable gloves and FFP masks
business substantially, they believed
a wholesaler, we have been able to
and, when we could get them, we were
they could help office supply dealers
diversify our business to the extent
paying far more for the product - but
compete with larger companies in the
that we now say to customers that our
still selling out in minutes.
office supplies and hygiene market.
business name is ‘Everything Hygiene’
“As with many companies in the
“We also have a retail store and
“Everything Hygiene focused on
hygiene specialist to fall back on.”
- but just take off the ‘Hygiene’ and go
were inundated with customers buying
becoming a dealer wholesaler with
with ‘Everything’!” says Des. “It wasn’t
hand soap, sanitiser, gloves, masks,
PPE, hygiene and janitorial supplies,
easy to do, but we had many suppliers
toilet roll, disposable aprons etc., and
just as the OT Wholesale and VOWs of
who had dealt with Dave or myself,
we could service most of that business.
this world are with office supplies,” Des
historically, and they could see our
Our turnover in the retail part of the
says. “We offer great products at a great
focus and vision for the business
www.dealersupport.co.uk MARCH 2021 [27]
DEALER SUCCESS
HYGIENE
Even before a pen has been ordered they will be ordering hygiene or PPE products
wiping surfaces more often – the list
FUTURE-GAZING
goes on. More and more of the products
Des is now looking to build on
purchased by businesses will be in the
Everything Hygiene’s success, and
hygiene category.”
the company will shortly launch its e-commerce site, which will enable
CHANGING NEEDS
customers to browse and purchase
This diversity also helped Everything
products from over 50 suppliers.
Hygiene to deal with the changing
“When lockdown is lifted, and
and backed us. We have such good
needs of both dealers and customers
businesses begin to return to their
relationships with our suppliers and
over the course of the pandemic.
offices, our business will continue
that helps us to support the dealers.
“For months we were selling gloves,
to grow,” he says confidently. “As
sanitiser, anti-bacterial hand soap, etc,”
a result of the pandemic there has
the number one reason why we have
Des says. “When the first lockdown
been a shift in consumer buying
been so successful in the current
eased that changed to virucidal surface
behaviour; consumers have adopted
market and has helped us grow as a
wipes and hand gel/soap dispensers,
a single-use policy with a lot of
business during the pandemic. We
floor stands, COVID-19 warning signs
hygiene products, such as mop
were lucky that the business had taken
etc. It then moved on to virucidal
heads, which means high volume
the decision, early on, that we would
multi-surface cleaners, which took
orders. Also, offices and workplaces
diversify into the PPE side of things.”
off as soon as the chemical industry
will be required to supply specific
released a product that could kill the
hygiene products to comply with
SARS-CoV-2 virus.
tighter hygiene controls.
“Diversifying our business was
Des believes that dealers should look at diversifying their offerings into areas such as hygiene. “The hygiene market
“Trying to keep up-to-date has
will only continue to increase in size,”
been tough, but we have managed
being the number one supplier of
he says. “Before the pandemic hit, the
to do it. Many dealers will need to
hygiene and PPE supplies to the office
UK hygiene market was worth about £5
be prepared for office returns as
supplies industry. I want Everything
billion, and overnight that increased.
the priority will be to prepare the
Hygiene to be a company all dealers
“Due to COVID-19 many people
workplace for staff and - even before
know they need to speak to if they
will have changed their habits, including
a pen has been ordered - they will be
are looking to move into the PPE and
washing and sanitising their hands more,
ordering hygiene or PPE products.”
hygiene market.”
[28] MARCH 2021
www.dealersupport.co.uk
“Dave and I are passionate about
LEITZ COSY MAKE YOURSELF AT HOME
Work-life patterns are now a seamless blend. We work from the office, home and from almost anywhere. Leitz Cosy combines home style comfort with premium quality. Its minimal, versatile design and inviting matt finish colours create a positive environment wherever you are!
www.leitz.com/cosy
LEADERSHIP
THE NEW NORM
RETURNING TO THE NEW NORM When lockdown conditions ease again, many businesses will look to get at least some of their employees back into the office, but to do so they will have to ensure it is safe for them, and dealers and suppliers will be crucial in this
W
hile the new
Many people have embraced
Some people find it difficult to
national lockdown,
homeworking; in a survey of more than
find the peace and quiet they need to
announced on
2,000 people 52% said they feel closer to
work at home, while others prefer the
January 4, means
their family, and enjoy a better work-
interaction they get with colleagues in
that all those who
life balance, after working at home for
an office. Many businesses also want a
are able are working from home again,
months and want to continue to do so in
return to normality by getting staff back
when measures are eventually eased,
some capacity in the future, according
into the office.
there will be moves to bring people back
to recent statistics from Future Strategy
to the office.
Club. But it isn’t for everyone.
[30] MARCH 2021
www.dealersupport.co.uk
But, when employees come back, there will, understandably, be some
THE NEW NORM
LEADERSHIP
nervousness. Close contact is the
their own suppliers who have their best
acrylic dividing screens between desks -
primary way COVID-19 is transmitted
interests at heart.”
will be dismantled, whether people work
– which means that the office will have
in an open plan office or not.
to be adapted accordingly or, if it has
DELIVERY OPTIONS
already been set up to keep employees
People who visit offices, such as
antimicrobial panels which can protect
safe, these measures will need to be
delivery drivers, also need to be
against the transmission of airborne
maintained.
considered. Patrick explains that
micro bacterial infections over a certain
Data Direct helped provide contact-
meterage will also be popular, and
flexibility in working arrangements in
free deliveries for customers. This
will they help boost the confidence of
the future, we do expect that human
is something else that will continue
employees to return to the office. They
interaction will return back to the
in 2021, adds Rob Burgess, business
can also have other benefits, such as
office for those essential roles, tasks and
consultant at Integra Office Solutions.
reducing sick days.
“While we expect there to be greater
meetings,” says Patrick Winterbotham, managing director of Data Direct.
“Suppliers should encourage
Rob adds that things like
“There is a worry that people will
scheduled deliveries, rather than just-
say ‘COVID’s over; let’s go back to
in-time, to clients,” he says. “If you can,
where we were’ but the only thing
companies which expanded their range
agree a delivery schedule with a client
people want to ditch is the mask,
to include PPE during 2020, Patrick
- maybe weekly deliveries rather than
eventually,” he says. “As long as the
adds, which will be an important
daily to avoid too many trips on-site
acrylic screen looks quite stylish there is
consideration for any return to the
- or even monthly, depending on the
no reason to take it away as people can
office, and equipment to sanitise the
company.
be spreading the ‘flu, the common cold
Data Direct was one of many
office will also be important. To this end, Data Direct recently
“The same delivery processes as now – drop it at the front door and take a
or loads of other illnesses in the office, not just COVID.
launched SmartMister, which can be
photo of it – should be maintained; it is
used to sanitise the office. “Used with
more efficient, so why go backwards to
hands as well? I can’t see anything
the SmartMister solution, an HOCl-
what it used to be?”
wrong with that, and it isn’t a big cost
based formula which kills 99.9999%
Rob adds that if the dealer manages
“So why not keep sanitising your
for companies.
of viruses, this really is the ultimate
their own van fleet this adds another
product to keep offices safe,” he says.
layer of trust, rather than using a courier
for dealers to provide products because
“Using this, our dealers could then
to make deliveries.
loads of offices still don’t have what’s
not only return safely themselves, but
He also believes that the increase in
“There are loads of opportunities
needed. Dealers need to get the message
also provide an income stream by
ordering via the internet is here to stay,
out there to ‘Keep clean in ‘21’. Doing
selling or leasing this to their end-user
and suppliers and dealers need to ensure
this has to reduce sickness days and
customers to completely sanitise their
their sites offer tailored e-commerce
that then boosts productivity. Business
workplaces. Whether it’s an office,
solutions that are simple to use. “Almost
managers need to think about employee
gym, or any other type of workplace,
push button for the end-user,” he says.
welfare and dealers and suppliers should
misting the surroundings effectively
However, when it comes to the
really get behind this.
will fully minimise any further COVID
office, Rob says that, from conversations
disruption.
he has, he doesn’t think the COVID
will have a sanitiser station and desks
measures businesses have taken - such
facing each other with acrylic screens or
as installing hand sanitiser stations and
toughened glass.”
“Dealers can support businesses effectively knowing there are many of
“A normal office, going forward,
www.dealersupport.co.uk MARCH 2021 [31]
LEADERSHIP
VENDOR PROFILE
Why email marketing works for office supplies businesses With employees set to return to offices, as well as the still-thriving work from home market, there are plenty of sales opportunities for business supplies companies – and they will need clever marketing to ensure they capitalise on them to the fullest extent as Rory Groves, of Force24, explains
I
n times of
be a massive appetite for your products
and often it’s the brands that keep talking
downturn
or services at that minute, there is still
during the unforeseen circumstances that
businesses look
work to be done. Brands must keep
capitalise the most on this!”
to cut costs - and
talking to remain front of mind from a
often one of the
consumer perspective.
first budgets to be cut is marketing
“All the time, during the pandemic,
The best way to communicate with customers is through personalised marketing, according to Rory. “It
- but this can be a false economy, as
the demand for products and services
generates business, and lets people know
Rory Groves, marketing manager
has been building, the difference being
who you are and, when done well, breeds
at marketing automation company
that the budget has not been able to be
trust and familiarity with your customer
Force24, explains: “In times of crisis
signed off due to the uncertain climate we
base and potential customers,” he says.
it’s important for businesses to keep
find ourselves in. This pent-up demand
“The right message is only penetrative
talking,” he says. “While there might not
is bound to be released at some point,
when it hits the right person, on the right
[32] MARCH 2021
www.dealersupport.co.uk
VENDOR PROFILE
LEADERSHIP
channel, at the right time - which means it
begin to sort the data into relevant data
what is relevant to them, as opposed
must be personalised. In such a saturated
sets, which can be divided up however
to blindly shouting, and hoping your
market, when everyone returns to work,
you want them; this means, depending
message hits the right person.”
and every business is trying to make up
on the data set, you can send a different
for lost revenue, how will you stand out
email to each person in each data set.
KEEPING TRACK
among them? Personalisation is the key!”
The result? Communications that feel
One of the biggest questions asked of
relevant to them. People are sick of
marketing is to demonstrate a ROI.
for many clients in the office supplies
receiving another generic email that
Historically, this has been difficult to do,
sector, with bespoke components based
doesn’t relate to their wants or needs.
but there are tools now that make it clear
on individualised messages – whether
If you can speak to them with the
how a marketing campaign has fared.
that be industry, job title, current/
right message, at the right time, your
“It’s important to move away from click
lapsed/new customer, POC, etc. – that
engagement rates soar.”
and open rates – what we at Force24 call
This is something Force24 does
are relevant for each person. “The outcome of this, from a lead
As Rory says, using data effectively
‘vanity metrics’ – and focus on the real
in all aspects of the decision-making
commercial value of what you are doing,”
generation perspective, is no more time
process - from triggering automated
says Rory. “It’s all well and good if your
wasted on cold conversations; instead
communications, through to analysing
emails have 60-70% open rates, but what
only hot leads to pass through to the sales
ROI from campaign - is key. “Being able
real value is that bringing in?
team to vastly increase conversion rates,”
to make use of the data your company
says Rory. “From a customer perspective,
has can unlock that extra layer of value
money you’ve put into your marketing,
comms that are bespoke directly for them
from things like segmentation and
and what the ROI has been overall.
are much more engaging.”
personalisation,” he says.
Not all tools can connect the dots to
However, he adds that, historically,
“It’s easy to lose track of what
show these metrics, but Force24 can
AUTOMATION
clients in the office supplies industry
with its advanced reporting; it can pull
An effective way to do this is through
have been slow to invest in marketing
together stats from all your campaigns,
automation, Rory adds. “This can save
technology in comparison with other
in seconds, so you can see your overall
you up to eight hours a week to let you
industries. “As a result, marketing in
ROI from everything you’ve done.
work on more important things while
the office supplies industry is often
letting the automated journeys work away
‘broadcasting’ - ‘shouting’ at an
coming, and we’re here to help
and nurture in the background without
unengaged audience.
everyone we can squeeze every bit they
you having to do a thing,” he explains. “Highly targeted communications
“In order to truly engage we need
“There’s a huge economic boom
can out of it by providing advanced
to be able to pivot to tell the stories
marketing automation that saves time
are the biggest benefit the customers
most relevant to each individual in that
and maximises engagement and ROI,”
will feel; no longer will they receive
moment in time. Therefore, we need to
concludes Rory.
cold emails that have been sent to them
consider multiple touchpoints to allow
and another 100,000 people from an
all channels to work harmoniously. To
outdated marketing list. Marketing
make the most out of their marketing,
automation will help by first cleansing
and to gain maximum return on
the data which, in turn, will allow for
investment (ROI), companies in the
higher deliverability rates and fewer
office supplies industry should be
emails ending up in spam!
looking at implementing a nurture
“Once cleansed, automation can
process that speaks to people about
For more information about email automation www.force24.co.uk
www.dealersupport.co.uk MARCH 2021 [33]
LEADERSHIP
SOCIAL MEDIA TRENDS
Social Media trends you need to know about in 2021 In 2020 we were forced to transition our businesses online and overhaul the ways in which we market ourselves to the world – but the way you used to advertise your business won’t work in a post-COVID, digital-first decade
H
ere are three top
way they shop following the COVID-19
your products without even leaving
marketing trends
pandemic.
their social media app. Even in 2018,
that you need to
Lockdown restrictions saw an
in a pre-pandemic world, 55% of
know about in 2021
online shopping boom - so much so
shoppers purchased a product through
to get your business
that Amazon’s stock price rose by 86%
a company’s social media account,
in front of your ideal customers and
in 2020 and its founder, Jeff Bezos, saw
with 87% of buyers claiming that the
build an authentic community around
his net worth surpass $200 billion for
social media content on the brand’s
your brand.
the first time. With physical retail stores
page helped them make a decision
closed, where else could we go?
on a purchase (Avionos, 2018, and
1. SOCIAL COMMERCE
However, Amazon wasn’t the
Absolunet, 2019).
Gone are the days where we used to
only winner here. Social media
scour the high street for the best deals
networks have responded to the
Instagram page, and you sell physical
on the new gadgets, appliances or
demand for seamless online shopping
products, consider how you can use
clothes we wanted; now, everything is
too. Facebook and Instagram have
their new shop features to make the
just a few clicks away from landing on
introduced shoppable content and
purchasing experience smoother for
our doorstep.
storefronts on your profile; TikTok
your customers.
A report published by Alvarez and
If your company has a Facebook or
has introduced shoppable videos and
Marsal and Retail Economics 2020
YouTube is, reportedly, working on
2. HUMAN-TO-HUMAN
estimated that 17.2 million British
building shoppable elements into their
MARKETING (H2H)
consumers – that’s close to 25% of the
videos too.
Now you may be thinking, “But we’re
UK’s total population of 66.6 million – plan to make permanent changes to the
[34] MARCH 2021
www.dealersupport.co.uk
What are the implications of this? Your customers and clients can buy
B2B, having a storefront on social media won’t work for us.” I’m going to
SOCIAL MEDIA TRENDS
challenge you to think again. Whether you’re B2B or B2C, at the end of the day we’re all H2H. Every
comments and messages at intervals throughout the day • Set up automatic replies on
purchase decision, negotiation and
Facebook and Instagram thanking
transaction occurs between two or
customers for sending you a
more human beings - and we know that
message and confirming that a
human beings spend an awful lot of
colleague will be replying shortly
time on social media! What does H2H marketing look
LEADERSHIP
• Answers to frequently asked questions about your products • Testimonials and reviews from your customers • Behind the scenes of your business and production process • Introduce your team and their stories.
• Encourage your social media followers to message your company
In summary, the three key social media
like? It’s all about bringing personality
page through calls-to-action in your
trends you need to know about - and
to your brand and the way in which you
posts – for example, “Send us a
take action on - in 2021 are:
interact with your customers and clients
message if you’d like to know more.”
1. Social commerce and shoppable
through social media; social media is supposed to be ‘social’, after all. For the longest time, brands were
social media. 3. VIDEO CONTENT
2. Human to human marketing.
73% of people say they’re more likely
3. Video content.
fenced off from their customers and
to buy an item after watching a video
perceived to be very impersonal and
explaining the product - and product
Which one are you going to get started
corporate entities. Nowadays, social
videos increase the chance of purchase by
with first?
media facilitates comments, replies and
144% (Platt, J., 2014 and Hubspot, 2020).
instant messaging between customers
Even in the B2B world, your
and brands. Having conversations with
customers and clients are tired of seeing
your customers isn’t just a ‘nice thing
the same stock photos, promotional
to do’, it’s an expectation. It’s no wonder
posts and product images; they want to
that customers who message a brand on
be informed, entertained and inspired. In
social media, and get a prompt reply, are
fact, over 60% of LinkedIn users say they
more likely to follow through with their
engage with content because they find it
purchase, buy from that brand again,
educational and/or relevant to them.
and recommend that brand to their
Video content is a great way to
friends and colleagues. This ripple effect
bring your brand to life, inject some of
is unimaginable.
that personality we mentioned in the
Social media customer service could
H2H marketing concept a minute ago,
be what makes or breaks your business
and help your customers make a more
in 2021 and beyond. Here are a few
informed purchase decision. Here are a
things that you can action in order to
few examples of video content that you
optimise your customer experience.
could create for your brand.
• Delegate community management
• Product spotlights (show, don’t tell)
to one of your team members and have them reply to all social media
• How to’s or demonstration videos for your products
DANI BARKER, FOUNDER AT SOCIAL SOURCE Connect with Dani Barker on LinkedIn and Instagram for more social media strategies, updates and insights. Email DANI@SOCIAL-SOURCE.COM
www.dealersupport.co.uk MARCH 2021 [35]
Open Doors to new opportunities with
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HOME PRINTING
SALES SUCCESS
HOME PRINT MARKET SET FOR GROWTH Home printing has, understandably, risen in the past 12 months and the market is set to continue to perform strongly in 2021, as customers’ demands change to reflect a move to more permanent homeworking
I
n common with all aspects of the
will need to adapt to the needs of home working, with more
business supplies market, the COVID-19
emphasis on asset tracking, remote management and security.
pandemic presented the print market
“While the term ‘as a service’ continues to be a buzzword
with previously unknown challenges,
in the industry many people overlook and forget that the print
as employees suddenly started using
market has been doing this successfully for years with MPS.
equipment that was previously only for domestic use. However, as Kerrie Spalding, print and supplies general manager at Ingram Micro UK, notes, while the pandemic brought challenges to the print market, it has also shown the
Therefore, we see a significant opportunity for skilled resellers in this field to expand their reach and breadth of solutions while still focusing on print as part of their core offering.” Michele Mabilia, head of product marketing at Kyocera
agility and durability of businesses involved in it to adapt,
Document Solutions (UK) Ltd, agrees that there are
change and rethink how they operate to address changing
opportunities ahead. “Dealers can leverage traditional print
customer demands and re-energise the small office/home
relationships (basic MPS break-fix) to build new services,
office market. “Entry level inkjets and MFPs flew off the
such as managed IT, to deliver improved business outcomes
shelf at the start of the pandemic, and demand for ink has
and create new revenue streams,” he says. “This also
outweighed supply more than ever,” she says.
represents an opportunity to maximise customer life-time
“As the year progressed we saw sales and demand shift to
value, and strengthen the existing customer relationships
devices with higher upfront costs, but better running costs, or
for recurrent and repeated business. It is key for dealers to
contractual/subscription-based printing with added security
collaborate with strategic partners who can provide managed
features and software functionality across print and scan
IT services.
devices.” There should be significant opportunities for the print
“Incorporating home printing into MPS contracts, or offering flexible subscription models for home printing,
reseller market over the course of the next year as more
also represent additional revenue streams; however dealers
companies define their policies on home working, adds
must maintain the right balance between revenue gains and
Kerrie. “Large managed print solutions’ (MPS) contracts
profitability, as home printing may not yield the same
www.dealersupport.co.uk MARCH 2021 [37]
SALES SUCCESS
HOME PRINTING
level of profitability as office printing.” Michele adds that dealers can also add value by using
at Canon UK & Ireland, agrees that security will be a priority. “The responsibility for protecting home offices is,
remote data collection agents that can track home printing
increasingly, falling on employees,” he says. “In line with this,
usage to provide IT teams with assurance that printing is
we’ve seen a rise in the sale of printers that are compatible
auditable.
with print security solutions. Partners should be equipped with advice on improving security measures - which will also
SECURITY CHALLENGE
help them to form deeper relationships with their customers.”
There are also opportunities for dealers to provide greater security because home workers tend to have remote,
HYBRID WORKING
unsecured printers. “Organisations need to protect their data
Security will continue to be a priority in the coming
and IT infrastructure from cloud-based threats,” says Michele.
months even if, with lockdown measures set to ease in
“OEMs and channel partners must expand their security
the coming months, there will be a return of some people
propositions to incorporate a multi-layered security approach
to the office. Hybrid working – where employees work at
including zero trust, integration with IT security endpoint
home for a portion of the week and in the office for the
threat detection and monitoring platforms, SaaS backup and
remainder – looks set be the norm for some, and this presents
disaster recovery, multifactor authentication and security, and
opportunities for dealers to support customers with software
information event management.
solutions that can enhance hybrid working, says James.
“Cybersecurity is not about whether a hacking attempt
“The digitalisation of workflows is, for example, a high
will happen or not, but when and how it will happen. At this
priority for many businesses; resellers should be ready to
point, the home worker is one of the most vulnerable access
offer advice on the best products available,” he says. “Cloud
points and the best form of protection is awareness.
technology solutions are also a big growth area as they
“Working away from a secure office environment opens
support dispersed workforces – they can help employers to
the door to cyber vulnerabilities, even despite the use of a
be confident that their staff are receiving the latest software
virtual private network - which is the most common option
updates, while ensuring that the most sensitive business
offered by companies to their remote workers. Very often
documents are managed and stored securely.
printers can represent an access point; organisations must
“Ultimately, the pandemic has highlighted that hybrid
provide specialised training in remote working security for
working is here to stay in some capacity and, increasingly,
both network administrators and remote users.”
customers and businesses must seek out the best solutions to
James Pittick, director of B2B indirect sales channels
fit this model. While some may struggle with this shift, those who see this as an opportunity to provide customers with a truly end-to-end solution will thrive.”
[38] MARCH 2021
www.dealersupport.co.uk
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SALES SUCCESS
D ATA S A F E T Y
Data safety at home The pandemic has meant that many more people are dealing with confidential documents at home - but there are plenty of ways dealers can help businesses to stay GDPR-compliant, and ensure that documents are stored or disposed of safely
A
recent study by Hayes Connors Solicitors
the original documents are then destroyed, with a cross-
found that 45% of employees said that
cut shredder, and disposed of.” Scanners are becoming
they had printed work documents at
quicker and more convenient, offering things like automatic
home. Of those, 35% said they put them
document feeds and fast scanning speeds, Andrew adds.
in the bin at their house, while 31%
said they put them in the bin outside! Meanwhile, 43% of
SCANNING
respondents said they did not shred their documents before
Once documents are scanned there are many options for
disposing of them.
safe storage; cloud storage is becoming a popular solution,
Richard Forrest, Senior Associate at Hayes Connor, called
as it reduces the risk of file loss and offers enhanced security
these results “shocking”, adding that these behaviours mean
while providing access from remote locations. “However,
that documents can easily fall into the wrong hands - and
your chosen solution must have privacy and data protection
the impact can be devastating. “It is far more common than
features in order to enable GDPR compliancy,” Andrew
people might think for criminals to go through bins looking for
explains. “You must also be able to quickly comply with
sensitive data they can use for the purposes of fraud,” he says.
subject access requests, within 30 days, enable the ‘right to be
Andrew Cowling, head of business development and
forgotten’ and have the capability to securely delete data at the
channel marketing at Fujitsu, notes that General Data Protection Regulation (GDPR) compliancy has become more
end of the legal retention period.” Kevin Dobson, product manager for business scanners,
challenging than ever. “You need to have clear policies and
Epson UK, agrees. “The role of scan is as relevant now as it
procedures in place to protect personal data, and this can
was before pandemic, whether you’re working from home
be particularly challenging with customers and suppliers’
or the office,” he says. “Employees still have a need to add
paperwork due to the risk of loss, damage or theft,” he says.
documents to company systems, regardless of whether they
“Scan and shred is a potential solution to these challenges. In a nutshell, paper documents are scanned, indexed, stored;
[42] MARCH 2021
www.dealersupport.co.uk
are in the office or at home, by scanning to office or cloudbased systems from anywhere.
D ATA S A F E T Y
“Those with specialist functions that would have needed a
SALES SUCCESS
sheets. Now that home and hybrid working looks likely to be
desktop scanner in the workplace - such as accountancy roles
here to stay we have seen a move to replace the small shredders
- will, most likely, still have the same responsibilities and,
bought in haste with larger, more capable machines.”
therefore, the same technology requirements. Multi-function
Jeremy Cooper, UK marketing manager at Fellowes,
devices are a great option for those with smaller, more
agrees that there has been an increase in demand for personal
periodic scanning needs, such as for contracts or expenses,
shredders designed for home and small office use in recent
enabling them to also meet other home working, or home
months. “As we see changes in working environments,
teaching, print requirements.”
product design is becoming ever more important. This means
Kevin adds that it is important that desktop scanners
it has to look good as well as perform brilliantly,” he says.
have software that make them less susceptible to hacking.
“The machines offering high security micro-cut shredding
“While this is a benefit in any environment, it’s of particular
capabilities are the most effective.” By ‘micro-shredding’,
importance in the home office where employees don’t have the
Jeremy means shredders that can reduce an A4 sheet into
same network security measures as they would in the office.”
more than 2,000 unreadable particles that are six times smaller than standard cross-cut.
SHREDDING
He points out that yet another consideration when
Mark Harper, head of sales UK&I - office technology - at
shredding at home is safety. “Fellowes’ LX models have
HSM (UK) Ltd. points out that home scanning into backed-
patented SafeSense Technology, which automatically stops the
up company systems means there can be a lot of paper that
machine from shredding if hands (or paws) touch the paper
needs to be destroyed as soon as it is no longer required in
opening, providing extra peace of mind when using around
paper form - especially if it contains personal data. “Taking
children or pets.”
reams of paper back to the office to shred on infrequent visits is not only impractical for many; those documents present a
SAFE STORAGE
security risk until they are effectively destroyed,” he warns.
Of course, documents must be kept safe before they
He adds that the type of shredders being purchased has
are destroyed and, as Leon Haigh, UK sales manager at
changed in recent months. “We saw lots of very small shredders
Phoenix Safe notes, there are a range of small, home,
being bought at the start of lockdown one, but any busy
fire and security safes available that allow employees to
homeworker who is printing, scanning and needing to routinely
keep important documents and digital media secure and
shred documents will become frustrated incredibly quickly with
protected from burglary or fire. “We can also provide
a five-sheet personal shredder. These workers are much better-
a desktop solution through our multimedia drawers,
served with a small business shredder that will shred 10 or 15
pedestal size, lockable storage cupboards or fire files which
sheets at a time into a bin that will hold at least several hundred
can easily sit under a desk.”
www.dealersupport.co.uk MARCH 2021 [43]
SALES SUCCESS
TEABREAK
LIVE IT Life hack Clean jewellery with sparkling water. This simple trick will revive gold jewellery if you combine it with washing up liquid and let it soak for five minutes. The combination loosens soiling and removes debris.
CAPTION FUN
TWEET CAPTIONS TO @DEALERSUPPORT
THUMBS UP A furry friendship As reported by BBC News, a blind fox, rescued from the side of a road, has formed an unlikely indoors friendship with a dog and a deer. The animal, named Woody, had more than 150 ticks when he was brought as a cub to Geoff Grewcock, who runs Nuneaton and Warwickshire Wildlife Sanctuary, after a passing motorist spotted him last March. Despite a bleak prognosis, Woody recovered to take meals with greyhound Orla and ‘hang out’ with deer, Bramble. “He is an outstanding fox - and he thinks he’s a dog,” Geoff says.
Quote of the month “You will face many defeats in life, but never let yourself be defeated.” – Maya Angelou –
[44] MARCH 2021
www.dealersupport.co.uk
TEABREAK
Did you know?
SALES SUCCESS
?
Grapes go on fire in the microwave. Back in 2011 a physicist at the University of Sydney went viral after he placed a grape in the microwave and filmed the fiery aftermath - and, oddly enough, scientists couldn’t explain the phenomenon until quite recently. A March 2019 study, published in Proceedings of the National Academy of Sciences, reported that the fruity fireball occurs as a result of the loose electrons and ions that cluster to form plasma when grapes get hot.
PUB QUIZ
1. In which year was Concorde first flown? 2. What is Samuel L. Jackson’s middle name?
Locked up or locked down
4. Where is the gluteus maximus muscle located? 5. Which American singer has recorded albums entitled Glory, Femme Fatale and Blackout? Answers: 1. 1969 2. Leroy 3. Ear 4. Buttocks 5. Britney Spears
Knock me down with a feather
3. Where would you find the smallest bone in the human body?
A man, wanted by police, handed himself in so he wouldn’t have to spend more time in lockdown with the people he lived with, Sky News has reported. Officers said the man was wanted
What a wonderful world
for recall to prison and gave himself up at Burgess Hill police station in
Blossoming beauty
order to get some ‘peace and quiet’.
BBC News has reported that The National Trust is planning to plant dozens of blossoming trees, including cherry, hazel and plum, at different sites around the UK. As part of the plan, a circle of 33 trees will be planted across the capital, each one representing a borough plus the City of London. Designs are being finalised for groves in Nottingham, Newcastle and Plymouth - and other sites will follow. The project will help improve access to nature for those in towns and cities. The idea is to try to create a UK equivalent of Japan’s concept of ‘Hanami’ - the annual celebration of flowers, and the coming of spring.
Inspector Darren Tayor, from Sussex Police, explained the unusual turn of events in a post on Twitter. “Peace and quiet! Wanted male handed himself in to the team yesterday afternoon after informing us he would rather go back to prison than have to spend more time with the people he was living with!“
www.dealersupport.co.uk MARCH 2021 [45]
SALES SUCCESS
F A T H E R P. C L I P
Bringing hope, peace and unity to the good brethren of the business supplies community
The good Father discusses the office’s furry friend and why they were a key member of the team
I have noticed
office as part of a shipment from
he was here for so long. Who could
recently that lots
a wholesaler, I think he sneaked into
take his place? It’s a hard decision to
of office supplies
one of the boxes and caused quite
make and one we don’t take lightly but
companies have
a lot of damage which, for once, we
we’ve been looking out for a new
a company
couldn’t blame on them. He jumped
canine companion and Mrs O’Reilly
pet. I’m not sure if it’s a consequence of
out and made himself at home in
(who doesn’t like dogs) is going to
lockdown, but it’s certainly something
the warehouse and everyone here
see one today to see if its suitable and
that can improve the office mood. It
immediately became attached to him.
everyone has already started to suggest
also gives you an excuse to post cute
We had some wonderful times
I
names for our new pet.
pictures on social media and make the
together, we even trained him to
office out to be a modern and happy
pick out products in the warehouse
in the office I can feel a ghostly
animal-loving place, even if it is a
and fulfil orders, but he had his
presence. I’m not claiming that Sharpy
miserable hell hole with no sign of any
limits. He couldn’t input the
is haunting us or anything daft like
enjoyment whatsoever.
orders into the system or speak
that, but other people have claimed
to customers, so when it came to those
that they can hear a low growl as
passed away recently and in doing
sorts of duties we just threw a ball in
they walk past some suspension files
so he created a very sad office mood.
the warehouse and let him spend a
and others have said they detected
Certainly, for the first week or
couple of hours trying to find it.
a low whimpering after moving a
Sadly, our own office dog, Sharpy,
Sometimes now when I’m alone
so as people were still calling him and
We were advised that the best way of
bringing in snacks for him and feeling
getting over the loss of Sharpy was to get
Perhaps he’s keeping an eye out for
very down when they remembered
another dog right away. This might work
picking errors? I don’t know, but it’s nice
that he was no longer there.
for some office suppliers but it’s a very
to think that he left his mark in the
hard thing to comprehend when
company and his memory lives on.
Sharpy first arrived in our
[46] MARCH 2021 www.dealersupport.co.uk
box of permanent coloured markers.
FINAL WORD
SALES SUCCESS
Data-driven strategy Cassie Marvin, marketing consultant at Sense Marketing, on utilising data to enhance your marketing strategy
I
t was 17 years
dealers? And how do they go about
ago that I studied
creating one?
Management
Before embarking on any new
by Objectives –
strategy it’s worth remembering that
known as MBO
nothing worthwhile ever comes easily,
- by Drucker. His philosophy focused
and if developing a data-driven strategy
around ‘What gets measured gets
was simple every business would be
managed’ and he talked about company
doing it. But don’t be deterred, the
goals and S.M.A.R.T objectives.
rewards for doing it well are significant.
I won’t lie, I found it fairly tedious
Cassie Marvin
So, you have a stack of ‘customer
and didn’t appreciate the significance
information’, where do you begin? It’s
of it at the time, but I did take away
important at the start to draft your
may deliver some interesting results
the principle of the topic - don’t waste
goals – what do you want to achieve?
- such as patterns or trends that you
time measuring everything that moves.
Higher customer retention rates? More
may not have not noticed before. If
Instead, spend your energy determining
new leads from your website? Building
you’re looking at website analytics, is
what to measure, and what importance
better brand reputation? Or maybe your
there a certain day that you receive
will be placed on those numbers.
goal relates to your products, services
more visits? If you ran a social media
or pricing? Starting with one clear
promotion, which post delivered the
measurement and data is that not
objective will give you focus and clarity
most engagement? Why might that be?
everyone is analytical. Sometimes the
on why you are going to invest valuable
task of trawling through spreadsheets
time in looking into your data.
I think one of the issues with
and CRM systems can be a daunting
Consider what data will be the most
The power of data lies in what you do with it. Many times I have heard businesses talk about the ‘thousands’ of
one, particularly when we are all so
useful and relevant in supporting your
customer records that they historically
busy. However, our world has changed,
goal. Sources could include Google
hold, and yet no analysis, reporting or
and businesses need to get smarter in
and social media analytics, your
activity is done with these.
how they market themselves to existing
in-house database or CRM system,
and potential customers.
customer survey information - or even
fire for a business. My advice? Find
information collected by your customer
the time to spark interest within your
service team.
business to consider a data-driven
Competition is fierce, and customers can be fickle, so how can a data-driven strategy benefit office
Taking an initial look at your data
Data can be the fuel that lights the
approach.
www.dealersupport.co.uk MARCH 2021 [47]
THE independent event for UK dealers PUT THIS IN YOUR DIARY! Thursday 21st October 2021 Ricoh Arena, Coventry
