FINAL WORD
SALES SUCCESS
New challenges, new opportunities EMMA DAVIES-CAROLAN, director of marketing, EMEA and APAC at ECI Software Solutions, discusses the highs and lows of the pandemic – including how its challenges opened up news ways of operating for dealers
T
he pandemic created
As well as PPE and janitorial
both challenges and
equipment, the demand for specialised
opportunities for
work equipment has presented a real and
businesses; many
ongoing opportunity, with 65% of our
were forced to
customers incorporating workwear
adapt and diversify in line with changing consumer demand, quickly
ranges into their business.
Emma DaviesCarolan ECI SOFTWARE SOLUTIONS Director of marketing
In these instances our
moving into new markets and
entrepreneurial dealers – those with the
expanding product lines.
right infrastructure in place - managed
to help import extra data from new
to seize the opportunity and shift
suppliers, a change in the way orders are
CHANGING FOCUS
their focus, almost overnight, helping
processed and handled, and ensuring
Back in March 2020 it was unclear how
a great number to balance the books
that customers can display options
long the majority of offices would remain
throughout the pandemic.
for colour, custom text added, image
closed for. Over this time the demand for
upload and embroidery locations. This is
conventional office supplies was severely
THE DEPLOYMENT OF
especially important as, more than ever,
disrupted, forcing many dealers to change
TECHNOLOGY TO HELP EXPAND
organisations are seeking to boost their
their ‘roadmap’ and branch out into
INTO SPECIALISED MARKETS
profiles, often with branded products
new markets - as demand for two major
There are some product ranges that
bearing logos and company slogans.
product ranges shot up.
present more technical challenges to
Interestingly, 70% of our customers
enter, and our main focus at ECI has been
have added or expanded their sales of
added personal protective equipment
ensuring that we can deliver enhanced
promotional gifts.
(PPE) to their product portfolio - creating
features and new developments to support
a major opportunity for dealers to
this diversification. We have tackled three
supplies industry has had to evolve
adapt and bring transferable skills and
key areas to help customers expand the
and adapt, with workwear presenting
technologies with them into new markets.
products they’re able to offer, focusing
new and exciting opportunities for
Similarly, 76% now deal in janitorial
specifically on the unique challenges
entrepreneurial dealers. It’s been
ranges as the demand for hygiene products
that come with dealing in customised
amazing to see the role technology has
such as hand sanitiser, face masks, visors
workwear and promotional products.
played in helping dealers shift, swiftly
A staggering 85% of our customers
and gloves also surged.
These include expanded options
There’s no doubt that the office
and effectively, into new arenas.
www.dealersupport.co.uk SEPTEMBER 2021 [47]
