Focus Kramp Customer Magazine
Wtrysk cieczy - niewykrywalna, ale groźna rana
DESIGN TO SHOP
Kramp Brand
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HIGHLIGHT
Building a Brand
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6
Page
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KRA FOCUS 0118 UK
COVER STORY THE BEST SERVICE WITH A STRONG PARTNER
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CUSTOMER PORTRAIT
Cornwall Farm Machinery
Edition 1 | 2018
EDITORIAL
New year, new opportunities A new year brings with it new opportunities, and it is our challenge to identify and seize these opportunities. This is true of you and your company, but it is also true of Kramp. The sector is changing, digitisation is playing an increasingly important role and data is become more and more relevant. We are making ongoing investments to ensure that we can stay ahead of the game and continuously improve the service we provide to you. In particular, we are investing in our staff, IT systems,
06|DESIGN TO SHOP Kramp Brand
logistics systems and the expansion of our distribution capacity. For example, in the first quarter of this year, we will open our new warehouses in Germany and the Netherlands. These warehouses will help us deliver a growing number of products to you while keeping lead times down. As you would expect from us, we want to remain at the forefront of knowledge. This is why we expanded our Executive Board and Board of Directors last year with the addition of Arnoud Klerkx and Frederik Nieuwenhuys. Both Arnoud and Frederik bring a lot of knowledge with them in the field of digitisation. We will continue to invest in harnessing new technologies that will help you achieve even greater success with your customers. In 2018, we will also invest heavily in increasing the awareness of our own Kramp brand. With this line, we offer top-quality products targeted specifically at the agricultural sector. The entire Kramp range is fully orientated towards you and your customers, making our own Kramp brand ideal for use both in the workshop and as a product range to offer in your shop. By investing in increasing the
14|HIGHLIGHT
Building a Brand
awareness of our brand among your customers, we can help you sell more Kramp products. You can achieve a good margin with our products, so it's a win-win situation. That is what partnership is all about. And despite the changing times, new technologies and a sector that is constantly in motion, our mission and promise to you remain the same: to make it as easy as possible for you to run your business successfully. It's that easy!
Eddie Perdok Kramp CEO
24|CUSTOMER PORTRAIT Cornwall Farm Machinery
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CONTENTS NEWS | Products
04
DESIGN TO SHOP | Kramp Brand
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COVER STORY | The best service with a strong partner
08
EXPERTISE | Choosing the right battery
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HIGHLIGHT | Building a Brand
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ASK THE SPECIALIST | The importance of shop layout
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PRODUCT TEST | LED lamps
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COLUMN | Social Media for Business
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PRIVATE LABEL | The right packaging
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CUSTOMER PORTRAIT | Cornwall Farm Machinery
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KRAMP ACADEMY | Marketing and Retail
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CUSTOMER NEWS | Local news
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EXPERT OPINION | Branding
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QUIZ | Complete and win
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COVER STORY
The best service with a strong partner
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NEWS
Kramp Lighting If you look for work lamps, beacons, rear lamps, marker and positioning lamps or interior lighting for your cabin, from now on you’ll find everything you need on kramp.com. Kramp has worked with well-known manufacturers to develop a balanced range that covers all applications. As well as strong top brands like Hella, our own brands Kramp and Gopart play an important role here. Professional and specialist lamps are sold under the Kramp brand, while we sell the normal best-sellers as Gopart. The lighting range has been given new packaging that is fully focused on retail, including a viewing window that allows customers to actually see the product in the dealer's shop. We also use icons to provide a wealth of relevant product information. With this you support your customers to easily select the right lamp for the application. This packaging is intended to help the product sell itself in your shop.
Kramp Hand Tools Perfect grip, ergonomic design and easy to use; we are proud to introduce our own-brand Kramp hand tools. A complete range for professional and safe use. The webshop carries a comprehensive choice of highquality hand tools (over 700 items) that meet all your customers’ needs in terms of functionality, ergonomics, durability, reliability and width of assortment. This includes tools like multiple socket sets, complete range of wrench sets (adjustable or fixed), pliers, hammers and screwdrivers. Tools suitable for both ‘light’ and very ‘heavy’ jobs! Going forward we will be further developing this comprehensive range of hand tools in order to fulfil the customer’s needs.
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Kramp Batteries The unmatched performance of VARTA Promotive EFB merges with the highest vibration resistance to provide absolute reliability and a longer life. This battery is specifically designed for high-performance commercial vehicles with heavy cycle use. Promotive EFB conforms to robust vibration resistance requirements, including end-of-frame installation. Its technological features ensures improved performance and roadworthy reliability. The innovative acid circulator effectively prevents acid stratification which is the common problem with deep cycle applications. Manufactured in Europe to highest quality standards, Promotive EFB will reliably power commercial fleets and dramatically reduce downtimes. And because our products are completely maintenance free the total cost of ownership is reduced season after season.
Important changes to Rodenticide Regulations in 2018 2018 will see further changes to regulations regarding the control and sale of rat bait and rodenticide. The maximum pack size for amateur bait will change from 1.5kg to 300g The minimum pack size for professional packs will increase to 3kg All rat bait resellers and retailers (Kramp dealers) must register with BASIS in order to continue to sell professional sized packs. For more information visit www.thinkwildlife.org
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DESIGN TO SHOP
KRAMP PRODUCTS: FROM IDEA TO SHELF The Kramp brand covers a wide range of products and this range keeps on growing. But how does a product become part of the range? What steps are taken before an idea can eventually end up on the shelf? Find out about our Kramp lighting and hand tools below and discover the answer.
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The idea Kramp lighting: We used to offer many different brands and lines, which sometimes made it hard to see how they fitted together. We wanted to solve this by introducing a clearer, more comprehensive line of Kramp lighting.
How? By listening and gathering information. The Product Group Manager visited customers in various countries to hear what they wanted from our lighting range. Meanwhile, a lot of information on Kramp hand tools was gathered by our colleagues in the Scandinavian countries, drawing from experiences with the tools there.
What's next? Looking for partners who can help with the product manufacturing process. Despite the wide range of products involved, a number of points should always hold true for anything manufactured by Kramp — for example, that they are of the highest quality. That's why our products undergo thorough testing, not only by us but also by our customers. Another advantage is that we don't just stick to one manufacturer, in contrast to top brands, which often manufacture their products themselves. This means that we can see who is best at making a particular product. A screwdriver might be made in Germany while a socket wrench is made in Italy.
Is that everything? Not at all. Products are always being developed, and the Kramp line is no exception. We follow all the new developments on the supply side, while also keeping our ears open to what customers have to say so we can find out what could be improved.
Why Kramp? We have already mentioned one important advantage: We can "shop" from a range of suppliers to ensure that we are always offering quality at a competitive price. What's more, we know the agricultural market like nobody else — it's our main focus. An additional advantage for you as a dealer is, of course, that there is a great margin on Kramp products.
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COVER STORY
GIVING LOYAL CUSTOMERS THE BEST SERVICE WITH A STRONG PARTNER "The times they are a-changin'." Bob Dylan sang these words back in the sixties, and the sentiment still holds true today. When it comes to how we work, the machines that we use aren't the only things that are changing. How we approach and retain customers is different too. Just because somebody was a customer yesterday doesn't necessarily mean they will still be one today.
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People no longer simply go to the shop around the corner to buy what they need, and the same is true in the agricultural sector. Thanks to the Internet, customers can easily order parts from all over the country and beyond. This means that familiarity with a brand is more important than ever, as is trust. Consumers have become more critical and demanding of their suppliers, while also having more suppliers to choose from. There is also pressure on margins. Sales of new machines barely generate a return, which makes it even more important to stand out from the competition. This can be done by offering good service as well as a wide range of rapidly available products. The figures also show that loyal customers are valuable to the company.
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Customers who have already purchased from you twice will come back to you for their third purchase in 54% of cases.
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Customers who repeatedly come back will buy something from you in 70% of cases.
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The top 10% of your most loyal customers spend three times as much as other customers.
But how are loyal customers created? One way is to research and find out what your customers expect. Purdue University in the US has researched what farmers (particularly cultivators) expect from their dealers and/or shops. Their findings revealed that customer service is now more important than ever. Farmers expect their fixed distributor to know them inside and out. They expect sector-specific knowledge, advice that meets their needs, service, competitive prices and quality products, to list just a few examples. In addition to customer service, the research highlights two other important points that are relevant to becoming first choice as a dealer/shop: delivering on time and keeping up to date on new techniques and components as well as the ability to offer these.
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COVER STORY
CHOOSE A STRONG PARTNER Now that we know what customers expect and what the important steps are, it's time to look at how to reach your customers in the first place. Kramp can support you with the points listed above as well as many others.
Delivering on time Customers expect their products to be delivered on time. You could simply stockpile large quantities of your products, but as a Kramp customer, this isn't necessary. Together, we will help you ensure that your customers receive the right items on time. If you no longer have a product in stock, we can deliver it to you or your customer the next day. With a range of hundreds of thousands of products, you won't have to decline a sale any time soon.
Quality components Customers expect their supplier to be up to date on new techniques and components, and they want to be able to buy them from their supplier too. In this area too, Kramp is a key partner in helping you to provide the best possible service to your customers. We offer products from top-brand suppliers, so quality is always guaranteed. What's more, our Kramp private label includes products that are similar to top brands at competitive prices. This means that you can offer your customers quality while also ensuring a good margin for yourself. The Kramp range is extremely broad and is dedicated to the agricultural sector. You know what your customers need, and Kramp products will help you deliver this.
BRANDING TIPS Don't just wait for customers to come into your shop. Make sure that they are triggered to buy from you. Our marketing campaigns will support you with this, but here are our top tips. Think about: »»Seasonal sales. Is it nearly Christmas, spring or Easter? Capitalise on these periods with sales that add value for your customer. »»Combine your business. The autumn months are traditionally service months. You could combine this with a retail promotion. For example: Make a service appointment and get a 10% discount on Kramp products in our shop.
The ultimate goal of branding is to promote your brand with a view to attracting and retaining customers. This does not always require a big budget. Here are some statistics: What makes customers remember their experience with a brand?
40% 17%
say that past purchases play a part say that it has to do with the online shopping experience
What makes customers loyal to a brand?
85% 72% 50%
say quality say customer service say price (source: revlocal.com)
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A SELECTION FROM THE RANGE, SUITABLE FOR PERSONAL USE OR RESALE: Kramp hand tools Perfect grip combined with an ergonomic design and simplicity of use. Kramp hand tools are of the absolute highest quality and are suitable for the most demanding tasks.
Kramp lighting Whether you're looking for work lamps, beacons, rear lamps, marker lights, position lamps or interior lamps for your cab, you can now find everything you need on kramp.com. High-quality lighting with packaging ready for your retail activities.
Kramp batteries At the end of the winter period, the demand for high-quality batteries rises. Batteries from Kramp are maintenance-free, shock resistant and have minimal self-discharge. Not only do they ensure that the machine starts, but they also provide all systems, such as the GPS, with the power that they need.
Support Your customers obviously need to know that you can deliver quality products on time. That's why we make significant investments in marketing support to bring customers to you. Besides the marketing materials that we have already prepared for you, we are going to create marketing campaigns that drive farmers to your business. These campaigns will cover our private label range and will increase the pull of customers to your online store or your retail premises. n
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KNOW HOW
Choosing the right battery is easier than ever before To use these easy filters, simply go to the battery overview on the webshop, for example, via the Tractor & Vehicle section on the red bar at the top. To see the filters, you need to choose the Products view. Don't forget to switch back to the Product groups view when you have finishing choosing the right battery, if you prefer.
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Filters You will now see various filters along the left-hand side. Using these, you can filter by: -- Brand -- Length (mm) -- Width (mm) -- Height (mm) -- Voltage (V) -- Capacity (Ah) -- Layout -- Terminals -- Mounting By selecting filters step by step, you can be absolutely certain that you're choosing the right battery.
It’s that easy! 12
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HIGHLIGHT
BUILDING A BRAND: AN AGRI DEALERS PERSPECTIVE Written by Emma Pugh, RVW Pugh Ltd.
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As the recent Service Dealer award winners for “farm machinery dealer of the year” I have been asked by Kramp to discuss how we have built the RVW Pugh brand and share any tips that we have.
So firstly, a little bit about RVW Pugh Ltd. We are a family run business that has grown phenomenally over the last 15 years. We hold the AGCO franchises Massey and Fendt and we are incredibly passionate about these brands but we don’t want to be just the local Massey or Fendt dealer. We want to be recognised as RVW
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COMMUNICATING THOSE VALUES You then need to develop a marketing strategy. We have had a full time marketing person on board over the last 10 years, even when we were turning over half what we are
now. We have always recognised the importance of communicating
Pugh as an entity on our own. To that end we have worked hard to
to our customers. Marketing isn’t just an advert or mailer, it is “is
build our brand. So I will take you through this simple 3 step plan:
the management process for identifying, anticipating and satisfying
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customer requirements profitably” The Chartered Institute of
WHAT ARE YOUR VALUES?
Marketing (2012)
To begin with evaluate what you stand for as a company,
You need to put your brand in front of your target audience which
try and look at what you want to try and encapsulate as
will be existing customers and potential customers. How you
your core values, for example are you a family business
communicate to those will be different and it’s important to ensure
with family values & heritage or do you want to promote yourself
that every piece of communication/marketing that you send out
as customer focussed? When we identified the key values that
needs to have an aim and purpose. What are the key messages that
we represent as a Company we came up with the following: The
you want to get across and what results are you hoping for.
PUGHS values:
Put your brand in front of your audience as often as you can.
Pride: Pride in yourself, pride in your work, pride in your workspace, pride in Pughs, pride in our products. Understanding: Understanding your role within RVW Pugh, understanding the impact of your actions in respect of your colleagues, customers, the environment, the “bottom line” etc.
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DEVELOP A PERSONALITY It is ensuring that your online personality and face to face customer encounters give the same sense of identity. We have a strong social media presence where we have a
following of 6500 people of facebook that interact with our page and brand on a daily basis. We like to keep our posts fun or informative
Go getting: Progressive in the way that we do things, not frightened
and that’s intrinsic to us as a Company, we have a really dedicated
to challenge the way we do things.
knowledgeable team and we have always tried to give useful advice through our newsletter “Pughs News” and case studies.
Honesty: Be honest to yourself, be honest to your customers, be honest with your suppliers, be honest about where you are and where you want to be. Service excellence: Giving the best service that you can every day.
You can find out more about us at www.rvwpugh.co.uk or follow us on facebook https://www.facebook.com/RVWPughLtd/ 1 | 2018 Focus
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ASK SPECIALIST
‌ talks to Kramp Retail Consultant Leo about the importance of shop layout and product promotion in the sales process.
When it comes to the layout of your shop it is important to consider how a customer would feel looking around. You want to encourage them to browse as this incre ases the potential of additional sales. It is essential to keep the shop cle an and tidy so customers can vie w products e asily.
If you are promoting the product, such as a ne w or improved tool then this needs to be shown off. Make sure the item is displayed in the customers line of sight and cle arly demonstrate how it is be t ter / that it is ne w. It is a good ide a to have a demonstration product that customers can pick up and see what it can do.
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To make the customer ’s shopping experience as e asy as possible, and to prompt them to buy subsidiar y items, it makes sense to group certain product toge ther. Think of it as if you are cre ating a one-stop shop within e ach categor y rather than hoping that the customer will visit all parts of the shop to pick up other items.
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Our Kramp Product Specialists are always happy to help with any queries you have. This edition is all about the importance of shop layout and product promotion in the sales process.
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Displaying items on promotion is another me thod of drawing a customer ’s at tention to certain product. How you choose to display the item should depend on what the promotion is – for example if you are promoting a price then the value and volume of stock are key to highlighting to a customer the de al.
In terms of overall shop layout it is beneficial to think like a customer when they enter the shop – where do they he ad for? Can they ge t there e asily? Look at the most likely route a customer will take to re ach the parts counter and then position impulse items or promoted items within their sightline throughout that journey. This will potentially incre ase the number of items per transaction, maybe the average transaction will go up as well.
With a gre at layout all ranges and categories of product can be e asily found by the customer, either upon entr y to the shop or during their journey.
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For muscle power MANN-FILTER for mobile hydraulics
For more w 0 ne than 8,60 ons applicati
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PRODUCT TEST
LED lamps make a world of difference It is dark and wet when we step into Hans te Winkel's barn. This doesn't seem to bother his cows, who are looking around contentedly. But the darkness immediately makes way for bright light as soon as Hans turns on the new work lamps on his tractor. "A world of difference, my old lamps don't even compare."
A few weeks ago, the dairy farmer fitted LED work lamps from
good lighting. The quality of a work lamp is mainly determined
Kramp onto his tractor. He was using halogen lamps. "They were
by its luminous intensity (lumens). One of the major benefits of
just fine, but now that I'm used to these, I'll never go back."
LEDs is that they give off more light while demanding less power than traditional lighting. This means that they are less taxing
What is the main difference? "The amount of light, first and
on your alternator. In addition, LED lamps last far longer than
foremost. There is just so much more light being output. What's
"normal" bulbs.
more, LED lamps give off white light, which works far better as it's more similar to natural light." Installing the lamps was simple. "With LEDs, you just need to make sure that you connect the wires properly, colour to colour. That's all there is to it." In the dark winter months, it is more important than ever to have
Some benefits at a glance: • Ten times less power consumption than incandescent bulbs or halogen lamps • Extremely long life • Doesn't heat up • Coloured light for better visibility • Not sensitive to vibrations
Wide range on webshop A wide range of LED lamps are available on the webshop under the Kramp and Gopart brands, as well as ranges from wellknown top brands. See the complete lighting lines from Kramp and Gopart at the link below: http://c.kramp.com/RdoM30h5Mjh
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FOCUS ON WHAT YOU DO BEST
Watch video!
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COLUMN
SOCIAL MEDIA FOR BUSINESS Social media allows businesses to promote themselves and engage with their customers, and a wider audience.
Matt Redman,
It’s fast, free and effective – if used correctly. There
Contractor from Bedfordshire www.mattredmanag.co.uk | @RedmanMatt
are many different social media platforms such as Facebook, Twitter, Instagram or Snapchat, to name only a few.
The great thing about social media is the impact it can have and how
It is most effective when used regularly, as due to its fast moving
easy it is to use. I have used Twitter and Facebook to benefit my business
nature, the audience you are posting to can quickly move on to following
in a number of ways, from initially helping to create a brand, build
someone else if your account goes quiet for too many weeks.
contacts and get ideas of what I should be doing in addition to what I thought I should be. To building a business and brand that is recognised
If you’re thinking about making use of social media, make an account
by people outside of my trading area (being a farm contractor that area
and log on, but don’t post anything for little while, instead take some
isn’t very large in the scheme of things).
time to follow others with similar businesses or interests and see how
I use social media on a daily basis to promote the services I offer, and
they go about things to get some ideas before starting yourself – even
importantly, to engage, make contacts and learn from other farmers and
make a personal account to start to engage on a personal, rather than
contractors – it is a fantastic and valuable resource for industry news,
business level initially so that when you are ready to post for business
discussions, obtaining first-hand experience of machinery or farming
you can continue to use the personal account for the social part of social
systems and, importantly for farming, helping to break the isolation of
media, without diverting away from the focus of the business.
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lone working. Every business is different, and even more so with farming businesses – some want to market their produce to customers – locally reared beef and lamb, farm shops, pick your owns, for example, whereas others such as arable farmers might not want to directly market produce but the whole farming system, to allow customers of the end products that are made from the crops they grow to see and learn how crops are produced, and all of the other elements of the farming system from technology to environmental work. Social media allows each individual to put their own personal touch to how they go about their marketing, some use videos to talk about harvest progress in a video diary type way, others use pictures to talk through their daily routine and the challenges and rewards of the job.
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PRIVATE LABEL
THE RIGHT PACKAGING IN THE RIGHT PLACE Why do we pay attention to certain products and not others? What information needs to be stated on the packaging and what does not? Enter the wonderful world of packaging.
The time when packaging was merely a means of protecting a product is now a distant memory. Protecting the product is still important of course, but the main aim of packaging nowadays is to persuade consumers to buy a product. That is not to say that marketers can do as they please — there are statutory provisions that packaging has to meet. The target audience is another determining factor when it comes to packaging. There is a huge difference in the packaging used for products that sit on a supermarket shelf and the packaging used for screws, for example. At Kramp, we are currently working on updating all of our packaging. Our main reason for improving our packaging is to make it more suitable for retail; in other words, this should help us to sell a higher volume of products. We are casting a critical eye over the information that is communicated by our packaging. For example, a customer should be able to recognise a Kramp product from five meters away. The customer should be able to clearly identify from within one meter, and they should only have to pick up the packaging once for it to be immediately obvious what the product's strengths are. The new Kramp lighting range is an excellent example of this. In contrast to many other brands, when you look at Kramp lighting it is immediately clear what the product is. The lamp is highly visible and the icons make it obvious at first glance which applications it is suitable for. We are still hard at work on our new packaging line, but this is a process that never really ends. Even the right packaging is not the decisive factor by itself — the position and height are just as important.
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TIPS FOR IN-STORE
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Make sure you have the right setup Make sure that products are positioned in a logical order. Instead of arranging products haphazardly, place products of the same type next to each other. Do you want certain products to stand out even more? Stack them in a pyramid or utilise the power of repetition.
Lighting Have you worked hard to arrange the products into an appealing display? Then make sure that the lighting complements this. Proper lighting is extremely important when it comes to presenting products in an attractive manner.
The right height At what height are your products situated? If you want them to stand out, then opt for eye level. This means there will be a much greater chance that the customer will see the products and pick them up. Take a walk around a supermarket to see which products are at eye level and which are not.
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Communication Use the correct point of sales (POS) material, such as advertising signs and flyers in the store. Communication is highly important if you want to draw attention to a product. This doesn't just mean putting up a poster — also think about the way in which you communicate. Instead of saying "Use this discount", it is better to say "Don't miss out on this discount". This will emphasise what the customer is missing out on if they don't seize your offer.
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CUSTOMER PORTRAIT
Cornwall Farm Machinery Cornwall Farm Machinery was established in 2010 when the John Deere Dealership became available for mid and west Cornwall. As John Deere dealers, Cornwall Farm Machinery represent a brand that is recognised globally, with a dedicated following of ‘fans’ from outside of the agricultural industry as well as within. Parts Manager Neil Burdon spoke to Focus about their brand and how they have developed such a loyal customer base.
When asked about the position of Cornwall Farm Machinery’s brand
Apprentice Awards, receiving a commendation for his placing in a
Neil answered without hesitation, ‘to provide a professional service.’
category that covers all industries in Cornwall. This type of recognition
To be a business that offers premium products and service with the
is positive when growing a strong company brand as it demonstrates the
knowledge to support them, and talking to other staff members makes
commitment of employees to providing the values that are promoted.
it immediately apparent that the team, with their mix of experience and enthusiasm, can provide exactly that. What really stands out is the crossfunctionality of the business. Neil explained how ‘Service engineers will assist parts staff in recommending the right product over the counter, the salesmen promote parts on their customer visits and parts personnel are always willing to lend a hand in the workshop.’ The end goal is the same for everyone – to make and maintain positive customer relationships. Neil went on to explain ‘Farmers in Cornwall like to deal with people they know and trust, so building those relationships is essential.’ The customer focus and enthusiasm of parts advisor, Grant Roberts, received industry wide recognition last year when he won both the John Deere Apprentice of the Year and the Service Dealer Apprentice of the Year awards. Grant was also named as a finalist in the Cornwall
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L-R; Parts Manger Neil Burdon, Service Manager James Marks and Salesman Dan Blick
larger range of products at the click of the button.’ Although still fairly new to the service Cornwall Farm Machinery are already committed to maintaining close working relationships with their customers, something that will be a great benefit when engaging with the new service. The key to a strong brand is remaining relevant to customers, for this reason it is important that company values are demonstrated. Cornwall Farm Machinery pride themselves on the support they can offer customers and the relationships they build. The development of a new depot at Trispen is an obvious symbol of this commitment to their customer relationships.
Parts Advisor Grant Roberts and Dealer Principle Rob Hattam
This includes a well-stocked parts store and retail space, and will enable Cornwall Farm
Neil spoke of their dedication to customer service. It is a priority for
Machinery to provide effective support to their customer base across the
Cornwall Farm Machinery to ensure that if the customer experiences an
county of Cornwall.
issue he has an engineer to hand as soon as possible, if their customer
It is clear that Cornwall Farm Machinery is a company that puts the
has a question there is someone with the knowledge to provide an
customer first and, as the business grows, Neil emphasised the focus
answer and if their customer needs a certain part then they are able to
will remain on ensuring that they can offer the right products and a
provide it. Cornwall Farm Machinery have always been partners with
premium service. With such a dedicated team and obvious commitment
Kramp, Neil explains how the relationship originated from previous
to providing the best it is easy to see why Cornwall Farm Machinery is a
business with Cornwall Farmers and that Kramp has now been a key
recognisable brand in their area and how they will continue to succeed in
supplier for over 30 years. The large assortment Kramp can provide
the future.
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means that almost all of their customer requirements are catered for. ‘It was the logical next step to offer the Online Service,’ Neil explained ‘CFM are now able to offer our customers greater access to an even
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Optimized for performance without compromise SKF Explorer steel/steel plain bearings SKF Explorer steel/steel plain bearings are initially lubricated and sealed to eliminate the need for relubrication in applications with low to moderate levels of contamination, such as those in offhighway. This generates significant savings by reducing maintenance costs and grease consumption. High corrosion resistance, heavy-duty sealing and the novel relubrication-free inner design makes SKF Explorer steel/steel plain bearings more robust than ever. Plus, extensive research and testing has resulted in % higher dynamic load ratings and longer service life for SKF Explorer steel/steel plain bearings compared to conventional steel/steel bearings. For more information and other SKF Agri Solutions, please contact your local KRAMP distributor or visit: www.skf.com/plainbearings.
® SKF is a registered trademark of the SKF Group. | © SKF Group Certain image(s) used under license from Shutterstock.com.
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KRAMP ACADEMY
Retail Sales and Merchandising
Marketing – Entry Level
This course is designed to develop retail skills for showrooms
This course is designed to introduce attendees to the
and merchandising. The aim of this course is to improve
fundamentals of Marketing. The aim of this course is to improve
awareness of maximising parts sales and profitability.
awareness of marketing, highlight methods and practical
• • • • •
application in the workplace. The key principles of retailing to grow sales margin Effective store layouts Skills towards creating and maintaining a successful showroom Merchandising techniques Cross selling and up selling techniques
• • • • • •
What is marketing The Marketing Mix The Sales and Marketing relationship Marketing methods, measurement and management Understanding your marketplace and forces and knowing your customers Using social media and E-commerce to promote your business
Inspired by the theme of this edition or just want to gain some more knowledge? Why not sign up to one of our courses?
We realise that training can be costly. Many of the costs are hidden - for instance a candidate on training needs travel expenses and you also have to account for the lost time at the parts counter or in the office. Bespoke Kramp Academy training is designed to be both cost effective and practical, reducing the hidden costs of training and fitting into busy schedules. This year every course we offer is also available to book bespoke – this means the course can be booked to suit your needs, either at your premises or at a central
SIGN UP
Bespoke Courses
How do I sign up? If you would like to attend a Kramp Academy course or would simply like more information on the other courses we offer please contact your Account Manager or send an email to: krampacademy.uk@kramp.com
location convenient to you.
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CUSTOMER NEWS
LOCAL NEWS UPCOMING EVENTS FOR THE R.A.B.I On Saturday 24th of March the R.A.B.I are holding a charity clay shoot at Sporting Targets shooting ground in Riseley, Bedfordshire. As supporters of the Royal Agricultural Benevolent Institution Kramp will be sponsoring this event along with Ben Burgess and Brown and Co. Other upcoming R.A.B.I events include: • Charity Quiz night, Shrewsbury – 9th March • Farmhouse Breakfast, Carlisle – 16th March
DON'T FORGET WE'RE ON FACEBOOK!! Keep up with the latest news, events and competitions at our Facebook page @ kramp.uk We are always excited to see your photos from shows, open days or customer visits, if there is anything you would like to share on our page then please send to marketing.uk@kramp.com.
• Black Tie Dinner, Oxford – 20th March • Farmyard Sale, Buckfastleigh – 8th April • NFU Chairman’s Lunch, Shropshire – 29th April
OPEN EVENT AT ANDREW SYMONS LTD Andrew Symons Ltd held an open night for over 300 people at their new depot on the 22nd of November. With over 50 machines, including a full range of New Holland tractors and the full line up of harvest equipment, the launch of the new Andrew Symons Online Service and the appearance of a special edition heritage New Holland T7 Major there was lots to see.
KRAMP WELCOMES NEW RETAIL CONSULTANT Leo, 33, will be based at Kramp UK's headquarters in Biggleswade, Bedfordshire and will focus on developing a retail strategy to advise and support dealers in providing a high level of shop, environment and service to their end users.Leo joins Kramp from Wyvale where he was Area Manager, responsible for 16 centers across the south of the UK. Prior to Wyvale, Leo worked as a Trading Manager for Asda. Since leaving school Leo has worked in retail, this enables him to bring a great breadth of experience to his new role that will enable him to advise on all aspects of the retail journey.
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SERVICE DEALER CONFERENCE AND AWARDS 2017 We were proud to have been principal sponsors for the 2017 Service Dealer Conference and Awards held in Oxford on the 16th of November last year. It is a changing market we all work in, the advances in technology and consumer behavior over the last 10Â years alone has been phenomenal,
and only highlights how important it is to embrace change – it makes an event like the Service Dealer Conference really beneficial for the industry as dealers get to learn from the experts, but also share experiences amongst each other.
LAMMA SHOW An exciting first day at the last ever LAMMA show to be held in Peterborough. From JCB celebrating 40 years of Loadall with a limited edition 541-70 Agri Pro, Kubota introducing the new and improved B series of compact tractors, the public debut of Massey Ferguson's entirely new tractors, balers, telehandlers and green-harvest equipment lineup, and the viewing of New Holland's exciting autonomous tractor. Sadly due to the high winds and significant damage to the stands the second day of the show was canceled for safety reasons.
WINNER! Congratulations to Andrew Evans from Randell Agriculture, Norwich who won our crossword competition in the last issue of Focus! Andrew was the lucky recipient of a Tough by Swarfega skin care products set! Have you seen the competition in this issue? Turn to page XX to find out what you could win.
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MOSAIC
Expert opinion on… Branding Five questions on branding answered by Dom Dwight, Marketing Director for Taylors of Harrogate, the tea and coffee company best known for its ‘Yorkshire Tea’ brand. What are the main benefits to a business of having a strong and
plans, refreshed each year, which we share with the wider business
recognisable brand?
to initiate their work on developing demand and supply plans. Within
The success of our business is down to many things but ultimately
all that, our brand managers and brand communications team work
it comes down to whether people see you on the shelf, and whether
together to create an integrated approach to our communications so
you mean enough to them that they choose you over the competition.
that everything we do – even something small, like a one-off event or
Winning them over through price or promotion isn’t sustainable.
a piece of social content, ladders up to achieve those main objectives.
Ensuring your brand means something to them, even if only in a very subconscious level during that fraction of a second while they make a
What challenges do you find are the most serious to growing
choice, is the best differentiator.
a brand? How have you tackled these challenges at Taylors of Harrogate?
How did Taylors of Harrogate form the strategy behind Yorkshire Tea
The retail environment is pretty unforgiving. You can have the best
and who was involved in the process?
plans in the world, and all of a sudden an unexpected move by a
The secret to Yorkshire Tea’s success is down to alignment between
competitor or a retailer can derail you – unless you stay firm and
our overall organisational strategy and the brand strategy – and
keep focussed. Paying attention to your changing context, but holding
making sure that all the elements that need to pull together, from
your nerve requires conviction. It’s not easy but being a family-owned
tea buying through to sales and commercial, are aligned. The
business with very strong, very clear values, really helps.
marketing team analyse consumer insight and brand-tracking data, then team up with our category and sales teams to understand our
What would be your top tips for companies with limited budgets on
retail environment and competitor behaviour. We then create 3 year
increasing their brand awareness? Get clear on what you believe in – what you feel your company or brand stands for. Then check that against what matters to your target
Dom Dwight
consumers. Find the overlap. Focus relentlessly on communicating that – everything else is noise. What has been the single most important factor which has helped Taylors of Harrogate to become a worldwide successful brand? Passion. We are lucky enough to be owned by a group of family shareholders who are genuinely passionate about this business – it’s not just a way to make money. And that passion is shared by our people, from the experts who buy tea and coffee, who know everything there is to know about flavour, to the folk in our factories who take pride in doing their job properly. And finally, the passion of our loyal consumers. By ensuring our products never disappoint and conveying how much we care about getting it right, we seem to have cultivated a much more loyal and vociferous bunch of fans than many of our competitors – which makes my job a lot easier!
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QUIZ
PUZZLES Can you solve these riddles? Guess the correct answers and you could win a set of Kramp hand tools. All you need to do is email marketing.uk@kramp.com with the three answers.
1 3
What always runs but never walks Often murmurs but never talks Has a bed but never sleeps Has a mouth but never eats?
2
I am an 8 letter word, kept secret by everyone My 2nd, 3rd and 4th are an animal My 4th, 5th, 6th, 7th and 8th make a weapon My 1st, 2nd and 8th are used to make notes What am I?
I’m part of the bird that’s not in the sky I can swim in the ocean and yet remain dry What am I?
Terms and Conditions: Closing date will be 30th June, 2018. No purchase is
Kramp reserves the right to substitute the prize for an
necessary. The winner will be drawn from the correct
alternative prize if necessary. The winner’s company name
entries at random. The editor’s choice is final – no
will be published in the next edition of FOCUS.
correspondence will be entered into or phone calls taken.
The competition is open to Kramp customers only.
No cash alternative is offered.
COLOPHON Editorial Address: Kramp UK Stratton Business Park London Road BiggleswadeBedfordshireSG18 8QB
Photos: Kramp (41), Shutterstock (2), Adobe Stock (7)
Editing: Marketing Kramp E-mail: focus.bnl@kramp.com www.kramp.com
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Kramp private label
Provide the right product at the right price Whatever it takes to keep you going.
You need to offer your customers a one-stop shop while still keeping your business sustainable. With Kramp private label, you can offer a premium brand at a private label price point. Earn more profit without compromising on quality with Kramp private label products.
kramp.com/en/wekeepyougoing
F