INDUSTRY
B A R R I E R S T O D I V E R S I F I C AT I O N
Breaking down the barriers to diversification part one Many dealers have diversified their product range over the past couple of years, but others have reservations or are unaware of how easy it can be to diversify
T
hroughout the past two years of the COVID-19 pandemic, many dealers
their customer wants.” For instance, dealers can easily diversify into site
have successfully diversified their
maintenance, Steve says. “The facilities manager they are
product range – and these newbies
talking to will already be buying-in products to maintain
have often become standard lines
their site, such as hardware and ironmongery, tools and
since. Yet some dealers are still hesitant to move away
much more - most of the opportunities available to office
from the traditional office products market – and this
products suppliers to diversify can just be a simple add-on
means they could be missing out on important new
to what they are already providing.
sources of revenue. Steve Plaistowe, OP channel manager at Spectrum
“It doesn’t have to be complicated. New product areas just require little investment from the dealer. They don’t
Industrial, says that the reality of diversification can be
have to stock the product, just add it to their website and
simple. “The OP channel can continue to be a ‘master’ of
promote it. There are many brands/manufacturers that can
office supplies,” he says. “’Supplies’ are just products and
actually distribute the product for the dealer, so they don’t
services being sent into office environments. Offices are
even have to rely on the OP channel wholesalers, they can
often attached to warehouses and manufacturing units -
work with the brand/manufacturer direct.”
which opens up many more opportunities for the office products channel to provide a wider portfolio of ‘supplies’
KNOWLEDGE IS POWER
into that environment, not just traditional stationery.
Steph Gentle, marketing manager at Beaverswood,
‘Diversification’ is as simple as providing a product that
adds that it can sometimes be a lack of knowledge that
[14] APRIL 2022
www.dealersupport.co.uk
