THIIS July 2019 by THIIS

THIIS Trade Magazine • Issue 250 • July 2019

THIIS Issue 250 July 2019

TRADE MAGAZINE

Championing customer choice Providing news and views in the trade since 1999

A Cheshire retailer flies the ‘try before you buy’ flag for housing adaptations MORE ABOUT… Motability Operations

RETAILER SPOTLIGHT The Helpful Hand

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welcome

…from the editor

Don’t be shy, why not get in touch...

A look at retailers doing more with the retail space

n this month’s issue of THIIS, we cover instances where retailers have used their physical retail space in unique and interesting ways. In June, I had an opportunity to visit the new Primark in Birmingham’s city centre and was blown away at how a retailer selling extremely cheap clothing had managed to turn their space into something completely unique. The new megastore contains more than just its own line of clothing, collaborating with other companies keen to reach Primark’s customers with a barbershop, beauty studio, as well as a licensed ‘Disney’ café. The footfall the new store has received has been incredible, with Primark announcing it has a range of creative collaborations on the way throughout the year, including working with chefs, restaurants and more. The trend of savvy retailers to offer more than just a core line of products and instead provide an ‘experience’ can also be seen in our industry, with the launch of Ableworld’s first café launch at one of its flagship stores or the Helping Hand’s dedication to providing a ‘try-before-you-buy’ experience for housing adaptations. Whilst retailers with bricks and mortar stores have higher costs to bear that those incurred by strictly online retailers, they also have more opportunities to work alongside other organisations and collaborate in attention-grabbing ways that simply can’t be replicated online. Be it agreeing with a local independent pharmacy to signpost each other’s customers to one another, setting up coffee mornings with a local café, establishing concessions with like-minded companies and more, forming collaborations with other organisations can be a great way to drive footfall, raise awareness and increase sales without breaking the bank.

Editor

Calvin Barnett 01933 278086 newsroom@thiis.co.uk

Advertising

Joe Fahy 07384 258 372 joe.fahy@bhtaengage.com

Calvin Barnett Editor

Sub-editor

Sarah Sarsby sarah@thiis.co.uk

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TRADE MAGAZINE

THIIS is produced by BHTA Engage, 2-4 Meadow Close, Ise Valley Industrial Estate, Wellingborough, NN8 4BH • 01933 278 086 • newsroom@thiis.co.uk BHTA Engage Ltd. All rights reserved. No part of this publication may be reproduced or used in any way without the written permission of the publisher. The views expressed in this publication are not necessarily those of the publisher and although every effort has been made to ensure that the information is accurate, the publishers take no responsibility for errors or omissions.

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contents

56 Resolute to redistribute

Features 8 Flying start for mobility franchise 12 Using bad language 36 The need for flexibility when recruiting

Regulars

42 Stair wars

14 The OT’s Perspective 22 Trip down memory lane 28 Retailers’ Product of the Month 46 Trade thoughts…

32 Retailers’ picks

52 Retailer Spotlight 56 More about… 62 Training Diary 64 Recruitment 4 | www.thiis.co.uk

14 The OT’s Perspective

60 Going green

round-up

British all-terrain manufacturer expands in USA

heshire-based The Mountain Trike Company has recently secured Pioneer Medical Inc. as an additional distributor in the USA, covering the expansive south eastern region of the country. Handling all direct sales of all Mountain Trike products across Tennessee, Kentucky, North Carolina, South Carolina, Georgia and Florida, Pioneer Medical will now focus particular attention on developing national Veteran and Government opportunities. Headquartered in Nashville, Tennessee, the company is itself a veteran-owned small business that has worked directly with the Veterans Administration for nearly two decades. “We already have a couple of distributors in the US, but as America is a very large country - with Pioneer Medical as a distributor covering specific states, it will hopefully mean that more US customers will have

the chance to see our all-terrain wheelchair products and have a dedicated knowledgeable team in their area,” commented Tim Morgan,

Managing Director of Mountain Trike. www.mountaintrike.com

RELIEVING THE PRESSURE FROM RETAILERS IN JULY

n the latest step in its 2019 retailer support campaign, Repose Furniture is offering retailers a Coolform pressure management seating upgrade for £99 (excluding chairs above 22" seat width) when they quote JULY2019. Normally costing £140 for the standard rise & recliners and £155 for healthcare chairs, the offer is available up until July 31st and is an ideal add-on, particularly in the hotter months.

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Using the latest medical grade silicone gel technology to allow pressure to be evenly distributed across the gluteal muscles, the Coolform’s gel conforms to the shape of the body and equalises to body temperature for comfort and pressure risk management, as well as enabling air to flow easily to ensure it is completely odourless and hypoallergenic. “Pressure management is a vital

part of any seating solution and we hope this latest offer will assist our retailers across the UK when they are talking to potential customers” commented Managing Director Lisa Wardley. For more information, call 0844 7766001 or email info@ reposefurniture.co.uk www.reposefurniture.co.uk

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FLYING START FOR MOBILITY FRANCHISE Having recently announced the launch of its franchise scheme, Easy Living Mobility has opened its first franchise-owned store after enjoying considerable interest from potential franchisees and major manufacturers.

ocated in Wolverhampton’s Wulfrun Centre, the new store will see first-time franchisee Tom Skelding expand the retailer’s growing reach in the Midlands, which now consists of 11 mobility shops across the West Midlands and Staffordshire. No stranger to the industry, with his Dad having worked for major stairlift manufacturer in the UK and Tom himself having worked for a number of retailers in the sector, launching its new scheme in February 2019, the company emphasised it was searching for franchisees with the “necessary skills, experience, energy and motivation” required to find success in a growingly competitive retail market. Discussing the reception to its franchise scheme, Darren Legg, Franchise Development Manager for Easy Living Mobility, told THIIS: “Everything we have experienced so far has been exceptionally positive.

First franchisee Tom Skelding

products and services in the UK. Despite its big ambitions, Darren stated that the company is being careful to manage how it grows. “Ultimately, we will be national,” explained Darren. “However, the main focus is, and

“We have had a substantial number of enquiries from potential franchisees and are confident in adding to our network in the not too distant future.” DARREN LEGG

We have had a substantial number of enquiries from potential franchisees and are confident in adding to our network in the not too distant future. “All of the major manufacturers and suppliers have expressed their support towards helping our network to grow.” Now with its first franchisee on board, the company will look to build on the momentum as it drives to be become the major supplier of mobility

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will remain to be, about finding the right people for us to be in business with, as opposed to just adding in numbers.” According to Darren, the foundations of Easy Living Mobility’s franchise model are built on finding the right people that are the right fit for the mobility industry. “It’s totally about the people and how we look to develop them. That’s

the core to our business, whether that be own employees or franchisees,” he noted. “It’s about making sure we choose the right people who will ensure they give the levels of customer care we expect.” As part of the franchisee onboarding process, Darren highlighted that all franchisees undergo extensive training & education before launching their store, as well as continued development and support from both the retailer’s head office and support team on the road. “We would like to talk to anybody who feels that they need a change in their working life and are looking at moving themselves forwards,” finished Darren. “If they want to discuss the opportunity in more detail, what area they are looking at and how they could use our Easy Payment Plan to finance it, then pick up the phone and let’s talk.” franchises.easylivingmobility.co.uk

focus

MERGERS, ACQUISITIONS AND INVESTMENTS Prism Medical back on the acquisition trail

he first acquisition since its sale to private equity firm Limerston Capital in December 2018, Prism Medical UK has extended its service offering with the purchase of Assured Healthcare Scotland. Completing its MBO, backed by private equity firm LDC, in April 2014, Prism Medical UK went through a period of rapid growth driven largely by acquisitions in the years that followed. Between 2014 and 2015, the moving, handling and bathing equipment manufacturer and supplier purchased HME Ltd, The Mobility Equipment Company, Mackworth

Healthcare and Smirthwaite, significantly increasing its product and service offering. In December 2018, after achieving revenues of £40million for the financial year ending November 2018, Prism Medical UK was sold to Limerston Capital and announced plans for further growth, both organic and through acquisitions. This latest acquisition sees Stirlingbased Assured Healthcare (Scotland) Ltd, join Prism Medical UK, expanding the company’s reach in the region. Having been in the healthcare sector for over 20 years, Assured Healthcare installs, services and

repairs patient lifting and bathing equipment, working closely with the NHS, local authorities and care homes. In addition, the Scottish company retails mobility equipment to private customers, as well as providing LOLER inspections and servicing for all types of patient lifting equipment. www.prismmedical.co.uk

BATHING SPECIALIST SPLASHES INTO SENSORY BATHING Leeds-based Assisticare has dipped its toe into the sensory bathing market and expanded its product offering with the acquisition of EI Whirlpools. Founded in 1998, EI Whirlpools manufacture a range of whirlpool, air spa and lighting systems designed to integrated into specialist and conventional baths. Now planning to focus and expand the technology in the healthcare market, Assisticare’s founder James Robertson confirmed the purchase will enable the company to engage in a growing segment of the assistive bathing sector. “Having worked with EI Whirlpools

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for a number of years, it seemed a natural progression and dovetails nicely with what we have been doing at Assisticare in promoting sensory bathing,” James told THIIS. “As the elderly care market is progressing towards caring for more individuals with Alzheimer’s and Dementia, it is the field of sensory stimulation from a range of products that can improve the lives of sufferers that is going to be increasingly sought, whether that be in residential care or living at home.” Aimed at providing the user with an all-round multi-sensory experience, James noted that similar systems

are already in use by bathing manufacturers in the industry. Following the acquisition, the company is now in the midst of creating a new website to effectively reposition the brand and technology. For more information, contact enquiries@assisticare.com or 0791 9925242 www.assisticare.com

• • • • • • • • •

LET’S GET IT CLEAR: USING BAD LANGUAGE Our language tells us a lot about how we see the world. Use the wrong term and we risk ending up using some equipment inappropriately – we also get sloppy using colloquial terminology without thinking about whether the words we use are communicating the right image to the listener or reader.

t the simplest level, let’s look at items on a wheelchair, e.g. items which we refer to as ‘rests’ such as arm rests, back rests, and foot rests. However, most of these items have been added to the chair for a functional purpose and should be referred to as ‘supports’, e.g. arm support, back support, and foot support. In these cases, using the correct term will lead subliminally to more careful selection, prescription, and placement. This is such an important issue that even international standards exist for the correct terminology, e.g. ISO 7176-26, which lists all the ‘correct’

terms, and lists dozens of so-called ‘deprecated’ terms, for items fitted to wheelchairs and their seating systems. Use of the term ‘lap belts’ does not provide the differentiation needed between pelvic restraints (belts fitted at the back support-seat junction), and pelvic positioning belts, which are best mounted for most people anterior to (i.e. on the knee side of) the hip joint (many wheelchairs are supplied with their positioning belts in the restraint position and the belts need to be moved to the appropriate position for the wheelchair user. This has been addressed in the new draft British Standard BS8625, which at the time of writing is out for comment).

‘Let’s Get it Clear’ by Dr Barend ter Haar One in a series of occasional resumés of aspects in the world of posture and mobility where there are common misconception and myths to be addressed to promote better practice. Further items can be found at www.beshealthcare.net. If you are interested in receiving further information on the topic, please contact barend@beshealthcare.net

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The correct placement position of positioning belts, and the use of the term ‘pommel’ are the subjects of other ‘Let’s Get it Clear’ pieces.

Dr ter Haar has been involved in seating and mobility for over 30 years, including lecturing internationally, and developing international seating standards.

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OT perspective

HOW TO USE OTS TO IMPROVE YOUR PRODUCTS, SERVE YOUR AUDIENCE AND MAKE MORE SALES

s you know, I’m an occupational therapist, with a specific interest in adaptations. And over the years, as well as working with housing associations, local councils, the NHS and my own private clients, I’ve done a lot of work with manufacturers and retailers. The reason why is simple: the more clued-up manufacturers and retailers are about what their market wants

and needs, the more effective they’ll be at creating the right product and articulating their marketing message. And who knows what the market wants and needs? Me… plus thousands of other OTs. Getting an OT’s perspective is vital to long-term success, especially considering that in lots of cases, the OT will be the one specifying which products a client requires.

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So, with that in mind, I thought I’d just highlight three ways you can engage with OTs to get greater insight into the market needs: 1. CONSULTANCY Several private OT practices (including ours) will offer retailer and manufacturer consultancy, where they’ll work with you on product development and your marketing messages to ensure that they’re providing something that the market wants, and that they’re articulating their message properly. I’d highly recommend getting some sort of arrangement with an OT practice, whether formal or informal – the insight you’ll get will be invaluable. 2. EVENTS The more time you spend with OTs and the more conversations you have, the better equipped you’ll be. Consequently, it’s really important to get out of the office and face-to-face with OTs.

There are plenty of events up and down the country where OTs congregate, so my advice is – get along to them, exhibit at them, and start building those relationships. 3.GET ON MAILING LISTS You might not be an OT, but you’ll get a great feel for what OTs are thinking and talking about by subscribing to OT email lists and newsletters. This allows you to understand what the hot topics are, and see where your product fits in. For a start, I’d recommend subscribing to https://www.facebook. com/groups/DFGChampions/ (Run by Foundations all about adaptations) and https://www.facebook.com/ groups/311439915949/ (one of the largest OT Facebook groups all about OT / Equipment and so much more), and – of course – there’s my weekly email, which you can receive just by emailing stuart@promotingindependence.co.uk and letting us know you want to be on the list.

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I really hope these tips help you to engage more effectively with OTs, and that in the coming months you’ll gain a greater insight with this activity. My door is always open, so if you want to talk any of this through in more detail, just drop me a line at stuart@promotingindependence.co.uk

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new to the market

PLUMBING FITTINGS ADDED TO FULL WORKS OFFERING In its quest to be a comprehensive one-stop-shop supplier for adapted bathroom installers and specifiers, AKW has introduced a new plumbing fittings range to its AKW One service. Available in convenient pack sizes, the range includes compression and copper pipe fittings, as well as plastic push fit tubes and fittings. In addition, AKW has incorporated tap connection flexi-hoses, Solvent Weld waste fittings and a selection of isolator valves into the range for what it describes as ultimate flexibility. Suggesting installers who use this service can save approximately £100 per job, the AKW One service offering includes showers, trays, formers, screens, seats, grab rails and waste pumps, as well as brassware, sanitaryware, wall panels and bathroom furniture. Recently, AKW expanded the range to include safety flooring, lighting, tiles, timber, plywood. www.akw-ltd.co.uk

Space saver Exclusively available from Able2, the EZ Fold-N-Go rollator from Standers is a new folding rollator described as one of the most compact on the market. Folding both widthways & front-toback and measuring 33 x 25cm when folded, the company says the rollator is easy to tuck into a corner when not being used, making it ideal for use in busy city centres and public transport. Weighing 6.1kg, Able2 notes the rollator strikes the right balance between being lightweight for ease of use yet with enough weight to ensure sturdiness and reliability. In addition, the device comes in a range of colours. www.able2.eu

A SWIFT SAVING FOR LOCAL AUTHORITIES At June’s NAEP Conference, Etac R82 unveiled its new Swift Mobile Tilt Shower Commode Chair, promoting the bathing aid’s cost-saving credentials to community equipment providers. With a new seat with rear opening, the new shower chair features arm supports with advanced adjustability, enhanced head rest and adjustable mesh back support, 160kg safe working limit, as well as a new range of accessories. Highlighting the commode’s ability to reduce the cost of services and reduce the strain on over-stretched local authority budgets, the Swift Mobile Tilt Shower Commode Chair also includes a five-year warranty, with the company assuring a significantly longer life expectancy. In addition, the Swift boasts a multitude of design features intended to enhance comfort for users and ergonomic operation by carers says the company, alongside improving the product’s overall aesthetic. www.etac.com

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eFlexx eFlexx to impress

esigned to fit almost any car-boot in one piece, Motion Healthcare has unveiled its new eFlexx, a travelfriendly, automatic-folding scooter. Automatically folding into a small size in one smooth and quick motion at the press of a button and unfolding just as quickly, the eFlexx offers comfort and stability, as well as advanced ride quality, despite its compact shape, according to the company. With a number of adjustable features, including a height adjustable tiller and arm rests that can adjusted in multiple directions, Motion says its new scooter is easy to customise to meet the needs of each individual user. Additionally, the eFlexx boasts a keyless system, with end-users able to input a four-digit PIN or use the device’s key fob system to unlock the scooter, with Motion describing it as more secure than most other scooters on the market. Boasting a weight limit of 18 stone and a 10-mile range, the scooter contains a lightweight 3.5kg lithium battery with its own charge socket. For more information, call Motion Healthcare on 0800 011 6822 www.motionhealthcare.co.uk

DEALER REQUEST INSPIRES AMPUTEE-SPECIFIC CUSHION Trekinetic has created a new cushion for its unique wheelchairs, providing amputees conventional seat cushioning whilst wearing prosthetic legs and limb support when the prosthetics are removed. Designed to be discreet, and look like a conventional cushion at first glance, the innovative design contains a hidden folding section under Trekinetic’s unique monocoque seat that can be unfolded when required. Wheelchair users wearing prosthetics can use the cushion as they would any other cushion when riding in their chair, however, can unfold and secure the hidden section in seconds, providing support when they wish to remove their prosthetic. Trekinetic’s Managing Director Mike Spindle told THIIS that its retail partner Beyond the Boundary Wheelchairs inspired the design after needing to find a solution for one of its customers. Confirming that the new cushion can be retro-fitted to all Trekinetic models, the company says there are no detachable elements to the design for maximum convenience. www.trekinetic.com

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KICK START FOR ULTRALIGHTWEIGHT FOLDING SCOOTER Having already exceeded its crowdfunding target of £25,000 only days after launching its Kickstarter campaign, eFOLDi is preparing for mass production of its new eFOLDi Lite scooter. With a new magnesium frame, the eFOLDi Lite is 30 percent lighter than its MK 1.5 predecessor, boasting a carry weight of 15kg. In addition, when the removable rear wheels and battery are detached, the scooter’s weight drops to around 12kg. The Life also incorporates a new battery pack designed for long range, offering up to 22km on a full charge, as well as foot platform and improved braking. Planning to launch the eFOLDi Lite onto the retail market in spring 2020 at an RRP/MSRP of £2,399, the company is using its crowdfunding campaign as a means to raise the finance needed to manufacture at scale, as well as securing vital preorders. www.efoldi.co.uk

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new to the team

Bespoke bolsters senior team

ith ambitions to double its turnover this year, Bespoke Stairlifts has made three new senior appointments to help it reach its bold growth goals. Jules Allen, Tom Smith and Raimund Schupp will now help the company expand as it looks to gain market share with its own range of manufactured straight stairlifts. Joining as Bespoke’s new Sales and Marketing Director, Jules Allen will be tasked with extending the company’s presence in both the UK and overseas. With stints at Autochair and Acorn Stairlifts under his belt, Jules will also use his almost two decades of management and export experience to help Bespoke enter and develop new markets. Appointed as the company’s Manager of UK Dealer Networks, Tom Smith will use his 20 years of experience to focus on increasing Bespoke Stairlifts’ UK dealer network, having held positions with major names in the stairlift and mobility aid sectors. Concentrating on the stairlift manufacturer’s export activity, German-born Raimund Schupp will be responsible for developing links with partners abroad to grow sales as Bespoke’s new Manager of Export Dealer Networks “Bringing Jules, Tom and Raimund into the team has been a calculated move to help us take the next step up and be seen as a serious contender in the stairlift sector,” commented David Forsyth, Managing Director of Bespoke Stairlift. www.bespokestairlifts.com

From left: Tom Smith, Jules Allen and Raimund Schupp

Do you have a new team member? Why not let the industry know? Just send us a short news item and photo. 20 | www.thiis.co.uk

BATHROOM SPECIALIST GAINS SALES EXPERTISE IN THE NORTH Gainsborough Specialist Bathrooms, part of the Gainsborough Healthcare Group, has bolstered its sales team and service offering with the appointment of Kate Gilley. Joining as the company’s Northern Regional Sales Manager, Kate brings over three decade’s experience in account management to the role, as well as first-hand experience of property development, bathroom installation, M&E contracts and NHS care services through family connections. In her new role, Kate will be working with care homes, hospitals and rehabilitation facilities in the North and Scotland, promoting the commercial and clinical benefits of Gainsborough’s new 360-bathroom solution service, G360. “A move into the Gainsborough Healthcare Group has come at the right time for me,” commented Kate. “The business is evolving at pace which is a tempo I thrive within, as new opportunities arise and further openings need to be cultivated.” www.gainsboroughbaths.com

20 years of THIIS

A TRIP DOWN MEMORY LANE The Homecare Industry Information Service (THIIS) is 20 years old in 2019! For the last two decades, THIIS has been keeping the trade in the know with the latest news, views, products and jobs in the industry. Over 2019, THIIS is looking back at some of the interesting, impressive or surprising stories featured in past issues that have shaped the industry into what it is today. CLOSING A DOOR AND OPENING A WINDOWâ&#x20AC;Ś In a refreshingly open and honest interview, Mike Flowers, who ran the US Electric Mobility business, discussed what led to the mobility behemothâ&#x20AC;&#x2122;s demise in North America in 2011. At one time, US Electric Mobility had a 500-strong team and a turnover of $100million sales, however, in 2006, the company began losing money in the region. Having sold through retailers and directly to customers, Mike frankly told THIIS that his decision in 2000 to shift to a purely direct-to-consumer model had been the deciding factor. After five hard-fought years of trying to turn the ship around, Mike said the decision to close the company was a tough one but also the right one. Learning a lot throughout the process, he said it was an education he hoped he would never have to use again, whilst emphasising the value of retailers. That same year, Mike launched the award-winning company Active Controls, which creates innovative controls and components for mobility products to this day. Independently owned and financed, there was no impact to UK-based Electric Mobility Euro following the US closure, with the company continuing to go from strength-to-strength in the industry.

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JULY 2011

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JULY 2012 FLYING THE FLAG 2012 marked the 60th anniversary of the accession of Queen Elizabeth II in 1952 and to celebrate the momentous Diamond Jubilee, Stannah created a special Union Jack stairlift. Over 145 years old, Stannah is able to trace its history across the reign of six British monarchs, from Queen Victoria to today’s Queen Elizabeth II.

A CHANCE MEETING… In July 2013, Absolute Mobility’s founders Ross Edwards and Darren O’Connell explained how a truly serendipitous meeting whilst on holiday led to the creation of one of the market’s fastest-growing bathing specialists. Established in 2009, the Henley-on-Thames based bathing retailer and installer was one of the early specialist companies in the bathing sector to have its own showroom and a separate mobile version too.

“After several subsequent meetings, I soon realised Darren and I could make a great team and the foundations for Absolute Mobility were set.”

JULY 2013

ROSS EDWARDS, JOINT FOUNDER OF ABSOLUTE MOBILITY, IN JULY 2013

JULY 2014

THE DIARY ROOM IS NOW OPEN

Recently, housing has been dominating news headlines, with charities damning a lack of accessible housing and a raft of failings relating to DFGs. Back in July 2014, THIIS revealed how visitors to AKW’s ‘Diary Room’ at Naidex has DFGs concerns on their mind back then. A quirky marketing idea, AKW installed a ‘Diary Room’ on stand, similar to those found on reality TV shows, where OTs, carers and end-users were encouraged to wax lyrical about any healthcare topics of their choosing. Proving to be a unique show feature, the Diary Room concept also provided the company with fascinating and valuable customer insights.

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JULY 2017

A SIGN OF THE TIMES Recently, a campaign has launched to change the wheelchair sign used to mark disabled spaces, such as those found in disabled parking spaces and disabled toilets, to one that is more inclusive of the wide range of disabilities that exist. Back in July 2015, mobility retailer Spring Chicken had a similar idea and decided to run a fun and interesting campaign to change society’s perception of old age. Aiming to do away with the image currently used on road signs of a hunched couple walking with the gentlemen holding a cane, the company collaborated with brand company NB Studio Sign to reimagine how a more modern sign should represent for old age. The Signs of the Times campaign saw more than 70 talented designers to reimagine the ‘elderly crossing’ sign.

KEEP ABLE STAINES TO CLEARWELL In July 2016, Clearwell Mobility acquired a former Keep Able mobility showroom in Staines-Upon-Thames, with the premises, staff and stock transferring to Clearwell and expanding the retailer’s reach. Opened originally as Keep Able’s Southern Regional Centre in 1996, the company acquired the 6000 sq. ft. space from Hearing Health & Mobility, with Hearing & Mobility retaining a hearing aid concession in the store. The move marked a shift in Hearing Health & Mobility’s parent company DHAIS’s market strategy, deciding to partner with chosen mobility retailers by transferring certain stores to them whilst retaining concessions to continue dispensing hearing aids.

JULY 2018

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www.thiis.co.uk | 25

20 years of THIIS

JULY 2016

HITTING THE OPEN ROAD At one time or another, who hasn’t dreamed of grabbing the keys to a car and driving off into the sunset? Well, in July 2017, Aline Mobility’s Heather and Colin Maddox did just that as the pair drove 20,000-miles to Mongolia to complete the Mongol Rally. Raising money for Claire House Children’s Hospice and sponsored by Handicare, the mobility retailers lovingly restored a 1971 VW Beetle named ‘Betty’ to take them to the other side of the world and back.

“Heather and I share a love of classic cars and motorbikes and we were inspired to take this trip after watching Ewan McGregor and Charlie Boorman’s Long Way Round.” COLIN MADDOX, OWNER OF ALINE MOBILITY, IN JULY 2017

A MULTI-MILLION MOBILITY EXIT In July 2018, THIIS revealed the relatively steep financial cost to Simplyhealth to close down its retail proposition, The Unlimited Company, back in October 2017. Closing its 10 Unlimited Company stores across the UK cost the health insurance giant £5.2million, with £1.2million covering staff redundancy and lease provisions costing £2million. Citing that the retail landscape had changed since entering the market, Simplyhealth said the entrance of players such as Amazon, Argos and Lloyds Pharmacy had caused it to review The Unlimited Company’s viability. Earlier this year, Lloyds Pharmacy’s Betterlife followed suit, effectively ending its mobility retail operations.

“Large mainstream retailers are now providing mobility products and daily living aids, and customers are purchasing these products in new ways, different from the model that we developed.” BEN KENT, CHIEF FINANCIAL OFFICER OF SIMPLYHEALTH, IN JULY 2018

JULY 2017

Retail closure costs

£m

Redundancy costs

1.2

Property costs

2.0

Professional services

1.0

Impairment of tangible fixed assets

0.3

Impairment of intangible assets

0.2

Impairment of goodwill

0.3

Reduction in stock to net realisable value

0.4

Total Cost

5.2

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pick of the month

WHAT PRODUCTS ARE RETAILERS IN THE INDUSTRY RAVING ABOUT? Wondering which products are grabbing retailers’ attention? Each month, retailers in the mobility industry highlight one product that has stood out for them and why…

Strengthen your sales with Strongback wheelchairs ■ Advanced lumbar support ■ Easy Powerpack fitting ■ Lightweight frame ■ Up to 21 stone user capacity ■ Quality attendant-controlled and self propel models

28 | www.thiis.co.uk

NEW 20” SEAT WIDTH

James Gargan, Commercial Director of Beechfield Healthcare

Dominic Goldsmith, Director of Style Mobility

Pick of the month: 4-Wheel Manual Folding Scooter

“

With its revolutionary new design, this Manual Folding Scooter can be easily folded or unfolded in under 10seconds to provide a quick and effortless travel solution. There is no requirement for disassembly of the scooter making it perfect for those who may have otherwise struggled to dismantle a scooter. “Once folded, the mobility scooter can be easily lifted in and out of the car thanks to the lightweight design of only 23.4kg and its handy carry handle the compact folded size will fit into most car boots as well as being convenient size for public transport. “With a top speed of 4mph and a

COMPACT FOLDING

UNIQUE CONTOURED BACKREST

generous 13-mile travelling range on a fully-charged battery, the Manually Folding Travel Scooter is perfect for full day trips out and if you do need to top up during the day, the scooter simply plugs into a traditional plug through the supplied transformer.

”

www.beechfieldhealthcare.ie

PICK OF THE MONTH: MARK BATES INSURANCE

“

I would like to give a nod to Danny Bates at Mark Bates Insurance as product of the month for July. “We have recently switched over to Mark Bates for our insurance and warranty provider. “I have to say that their efficiency, quality of products and levels of cover exceed the competition by a considerable amount in my opinion. Mark Bates’ services are a must have for any mobility retailer, completely customer focused and on-the-ball - the policies they provide not only a generous commission for your company but give your customers the peace of mind they always need.

”

www.stylemobility.co.uk

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www.thiis.co.uk | 29

pick of the month

Alastair Gibbs, Managing Director of TPG DisableAids

Pick of the month: Fish Insurance

“

This month I would like to continue the theme of add-on sales to maximise the return from your customer. As we all know, finding the customer in the first place is the hardest part, so it makes perfect sense to ensure you provide them with a complete solution rather than letting them go elsewhere. “For that reason, my product of the month is not a physical product but an Insurance Product. “When you sell an item, be it a scooter, a wheelchair, a riser chair or a stairlift, it makes sense to ensure the client is not only confident in the product but also confident in the long-term reliability and security of that product. To that end, we offer insurance and extended warranty packages from Fish Insurance to give that total peace of mind. “Extended warranties make perfect sense for any supplier as they ensure the client returns for regular servicing and, therefore, creates a long-term revenue stream. “Insurance policies are also the responsible way forward when clients are mobile and mixing in the same space as the general public as it will cover both damage and injury should an incident occur. “There are a number of specialist insurers in this field but the relationships with them must also be built on a two-way trust. It is beholden on the dealer to only offer appropriate product and it is beholden on the insurer to honour the commitment they make when cover is provided. “Partnering with a company like Fish insurance as an Appointed Representative also covers your responsibilities to the FCA.

”

www.tpg-disableaids.co.uk

Karen Sheppard, Managing Director of People First Mobility

PICK OF THE MONTH: ERGONOMIC LONG HANDLED GARDEN TOOLS FROM AIDAPT

“

Now July is here, hopefully we will see some lovely sunny days and evenings and our customers minds will turn to the gardening. “For many, this can be hard work. If they are sat in a wheelchair or if they cannot bend easily, it makes gardening more difficult. “My product of the month is a range of long-handled garden tools, making gardening that little bit easier for many. “Working from a seated position, you can get a long-handled cultivator, fork, hoe and trowel. They have ergonomic handles but there is an optional arm support for optimum control and minimum strain on the wrists which is highly recommended. “They keep the hand and wrist in a natural angle, easing discomfort of the wrist, as well allowing for a long reach so wheelchair gardeners or those who can’t bend are able to reach ground level. The tools don’t require such a firm grip and are less likely to twist in wet or damp conditions. A fantastic idea for the summer months.

”

www.peoplefirstmobility.co.uk 30 | www.thiis.co.uk

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pick of the month

Ceri Dixon, Marketing Manager of Ableworld

Pick of the month: Bathing cushion from Mangar Health

“

We have chosen the Mangar Bathing Cushion for our product on the Month for July. “Many of our customers have difficulty getting in and out of the bath, or get nervous they may not be able to get in or out safely. “The Mangar Bathing Cushion lowers you down into the bath and raises you back up at the touch of a button when you are ready, with a steady flow of air to inflate or deflate the cushion. This clever product will only lower the user down if it knows there is enough battery power to raise them up again, giving customers added peace of mind whilst bathing. “This Bathing Cushion is lightweight and portable so can be removed for other users and means customers don’t need to make costly adaptations to their bathroom. It features suction cups to ensure it remains safely in place. The Bathing Cushion is battery operated meaning there is no dangerous power cables as well as it being fully

waterproof, including the hand control, for added safety. “Everyone should be able to enjoy relaxing in the bath which is why The Bathing Cushion is our product of the month.

”

www.ableworld.co.uk

Darren Macey, Business Development Manager for Lifestyle & Mobility

PICK OF THE MONTH: THE CABIN CAR MK 2 PLUS FROM SCOOTERPAC

“

In my mind, the innovation and design of mobility scooters peaked a good few years ago… yes, suppliers have released new products but we haven’t really seen any major changes that have that ultimate WOW factor. “Well, that all changed when Dane from Scooterpac decided to bridge the gap between a car and a mobility scooter when they released the new Cabin Car MK 2 Plus. “As a car user myself, I can never envisage having to give up my beloved vehicle. We all get used to all

32 | www.thiis.co.uk

the home comforts such as reversing cameras, heated seats, electric mirrors, and parking sensors. And let’s not forget those custom finishes that really personalise a car to our own character. “Well with the Cabin Car MK 2 Plus, there really isn’t much of the home comforts you cannot have. It’s like getting into a miniature car, with all the bells and whistles. “The Cabin Car is a truly bespoke product and when you get in one, it makes you feels good and why shouldn’t a mobility product make you feel good.

“The Cabin Car enables our customer to be out and about, whatever the weather, come rain or shine. At Lifestyle and Mobility, we are always looking for products that enhance people’s lifestyle and mobility and this is exactly why the Cabin Car MK 2 Plus is our product of the month.

”

www.lifestyleandmobility.co.uk

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round-up

IKEA TO LAUNCH ITS OWN AIDS TO DAILY LIVING RANGE Ikea, the world’s largest furniture retailer renowned for its affordable flatpack products and Swedish meatballs, has announced it is to launch a new range aimed at people with disabilities. With products including antislip mats, cushions and jar grippers having been developed in collaboration with ergonomists, physiotherapists and researchers, the new OMTÄNKSAM range will help make getting around the house easier and more comfortable for disabled customers. Aiming to reach disabled and elderly customers, the Swedish retail giant highlighted that “hardly any other company in the home furnishing business is addressing these issues.” The company said: “Ikea’s vision has always been to create a better everyday life for the many people. That includes all individuals with different kinds of functional needs – from children to the elderly and everyone in between.” The new range is expected to be available from May 2020. www.ikea.com/gb/en/

Lord Provost of Aberdeen Barney Crockett and Bon Accord’s MD Alistair MacLean at the opening

Social care provider launches mobility shop

Scottish-based provider of adult social care to thousands of people across Aberdeen has launched its first retail outlet, selling a range of mobility and aids to daily living products from the Hillylands Independent Living Centre in Aberdeen. Bon Accord Care, a local authority trading company, provides a range of services including care at home, housing support, residential care, occupational therapy services, as well as providing telecare equipment and adaptations. The new BACShop at Hillylands is the organisation’s first physical retail space, selling a range of mobility and independent living aids, such as specialist seating rise recliner chairs, walking aids, adapted tableware, wheelchairs, wheelchair accessories and more. In addition to the new BACShop, the Hillylands Independent Living Centre also has a profiling bed, stairlift, a wash/dry toilet and hoists for assessment purposes, with onsite occupational therapists helping identify people’s needs for equipment and adaptions. Alistair MacLean, Managing Director of Bon Accord Care, said: “This is a great place for anyone to go if they feel they might need a little help around the home or to get out and about.” www.bonaccordcare.org

34 | www.thiis.co.uk

recruitment tips

THE NEED FOR FLEXIBILITY WHEN RECRUITING When it comes to recruiting for a role, how flexible should a company be to fit in with a candidate? Antony Elkington, Managing Director of Trusted Recruiter, a specialist recruitment agency specialising in the mobility and independent living market, discusses whether companies should work around candidates or expect dedicated candidates to fit in around them. by Anthony Elkington

e are currently in a candidate driven market, which means candidates are often in the running for more than one job opportunity. This means good candidates may not be on the market for long so there is a need to have a sense of urgency when it comes to interviewing for a role. However, many candidates may already be working in existing jobs or

36 | www.thiis.co.uk

located far away, making it difficult to attend face-to-face interviews at short notice. Whilst some believe that â&#x20AC;&#x153;if a candidate is serious about the role, they will make the time,â&#x20AC;? that kind of thinking can result in missing out on people that may be the perfect fit for the role you are looking to fill, particularly if they meet your initial criteria.

Being quick as well as flexible can be essential in the interview process, so why not consider the following: TELEPHONE AND SKYPE INTERVIEWS Before inviting candidates in for a face-to-face, vetting candidates first via a telephone or Skype interview is a good way of establishing early contact to let them know you are

Why not make the first stage a more informal meet and greet, rather than making the candidate spend a lot of time preparing a presentation, when they may still have to attend a second stage interview.

Being flexible, such as meeting candidates in mutually convenient locations, could help find that next star employee

interested, as well as providing you an opportunity to find out whether a candidate is worth pursuing. It is a quick, efficient and flexible way of identifying any make or break points that would rule the eligibility of a candidate out, saving you both valuable time and letting you focus on more suitable candidates. WHAT IS BEING ASKED OF THE CANDIDATE EARLY ON? Consider whether your interview requirements are too much at the first stage. SHOULD YOU BE ASKING THE CANDIDATE TO IMMEDIATELY PREPARE A PRESENTATION FOR THE INITIAL INTERVIEW? If the candidate is interviewing for other roles, this could result in the candidate being picked up before you have a chance to find out if he or she ticks all your boxes.

HOW FAR ARE THEY HAVING TO TRAVEL? Consider their location. If meeting face-to-face for the first part of the interview process, why not meet at a mutual location or work to the candidate’s diary by arranging to meet at a hotel or service station? This is particularly relevant for roles where the candidate may be covering a specific area which may be miles away from your head office, such as a service engineer or sales rep. Meeting at a location near where they are located and fitting it in with your schedule and their requirements not only shows the candidate that you are willing to put in the effort for them but could also put you in the running to take on exceptional talent ahead of other recruiting companies. ARE YOU OFFERING OR ACCEPTING OUT OF HOUR’S INTERVIEWS? It is important to be flexible on the time you meet, particularly for dedicated candidates that may have busy schedules. Candidates often ask about having an evening or weekend interview, which are often declined by employers, resulting in some employers missing out on great candidates. A candidate that is requesting a meeting out of usual hours does not mean they are not interested in the position but actually signifies the opposite. It shows that they are willing to find out more about working for your company and interview for the role in their limited personal time, as well as displaying a hardworking approach to their existing role, despite

Working with a growing number of manufacturers, retailers and distributors in the mobility, independent living and assistive technology sector on a no placement, no fee basis, Trusted Recruiter generally recruits for sales, marketing, operations, manufacturing, servicing, customer service and senior management.

being interested in finding a new opportunity. DO YOU OFFER CANDIDATES A SECOND CHANCE? It is understandably frustrating for companies and recruiters when a candidate is unable to attend interview or cancels the interview, however, there can often be genuine reasons behind it. My advice is to try to keep an open mind, find out if they are definitelyinterested in the role and what the cause of the cancellation is before discounting that candidate completely. ARE YOU DELAYING JOB OFFERS? Try to make a decision on a candidate as soon as possible. While there can be many hurdles to overcome, such as waiting on HR or someone else to agree on a decision, try to avoid any delay getting the job offer out to the candidate. Between having an interview and waiting on a job offer, candidates may be going for other interviews or may even be offered a promotion or increase in salary by their existing employer. The longer you wait, the more likely it is for something else to come up and for you to miss out on a potentially game-changing new employee. Why not email a copy of the job offer alongside the posted letter – again, facilitating the speed of the process. HOW DO YOU COMPARE TO OTHER COMPANIES IN OUR SECTOR? As well as urgency and flexibility, think about how to attract the best candidate. Why would they want to work for you and your company above the other opportunities available to them? It’s important you understand why you are the best company for a candidate to work for and that you are able to communicate that, in order to entice the best people into your business. If you are recruiting for a role and are interested in some advice or support, call me on 0333 0144014. www.trustedrecruiter.co.uk www.thiis.co.uk | 37

round-up

WOULD YOU LIKE MILK AND SUGAR? EUROMOBILITY ANNOUNCES IMMINENT CLOSURE Founded in November 1994, Kentbased Euromobility has announced the closure of its doors for good, with directors Lesley Floyd and Mandy Fenton expressing their regret and sadness. Describing the decision as difficult and attributing the closure to the loss of an essential revenue channel, the directors said: “Kent County Council chose to award the running of their loan stores to Nottingham Rehab Supplies Ltd. and we have worked extremely hard to continue to demonstrate and supply a range of products and services for the NRS contract. “We were advised recently that the last of the work that we do and services that we supply for KCC through Nottingham Rehab Supplies was being withdrawn from us and taken ‘in house’ by them and without this vital income stream, we are no longer able to sustain as a company, therefore we have had to take the decision to close our business.” The company operated a mobility showroom in Maidstone’s Mid Kent Shopping Centre and says it has received interest from another local mobility company that may look to take over the retailer and keep its staff.

38 | www.thiis.co.uk

Maximising the effectiveness of its physical retail space, Ableworld has launched a new coffee shop at its largest store in Llandudno, North Wales.

he 6,000 sq. ft. superstore, which launched last year, will now sell a range of drinks and snacks from the café, with the national retailer confirming it has already planned future community and charity events at the store, embedding the store in the heart of the local community. With numerous high-street retailers facing the pressures of declining footfall and ever-increasing competitive pricing against online sellers, many retail experts have urged retailers to invest in their physical spaces to offer unique experiences to customers. According to Ableworld, the coffee shop has been well-received, highlighting that many customers live by themselves and find comfort in visiting the premises for a coffee and a chat. www.ableworld.co.uk

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TH UGHTS…

TRADE

After the end of industry’s tradeexclusive event where dealers and suppliers could talk business openly, is there still space and appetite for a trade-only mobility event? 40 | www.thiis.co.uk

Andrew Stevenson Director General of the BHTA

“

An event in which businesses can really talk properly with each other is something to be really valued. This often doesn’t happen when shows involve a mixture of potential end-users, trade customers, healthcare professionals and public sector organisations. Such a diverse attendance can limit what businesses want to advertise and promote effectively. “The retail market is of course very competitive and there is a need for businesses to see for themselves innovative new products being introduced and for suppliers to get in front of businesses without other distractions. “Trade-only events can help really businesses to compete more effectively. They can also benefit from a strong educational element which really benefits businesses and enriches their staff. The DLF’s Trusted Assessor training sessions are a good example of this. “With so many companies, both suppliers and retailers, working hard to raise the mobility industry’s professional credentials, a dedicated mobility trade conference or exhibition would be a vital platform to help continue this effort.

”

Angus Long Managing Director of Impression Marketing

“

For quite some years, many in our industry felt a tradeonly event, similar to Medtrade, was something worth doing. This was first tried with a trade-only day at Naidex – it failed dismally. “A few years later, the Trade Days idea was muted. I was part of the original Trade Days show and felt it was a good idea and, to be fair, felt it was an initial success. “The problem, in my view, with Trade Days was the organisers viewed it an add–on to the much larger Pharmacy show, presumably to reduce costs and maximise revenue. This meant however, that over successive years the Trade Days element was increasingly side-lined and marginalised and its inevitable decline was no great surprise. “I still think there is the desire in the homecare industry for a tradeonly event, I have a few ideas of my own on what this show should be like and have sounded out some feedback from a few key industry players. “One thing I do think is, if a new trade-only event is to take place, it needs to reflect the changes in the marketplace and may well need to be different from previous formats.

”

Alastair Gibbs Managing Director of TPG DisableAids

“

For me, trade-only shows in the UK have run their course and are no longer relevant. “In these days of eye watering expense to set up and exhibit at a national event, I think that money can be better spent elsewhere. “Indeed, as an established player in an increasingly crowded market place, I am looking at how suppliers can spend their marketing budget in such a way that drives more customers to my door, not how they can get more dealers to complete with existing retailers and dilute our significance. “Any retailer worth their salt will do their own research and find out the suppliers they wish to represent. Those suppliers become far more attractive if they are offering more than just product. If they package together strong marketing, great products and reliable aftercare, then they will find plenty of dealers to speak to. “Exhibiting at regional shows aimed at the general buying target customer, or supporting a retailer to do so, is actually far more likely to build business that is cost effective and sustainable. “The B2B conversations are then best kept behind closed doors.

”

Tim Mills Head of Business at Motion Healthcare

“

I do believe the industry needs a trade-only event; however, I think the issue in making this work previously is our attempts as an industry to commercialise it. “Ultimately, for the event to work the major suppliers all need to be committed to attending and offer enough in terms of special offers and new innovative products to make it a worthwhile trip for the dealers to attend. “If we do that, then I truly believe that the dealers will attend and maybe even look forward to it. For dealers, it needs to be a costeffective day out to see what’s new and take advantage of exclusive offers. “The key to making the event work though would be for it to be on a smaller scale, somewhere other than the NEC, without the expense of a specialist event organiser involved. “A small, simple show with the right people exhibiting (without the huge cost commitments) I think would mean suppliers could commit more and help make the show be much more effective all around.

”

John Payne Managing Director of Kent Mobility

“

The first time David Russell launched Trade Days, I thought ‘not another show… same old thing’. But I was impressed for the first and second years. “Then it started to slide; not a lot of new products were being shown and it seemed to me a lot of manufacturers/ importers seem to lose interest. As digital advertising grows larger by the day, it appears that posting new products on the manufacturers’ websites is ok but nothing beats getting hands on with a product, pulling it apart to see how it works and seeing whether or not it will be reliable. “With this in mind and as a retail company having to spend our money to stock our showrooms, we would want to physically see a product rather than decide on demo stock from an e-shot. “Maybe a trade show every two or three years would work? The best source of information we found is to talk with other members of the retail trade, which is where these trade shows came into their own.

”

DO YOU HAVE A TRADE THOUGHT YOU WOULD LIKE TO SHARE WITH THE INDUSTRY? GET IN CONTACT WITH CALVIN BARNETT AT CALVIN@THIIS.CO.UK TO SHARE YOUR INDUSTRY OPINION

www.thiis.co.uk | 41

STAIR WARS With the global stairlift market estimated to be worth ÂŁ1.33billion in the next three years, according to market research firm Arizton, and the UK being the largest stairlift market in Europe, the stairlift segment is one of the most fiercely competitive and lucrative sectors of the industry, for both dealers and suppliers. Alongside this bustling market, the emerging and rapidly growing domestic through-floor-lift sector is also influencing and transforming the landscape. Throughout May and June, the stairlift market and its players were particularly active, as new products launched, new strategies were announced and a well-known consumer bodyâ&#x20AC;&#x2122;s investigation made some significant accusations.

42 | www.thiis.co.uk

UNDER PRESSURE Following a snapshot mystery shopper investigation of three major stairlift providers, Which?, the largest independent consumer body in the UK, has accused Acorn Stairlifts representatives of using pressure sales tactics.

ccording to the independent consumer charity, salespeople from Acorn, Handicare and Stannah were tested in the mystery shopper activity, where representatives were invited to visit a shopper in their home. Following the exercise, Which? says from the three pitches it received from Acorn, two were accused of including examples of pressure-selling. DAMNING ACCUSATIONS In particular, Which?’s researchers reported salespeople from Acorn “asking for an immediate decision on buying a reconditioned stairlift, calling a ‘mate’ in the office before offering a 20 percent discount, as well as requesting a refundable £500 deposit there and then.” Additionally, the consumer charity alleges that Acorn offered a 10 percent discount incentive to customers that signed up that day, however, says the same discount was still available at a later date. Alongside the claims of pressure tactics, Which? also accused Acorn salespeople of making dubious product claims to secure sales, as well as purportedly making false assertions about competitors. In particular, Which notes that Acorn salespeople incorrectly stated that Age UK and Companion stairlifts have seatbelts that can’t be used by people with arthritis and that Acorn is the only company to manufacture its product in Britain. DISPUTED CLAIMS Expressing disappointment with Which?’s findings, Acorn Stairlifts responded that the consumer charity’s findings no way reflects the extremely positive feedback it consistently receives from both customers and its sales team.

It told Which?: “Notwithstanding our reservations about the nature of the data that Which? has obtained, we are investigating the concerns raised. Acorn will not condone or tolerate even isolated instances of individuals falling below our expected high standards of conduct.” The Yorkshire-based stairlift specialist firmly did not accept Which?’s claims that a deposit was sought on the visit, or that an immediate decision was required. THE BHTA RESPONDS A member of the British Healthcare Trades Association (BHTA), Which? informed the industry body about what it called a potential breach to its Code of Practice. Responding to the Which? investigation into the three companies supplying stairlifts, BHTA Interim Director General Andrew Stevenson, said: “Which? has told us of a potential breach to our Code of

Practice by one of the member companies. The company denies any such breach. “We are currently investigating the findings of that investigation and discussing them with the company concerned. “We audit our member’s activities to check on compliance with our Code of Practice which is agreed with the Chartered Trading Standards Institute. We last did so in relation to this firm in April 2017. We did not identify any problems then, but we do respond to any complaints. “We look at a third of our members’ activities every year and last year we arranged for 30 members to be subject to mystery shopping whilst also arranging 63 face-to-face interviews as part of an audit process. “We are committed to ensuring that companies in the sector are adhering to the Code of Practice and engaging with consumers in a properly ethical manner.”

Ranking highly in Which?’s Top Stairlifts Brand survey at the end of 2018 and performing well in its mystery shopper exercise, Stannah Stairlifts has been awarded Which? Recommended Provider status. Currently the only stairlift supplier to hold the status in the industry, Which? Recommended Provider is bestowed on companies based on Which?’s assessment benchmarks, customer scores, star ratings and expert analysis of companies’ T&Cs.

www.thiis.co.uk | 43

stair wars

Stiltz’ successively stamps place on SME export list With export sales growing 86 percent to more than £11million in 2018, Stiltz has ranked in the Sunday Times Lloyds Export Track 100 for a third successive year. Ranking 100 SMEs with the fastest-growing international sales over the last two years, the homelift manufacturer placed 34th in the category, after placing seventh in 2016 and 10th in 2017. The Kingswinford-based supplier’s export sales increased from £6.2million in 2017 to £11.1million in 2018 - accounting for more than half of its total £19million turnover – with strong international sales in northern Europe, as well as newly

established distributors in a number of Mediterranean countries. Mike Lord, Chairman of Stiltz Homelifts, commented: “British businesses are, of course, cautious about Brexit but this has not stopped us continuing to make Europe a big part of our export sales strategy as Stiltz Homelifts clearly need to have a presence there.” In addition to European export growth, Stiltz has also driven further international expansion with approved partners set up in New Zealand, on the African continent, the Middle East and the Far East in the past 12 months. www.stiltz.co.uk

Mike Lord says Brexit hasn’t dampened its European exporting activity

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stair wars

TRADE TALKS: Q&A WITH STILTZ’ GINO FARRUGGIO THE HOMELIFT MARKET HAS REALLY TAKEN OFF. WHERE DO YOU SEE THE MARKET IN FIVE YEARS' TIME? “Stiltz Homelifts has experienced phenomenal growth since the company opened its first office in the UK back in 2010. End-users are clearly now recognising that homelifts are a strong alternative to a stairlift, whereas previously customers did not have the knowledge or information explaining how a homelift can do the same job as a stairlift by giving them the independence to freely move around their homes. “Our mission statement is that we want to democratise homelifts and make them more accessible to all. Our message is getting through and we believe the homelift market is only going to get bigger.” STILTZ HAS FOCUSED A LOT OF MARKETING EFFORTS TO LOCAL AUTHORITIES AND HEALTHCARE PROFESSIONALS. ARE YOU SEEING AN INCREASE IN SALES THROUGH DFG? “We are certainly seeing more sales through Disabled Facilities Grants, which I think is very important as it means people who really need a homelift, but cannot afford one, are getting some financial support from Government funding. “Our extensive national advertising has significantly helped increase awareness about our brand and our products. Customers are choosing to pick up the phone and ask Stiltz for a quotation and most are doing so because of the attractive look and feel of the range, compared with what they have traditionally been offered in terms of lifts. “The local authorities recognise the benefits of our domestic lifts in terms

46 | www.thiis.co.uk

of their flexibility and versatility and some occupational therapists are now offering them as an alternative to a stairlift, as standard or in circumstances where a stairlift is not an appropriate option.” WITH A NUMBER OF DEALER INCENTIVE SCHEMES ON THE MARKET, WHAT DO YOU THINK MAKES STILTZ’ PARTNERSHIP PROGRAMME STAND OUT? “We offer our trade partners a partnership programme which is extremely flexible and based on the individual’s dealer capabilities and skillsets. “Dealers can either become a Stiltz Homelifts Referral Partner, where they simply pass a lead on to us and, if it results in a sale, they receive a generous £1,000 per lead. Dealers can also become an Affiliate Partner which we have tailored for businesses who do not have technical capabilities to install the product but can handle the entire sales and marketing process, with Stiltz carrying out the survey and installation. This is a much higher margin sales opportunity and dealers can earn between £2,000 and £4,000 or more. Then we offer technical training and support for businesses which have the ability to undertake the full sales and installation process of a Stiltz Homelift themselves. “Our programme stands out to dealers because we employ our own builders who carry out the preparation work before the lift is installed, so we are a strong position as we control the whole customer journey.” HOW MUCH HAS THE PARTNER PROGRAMME GROWN SINCE ITS LAUNCH? “The Partner Programme is growing

year on year but it’s not about numbers for us. We are very selective on who we decide to partner with and a dealer has to have all the necessary requirements to be able to become one of our partners. “It’s about quality, not quantity. As has been shown by our recent ranking in the Sunday Times Lloyds SME Export Track 100, trade partnerships are very important to us, not just in the UK, but globally too, as Stiltz is an international business.” WHAT HAS STILTZ GOT PLANNED TO STAY COMPETITIVE IN THE MARKET? “We recently updated the travel capabilities of our newest range of homelifts by extending the distance from 4m to 4.5m and there are plans for us to take our Trio+ model up to 6m which will provide dealers with the opportunity to offer a homelift solution to an even wider range of customers who have high ceilings or live in period-style properties. “Product innovation is the future and the ultimate survival of any business. “The homecare industry has been very static for a number of years with products all looking very similar, so we are very proud that our products have proved to be a real gamechanger for the sector. Unlike a lot of assistive mobility products which look very clinical and medical, Stiltz homelifts look smart and sophisticated and have been designed to look good in the home. “People with mobility issues shouldn’t have to settle for anything less just because the stairs are challenging or they have a disability. We invest heavily in research and development at our headquarters in Kingswinford and we will continue to do so - our future growth depends on it.”

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stair wars

The innovative Devi design can enable curve stairlifts’ lead times to compete with those of straight stairlifts says Candor Care

AHEAD OF THE CURVE Traditionally proving more expensive and longer to install than that of its straight counterpart, a new innovation that uses patented individual components to create and install a curved rail system is aiming deliver lead times that can compete with straight stairlifts.

reated by Dutch stairlift manufacturer Devi Stairlifts, the Devi UP was invention of Dennis Vroegindeweij, the brains behind the Van Gogh Curved Stairlift during his time with Freelift B.V. (now Handicare). Aiming to overcome some of the inherent hurdles associated with curved stairlifts, namely lead times and production cost, Devi has focused on designing a patented technology requiring only a handful of components that are simply bolted together to form the desired curved rail layout. The rail parts are manufactured from castings & aluminium extrusions similar to straight stairlift tracks, enabling dealers to easily stock and transport the parts, with the ability of patented curved sections to be easily connected to form every conceivable curvature, claims the company. Recently making its debut to the

48 | www.thiis.co.uk

UK, the Netherland’s manufacturer has agreed a deal with Candor Care to distribute the innovative system. Formed in 2004 and with a mobility showroom in Coalville, Leicestershire, Candor Care started out providing stairlifts to local authorities and private end-users throughout the Midlands before extending its portfolio, now supplying an extensive selection of mobility products to a range of customers. Alan Ferguson, Managing Director at Candor Care said: “I was delighted to travel to meet Dennis and formalise our new partnership. We are thrilled to have the privilege of bringing the Devi UP stairlift to the UK and we can’t wait to start introducing it to customers along with installing a working Devi UP in our stairlift assessment centre.” The first distributor and installer of the Dutch firm’s unique stairlift offering, the Leicestershire-based stairlift specialist says lead times for

the pioneering curved rail system can compete with those offered with simpler, straight stairlifts. Additionally, Candor Care says it is confident it will be possible to provide a next day installation service of the Devi UP for customers who are looking for an immediate solution – a significant development in the market. www.candorstairlifts.co.uk

Candor Care’s Alan Ferguson and Devi Stairlifts Dennis Vroegindeweij

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stair wars

BESPOKE FOCUS ON BOOSTING BUSINESS THROUGH B2B

ith turnover forecast to double this year, Yorkshirebased stairlift supplier Bespoke Stairlifts has employed three new highly experienced members to its senior team as its focuses on achieving growth with its own manufactured range of straight stairlifts. Having been primarily specialising in the engineering of reconditioned curved stairlifts for 15 years, Bespoke has now diversified its portfolio to take advantage of the growing UK demand for straight stairlifts following a halfa-million-pound investment in new machinery. Underlining that it is fast gaining a competitive edge against other big players in the market by focusing on reaching the market exclusively through its UK and export stairlift dealer networks, the company says it is now concentrating on helping boost its dealers’ sales. Bolstered by the addition of a new sales and marketing director, alongside managers dedicated to its UK dealer and export dealer networks, the company says it is now offering to supply dealers with new point-of-sale displays, pull-up banners, professionally produced literature, posters, images and information for use on websites. “Strong relationships with our partners are absolutely core to our business and unlike other well-known stairlift manufacturers, we do not also sell direct to end-users so are not competing with our dealers,” commented David Forsyth, Managing Director of Bespoke Stairlifts. “Not only do we now offer both straight and curved systems but we also provide a much more personalised service than some of the other big players and the reassurance

50 | www.thiis.co.uk

(L-R) Tom Smith manager of UK dealer networks, Jules Allen sales and marketing director and Raimund Schupp manager of export dealer networks

that our products are made in Britain to the exact requirements of each customer is a big point of difference for us.” www.bespokestairlifts.com

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retailer spotlight

Mason Grey believes seeing demos of solutions including housing adaptations is a key aspect of the customer journey

THE HELPFUL HAND: A COMMITMENT TO TRY BEFORE YOU BUY With bricks and mortar retailers continuing to face the pressures of intensifying price competition online, many dealers exploring new ways to maximise the effectiveness of one of the key differentiators to their internetonly rivals, their showrooms. Flying the flag for product assessments and championing the idea of ‘try before you buy’, Mason Grey, Owner of The Helpful Hand in Cheshire, has taken the decision to install a fully-functioning homelift in the company’s showroom.

stablished in 1963 as one of the first mobility shops in the UK, the Cheshire-based retailer was originally set up by owner John Paddock who started adapting vehicles for injured servicemen after the Second World War. As the business developed, John branched out and incorporated other mobility aids, offering sales, servicing and maintenance of equipment to customers including the NHS in Cheshire’s affluent Golden Triangle and beyond. At the end of 2017, Mason, along with his wife Hazel and son Jamie,

52 | www.thiis.co.uk

took over the established mobility business, bringing a wealth of knowledge, impressive retail track record and, importantly, experience of product specification for homes with them. Seeing the company as good fit his skills and offering the family team the opportunity they were looking for, Mason has used his experience to expand the company’s product offering, particularly in the home adaptation market. “I had been working in the home interiors sector, so I was familiar with the whole process of

specifying products to suit needs and preferences,” explained Mason. “The business was well-established with a loyal customer base and since taking over, we’ve managed to build on this and are excited to be developing the offer to include more equipment and home adaptations, such as homelifts, accessible bathing and stairlifts.” THE RECIPE FOR HAPPY CUSTOMERS A firm believer in customer choice, Mason underlined that thorough assessments, quality products from

retailer spotlight reputable manufacturers and giving people the opportunity to try before they buy are the vital ingredients needed to ensure customer satisfaction. “It’s so important for customers to be able to try out mobility equipment for comfort and suitability,” he stressed. “It’s like buying a pair of shoes. Even a walking stick can be tailored to the individual, with a wide range of handles available to suit differing needs.” A DETERMINATION TO DISPLAY Unlike shoes or a walking stick however, showcasing larger and more permanent home adaptations in a retail setting can be somewhat trickier, particularly when it comes to throughfloor-lifts. Not one to be discouraged and determined to ensure customers visiting The Helpful Hand’s showroom would have the chance to try home adaptations before they buy, Mason decided to install a fully-functioning Companion homelift model to his shop floor display. The new lift, one of Companion’s larger homelift models capable of transporting a powerchair, joins an accessible bath and shower from Companion’s bathing range, alongside Handicare’s 1000 straight stairlift, in the showroom for customers to try out. “Helping our customers try different options to solve their individual challenges is our goal. It’s what we enjoy, and working with established companies like Companion who offer tailored solutions means we can extend the range of products on offer with confidence,” explained Mason. “Our approach is, wherever possible, to let our customers see and try products, either in-store or at their home, so they can make the right choice according to what’s best for them. “Providing in-store demo models can be a difficult decision when space is limited but we firmly believe that our stairlift, accessible bathing and homelift displays have an important part to play in the customer journey.” With a diverse range of customers, including many in their 90s still visiting

54 | www.thiis.co.uk

the shop to learn more about the latest mobility aids, the retailer says customer feedback to the demo homelift suggests many are unaware that homelifts are increasingly becoming an affordable alternative to a stairlift for private homes. “We have learned that no matter what the age of our customers, they want to be active and ‘not dependent’,” says Mason. “We can show them what’s available and by working with established and reputable companies who offer tailored solutions rather than off-theshelf products we can usually find something to suit their needs.” CHOOSING PARTNERS WISELY Praising the retailers’ commitment despite space being a finite commodity in retailers’ showrooms, David Harrison, Direct Sales & Marketing Director of Companion, commented: “For a retail partner to dedicate so much of their selling space to our ranges is a powerful endorsement and show of confidence in our brand. “We’re looking forward to seeing what the customer feedback to the new in-store homelift is over the coming months.” A Companion Accredited Partner since 2017, The Helpful hand was recognised by the company last year when it was bestowed the Best New Accredited Partner Award in 2018. The Cheshire retailer is now the first Companion partner to have instore demo models for all three of its home adaptation ranges - stairlifts, accessible bathing and now a homelift. Discussing the decision to partner with Companion, Mason said: “Companion’s Accredited Partner scheme helps us hugely as it allows us to offer our customers products from a reputable supplier while allowing us to earn a fair commission for our referral. “With long-standing relations with many of our customers, some of them since they were children, we know that we’re passing strong leads and we have a good conversion rate.” Now boasting just under 500 mobility retailers in its Accredited Partner network, Companion’s David said: “Partners can expect to earn

The company says having a fully functioning homelift in the showroom is opening the door to new sales opportunities with customer

on average around £600 for a stairlift sale, £800 for an accessible bathroom sale, and £1000 for a homelift. “But there’s also a lot of support in terms of marketing resources available to our partners. We can give them as much or as little help as they feel they need.” With Companion having received Feefo’s Gold Trusted Service Award for two years running, as well as an “Excellent” rating on Trustpilot, Mason says one of the key considerations for picking the company to partner with was having confidence its referred customers would receive customer service reflective of The Helpful Hand. “We also trust the Companion team to handle the transaction exactly as we’d like, from enquiry to installation and aftercare. That’s very important to us,” he said. “We’ve had absolutely no negative feedback from customers, and in fact, when they visit us in store, they often remark on how respectfully they or their relatives have been treated.” Retailers interested to find out more about Companion’s Accredited Partner scheme or homelift range can contact Companion’s Accredited Partner support team on 0800 620 0826. www.thehelpfulhand.co.uk www.companionhomelifts.co.uk

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MOTABILITY OPERATIONS:

RESOLUTE TO REDISTRIBUTE Following the disclosure of its substantial reserves and executive remuneration packages that led to an investigation by the National Audit Office and its CEO to resign, Motability Operations’ has vowed to redeploy £370million of its reserves to benefit the scheme’s customers. REVELATION Contracted by Motability (the Charity) to operate the Motability Car, Powered Wheelchair & Scooter Scheme, Motability Operations has operated the Scheme since 1978 and claims to deliver a consistent, ‘worry-free’ leasing proposition to recipients of qualifying mobility allowances across the UK.

56 | www.thiis.co.uk

With 1.8million people in receipt of a qualifying allowance allowing them to choose to lease through the Motability, there are over 600,000 customers who use the Scheme across 4,800 approved Motability dealers across the UK. Unlike other lease schemes however, Motability Operations is the only private organisation to

directly receive welfare payments for the leasing of vehicles, dramatically reducing its risk in the market. Additionally, Motability Operations enjoys two types of tax relief: joint Treasury and Work & Pensions Committee one on VAT, providing a 20 per cent discount on the value of the car; and Insurance Premium Tax, providing a 12 percent discount on

the insurance element of leasing the vehicle. Following a inquiry, it was determined that Motability Operations enjoys a privileged market position, judging the organisation’s reserves to be out of proportion with the risks faced operating the scheme. In 2008, Motability Operations’ reserves were £568m, increasing 328 percent by 2017 to £2.4bn. Motability Operations’ countered the claim, stating its reserves were justified on the grounds of its inability to diversify out of its one product and one customer base, however, the report determined that the organisation could afford to reduce its prices or make more charitable donations. In addition to the £2.4billion in reserves, senior executives, “generous” pay packages came under fire, with particular attention paid to that of the company’s CEO Mike Betts.

The NAO report reveals Motability Operations’ profits consistently exceeded forecasts

The NAO review discloses Motability Operations’ CEO’s significant remuneration package

RESIGNATION Already facing significant criticism for an alleged £1.7million pay package throughout 2018, it was in December 2018, following a National Audit Office (NAO) investigation, that full extent of CEO’s Mike Betts’ remuneration package was revealed. The NAO’s report disclosed that five top Motability Operations’ executives were to be paid to achieve targets that the organisation was already exceeding, prior to the targets being set. A statement from the NAO highlighted that “in 2008, a long-term incentive plan (LTIP) was implemented which enabled five executive directors to receive £15.3 million over seven years, on the basis of achieving performance targets set below levels that were already being achieved on their introduction.” In addition to the LTIP, the report stated Mike Betts also benefited for an additional five-year incentive scheme, designed to ensure his retention in the post. The full value of the scheme, which was not previously disclosed to the Committee, was transferred into a

www.thiis.co.uk | 57

more about… new arrangement worth £1.86million in September 2018 and is valued to be worth £2.2million by 2022. Commenting on the findings, Amyas Morse, Head of the NAO, commented on the 7th December: “Motability Operations has taken an unnecessarily conservative view of risk, holds more in reserves than arguably it needs and has also made large unplanned profits. On top of which there has been an internal view of executive performance as being ‘consistently extraordinary’, with the reward to match, despite pressures from the Charity.” With the remuneration of Motability Operations’ executive decided by the Motability Operations’ Board, guided with advice from Motability’s Remuneration Committee, the NAO report pointed out that the charity had struggled to reign in executive pay and difficulty over a long period of time influencing Motability Operations to set executive pay at the levels the charity considered appropriate. Ahead of the NAO’s report being published, Motability Operations’ announced Betts’ resignation, confirming he would “step down from the Board, no later than May 2020.” RESOLUTION In June 2019, following an external review of its reserves policies, Motability Operations’ Board vowed to release £370million of its reserves, stating £100million would be allocated to supporting customers. Additionally, the organisation

people and their families. Commenting on the announcement, Frank Field MP, Chair of the Work & Pensions Committee, said: “At long last and after months of chivvying by our committees and the NAO, Motability Operations has begun to accept that it can’t just sit there on piles of reserves built up thanks to the taxpayer’s unique support. “That’s most welcome, but is only a first step. There is still a way to go before we are satisfied that Motability is even beginning to make the best use of its vast funds and privileged

“There is still a way to go before we are satisfied that Motability is even beginning to make the best use of its vast funds and privileged position, to provide the best possible service for disabled people.” FRANK FIELD MP

confirmed the balance of the remainder, along with all this year’s profits, will be donated to Motability to provide wider support for disabled

58 | www.thiis.co.uk

position, to provide the best possible service for disabled people.” Echoing his comments, Nicky Morgan MP, Chair of the Treasury

Committee, said: “Motability Operations must now ensure that its customers will benefit from this either in the form of lower prices or more generous vehicular adaptations.” REDISTRIBUTION Explaining what led to Motability Operations’ vast reserves, Lord Sterling GCVO CBE, Chairman of Motability, noted: “Extraordinarily cheap monies over the last decade have had a significant effect on consumer purchasing power in the second-hand market, reversing normal depreciation. This has resulted in extraordinarily high second-hand car values over a sustained period but they will inevitably return to normal levels. “This has created a unique financial benefit. It may well be that we will never again see these most unusual conditions which have produced such significant profits in Motability Operations.” Elaborating more on how the donated reserves will be used, Motability (the charity) detailed that it will be expand its current support for Scheme customers, including grants for wheelchair accessible vehicles and

driving lessons “We know that there is demand for this now and this is likely to increase as the Scheme grows”, continued Lord Sterling. “Working with the Family Fund, we have also been running a small pilot scheme of support to the families of severely disabled children under the age of three. This age group is ineligible for Motability support through the Disability Living Allowance. The pilot is moving to a second phase, where we intend to help the many thousands of families with the vehicles they need.” In addition, the charity says it is also considering undertaking major research projects for new initiatives for disabled people who are not on the scheme, as well as exploring opportunities created by new technology. “The very substantial monies that Motability Operations has already donated to the Charity are of a size

which enables the Charity to commit to a long-term strategy, to enter into some of these areas of support for disabled people,” added Lord Sterling.

Despite facing less risk than other providers, the NAO’s report highlighted Motability Operations’ substantial reserves

OTAC Events 2019 SO LD

OTAC Reading

Wednesday 10 July th

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Who else wants their product in front of HUNDREDS of occupational therapists? OTAC is the UK’s only FREE occupational therapy and adaptations conference, giving retailers valuable opportunities to showcase their products, and OTs crucial knowledge of products that can make their clients’ lives better? To talk to us about exhibiting at OTAC, call us now on: 02921 900 401 or email karen@promoting-independence.co.uk.

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Wednesday 4 December th

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