Hardware & Homestyle July August '21

JULY/AUGUST 2021

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Store Profile: Stakelums See page 28

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AD PRODUCTION Audrey Fitzgerald

Welcome to this issue of Hardware & Homestyle. We have been enjoying some wonderful weather as we put this issue together and around the country work has been continuing apace on homes and gardens – as witnessed by the still high level of demand for products in our stores.

Since 2020, merchants have been reporting a rise in activity, prompted by the ‘lockdowns’ and general Covid-related travel restrictions.

The result is that we’re spending more time at home and that leads to wanting to enhance our surroundings or, at the very least, keep them maintained.

Around the country areas that were in need of attention in our homes suddenly found themselves pushed to the top of the agenda by householders who realized now was the time to get stuck in!

All of this is discussed in a major profile in this issue with Chairman of Expert Hardware, David Baker.

Expert’s response to the rising market has been exemplary and David shares his thoughts on the Group’s approach to nurturing and sustaining this market for the benefit of their members and customers alike.

Among the good news, we hear once again, that those new and returning DIYers seem likely to stay with this sort of activity even after things ‘settle’.

Especially so when they receive top quality advice and encouragement in stores along with their products and accessories.

We also talk to Damian O’Reilly of TU Dublin in this issue. Damian inspires us with his own thoughts on the trade and has some very useful pointers and observations.

Elsewhere we have our usual Products and News items, our visit to the ‘softer’ side in ‘The Homefront’ and we take a look at Retail Excellence’s Top125 Retailers where there has been a great showing from our sector.

To celebrate, we drop in on one of these: Stakelums in Thurles – for a catch-up.

We draw to a close with Liam Kelly and ‘The Room Outside’ where we have some more great advice on keeping the Gardening section going in the coming months.

Finally, we hear from Jeff Haden who closes the issue on the usual positive and inspirational note!

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We hope you enjoy the issue,

❝ PUBLISHED BY Ocean Publishing, 14 Upper Fitzwilliam St., Dublin 2 Tel: 01 678 5165 Fax: 01 678 5191 PUBLISHER Patrick Aylward EDITOR Martin Foran Editorial Email: martin@hardwareand homestylenews.ie NATIONAL SALES MANAGER Dermot Casey Email: dermot@hardwareand homestylenews.ie DESIGN/PRODUCTION Tony Hunt Email: tonyhunt.design@gmail.com

Whilst every effort has been made to ensure that the information contained within this journal is correct, the publisher cannot accept responsibility for errors, omissions or discrepancies. The views expressed are not necessarily those of the publisher.

The result is that we’re spending more time at home and that leads to wanting to enhance our surroundings or, at the very least, keep them maintained.

Martin Foran, Editor

HARDWARE & HOMESTYLE • JULY/AUGUST 2021 1

NOW

TM

- with-

Cooling Technology

Exclusively available from Keypoint - www.keypoint.ie

Contents 4

12

12 16

News Stories from the trade and SME sector and the wider economy

On The Record

Damian O’Reilly of TU Dublin shares his thoughts with us this time out

Homefront

A visit to the ‘softer’ side including the usual look at ‘inspiring retail from around the world’

22 Expert Hardware Feature

Things have been busy of late in the trade and in the Expert Hardware Group where the emphasis has been on keeping the customer happy and the members profitable!

27 Spotlight on: Joseph Murphy Ballina We hear from Lorraine Burnell, managing director, Joseph Murphy Ballina Ltd

16

22

28 Top 125 Retailers

Retail Excellence’s list of the top retailers contains a number of familiar names. Our former gia store, Stakelums is one that is well known to us

35 Product features and Services DIY/Self-build, PPE and Pest Control items

40 Room Outside

Liam Kelly is our resident guru on matters gardening. Here Liam looks ahead to the next couple of months and considers how best to keep things humming along!

44 And Finally...

28

Jeff Haden leaves us with some inspirational thoughts as always

40

HARDWARE & HOMESTYLE • JULY/AUGUST 2021 3

NEWS Irish Green Building Council calls for ‘immediate, drastic action’ on climate change occupied.’

Homes’ location impacts on transport emissions. Transport is Ireland’s second and fastest growing source of carbon emissions.

The Irish Green Building Council (IGBC) has called on the government to take immediate, drastic action on climate change.

Widespread

Roni Tuominen, JYSK

JYSK continues its Irish expansion Continuing with its Irish expansion plans new JYSK stores are set to open in Carlow in September, Tralee and Eastgate in Cork in October and Limerick and Dundalk in November. Ashbourne is just about to open at time of writing.

Open ‘When we launched JYSK in Ireland, (2019) we announced that we would open fifteen new stores in the first two years,’ says Roni Tuominen, country manager for JYSK, UK and Ireland.

‘The pandemic hampered our plans a little, but we are back on track and look forward to opening six stores by the end of 2021 to bring our total in Ireland to 15.

JYSK currently employs 150 people across its nine stores.

Ambitious ‘We have ambitious plans for JYSK in Ireland in the coming years,’ says Roni.

4 HARDWARE & HOMESTYLE • JULY/AUGUST 2021

The call came as the Intergovernmental Panel on Climate Change’s (IPCC) sixth assessment report highlighted that climate change is widespread, rapid, and intensifying.

According to the scientists who authored the report, strong, rapid, and sustained reductions in greenhouse gas emissions, and reaching net zero CO2 emissions is required to stabilize the climate.

Reacting to the publication of the report, Pat Barry, CEO of the Irish Green Building Council said: ‘It’s clear from the latest IPCC’s report that global surface temperature will continue to increase until at least the mid-century.

‘But the report also shows that by reaching net zero or negative carbon emissions by 2050, climate change can be controlled.

‘The climate we will experience in the future depends on the decisions we take now.

‘In practical terms, this means taking rapid and radical actions with immediate impact as we have done during the pandemic.

‘For instance, in the built environment we must move towards net zero carbon buildings across the full life cycle.’

Leader

According to the Irish Green Building Council, Ireland has been a leader in the implementation of the nearly Zero Energy Building (nZEB) standard.

Communities

Pat Barrymanager, Dairygold store, Cahir.

New homes built to the current building regulations are energy efficient, but this only tells part of the story.

With an estimated half a million homes to be built by 2040, the charity says the conversation needs to move on to the total carbon impact of housing across their full life cycle.

These houses must also be built in the most resource efficient way possible.

Programme ‘Ireland’s new home construction programme will result in huge “embodied carbon” emissions if we continue to build houses in the way we currently do’, says Pat Barry.

‘These emissions result from mining, quarrying, transporting and manufacturing building materials, in addition to the construction activities created.

‘These emissions largely happen before the home is even

The easiest way to tackle these emissions is by getting planning right so that all new homes are in compact, walkable communities where most services can be reached within a 15-minute walk, is the message.

‘We need to move to more resource efficient construction such as making better use of the existing stock and vacant spaces, reducing unnecessary demolition, and discouraging construction of excessively large homes.

‘All of these would result in significant carbon reductions whilst freeing up labour and materials to meet real housing needs,’ Pat Barry added.

About the Irish Green Building Council: The IGBC is Ireland’s leading authority on green building best practices with a network of over 220 green building organisations spanning the entire built environment industry. The IGBC is affiliated with the World Green Building Council. This is a network of over 80 national Green Building Councils worldwide with a total membership of over 27,000 of the most progressive international organisations and businesses making it the largest organisation globally influencing the sustainable building market. www.igbc.ie.

Excellence LTD., 43 Grange Parade, Baldoyle Industrial Estate, Dublin D13 Y860 Tel: +353 1 8323300 Fax: +353 1 8323584 Email: info@excellence.ie Follow us @ExcellenceFS

www.excellence.ie

NEWS Chadwicks shares its support for DIY SOS: The Big Build Ireland The Irish builders’ merchants to provide materials and services for Ireland’s most deserving families Builders’ merchants Chadwicks was this summer delighted to announce its involvement in DIYSOS: The Big Build Series 2.

As the exclusive building materials supplier for the season, Chadwicks would supply a wide range of building materials to presenter Baz Ashmawy and his team of volunteers as they renovated the homes of some of Ireland’s most worthy families.

Commitment

Showcasing its commitment to Irish communities, the Chadwicks team would be on hand to support Baz and the crew at locations across the country this summer, as they aimed to transform each home in just nine days.

Offering both expertise and assistance for the various builds, Chadwicks would provide a selection of materials, including doors and floors, insulation, plasterboard, paint supplies, roof windows, steel, timber and hardwood to name but a few.

Commenting on the partnership Tara Brennan, Head of Marketing & Development at Chadwicks Group said: ‘We are thrilled to be involved in the new season of DIYSOS: The Big Build Series 2.

‘Community is at the core of Chadwicks and with over fifty branches nationwide, we understand the importance of supporting our local communities and families in need.

‘It is a privilege to lend our expertise and materials to this year’s series and we look forward to working with Baz and all the incredible volunteers and builders who have offered their support.’

Acclaim Now in its second series, DIY SOS: The Big Build has gained national acclaim for its inspiring renovations for families in need – in each episode an army of volunteer builders, labourers, tradespeople, suppliers, friends and neighbours comes together to give their time and labour to support a local family.

Scheduled to air on RTÉ One in November 2021, episode 1 of DIYSOS: The Big Build Series 2 will see Baz Ashmawy and his team of volunteers visit the Parsons family in Co. Meath.

A family of four, the Parsons family wish to make their home more accessible for their youngest family member, Josh (6) who was diagnosed with Smith-Magennis Syndrome, a severe developmental disorder that affects many parts of the body.

Needs Josh’s older brother, Ryan (9), has autism and with many sensory requirements, the Parsons family hope to seek help from the DIY SOS team in turning their semi-detached home into a space that can cater to the needs of the entire family.

About Chadwicks Group

Chadwicks Group employs over 1,300 people and has contributed to the fabric of everyday life in Ireland for over 200 years, supplying products and building materials to homes, hotels, buildings and transport networks throughout the country.

Chadwicks Group currently operates Chadwicks, Heiton Steel, The Panelling Centre, Telfords, Cork Builders Providers, Morgans Timber and Davies builders’ and plumbers’ merchanting businesses in the Republic of Ireland. Chadwicks Group is part of Grafton Group plc.

Expert Hardware and the success of the independents David Baker, chairman of Expert Hardware notes the success of local independent hardware traders during the pandemic. And he has some interesting thoughts on the broader reasons behind this.

Knowledge David Baker

‘If you go to a local independent hardware store you will always meet someone who has all of the

6 HARDWARE & HOMESTYLE • JULY/AUGUST 2021

product knowledge necessary, to make sure that the customers not only get the correct product to do the job at hand,’ says David.

‘But also that they are given clear and accurate advice on how to complete the job safely and efficiently.

‘When they wrap all of that up with the trusted brand Expert Hardware over their door, they have

the ultimate winning formula for a very successful business into the future.’

Feature Members of Expert Hardware have been notable among the players that have really shone over the last year and a half, as we find out, in our special Group feature in this issue.

NEWS Retail Excellence announces Ireland’s Top 125 Stores Retailers from around the country have been named among the ‘Top125 Stores’, in Ireland by Retail Excellence. And there is a healthy representation of outlets from our own sector!

High standards The Top125 stores are part of the AIB Merchant Services Retail Excellence Awards, which were established in 1997 to promote best practice and encourage high standards in the Irish retail industry.

The Awards will take place virtually in November 2021.

Former Store of the Year winners include Willow (Ennis), Garvey’s SuperValu (Tralee), TileStyle (Dublin), Applegreen (Dublin), O’Briens Wines (Limerick and Dublin) and Greenacres (Wexford).

Important Arboretum

Duncan Graham, managing director of Retail Excellence, says: ‘The entire

Irish retail industry has suffered an unprecedented blow over the past 18 months due to Covid-19, which makes these awards all the more important for businesses throughout the country who have put an emphasis on customer service and safety in the most trying of circumstances.

‘These Top125 stores are flying the flag for the retail industry but in truth countless other retailers deserve credit for the way in which they met the challenge of the pandemic head-on and came out strongly on the other side.’

Joe Barrett, chairman of Retail Excellence and COO of Applegreen Ltd, said: ‘It is clear from the quality of this year’s entrants that the retail industry is emerging positively from the pandemic and is ready to thrive in the coming months and years.

‘Our organisation promotes excellence in retail, and the entire industry should be proud of itself for how it has navigated the choppiest

Barry, Fergal and Rachel Doyle, Arboretum

Duncan Graham

8 HARDWARE & HOMESTYLE • JULY/AUGUST 2021

NEWS of waters since March last year.

‘I want to congratulate our Top125 stores, and wish them continued success in the future.’

Congratulations Hubert O’Donoghue, general manager of awards sponsors AIB Merchant Services, says: ‘With the announcement of the Top125 stores in Ireland, AIB Merchant Services would like to send our warmest congratulations to all the retailers involved.

‘We recognise their commitment to superior customer service and their dedication to success during these ever-changing times.

‘The very best of luck to the stores who have achieved the Top125 status and we look forward to seeing you over the coming months on the road to the AIBMS Retail Excellence Awards 2021.’

About Retail Excellence Established in 1995, Retail Excellence is owned by the members, for the members. It is an organisation which invests in innovative and exciting learning, market intelligence, human resources services, government representation and member networking initiatives. Retail Excellence has over 2,200 leading retail companies in Ireland.

Selection process As part of the Top125 selection process, all store entrants were visited by a mystery shopper, with those exceeding service and standards criteria making it to the Top125 stores. The Top125 will now be invited to a private briefing with Echochamber, a creative retail agency who tracks global retail trends, where they will be presented with the 10 pillars of Retail Excellence and will be given time to prepare a submission showing evidence they meet those 10 pillars.

Echochamber will then consider the submissions and will proceed to selecting the Top30 stores. The Top30 stores will then be rigorously tested before being whittled down to the Top5 finalists and overall Retailer of the Year Winner.

John Stakelum

Dairygold head of Retail, John O’Carroll

Among the stores on the list are the following: Arboretum, Leighlinbridge, Carlow Bowen Hardware Stores, Stillorgan, Dublin Clondalkin Builders Providers, Dublin Co-Op Superstores, Carrigeen Industrial Estate Cahir, Tipperary Michael Murphy Home Furnishing (several locations: Swords, New Ross, Newbridge, Sandyford, Wexford Town) Harvey Norman, Sligo Retail Park, Carraroe, Sligo Stakelums Home & Hardware, Thurles, Tipperary Topline Murtagh’s, Main Street, Ashbourne, County Meath JYSK, Parkway Retail Park, Limerick Windyridge Nurseries and Garden Centre, Dun Laoghaire HARDWARE & HOMESTYLE • JULY/AUGUST 2021 9

NEWS Flogas sponsors five top athletes for Tokyo 2020 Paralympics Cyclists Katie-George Dunlevy and Eve McCrystal (pictured), canoeist Patrick O’Leary, discus thrower Niamh McCarthy and middle-distance runner Michael McKillop are the five athletes that Flogas sponsored for the 2020 Paralympics in Tokyo. At our time of going to press they were about to compete in their events.

Retail Irelan

Official sponsor

Flogas is also an official sponsor of Paralympics Ireland and John Rooney, managing director, Flogas Ireland, said in advance of the big event: ‘We’re delighted and proud to be once again involved with Paralympics Ireland. Our sponsorship programme aims to make a positive difference by supporting our athletes who are competing at the highest levels of their sport.’

Construction activity rises sharply but cost inflation high The Ulster Bank Construction Purchasing Managers’ Index® (PMI®) – a seasonally adjusted index designed to track changes in total construction activity – posted 62.8 in July, down from 65.0 in June but still pointing to a substantial increase in construction activity.

Anecdotal evidence pointed to further improvements in activity following the loosening of COVID-19 restrictions and improving customer demand.

Index readings above 50 signal an increase in activity on the previous month and readings below 50 signal a decrease.

Positive start Commenting on the survey, Simon Barry, Chief Economist Republic of Ireland, at Ulster Bank, noted: ‘The latest results of the Ulster Bank Construction PMI survey indicate that activity trends in Irish construction firms have made a very positive start to the second half of the year.

‘Building further on the major snap back in activity facilitated by the easing of restrictions in Q2, the headline PMI recorded another very strong reading of 62.8 in July, consistent with a further significant expansion of activity last month.

‘While the pace of growth eased a little relative to the exceptionally rapid pace registered in May and June, sizea-

ble activity gains were recorded across the sector: ‘All three major segments posted further marked increases in activity at the beginning of the third quarter, with particularly strong growth in residential activity again leaving Housing as the fastest-growing sub-sector.

Strengthening ‘The July results also captured a further strengthening of new business flows, with a rise in the New Orders index pointing to a reacceleration in orders growth last month.

‘Underpinned by the ongoing support from the loosening of restrictions and the associated boost to demand, firms reported further sizeable gains in employment levels, in the process marking the fourth month in a row of positive job creation.

‘Less encouraging were signs of intensified pressures on supply chains and input costs.

‘Notably, considerable disruption to supply chains linked to Brexit and the pandemic has manifested itself in delivery delays, materials shortages and a further acceleration in the rate of input cost inflation which rose to another record high last month.

‘Nevertheless, confidence among construction firms picked up from June

and remains well above its long-run average.’

Simon Barry says, ‘55% of firms expect a rise in activity over the coming twelve months as the boost to demand from the economy’s reopening is expected to continue to underpin prospects for activity over the coming year.’

Widespread improvements in activity

Growth in housing activity continued to lead the overall expansion in July, despite the rate of increase easing further from May’s record.

Rates of expansion also softened in the commercial and civil engineering categories, but remained marked nonetheless.

The aforementioned loosening of restrictions and increase in demand supported continued growth of new orders.

New business rose at a considerable pace, and one that was faster than that seen in June.

Construction firms raised staffing levels for the fourth successive month, with the rate of job creation remaining strong.

Respondents indicated that improving customer demand was behind the increase in employment.

This also drove a further expansion

in purchasing activity, the fourth in as many months.

Severe supply-chain disruption remained a feature of the construction sector as the second half of the year got underway.

Suppliers’ delivery times lengthened to a greater extent than was the case in June, and again at a near-record pace.

According to respondents, delivery delays were caused by Brexit and material shortages.

This ongoing considerable disruption to the supply of materials meant that their prices continued to increase.

Survey high Furthermore, the rate of input cost inflation hit a fresh survey-record high for the third consecutive month, with more than three-quarters of all respondents indicating that their input prices had risen during July.

Business expectations remained elevated in July, with sentiment well above the series average.

Firms generally expect the ramping up of activity and new orders following the reopening of the economy to continue in the months ahead, with more pent-up demand set to be released.

Over half of all respondents predicted a rise in activity over the coming year.

HARDWARE & HOMESTYLE • JULY/AUGUST 2021 11

ON THE RECORD

‘

12 HARDWARE & HOMESTYLE • JULY/AUGUST 2021

ON THE RECORD

‘The home is the centre of activities now’ Damian O’Reilly is a busy man these days. As a senior lecturer in retail management at TU Dublin he finds himself frequently called upon to comment on the current challenges facing retail. But thankfully, he is generous with his time and recently spoke with Hardware & Homestyle! We are delighted to have him on board for an ‘On The Record’ chat

HARDWARE & HOMESTYLE • JULY/AUGIST 2021 13

On thE record

H&H: Hi Damian and thanks for taking part in ‘On the Record’. When it comes to retail, the homestores and DIY outlets have really been in demand over the past year. What is your take on the new landscape?

Damian O’Reilly: Right now the home is a centre of activities. People work there, relax there, and for a period anyhow, home-school there too.

The likelihood is that, in the mediumto long-term, people will be at home more. It’s having interesting effects.

The neighbours across the road from us have sold their home as they have been told they’ll be working from home 70 per cent of the time.

It drove their move. They got a bigger house with extra room with homeworking specifically in mind. They have been incentivized to do it.

People will be looking at modernizing their homes to adapt to the new ‘normal’ lifestyle.

Can you give us examples of what you mean?

People will come to stores looking for materials to facilitate home improvements with emphasis on working spaces, gym space and children’s play areas.

Like a convenience store the same space may have multiple uses during any day.

I believe that DIY / hardware stores need to develop specializations in these areas; not only providing materials but being able to assist with design of these areas within different size houses.

And not just improvements within the house but also creating an ‘outdoor room’ or garden improvements.

When I walk in as an average DIY punter – as opposed to tradesperson – I might want to introduce a home office or indeed, to put in a gym area – I’m now happy enough with online classes and want to exercise at home.

So, what sort of flooring do I need? Will I damage my flooring, my tiles etc.?

I need advice. I’m not just looking for rubber mats. I need more help than that.

I want them to guide me and show me.

I want to walk in and say, ‘I’m going to be doing this at home for the next few years and I want my hardware store to give me the information about what I need and assistance on design.

I want to find that degree of specialization – to find that they can guide me through it all – it is all about adding value.

When you do that, then you have a customer that comes back regularly for bits and pieces and extra materials that 14 HARDWARE & HOMESTYLE • JULY/AUGUST 2021

you make your margin on.

It’s about being ready and prepared to respond to what are the changes and the new needs.

To me experience is the key to being relevant. I’m also thinking about stores that do events, and events around occasions.

Maybe they also do deals and have a sales representative on site.

At home, we are always talking about getting a barbecue and that would be an incentive for me – to meet a rep in an eventtype setting.

The landscape after Covid…how do you think it will change?

I think things will return to a ‘new normal’.

How we buy things, changing consumer behaviour.

Things like sanitization will probably last into the future. While installing covid prevention screens and sanitization stations costs money these costs can be recouped.

These costs should not be make-or-break expenses.

As to the numbers of people in stores the buzz around having a sale, I think, will return when restrictions are significantly eased.

The move to online has accelerated with the Covid impact and DIY/Hardware stores need to be aware that the customer’s shopper journey begins with sitting at home looking at online options.

Then, they go to the store to visualize the products. Once in the store this is an opportunity to engage with the customer.

Retailers need to know their produce, their ranges, availability, and encourage the customer to consider you as the provider of good information and after sales service.

This is becoming increasingly important to the customer and – as I said earlier – many purchases are not down to price but Value; and retailers (DIY stores) need to adopt Value-Based pricing..

DIY and hardware stores need to recognize

On thE record

that many shopping trips are now part of a day out, so the stores need to be inspirational areas where customers enjoy their time.

Stores need to be designed to be experiential and they should activate the senses when you walk into the store.

Covid has afforded time to reflect on how businesses are operated and the best retailers are raising the bar and delivering aspirational stores with a focus on service and, of course, experience.

Owners need to look at the disruptors in the DIY sector and see how they are engaging with the customer.

For example, Leroy Merlin, a DIY giant, is looking at new innovations based on changing consumers.

They are now holding DIY workshops to educate and empower the customer in DIY and creating a community of like-minded individuals.

They have also partnered with local businesses to rent out large power tools, which may only be required by the customer once for a particular job.

These types of initiatives add value and make the customer loyal to your store.

We will also see an increase in AI (Artificial intelligence) and machine learning (ML).

That means that when you go onto a website they will begin to know what you are looking for.

(An example in online grocery shopping is Walmart who have developed AI-based technology to help personal shoppers to make smarter substitutions for out-of-stock products.)

So, you get that ‘personalization’ element that people talk about.

That comes partly through AI and partly though Machine Learning and using virtual reality.

We can all put paint on a wall but how to do it the best way? Doing corners and avoiding drips on the skirtings etc. – that sort of thing? I can see Virtual Reality (VR) sets coming in.

When you put on the VR set it could have little guides and tutorials on it.

‘How to’ is huge in the hardware business of course. It is one of the most important things that customers need to know.

It’s about retaining customers. To me it’s never about obtaining customers.

It is easy to get someone to come in and buy something. It’s about getting them to keep coming back.

What about customer service going forward; what are your thoughts?

I think retailers all think their customer service is very good. The truth is standards have really gone up significantly over the years.

‘It’s about retaining customers. To me it’s never about obtaining customers’ Now, the higher standard of customer service has become the norm.

Retailers / DIY stores who we might have said were doing excellent customer service a while back – that level of customer service has now become the expected level of service.

Retailers are not always changing quickly enough to respond to what consumers want.

those new materials for a home gym.

If I buy this equipment and train on it what about the tiles underneath or the wooden floor? They are the big picture things they might not understand.

Look at the specifics that they require. And make suggestions. Now you are engaging the customer.

On that note, people come into physical stores with huge amounts of knowledge already because of online research. What are the dynamics of this as you see it?

Any final observations about the future of DIY retailing?

That would suggest they will then go to the place that they can buy it cheapest. Or check it out in the store and buy it then online and buy it cheaper.

But this is where the experience is key to being relevant. And why I am happy enough to buy it from the physical store.

The thing is that people do come in with knowledge but it can be a subset of knowledge.

What they need is the bigger picture. It comes back again to the example of buying

In general, I’d say...

•

Know your customer. It’s about understanding the shopper journey. For DIY it often starts online We need to plan for the medium-term not just about getting customers in now.

Look to seeing where you’ll be in two or three years’ time, post Covid.

Take the big retailers: we do corporate education here and I’ve spoken to store managers who tell me they are planning to try to keep as much as they have got now and looking at how can they do that.

You should also look at inventory turnover. You have to turn over that stock as fast as possible. Buy ten of this product, sell one and I’ve got my money back, is often the mindset I see. You have to turn it over very quickly. It’s a false illusion to say that: I’ve made my money back so the rest is just profit. The other 9 items (SKUs) may be there for a year or longer. They are paid for and costing you money.

•

•

There’s a new DIY generation out there.

People need to take advantage of it now while it is there!

There was a survey done in the UK a few months ago. It revealed that eighty percent of consumers were seeking to redesign or improve their properties including their gardens.

Seventy per cent want to do some sort of interior decoration. Fifty-eight percent intended to do as much or more DIY in 2021 as they did last year.

You have to take advantage of that!

•

Social media! Get a digital profile!

Social media is important but we see retailers who still don’t do it. I have placed ten Digital Marketing students recently into ten small retailers (including dry cleaners and fishmongers) that didn’t have an online presence – and they are making a huge contribution!

Shops need to be inspirational. I want something that makes me engage with the product and retailer. You have to become the store of choice by giving the experience.

Price is not the important variable…you want to adopt value-based pricing…what is the value to the customer?

If I am charged two euro more then what am I getting for it? Excellent service; nicer environment; better product knowledge; all these add to the Value the customer gets from the shopping experience.

And last but certainly not least is the Gen Z and increased awareness on sustainability issues.

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HARDWARE & HOMESTYLE • JULY/AUGUST 2021 15

HOMEFRONT Central Department Store’s mission has never wavered. It constantly strives to be the most-loved store in Thailand. By the looks of things, this gia honoree has achieved and continues to maintain that impressive position.

A SECOND HOME F

or more than seventy-two years, Central Department Store has upheld its founder’s mission of maintaining ‘a commitment to contributing to Thailand’s prosperity and enhancing the quality of life of its people’.

The store is a world unto its own where co-living, co-dining and shopping is the name of the game.

‘We have created a bond with our customers – placing great importance not only on their needs, but also on their preferences through an ever-changing competitive landscape,’ says Natira Boonsri, president of Central Department Store.

‘We are a second home that transcends generations.’

Innovations By leading the way with innovations in Thai retail, Central Department Store has evolved with its customers, offering a seamless lifestyle shopping experience through a network of stores.

‘Our ever-expanding digital channels and our customer engagement platforms – e-commerce, social

16 HARDWARE & HOMESTYLE • JULY/AUGUST 2021

commerce and e-ordering – fulfill our modern-day vision to be the best omni-channel retailer in Southeast Asia,’ says Natira.

‘The CEOs of Central Group and Central Retail lead the way in fulfilling this philosophy, with constant innovations in our omni-channel platforms.

‘I truly believe in this philosophy, and our entire team at Central Department Store are fully invested in concentrating on a customer-centric omni-channel mindset.’

Philosophy Everyone working for Central Department Store follows the brand’s guiding philosophy that shopping today is no longer a mere transaction between sellers and buyers, but rather an interactive experience.

‘We have therefore allocated some of our selling space to more lifestyle-inspired elements,’ explains Natira.

For example, the store’s Living House concept is the latest implementation and iteration of this retailing approach.

HOMEFRONT It’s a beautifully designed ‘co-living and co-eating’ space where home merchandise and Michelin Guide Thai street food and other food and beverage offerings merge seamlessly together, creating a home-like environment for families to enjoy.

Demonstrations In order to engage families and customers of different generations, Central Department Store frequently hosts cooking demonstrations and workshops by famous chefs and other activities that are shared on social media.

Live music and mini-concerts in the Living House area further entice customers to spend more time in-store.

‘We converted 35% of our home department space into eateries, yet sales have increased by 20% and sales per square meter have increased to as high as 75%,’ explains Natira.

‘We plan to add more eatery selections and adjust our merchandising to include more high-end brands in order to cater to our target customers.’

Successful Central is constantly innovating and staying on top of mind with its customers. In 2019, the store launched a hugely successful campaign that was a fresh take on its signature ‘Central Midnight Sale’.

Natira and her marketing team, along with a reputable advertising agency, brainstormed several ideas that they believed would capture the attention of millennials and office workers.

‘We decided to do this via a viral story-telling video series embedded with everyday humour,’ she says.

In 2018, the first video entitled ‘Work Hard, Shop Harder’ and was introduced, followed by ‘Don’t Die Till That Day’ in 2019.

Awards The videos were a hit, rapidly gaining over 3 million views and 14,000 shares.

This led to the campaigns garnering numerous awards including the Gold Award Film from Ad Stars 2019 from South Korea and three Silver Awards from the Advertising Association of Thailand and an amazing 40% increase in sales during the campaign period.

‘Our customers are our top-most priority – whether they are here for one visit or are regular visitors,’ says Natira.

‘Central is a store where the staff and other people are like family for them. It is a place of coming together where memories are created.’

Enriching To provide customers with the most enriching service and experience, Central Department Store has pioneered a detailed ‘Customer Service Excellence’ training program and refresher course for floor staff.

It focuses on training, concentrating on customers’ individual needs, and proactive servicing.

‘This all leads to creating a memorable shopping experience, and since the program’s roll-out, our customer compliments have increased 25% with corresponding complaints dropping by 12%,’ explains Natira.

To further incentivize staff, Central implemented a C-Star Awards program that gives monetary awards to HARDWARE & HOMESTYLE • JULY/AUGUST 2021 17

HOMEFRONT sales staff who have received the most positive customer comments.

‘Impressive service stories are also shared on Central’s Facebook Workplace to give recognition to members of staff, for all our staff to gain inspiration from,’ says Natira.

Facts When it comes to the company’s goal of being the most popular store in Thailand, the facts speak for themselves.

Central’s ‘The 1’ loyalty program has 16 million active members, which amounts to more than 20% of Thailand’s population.

These members contribute to over 90% of Central Department Store’s sales.

‘It is our firm belief to constantly evolve with our

Dealing with COVID-19 Subsequent to temporary store closure, alternative sales channels became very important as customers could no longer shop in-store.

Important ‘It became even more important to provide customers with as many channels to access and pay for merchandise as possible and services that do not require any physical contact,’ says Natira.

As the company already had a solid omni-channel approach to retailing, it was able to smoothly continue operating the business through the worst of the pandemic.

Despite store closures, Central’s online shopping website and ‘Chat & Shop’ shopping service via the LINE messaging app ensured the business carried on, almost as per normal.

‘In response to higher demand for online shopping, we increased our assortment alongside increased communication to promote Central Online awareness through various campaigns,’ says Natira.

Grew The company also accelerated the roll-out of new alternative sales channels such as the ‘Call & Shop’ shopping service via telephone and ‘Drive-Thru Pick Up’ service for self pick-up.

Staff also delivered merchandise to customers’ homes and increased calls to regular customers to let them know of new products.

All of these new services would continue once the situation has returned to normal, ‘as they are in line with our strategic omni-channel retail focus,’ said Natira.

Meetings A special crisis management team was developed and the team held ‘war room’ meetings daily to update the situation and tackle any arising issues.

18 HARDWARE & HOMESTYLE • JULY/AUGUST 2021

customers, resulting in many of our pioneering innovations in the Thai retail industry.

‘We endeavour to offer complete, unique in-store shopping moments through our products, services, store designs and lifestyle elements, that blend together in harmony with our omni-channel platforms for a seamless shopping experience,’ says Natira.

Loved ‘This ensures that our customers will always have Central in their lives; anytime, anywhere, and it also means that we remain Thailand’s number one omni-channel department store and the best-loved department store for Thai people.’

To learn more about Central Department Store, visit www.central.co.th

Sponsored and organized by The Inspired Home Show and the International Housewares Association (IHA), gia (IHA Global Innovation Awards) is the world’s leading awards program honouring overall excellence, business innovation and creative merchandising in homegoods retailing. For more information about the gia retail program, the co-sponsors, or participating in gia, contact Piritta Törrö at piritta.torro@ inspiredconnection.fi. Additional information on gia is also available online at TheInspiredHomeShow. com/Explore/Awards/gia-Excellence-in-Retailing.

For more information about The Inspired Home Show and to pre-register, please visit TheInspiredHomeShow.com.

HOMEFRONT GMDC|Retail Tomorrow announces strategic meetings in partnership with International Housewares Association

G

lobal Market Development Center (GMDC)|Retail Tomorrow and International Housewares Association (IHA) have partnered to facilitate a three-week series of virtual events tailored for top retail and wholesale companies, and their supplier and service companies, to participate in collaborative trading partner sessions.

Promoting Following the associations’ joint event in the spring, the autumn strategic meetings will take place from 28 September - 15 October to continue promoting connectivity across retail associations, accelerate long-term business growth and identify, prioritise and address new business opportunities in the industry.

Focused on selfcare, general merchandise (GM) and housewares, event attendees will have the opportunity to collaborate with members from each association and discuss the industry’s most pressing issues within these categories as they relate to merchandising, marketing, e-commerce,

Virtual sessions will promote connectivity, accelerate long-term business strategies, address opportunities for growth and vision for ‘22 consumer and shopper insights, omnichannel agility, sales trends and strategies.

‘Through more frequent, category-specific events this year, GMDC|Retail Tomorrow continues to identify opportunities for more meaningful connections among existing industry partners and the discovery of new and unexpected partnerships,’ said Patrick Spear, president & CEO of GMDC|Retail Tomorrow.

‘We have seen the selfcare, general merchandise and housewares landscape evolve at a rapid pace throughout the past year, and as this trajectory continues, this event series is an opportunity to address these changes and prepare for more as we approach the latter half of 2021.’

The timing of the event series offers retail partners the opportunity to build on their current

plans and make thoughtful adjustments for 2022, readers are told.

Goal The goal is to reimagine the way in which retail trade members conduct and grow their businesses beyond the pandemic, and innovate for the future.

In an effort to provide attendees with the most flexible virtual event format, meetings are specifically curated to support both retailer and supplier needs – and the meetings will be segmented across selfcare, GM and housewares categories throughout the three-week period: • September 28 – October 1: Session 1 – Selfcare Categories

• •

October 5 – 8: Session 2 – GM Categories

October 12 – 15: Session 3 – Housewares Categories ‘IHA’s mission is to bring buyers and sellers together regardless of format, and we are excited to work again with GMDC|Retail Tomorrow to connect our supplier members with their buyer members during this virtual event,’ said Derek Miller, IHA president.

Scheduled There is no registration fee for the event. Participating suppliers will be invoiced for each meeting scheduled and accepted during the event but will also have the opportunity to register for all virtual events and meetings that will take place during the three-week period.

‘As doors begin to reopen and our business climate evolves, we wanted to continue to create a seamless and accessible event for all, one that provides convenience and collaboration,’ added Spear.

‘Our spring event with IHA delivered a new kind of product and supplier discovery, and at the autumn event, we look forward to ushering our attendees into a new era of retail with fresh perspectives on how to do business.’

Visit: https://gmdc.org/virtual-event-fall/.

HARDWARE & HOMESTYLE • JULY/AUGUST 2021 19

HOMEFRONT

Roni Tuominen

A busy quarter ahead for JYSK in Ireland!

A

fter more than a year of coronavirus playing a big role in the retail sector, JYSK, the Danish homeware company, announced the roll out of six new stores in Ireland by the end of 2021.

The opening of these new stores sees an investment of €7m by the brand and the creation of up to 90 new jobs, contributing an estimate €43m to the local economies over the next 10 years.

Continuing its regional store network expansion, the new JYSK stores will open in Ashbourne in August, Carlow in September, Tralee and Eastgate in Cork in October, and in Limerick and Dundalk in November.

Since JYSK first launched in Ireland in April 2019, the brand has seen great success, currently employing 150 people across its nine stores.

20 HARDWARE & HOMESTYLE • JULY/AUGUST 2021

HOMEFRONT ‘We have ambitious plans for JYSK in Ireland in the coming years’ – Roni Tuominen, country manager for JYSK UK and Ireland

‘When we launched JYSK in Ireland, we announced that we would open 15 new stores in the first two years,’ comments Roni Tuominen, country manager for JYSK UK and Ireland.

‘The pandemic hampered our plans a little, but we are back on track and look forward to opening six stores by the end of 2021 to bring our total in Ireland to 15.

‘We have ambitious plans for JYSK in Ireland in the coming years.’

‘At JYSK, we very much believe in the future of physical retail, and while online sales have been successful over the past year and a half, we also know that a lot of our customers have missed going to physical stores.

It is quite simple. Most customers still want to visit a physical store, touch and feel the products, and get great service and guidance from our JYSK colleagues.

‘That is something we are great at in JYSK,’ explains Roni.

In February this year, JYSK reached the milestone of 3,000 stores worldwide, setting the brand firmly on its global expansion path to reach 5,000 stores.

Looking worldwide, the six store openings in Ireland are one part of an overall ambition to keep expanding and opening new stores.

‘Within the next year, JYSK plans to open 200 new stores across Europe.

‘By the end of 2024, JYSK will also have invested several 100 million EUR on its European stores.’

About JYSK JYSK is an international chain of stores with Scandinavian roots that sells everything for the home.

The first store opened in Denmark in 1979, and today JYSK has more than 3,000 stores and 26,500 employees

in fifty-one countries.

In Germany, the stores are called Dänisches Bettenlager – in the rest of the world JYSK. JYSK is a family-owned company founded by the Danish tradesman Lars Larsen, who owns a number of companies with a total annual turnover of 4.25bn EUR. JYSK’s turnover is 4.1bn EUR.

HARDWARE & HOMESTYLE • JULY/AUGUST 2021 21

EXPERT HARDWARE

Steadfast commitment underpins Expert’s approach There’s been a lot written about the ‘boom’ in DIY sales during the pandemic.

For merchants, including the members of Expert Hardware Group, it was never taken for granted. At Expert it was about charting the right course to ensure longerterm sustainable benefits for all – not least the customer.

They say when the going gets tough, the tough get going. One thing is for sure; the Covid-19 pandemic has seen new levels of resolve and initiative on the part of many operators.

In our sector, one organisation where this has been keenly observed is Expert Hardware.

Yes, it has been a positive time for the industry as a whole, with new heights of DIY-related activity being witnessed across the board, agrees Chairman, David Baker.

‘We might have expected an increase in activity and therefore, sales, but the extent of the DIY and maintenance boom has been unexpected,’ he says.

While that is undoubtedly the case, to Baker and colleagues, this all comes with responsibilities, and is most definitely not a case of putting products on shelves and watching them walk out the door by themselves!

Essential It has been essential to Expert, that the cohort of DIYers, and returning DIYers, get

needs and requirements of these extra numbers of new customers – and nurturing this new and changing aspect of the market, and the market in general – has been important.

Managing this growth and doing right by the customer has also been important.

Because, at the end of the day, the hopes are that this new customer will keep returning. That they will be there for the long haul, just like the group itself.

Managed well

David Baker

not just the products they need but access to advice – the right advice – on how to use them.

This will mean that they can not only do the jobs at hand but, hopefully, can feel empowered enough in the process, to keep coming back – after the pandemic has ceased.

And so, pivoting to meet the changing

Expert members, says David Baker, are not taking this change for granted. It’s been a welcome transition in customer loyalty and behaviour, but all the time there is the feeling that this is something not to be taken lightly, something that must be recognised and managed well.

Part of each and every day, points out David, will involve taking people through the jobs they are intending to do, perhaps for the very first time, making sure they have not just the products they need but the understanding of how to proceed in confidence.

Dealing with Covid: a diligent adherence to guidelines (and more besides)

‘A precursor to every activity in our stores has been the diligent implementation of government Covid guidelines,’ says Expert Hardware Group Chairman, David Baker.

‘Where we felt that the guidelines did not go far enough, we introduced additional safety measures for the benefit of our staff and customers.

‘Safe trading has been the driving force and still remains so to this day.’

HARDWARE & HOMESTYLE • JULY/AUGUST 2021 23

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We have the independence and flexibility to adapt immediately to changing conditions David Baker, Chairman, Expert Hardware Group.

❜

David Baker welcomes new member Andy Culleton of A&M Hardware.

Says David: ‘If you go to a local independent hardware store you will always meet someone who has all of the product knowledge necessary, to make sure that the customers not only get the correct product to do the job at hand but also that they are given clear and accurate advice on how to complete the job safely and efficiently.

‘When they wrap all of that up with the trusted brand Expert Hardware over their door, they have the ultimate winning formula for a very successful business into the future.’

And as a result, members of Expert Hardware have been up there among the players that have really shone over the last year and a half. Then again, they were often just doing what they did naturally all along!

Well-positioned Location-wise, the group has found itself well positioned to cater to the surge in customer numbers of course. ‘During the pandemic people have been shopping locally,’ says David.

‘There was the opinion that once the vaccines came out and more and more people started getting them that we would see shopping habits revert back to older ways, people heading off to supermarket-type outlets more.

‘This has not happened and it is clear as to

why. Once customers experience the knowledgeable service and realise that this is commonplace in the Expert Hardware stores they keep coming back for more – and why wouldn’t they?

‘What we see now is independent hardware retailers’ businesses settling a bit – back from the highest highs we experienced – but settling at a still-higher point than it would have been at before the pandemic.’

Benefits So yes, it has come back a bit from the peak now but sales are still up. Is that because people have experienced the benefits of their local hardwares? Definitely and more besides.

Is it because those novices who started DIY activities during lockdown – and gravitated towards their local stores – found trusted advisors there, in their local hardwares?

Again, definitely.

Certainly, local stores often did benefit as people were staying closer to home. However, it is clear that the experience they had when they went in is what has kept them coming back.

Again, it’s down to having done the right things when those customers came in, to having ‘managed’ the increased footfall safely and securely and, most of all, with integrity – and a view to the long-term. This is what is now showing when it comes to

retention of customers.

They got the right help at a time they really needed it and people do not forget that.

Materials So what was up in terms of sales? Anything surprising?

‘Paint sales were up hugely of course,’ says David. This was most dramatic of all – perhaps not surprisingly – as painting is often the first thing people will do themselves in their homes at times like this.

‘Accessories were also up of course, as a result.

‘Overall, our 2020 sales were up an average of 67% on 2019 figures which itself was a great year.

‘The most comforting thing for Expert Hardware members is that this increased sales trend has maintained.

‘Elsewhere, tools, especially hand tools, have been very much in demand. People who never had them at all need them now for jobs that they historically never took on themselves.

And then there are some ‘less expected’ things. Take siphons for cisterns. Because of the long-term lockdown of the hospitality sector, toilet facilities were being left unused.

This was unprecedented.

But once the owners came back and toiHARDWARE & HOMESTYLE • JULY/AUGUST 2021 25

EXPERT HARDWARE

lets started to be reused, issues arose.

‘The plunger plate in the siphon can get jammed when they are used again after a long period of inactivity and break,’ explains David.

‘There is one that is easier to replace but some need a plumber to replace them’, he adds.

Anyway, the upshot is that this is something Expert have found a huge demand for, as indoor dining has reopened.

‘We have them in stock when most of the DIY sheds don’t.’

Seamless All the above makes for busy times in stores.

But the skill of course is to make each and every customer feel confident that they have the full attention of the staff member/s and can leave with confidence when it comes to their task.

David is confident that this is just what the customers get in Expert member stores.

And yet, behind the scenes, there have been – and still are – new challenges to rise to, in order to make sure it all appears seamless on the shop floor.

One aspect has been stock availability.

This is another area where the Group has excelled.

importing ourselves.

‘As a result we have built sterling relationships with the indigenous suppliers over the years and this is now paying off big time for members of Expert Hardware, particularly at this period when Brexit is causing so many problems.

‘If you were to ask any one of our fifty-two members throughout Ireland, they will tell you unequivocally that without the Expert Hardware brand behind them they are not sure how they could possibly manage in this new situation.

‘Throughout the network of Expert stores’, says David, ‘if we run out of something that is a basic item for example, we will move heaven and earth to get that product – to make sure it is on our shelves as it’s a thing that brings people in – a thing that people really need.

‘We also have that great communication between stores in the group – where we learn about suppliers and stock availability from each other.

‘That has always been a huge asset of being an Expert member – more importantly now than ever before.’

Suppliers

Independent

Says David: ‘In Ireland and because of our dependence on the UK suppliers, as a nation of retailers we have been badly hit by Brexit.

‘Very few of us envisaged the difficulties that the Hardware industry would experience because of Brexit.

‘A strict policy of Expert Hardware has always been to deal only with suppliers in Ireland who give employment, rather than deal directly with the UK suppliers and

Expert members with Brent Pope, Brand Ambassador.

26 JULY/AUGUST 2021 • HARDWARE & HOMESTYLE

‘The bottom line is we are independent store owners / managers who will go to great lengths to do what is needed.

‘But also, we have the independence and flexibility to adapt immediately to changing conditions.

Ask any one of our fifty-two members and they will tell you themselves ‘WITHOUT THE EXPERT HARDWARE GROUP BEHIND US, WE WOULD BE LOST.’

COMPANY PROFILE

The future looks bright for Joseph Murphy!

Joseph Murphy Ballina Ltd (JMBL)

Through change and commitment to investment, leading hardware wholesaler, importers and distributors, Joseph Murphy Ballina Ltd (JMBL), are forging ahead confidently in the industry.

Amazing success We caught up with managing director, Lorraine Burnell once again, to discover the secrets to this amazing success and what the future holds for the company.

Lorraine explains: ‘For over 100 years Joseph Murphy has imported and sold hardware, homewares, DIY and agricultural products throughout Ireland.

‘Our extensive breadth of products is not confined to one category but rather diverse collections spanning from light hardware to agricultural, DIY, Garden, hand tools and seasonal products.

‘We believe that this is what makes Joseph Murphy an inspiring company to work with and has been the force behind our success.’

ensure our customers receive the optimal service possible’, explains Lorraine.

do business at a time that suits their busy schedules.’

Purpose-built

Exciting

Operating from a purpose-built 40,000 square foot warehouse JMBL stock a vast portfolio of product ranges, stocking 4,500 product lines.

They continually develop new product ranges and own brands, such as MOY Agri and much more.

This August, sees a new way for their customers to place their order on their fantastic new Trade Only Wholesale e-commerce website, josephmurphy.ie.

Lorraine says: ‘We are so excited to launch our brand new website!

‘This will offer ease of ordering and a dedicated platform for our customers to

Integrated JMBL have just integrated a new software system (called SAP) for the management of all processes, enabling the flow of data and information through all departments of the business, from supply chain planning, to procurement and logistics.

‘This provides maximum flexibility and has allowed us to fully integrate all our systems with our new e-commerce website josephmurphy.ie.

‘JMBL is constantly developing their business model and services to compete in this new economy and the forefront of this change is customer-specific services that

There have also been exciting appointments to the management team in recent months, namely Ciaran O’Neill, category manager and Aoife Gavin, marketing manager.

Ciaran O’Neill brings a wealth of experience with 25+ years in the wholesale industry.

Ciaran will be at the forefront of new product development and the sourcing of new product lines for JMBL’s 700+ customers.

Aoife Gavin is an experienced marketing manager working in a variety of industries throughout her career, including the retail and manufacturing sectors.

She will bring a new area of expertise to the company with extensive marketing experience in branding, digital marketing, advertising for both B2B and B2C. ‘Aoife and Ciaran will work closely together to bring new and exciting products to the market and it brings a new dynamic to our fantastic management team’, adds Lorraine.

Vision

Lorraine Burnell, managing director.

Lorraine’s vision for the business is truly inspirational, but yet she is quick to emphasise the value of the team around her.

Lorraine adds: ‘We have a fantastic team bringing world class products to our customers and developing strong partnerships with key retailers in the industry.’

Find out more information and see the vast array of products available on www.josephmurphy.ie HARDWARE & HOMESTYLE • JULY/AUGUST 2021 27

PROFILE

Simon Pink, Noreen Moore, Noel Lyons and Jay Connors.

Lots happening since our last visit to Stakelums!

Since our last visit there have been continued upgrades and enhancements in the physical store at Stakelums.

Included here are the addition of the Plant Hire and Husqvarna Centre, a Henley Stoves display with a great range of free-standing and built-in stoves, Farrow & Ball which has been added to the paint counter offering along with Farrow & Ball tinting – new in Ireland and meaning they can tint all the colours in Farrow & Ball.

28 HARDWARE & HOMESTYLE • JULY/AUGUST 2021

There are additions to the Bathroom Showrooms and more besides as well. And of course, all of the other departments – from Homewares to Gardening and everything in between continue to put their best foot forward making the store a vibrant ‘destination’ outlet for many loyal customers!

PROFILE

Stakelums’ continued success!

Recognised among top retailers in Ireland

The list of Retail Excellence’s Top 125 Stores includes Stakelums in Thurles, where marketing manager Robert Harris took time out to share Stakelums’ thoughts on the achievement and the market in general.

HARDWARE & HOMESTYLE • JULY/AUGUST 2021 29

PROFILE

S

takelums are no strangers to us here at Hardware & Homestyle magazine.

Just a couple of short years ago they were our gia-nominated store and accompanied us to Chicago for the gala annual awards show in conjunction with The Inspired Home Show.

We spoke recently with marketing manager Robert Harris, for a catch-up – and to find out how things had been going in these strange times!

H&H: What do you put the success in the awards down to?

Our brand is built on 4 pillars (Service, Range, Value & People) which have always guided us like a lighthouse, no matter how choppy the waters.

These values have translated online, allowing us to build trust, offer a huge breadth of range that’s value for money with clear communication throughout the ordering process.

Do you see any particular trends now in terms of what people are looking for / how they are shopping?

With so many people housebound, there’s been huge growth in lifestyle sales; garden furniture, BBQs, electrical, computers,

Jay Connors.

Challenges over the past eighteen months Says Robert Harris: While we were never fully closed, being classed as an essential goods provider, we still had to navigate our way through ever-changing Covid-19 protocols.

Supply Chain

The supply chain remains very fractured with rationing of many essential start-up items (Steel, Timber, Insulation) and a massive spiralling of prices which is very worrying particularly for younger couples who have borrowed to build but now find that they may not have sufficient funds to complete.

This is a worry for merchant trade who may be left holding the baby at the end.

HARDWARE & HOMESTYLE • JULY/AUGUST 2021 311

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PROFILE

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Our research leads us to believe that people are spending their disposable income on improving their homes and outdoor living spaces. Our analysis leads us to believe that this will continue into next year. appliances, paint, bed linen etc with more customers purchasing online for the first time.

We’re seeing people doing a lot more research online now before they either purchase online or in store.

So, giving the customer as much information as possible is key when setting up products.

We’ve recently added Trustpilot to our site which helps us to build trust by showing customer reviews/testimonials and has been shown to increase conversion rates dramatically.

Brian Sheehy in the Plant Hire and Husqvarna Centre

Any predictions of sectors that you think will do well or continue to do well?

Shopping online will continue to grow and we are constantly adding to our catalogue with over 14,000 products now live on www.stakelums.ie.

Our research leads us to believe that people are spending their disposable income on improving their homes and outdoor living spaces.

Our analysis leads us to believe that this will continue into next year.

We are very much aware of the massive increases in shipping costs which have gone from 2k per container to currently 16k.

We are still committed to making these products available to our customers.

If this means we have to cut our margins under these extreme circumstances to continue to develop this sector then we must be flexible and practical because we believe our customers will thank us in the long run.

Many positives include ‘best-in-class’ eCommerce website!

On a very positive note: Stakelums Home & Hardware have committed a lot of time and resources into building a best-in-class eCommerce website and qualified for government funding with the Enterprise Ireland Online Retail Scheme.

‘The focus was to develop a mobile first experience, that offered customers the ability to purchase more products than ever before, from all our departments, with nationwide

delivery or Click & Collect options available when checking out,’ we are told.

‘Our web team worked in conjunction with Magico/AB Commerce to design the site and catalogue products before we launched in mid-October 2020.

‘Since then, it’s been a revelation in terms of generating revenue, growing our brand awareness, and building trust with customers.’

Any new developments at the store/ any developments planned?

We’re in the process of building an extra 15,000 sq. ft warehouse to store seasonal products and already have placed orders for next year’s garden season despite uncertainty around shipping.

After over sixty years in business and seeing off 5 recessions we are very upbeat about the future!

HARDWARE & HOMESTYLE • JULY/AUGUST 2021 33

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Product News: Pest Control

PestClear goes from strength to strength ‘Sorry, it’s all down to Brexit’, is something that shoppers, retailers and distributors have been hearing since the start of the year.

Perception ‘The supply of goods coming from the UK has been unreliable to say the least, and there is a perception that some suppliers are ‘milking the Brexit cow’ to increase prices by 20-30 and up to 50%, while shrugging their shoulders and blaming it all on the ‘B’ word.

‘As far as we are concerned, Brexit is not a problem’, says Liam Gavin, of PestClear.

‘We stopped importing anything from the UK years ago, and all PestClear products are manufactured exclusively for us in China, and shipped directly to Ireland.’

PestClear products don’t have any Brexit related costs, and the nearest they get to the UK on their way to Ireland from China is when the ship passes Land’s End on it’s way from Rotterdam.

‘It’s not all plain sailing,’ explains Liam Gavin. ‘Freight costs from China have gone up by a factor of 10 in the last 12 months.

‘And the pandemic has hit manufacturers due to shortages of things like integrated circuits.

‘But we plan production with our manufacturing partners up to 12 months ahead, to minimise the effects; so we’ve been able to keep price increases down to under 5% in most cases.’

New Following the boom in spend on gardening products last year, PestClear has introduced a new solar powered animal repeller this year which is proving very successful at ridding gardens of unwanted visitors, including cats, dogs, badgers and foxes.

The ultrasonic repeller has a high-powered strobe light which can be used to help repel nocturnal pests, including foxes and badgers.

The unit is powered by the Sun, and if the batteries need topping up in the depth of the Irish Winter, a handy USB cable is supplied, which will do the job in a couple of hours.

Prediction We asked Liam what we can expect from PestClear this winter, and what his crystal ball is forecasting for 2022.

‘Next year is a big year for PestClear,’ he replied. ‘Although it only seems like yesterday when we started off, 2022 will actually be our twenty-fifth year in business.

‘And our twenty-fifth year as supplier of Ireland’s only indigenous range of pest control products.

‘Our focus in 2022 will be to develop ways of ensuring that PestClear retains its competitive edge, in terms of keeping the products looking fresh and modern, ensuring that retailers’ margins stay the best in their sector, and providing world class support to our retailers.’

Cutting edge PestClear products have always had a ‘cutting edge’ feel to them, and over the past twenty-five years, over 2.5 million products bearing the PestClear logo have been sold.

The brand offers guaranteed supply, customer satisfaction of almost 100%, high recognition levels, and a large network of popular distributors.

‘And don’t forget. Brexit doesn’t exist for us,’ adds Liam Gavin

BREXIT, NO PROBLEM! We’ve shipped our PestClear products direct from our factories in China for the last 25 years.

We import NOTHING from the UK, so PestClear retailers don’t have any of the supply issues, extra admin, customs problems, or Brexit related price increases to worry about.

All PestClear products are our own designs, and they will never be “diverted” to other markets.

PestClear is Ireland’s favourite brand of pest control products. Order direct from Brighter Image at 01-8439199 or liamggavin2@gmail.com or from your regular PestClear Distributor

HARDWARE & HOMESTYLE • JULY/AUGUST 2021 35

Supported by best-selling products that are in stock.

Supported by world class modern shop fittings and point of sale.

Supported by in-store or off site training.

Supported by frequent and relevant promotions.

Supported by a team of world class visual merchandisers.

Supported by social media.

Supported by online and drop shipping for non-stocked products.

Contact Ed Sweeney on 087 9006647 or es@mascot.ie or Annette Murphy on 083 162 9713 or am@mascot.dk www.mascotworkwear.ie

Product News: Workwear/PPE

Workwear sales expand

A message from Mascot

Workwear is not fast fashion. It should probably be known as the opposite to it as it is designed to last.

Hallmark Durability has been a hallmark of the sector and regardless of the brand, all manufacturers aim for this.

There is no need to greenwash this; customers expect their workwear to last.

But workwear does follow trends. Right now garments that have full or part stretch is essential for high sales turnover.

Water repellence and increased fabric strength are real benefits that savvy customers are aware of.

The whole sector has expanded during the

pandemic as new customers shopped in stores that ordinarily they may not have done before.

Up to date looks on stands and POS have helped tell a relevant story and made the sector shoppable, where suppliers have worked hard to do this.

Low SKU count Adding more accessories than you might have done in the past is almost always a good decision and marrying footwear at medium and premium prices can be done at a low SKU count and good cash and margin contribution.

According to testing carried out by Mascot Workwear, the sales difference between having a well laid out stand with the correctly chosen garments and just having garments available can

be 80% or even more in the short-term and 50% in the long-term.

Needs of the seller Point of sale, well thought out promotions that are custom made to the needs of the seller and not just generic are more important to drive sell through and options for online selling like drop shipping and social media support can add incremental sales.

Drop shipping can allow you to access the ‘long tail’ as the e-commerce experts call it; allowing customers to shop everything that the supplier makes but that you do not necessarily stock.

The future is fantastic for the workwear business. If you would like to know more please contact us at sales.ie@mascot.dk.

HARDWARE & HOMESTYLE • JULY/AUGUST 2021 37

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‘The demand for sustainable solutions has become a key consideration for Irish self-builders, which has undoubtedly been an important driver towards building with Aircrete.

Appealing ‘But the blocks offer significantly more advantages, which makes the switch to Aircrete a very appealing option:’

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Faster heating response which suits modern day living and helps further reduce heating bills.

In 1924 Sidney Rustin opened his first shop in London’s Shoreditch district where he sold wood finishing products to local residents and trades people. During World War II, the first night raid on London destroyed the original 1932 factory and the business moved to its present location in Cricklewood, London. Rustins formulated its world famous Strypit paint remover in 1947 and was the first manufacturer of Danish Oil which remains a famous and popular product. Since then, Rustins has grown to become a leading manufacturer of wood finishes, speciality paints and performance household cleaners.

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www.excellence.ie HARDWARE & HOMESTYLE • JULY/AUGUST 2021 39

Time for an Autumn evolution

40 HARDWARE & HOMESTYLE • JULY/AUGUST 2021

THE ROOM OUTSIDE

This time of year can be a difficult period for the retail garden sector in some hardware stores. Minds and bodies can tend to focus on other areas of the business, and Christmas and gift lines loom large on the horizon.

Picture this scene: The garden department has paid its way for another year and is now left to its own devices. Indoor space that housed garden care products and outdoor decoration lines is now used to store festive lines.

The outside area is at best kept tidy with the odd trolley of cyclamen or heathers to sate the appetites of those brave customers that might want to add a small amount of autumn colour to their planted containers.

It is perhaps home to a stand of flower bulbs for those who might dare to think about the distant coming spring.

Gardening parked up – until next January when the cycle begins again.

Does this really happen? I may be painting a bleak and exaggerated picture. But I am sure that most retailers will admit to a small degree that maybe some of this happens, sometimes…in some outlets.

The key point is not to shut down the area and the stock within completely. There is just a need to evolve into Autumn in a planned and profitable way.

So let us have a look at a few ways we can achieve this…

Accountability One of the biggest issues may be that there is no one left in charge of this department, as whoever was responsible often only works seasonally or gets pulled into another area of the store.

This latter redistribution of staff makes sense if the person is still allowed enough hours in the week to keep garden retail looking good.

One to two hours a day should be adequate, providing the area to be covered is not too big.

If someone has oversight of the area then it makes the next points much easier to achieve.

Clean down & clear out Housekeeping is so important at this time

Understandable And it is quite understandable in many ways. The peak of garden sales is well and truly over and the focus of time, energy and resources needs to be diverted to The Next Big Thing.

So, from a purely retail point of view, I can accept that sometimes, some of this happens in some outlets. But from another point of view – of pride, orderliness, and optics, I find it disappointing.

Provocation can be an interesting tool with admittedly a lot of negative implications and these are of course strong words and ones that – granted – I am using to provoke a response of questioning indignation from the reader that I can batter away from up here on my high horse!

Manage Humour and goading aside, I really do think that some retailers could manage this change of season a little better within their stores and continue to bring in revenue from the space right through this period and on into winter.

It certainly requires a little bit of planning, purchasing and personnel to keep the area looking at its best and generating a reasonable revenue.

But it will not need the same upkeep that was required during the summer, as stockturn will be lower and so will maintenance such as watering, cleaning, etc.

HARDWARE & HOMESTYLE • JULY/AUGUST 2021 41

THE ROOM OUTSIDE

need at this time of year.

The important thing to remember is to collaborate with a supplier who can give you small top-ups of stock during the season to keep your displays looking fresh.

Stock for the ‘shop’ area of the garden department was in the past a little trickier to source for autumn – other than flower bulbs – but many suppliers are now stocking specific seasonal lines such as mats, footwear, gloves, cleaning-up tools, etc. so this is no longer the issue it was – there are even winter useable solar lights!

Keep gardening visible Finally, we come to customer flow. Do not block off the garden department. Make sure it is very visible and that the entrance is clearly marked and attractive.

Highlight within the rest of the shop that the area is open and fully stocked.

There is also an opportunity to promote the department on social media by highlighting products that make the autumn clean-up of the garden easier – such as rakes and wheelbarrows, etc. – and to remind the customer that you have stock for planting now, and that it is the perfect time for planting.

A focus on front door plants such as bay trees, pots and winter bedding also works very well at this time of year and inviting theatrical merchandising of these lines will help to sell them.

Inspiration

of year. It is a wonderful opportunity to clear out all the old summer stock and any broken or damaged items that have limped along for the last few months.

Sell off any lines that you can to turn them back into money but sometimes you need to just write off plants and product lines that are unsaleable – ruthlessness is important.

Next, give all areas a good clean and a sweep to get them looking tidy and neat for the coming season. Once this is done once, and done correctly, it just means that a small amount of time is needed to keep the area presentable.

Shrink back A clever trick I have previously mentioned is the uses of partitions to shrink the size of the plant area.

This can be done by effectively sealing off the covered plant area from the rest of the uncovered area with screens attached to the sides or end of the covered area structure.

If the structure is too long it can be portioned midway instead. This creates a more manageable space, both for stocking and for maintaining the area, and is better than having empty benches or spread-out stock.

It also makes the plant area much more sheltered and cosier, especially given the vagaries of our weather.

Stock the right lines A huge part of the evolution of sales from summer into autumn is purchasing. Plantwise this is relatively easy providing you have a good relationship with your suppliers, as what they stock will be the plants you

Of course it’s very likely the worst-case scenarios as outlined do not apply to you. But I hope that, over the coming weeks, you may find some inspiration in the points above.

Gardening only grinds to a halt if you let it do so – keeping the customer interested is the key.

About Liam

Since establishing Retail Services & Solutions in 2007, Liam has become one of the most influential people within the retail side of Irish horticulture.

His knowledge of the mindset and ethos of those in this sector, combined with his problem-solving ability, experience and hands-on work ethic make him uniquely placed to offer advice and help to those who need it.

Key to his success is his knowledge of purchasing, pricing and sales combined with his understanding of layout, signage and merchandising, and how the interaction of these can lead to increased sales and profits.

086 8221494 - retailsands@gmail.com

HARDWARE & HOMESTYLE • JULY/AUGUST 2021 43

THE FINAL SAY

New research shows that removing rather than adding elements to a problematic idea, product, or process is often better--but first you have to remember to take that approach, writes Jeff Haden.

Want to be a world-class problem solver?

Science says the trick is to embrace the subtraction habit When I worked in book manufacturing, numbers were everything. So we tracked books per hour and job changeover times.

But our manager felt we didn’t pay enough attention to results – much less improving them –so he added a new metric: Line downtime.

Then he realized that we could influence results simply by allocating more time to one metric, and less to another. (Want higher books per hour? Write down longer changeover times than actual and boom: Up go books per hour.)

So he kept adding metrics, and before long we were charting seven or eight different performance measures.

Which did nothing to solve the problem; in fact, the more charts he displayed, the less we paid attention.

Hold that thought.

Study A University of Virginia study published earlier this year found that people who set out to improve something – an idea, a product, a situation, basically anything – tend to focus on ‘additive transformations’ and ignore ‘subtractive transformations’.

Or in non-researcher-speak, when we try to fix a problem, we typically try to add rather than subtract.

Need to improve quality? Add more process checks.

Need to improve stability? Add more bracing.

Need to improve team cohesion? Add more meetings.

Need to increase employee focus on productivity? Add more metrics – even though, in our case, that didn’t work.

Not to take too much credit (even though I’m about to), but when I became a supervisor I stopped publishing all the old metrics and replaced them with a new metric: Adjusted books per hour (ABH).

Here’s how it worked Our changeover goal was twenty minutes.

So, every time a crew performed a changeover they got a twenty-minute ‘credit’, regardless of how long that changeover actually took.

44 HARDWARE & HOMESTYLE • JULY/AUGUST 2021

books, which increased their ABH. If their changeovers took longer, their ABH suffered since they had less actual time to run books.

Keep in mind we still measured actual performance on changeovers so we could spot areas for improvement; we just used ABH as an apples-to-apples metric, ‘one number’ metric.

Employees instantly knew which crews were better, and which were worse – and that was something they did care about.

Mitigate

Rarely does greater complexity lead to better results

❜

If a crew had four changeovers during an eight-hour shift, they were allocated eighty minutes of changeover time.

The remaining time was considered ‘run time’, and was divided into the total books produced.

For example, say a crew had six changeovers and ran 22,000 books during an eighthour shift. Six changeovers times 20 minutes equal two hours of ‘credited’ changeover time.

That reduces the total run time to six hours.

And 22,000 divided by 6 equals 3,667 ABH.

Straightforward The ABH metric gave us a straightforward way to evaluate performance trends – and compare crew-to-crew performance.

If crews performed a changeover faster than twenty minutes, great: They had more run time available and could run more

According to the researchers, ‘defaulting to searches for additive changes may be one reason that people struggle to mitigate overburdened schedules and institutional red tape’.

Unless you remind yourself, and your team, to think of ways to solve a problem through subtraction and not just addition.

When participants were reminded that they could remove items or elements from problematic tasks, they were twice as likely to make subtractive changes.

Changes that were more effective than additive changes.

Try it. The next time you try to solve a problem or improve a situation, think about how less could be more. Fewer buttons – a la Steve Jobs – rather than more.

Fewer steps, rather than more.

Fewer calls and meetings and reports, rather than more.

Sacrificing Granted, that might mean sacrificing how things have always been done.

That might mean swallowing your pride, especially if some of the subtractions suggested are things you put in place somewhere along the way.

But that’s Ok. Because rarely does greater complexity lead to better results.

Inc. helps entrepreneurs change the world. Get the advice you need to start, grow, and lead your business today.

By Jeff Haden, contributing editor, inc.@jeff_haden

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