THIIS TRADE MAGAZINE • ISSUE 261 • JUNE 2020
Also inside... Powering up PR ISSUE 261 JUNE 2020
MDR and retailers
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Retail returns… but not as we know it Businesses prepare to raise their shutters but what will the new normal for retail entail?
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From the editor
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Get ready to hear the phrase the ‘new normal’ a lot… Just like many of the terms that have become commonplace in our everyday lives since the pandemic – social distancing, shielding, Zoom, furlough etc – ‘new normal’ is going to be everywhere over the coming months as the UK gradually makes it way out of lockdown. What is certainly true is that the end of lockdown will mark the end of the beginning rather than the beginning of the end as suppliers, retailers and end-users attempt to live their lives whilst ‘controlling the virus.’ For many in the sector, June will be a time to relearn the ropes and discover how to do business in this unfamiliar new reality. Speaking with several leading retailers in the sector for this month’s issue, I was struck by just how quick companies in the sector were to adapt to the new retail measures before them. It is something that the mobility and access industry has demonstrated time and again throughout this pandemic. As we focus on how strange and different the world is today, it is important to remember that all of those key tenants that made a business great before the lockdown are still as relevant, if not more so, after it. The way that business is conducted may be unrecognisable in the months ahead compared to before, be it remote demonstrations, contactless deliveries or one-way systems in store, however, the fundamentals never change. Maintaining good communication with customers, providing exceptional service, being quick to adapt to evolving situations… it will be those companies that continue to do all of these and more that will come out of the other side of this
pandemic stronger. To try and help readers, our June issue is full of useful advice which readers can put into action immediately. We discuss what the ‘new normal’ looks like for different retailers and how they are adapting, suggest some new product lines that may be able to secure valuable ancillary sales for retailers, as well as provide a PR masterclass to get firms noticed by their local press and community. As always, THIIS is your magazine and we are always eager to hear your suggestions for stories you would like to see covered or hear your thoughts and opinions on industry topics. If there is anything you would like to share with the industry, just get in touch with me at calvin@thiis.co.uk
Calvin Barnett Editor
Editor Calvin Barnett 07741 641702 calvin@thiis.co.uk
Advertising Joe Fahy 07384 258 372 joe.fahy@bhtaengage.com
Sub-editor Sarah Sarsby sarah@thiis.co.uk
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CONTENTS
Inside... 42
TRADE MAGAZINE
Features
Regulars
18 28 38
6 46 48 52
42 44
The return of the retailers Powering up retail PR Trade talk with eFOLDi’s Sumi Wang Getting to grips with adaptive clothing EU MDR: What retailers need to know
56
News, deals and people The OT’s Perspective Let’s get it clear Retailers’ choice: Clothing & footwear Retailers’ buyers guide
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43
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21
52
56
News, deals & people
A round-up of the key trade stories for business leaders to digest
Able2 cleans up with new hand sanitiser As mobility retailers across the UK search for new coronavirusorientated product lines to meet customer demand, Able2 has secured supplies of hand sanitiser available to the trade. Since the outbreak of COVID-19, the mobility sector has seen consumer demand for hand sanitiser skyrocket, as well as businesses searching for hand sanitisers themselves to protect employees as they return to work. Unprecedented global demand has resulted in supply shortages, however, with many mobility retailers struggling to get their hands on the in-demand product. In response, Able2 has confirmed that it is working with a UK-based manufacturer and has sourced a reliable supply chain that enables it to offer a high-quality hand sanitiser whilst circumventing the current hold-ups inherent with international trade. Manufactured to the WHOapproved formula and tested to all UK and EU standards, the company says the 80 per cent alcohol gel has proven effective against a number of coronavirus including COVID-19. Importantly, companies can purchase in bulk from Able2 to sell on to their customers or order single units to top up employee supplies.
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‘Credit: Messe Düsseldorf, Constanze Tillmann’
Rehacare pushed back to 2021 Rehacare, Europe’s largest trade exhibition in the mobility and access sector, has confirmed that it will postpone its 2020 event until the October 2021. Originally set to take place on the 23rd to the 26th of September, the event will now be held on the 6th to the 9th October 2021. According to the show’s organiser, Messe Düsseldorf, the decision was taken due to
concerns for the safety of endusers visiting the show which makes up 36 per cent of total attendance. The postponement comes as several leading trade shows in the sector have been disrupted following the pandemic outbreak, including Naidex postponing until November and Motability cancelling its entire event calendar for 2020.
UK Pavilion pulled The Association of British HealthTech Industries (ABHI) has withdrawn the UK Pavilion from this November’s MEDICA amid concerns over the impact of coronavirus. A communication sent out by Paul Benton, Managing Director, International of ABHI, read: “Should MEDICA still go ahead this year, we are worried about the impact of social distancing measures, travel restrictions and visitor numbers on the value and quality of the show.” Highlighting the Association’s concerns that the event will not take place, Benton added: “The organisers are insisting on financial commitments by 15 May. Therefore, we have taken the decision to withdraw the UK Pavilion at the show this year, releasing our exhibitors from their contractual commitments and refunding them in full.”
Social Distancing At Access BDD, we might be a little further apart, but we remain fully operational and available for our stairlift, home lift and platform lift partners. Stay healthy, stay safe! Learn more at accessbdd.com
NEWS, DEALS & PEOPLE
Handicare is live Handicare has launched a new online training programme for dealers – HandicareLive. The available sessions are a mix of commercial and technical topics designed to help mobility companies make their businesses more robust and capable of weathering the change in market conditions caused by COVID-19.
Plan for NHS Wheelchair Services The British Healthcare Trades Association (BHTA) and its Wheelchair Services working group have released a detailed ‘return to work’ action plan aimed at helping NHS Wheelchair Services providers manage COVID-19 risks. It continues the collaborative work undertaken by the BHTA and key outsourced providers of wheelchair services – Ability Matters, AJM Healthcare, Blatchford, Contour886, Millbrook Healthcare, NRS Healthcare and Ross Care – since the outbreak to ensure service users’ needs are met despite coronavirus disruption. The detailed ‘back to work’ guidance covers numerous areas involved in the provision of wheelchairs, including recommendations on implementing technology to provide assessments, remote repair suggestions, ideas for working in homes & clinics, as well as advice around decontamination and PPE. Andrew Stevenson, Chairman of the BHTA, commented: “We feel that this is a vital next step in driving the key levers that will ensure a safe and effective return to working patterns and ensure that services users and customers can be confident that their provider and supplier are working to reduce the clinical risk involved in these interactions.”
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Sales sessions include guidance about lead generation and enquiry handling, as well as help for dealers interested in developing virtual assessments while social distancing measures are in place. In addition, technical sessions provide engineering teams with the chance to refresh their installation skills for straight and curved stairlifts, while regular Q&A format workshops give direct access to Handicare’s experienced technical team for specific questions. There are also sessions on Handicare’s quick-measure PhotoSurvey tools, which the company highlights are more relevant than ever “given the demand for reducing non-essential contact in customers’ homes.” Dealers wishing to find out more can contact their Handicare Business Development Manager or visit www.handicarelive.com
MDR postponed After the European Parliament voted in favour of the EU Commission’s proposal to delay the Medical Device Regulation (MDR) until the 26th May 2021, the postponement was published in the EU Official Journal on April 24, 2020. The publication in the EU Official Journal has made the proposal by the decisionmakers of EU organisations legally effective. The delay will provide the industry with a slight reprieve after turning its attentions to combat the COVID-19 outbreak, giving companies a chance to finalise MDR preparations. Turn to page 44-45 to discover why the MDR delay will not just have a bearing on manufacturers but also mobility retailers.
Kymco enters the folding scooter arena Kymco has thrown its hat into the folding lightweight mobility scooter ring with two brand-new models - the electric auto-folding K-Lite FE and the manual folding K-Lite F. Boasting special aluminium frames and an ultra-lightweight lithium battery pack weighing only 1.64kg, the models are designed to be easy to transport and handle. The range also includes a quick and easy to detach seat to make the package even lighter, if required. Incorporating enhanced folding mechanisms, the new scooters are designed for travel and fit comfortably into car boots as well as into storage areas around the home when folded. For added convenience, the K-Lite models also have “under-the-seat” storage bags to allow users to keep valuables close at hand, whilst the front access pocket can even be reached while seated. Specifically, the K-Lite FE features
a child-proof personal wireless remote, enabling automatic folding, as well as additional child-proof folding & unfolding buttons located just under the drive controls in the event the wireless remote is misplaced or lost. Available to dealers for the summer, the K-Lite range comes available in four modern metallic colours: Champagne, Glossy Black, Sapphire Blue & Mercury Silver.
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NEWS, DEALS & PEOPLE
Inquiry seeks housing adaptations evidence The All Party Parliamentary Group (APPG) on Housing and Care for Older People has launched a new inquiry into housing for those with dementia. Chaired by Lord Best, the inquiry will make recommendations to central and local government and provide guidance for housing providers on how to ensure housing policy reflects the needs of the rapidly rising number of people with dementia. According to the Alzheimer’s Society, there are currently around 850,000 people with dementia in the UK - projected to rise to 1.6 million by 2040 – and two thirds
Pride establishes German subsidiary American mobility giant Pride/Quantum has launched Pride Germany, a standalone subsidiary in Europe’s largest economy. The move will increase the company’s resource and capability on the ground, with the subsidiary operating from a brand new 16,000 sq. ft facility in the central German town of Hövelhof. Daniel Buck, a master of metal with more than 10 years of experience in the mobility industry, will serve as the Managing Director of Pride Germany, leading its 12 strong team. He commented: “The target of Pride Germany is to make the company the largest and most successful wholesaler in Germany, and to make the Pride Mobility and Quantum brands even better known. We will achieve this by our experienced team.” The new German facility features a large warehouse, showroom, training room, four offices, repair shop and a technical service area.
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of this group live in their own accommodation, rather than in residential care. The APPG is seeking evidence covering the links between housing, health and social care to improve the journey of people affected by dementia to help inform its report. Of particular note for providers and suppliers of housing adaptations, the APPG is also gathering submissions relating to “changes and adaptations to existing properties to enable people to live well with dementia at home,” as well as “the role of innovative technology to improve the delivery of better care and support.”
To submit evidence, email dementia@housinglin.org.uk by the 30th June 2020 – emails should be headed ‘APPG Inquiry.’
£2.5m injection for eFOLDi eFOLDi founder and CEO Sumi Wang with husband & business partner Jin Sun
Suntech UK, the company behind the award-winning eFOLDi mobility scooter, has secured a £2.5 million investment from London-based Guinness Asset Management to fuel its next stage of growth. Since entering the market in 2017 with its folding scooter, the Surrey-based manufacturer has gone on to launch a new version of its original model, diversify into the powerchair category and generate over £2.2 million in sales. As part of the investment, Guinness’ Fund Manager Ashley Abrahams will join the board of directors, alongside experienced
Non-Exec Chairman Kevin Ronaldson who has over 40 years’ experience advising growing companies. The investment by the venture capital firm marks a departure from eFOLDi’s crowdfunding approach that has seen it raise approximately £1.5m through crowdfunding campaigns over the past three years. Turn to page 38-39 to find out what ambitious CEO Sumi Wang has planned for the company
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Coronavirus: Business support updates
The month of May proved to be chock full of coronavirus updates and business support initiatives for busy business leaders to try and stay abreast of. As England now moves out from lockdown and tentatively looks to restart the economy, THIIS has rounded up the key business support schemes launched to ensure mobility retailers and suppliers are in the best place to resume trading…
Business support: Insolvency law changes on the way
Business support: 100% governmentguaranteed Bounce Back loans To help SMEs in England quickly access cash, the government launched its Bounce Back Loan scheme at the start of May, enabling companies to get hold of between £2,000 and £50,000 within days. Unlike the Coronavirus Business Interruption Loan Scheme, the Bounce Back loans are guaranteed 100 per cent by the state to facilitate quicker payments by banks. Interest-free for the first 12 months and with loan terms up to six years, the government has agreed with lenders that a flat rate of 2.5 per cent interest will be charged on the loans after the initial free period. Available through a network of lenders, including the five largest banks, SMEs that already took out a Coronavirus Business Interruption Loan of £50,000 or less can also apply to have these switched over to the new Bounce Back scheme.
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On the 20th May, the government’s Corporate Insolvency and Governance Bill had its first reading in Parliament, setting out amends to insolvency and company law designed to help businesses manage challenges caused by the pandemic. Temporary changes include restrictions on winding-up petitions between the 27th April and 30th June 2020 and the relaxation of personal liability for wrongful trading until the end of June. In addition, companies will be able to apply to extend deadlines for filing accounts for threemonths. Permanent measures include a company moratorium providing 20 business days of breathing space against creditor action – extendable to 40 business days at the agreement of creditors or the court – and the suspension of termination clauses in supply contracts. The suspension of termination clauses will prevent suppliers from relying on contractual terms to stop supplying or vary the contract terms to companies currently undergoing an insolvency procedure or under the protection of the company moratorium. MPs will consider all stages of the Bill on the 3rd of June and it is expected that changes will be fasttracked to become law by July 2020.
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Business support: Furlough scheme extension details On the 29th May, chancellor Rishi Sunak provided details regarding the extension of Coronavirus Job Retention Scheme: June & July - The government to pay 80% of furloughed people’s wages (up to £2,500), without businesses having to contribute. On the 1st of July, flexible furlough commences whereby employees can return to work part-time (on full pay from the employer) and receive 80% pay from the government for the days furloughed. August: The government will pay 80% of furloughed employees’ salaries (up to £2,500), however, employers will have to meet the cost of ER NIC and pension contributions. September: The government will pay 70% of wages (capped at £2,187.50) whilst employers will be required to pay ER NIC and pension contributions, as well as 10 % of wages to make up the 80%. October: The final month of the scheme will see the government pay 60% of wages (up to £1,875), with employers paying ER NICs and pension contributions, alongside 20% of wages to make up 80%. SCHEME DEADLINE The scheme will close to new applicants at the end of June, meaning employers wishing to use the furlough scheme must place employees on furlough by the 10th of June.
Business support: VAT zero-rating for PPE At the end of April, the government announced a change to UK VAT law, introducing a temporary VAT zero rate rather than 20 per cent until the 31st July 2020. Applying to all supplies of PPE made between the 1st May and 31st July 2020 which are recommended for use by Public Health England, the zero rate includes disposable gloves, disposable plastic aprons, disposable fluid-resistant coveralls or gowns, surgical masks, filtering face piece respirators and eye and face protection – including single or reusable full face visors or goggles.
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Business support: Business rates revaluation on hold A revaluation of business rates in England will no longer take place in 2021 to help reduce uncertainty for firms affected by the impact of coronavirus, confirmed the government. The revaluation, a review of the rateable values of all business in England at a particular point in time, was set to take place in 2021 after legislation had been introduced to bring the revaluation forward by one year. Since the outbreak of coronavirus and the significant impact on businesses however, the government has pushed back the revaluation in an attempt to provide a small degree of certainty to businesses. According to the government, it is continuing to examine how the business rates system works, with many in the mobility retail sector highlighting that the current system disproportionately impacts bricks and mortar sellers compared to their internet-only counterparts. A review of the current business rates system is set to be published in the autumn with an aim to reduce the overall burden on businesses and bring fundamental changes in the medium- to long-term, says the government.
Business support: Government guarantees Trade Credit Insurance Amid concerns that Trade Credit Insurance policies could be withdrawn or premiums could become unaffordable, the government will temporarily guarantee business-to-business transactions supported by Trade Credit Insurance. In a move to ensure supply chains that rely on the insurance still have the confidence to continue trading throughout the pandemic, the government has confirmed it will temporarily guarantee transactions currently supported by Trade Credit Insurance to ensure the majority of insurance coverage will be maintained. For businesses in the mobility sector, the announcement means suppliers can continue to trade with the knowledge that they will be protected if a mobility retailer defaults on a payment covered by the insurance. Applying to trade by domestic firms and exporting firms, the Treasury indicated that the new initiative will provisionally last until the end of the year.
Business support: Topped up to grant funding Primarily aimed at businesses not previously covered by business rates holidays or support grants, the government has made an extra £617 million available for local authorities to give out in England. Local authorities are advised to prioritise awarding the grants to small businesses with ongoing fixed property-related costs, such as those in shared workspace offices, regular market traders and small charities. Only companies with fewer than 50 employees who can show a significant drop in income due to coronavirus restriction measures will
qualify for the grants. Local authorities will also have the power to allocate the additional fund at their discretion and may choose to make payments to other businesses based on economic need. There will be three levels of grant payments: a maximum of £25,000, grants of £10,000, and discretionary payments made by local authorities of under £10,000. Due to the discretionary nature of the new grants, mobility companies struggling to survive should reach out to their local councils to enquire about the funding and their specific case.
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Business support: Loans up to £200 million available for larger businesses The government has extended the maximum loan size available under the Coronavirus Large Business Interruption Loan Scheme for large companies in need of financial support. Borrowers under the boosted scheme will be able to borrow up to 25 per cent of their turnover – up to a maximum of £200 million. The loans, however, come with several conditions. Companies borrowing more than £50 million will be unable to pay dividend payments or cash bonuses, except where they were previously agreed. Additionally, senior management pay, including the board, will be unable to be increased apart from circumstances where pay rises were agreed prior to the loan being taken out.
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Life after lockdown The return of the retailers 12 weeks on from the government imposing an unprecedented lockdown, stores in England will be allowed to open their doors to customers. For many mobility retailers, it will be the first time trading post-lockdown, however, for those that remained open over the past three months, the new normal will be familiar territory. WHEN TO RAISE THE SHUTTERS Since the lockdown was enforced and the notion of ‘essential’ and ‘non-essential’ retailers was introduced back in March, many in the sector found themselves unsure whether their business was deemed as ‘essential.’ Some in the sector, such as Ableworld, decided to continue trading. Detailing the thinking behind the move, Mike Williams, Ableworld’s Managing Director,
explains: “We decided early on to keep all stores open, although we stopped Sunday trading in the main and closed a few stores on Saturdays. “As far as we were concerned, we have always had the government go-ahead to open and this was confirmed to us by Matt Hancock at the end of March. We couldn’t think of anything worse than customers arriving at stores (or their families) with a closed notice up or ‘phone for an appointment.’ We are talking about the vulnerable in our society and we should make it as easy as possible to look after them.” A company that took a similar approach was London’s largest mobility centre, Fortuna Mobility, with Mobility Services Manager Elaine Ferguson highlighting that the company remained open to continue supporting its public sector customers.
June marks the grand reopening of the stores but what will retail look like postlockdown?
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In May, after months of lockdown, prime minister Boris Johnson confirmed that all non-essential retail stores can welcome customers back through their doors as of the 15th of June. With retailers now getting the official go-ahead to reopen, mobility leaders from across the country share their plans for restarting trade and their thoughts regarding the challenges that the ‘new normal’ of retail will pose.
“We remained open throughout this period as we work with local authorities to provide equipment essential for hospital discharge and also supply PPE,” she maintains. For others, the absence of mobility shops on the government’s ‘essential’ retail list led much of the mobility retail sector to temporarily shut shop and await further instruction. On the Skegness coast, People First Mobility closed its doors in March with Managing Director Karen Sheppard saying that despite some non-governmental guidance indicating mobility shops could keep trading from physical premises, her business would face backlash from the local community without a clear-cut official exemption for mobility retailers. Now the coastal retailer, along with scores of other mobility retailers, is trying to decide whether to wait until the 15th to reopen or restart earlier. “We have still not had a clear answer from any MPs to say if we are classed as an essential retailer,” says Karen. “We are hoping to open soon but only when it is safe to do so. We rely on tourists in the summer season for a boost to our turnover and the caravan sites and entertainment facilities are not opening for at least a month after we are allowed to.” Having been outspoken over the lack of clarity regarding the ‘essential’ status of mobility
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retailers, Clearwell Mobility’s boss Duncan Gillett emphasises that as a multi-site retailer, it has numerous elements to consider before it can reopen its branches to the public. “As a larger chain, there are a lot of factors to consider in our decision to reopen. We need to inspire confidence in our staff that our showrooms will be a safe place for them to return to work,” he outlines. “Our customers also need to be confident that they can visit our showrooms and we also need the support of the wider caring community. We will only get one shot at getting it right – if we do it too quickly or without making the right adjustments, we could jeopardise that confidence with long term consequences.” Deciding on a phased approach, Duncan says Clearwell will be start trading from its shops from the 1st of June with the aim of being fully operational by the 15th of June. BECOMING COVID-19 SECURE Regardless of when shops in the sector choose to reopen, be it the 15th of June or earlier, all bricks and mortar retailers are required to ensure that they are ‘COVID-19 secure’ before welcoming customers and employees back. To achieve this secure status, retailers are required to make substantial changes to the way they do business. SAFEGUARDING THE SHOWROOM To help shops make the right adjustments, the government released detailed guidance in May, outlining steps companies can take to minimise the risk of transmission in their stores. The 33-page guidance essentially maps out a whole new way of retailing, with experienced mobility dealers having to adapt almost every facet of their usual day-to-day operations, from how stores are laid out to how merchandise is handled. SIGNAGE, ONE-WAY SYSTEMS AND PPE Speaking to bosses at Clearwell Mobility, Fortuna Mobility, Ableworld, People First Mobility,
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Lifestyle and Mobility has quickly adapted to become COVID-19 secure, including introducing a one-way system
as well as Glasgow-based Mobility Solutions, all confirmed that they have or are in the process of introducing new signage in their stores to inform customers of the changes and promote social distancing. Arguably the most important safety measure for reducing transmission, social distancing is set to play a central role in many mobility retailers reopening plans. Taking a cue from the supermarket sector, many have introduced limiting the number of customers allowed in the store at one time, as well as introducing one-way systems to direct the flow of shoppers and encourage consumers to keep the recommended twometre distance. One company quick to embrace and roll out new measures was South East-based Lifestyle and Mobility, which reopened its locations at the end of May after introducing new signage, Perspex counter screens, PPE and a one-way system. The company is not alone, with others introducing similar policies, including Clearwell Mobility. “Where practical, we are implementing a one-way customer flow as they have in most supermarkets and we are ready to deploy distance markers and cordons around the till,” explains
Clearwell’s MD Duncan. “We have pull-up banners ready to communicate the steps we are taking to customers of which the most important will be limiting the customers in each showroom at any one time.” Directing the amount and flow of footfall is also high on Scottish retailer Mobility Solutions’ reopening plans. “When we open, we will ensure that our stores adhere to social distancing guidelines,” says Retail Operations Manager Kieron MacFarlane.
“As we and the rest of the industry reopen showrooms, there will be a collective holding of breath whilst we wait to see what level of footfall returns” DUNCAN GILLETT
“We will operate a number of policies including allowing limited numbers of shoppers in store at any time, offering PPE equipment like gloves and masks to shoppers, and conducting a one-way system with social distancing markers on the shop floor.” In addition, Kieron confirms the company is installing Perspex screens at till points; a move many in the sector are taking to protect staff. SIZE MATTERS Naturally, retailers with larger stores will find it easier to have customers socially distance whilst in their stores, points out Fortuna’s Elaine Ferguson. “We have a large showroom with plenty of space to enable social distancing so we there is no requirement to change our layout,” she states. The benefit of more floor space is also not lost on Ableworld’s Mike Williams, explaining: “Luckily the vast majority of our stores are large enough to adequately give safe distancing to the quantity of customers we have at one time, so no-one will be queuing in the rain.” GETTING CREATIVE WITH SOLUTIONS For mobility retailers with compact stores often located on high streets, one-way systems and social distancing are likely to prove more of a challenge to introduce, requiring these shops to get creative. “We have a small store so a one-way system would not be appropriate. Instead, we are looking at other ways to implement social distancing,” explained People First Mobility’s Karen Sheppard. “We will be limiting the number of shoppers at any one time and using social distancing markers and banners until we are told it is safe to not do so.” Alongside providing staff with PPE and the use of signage and banners, the coastal retail boss is also looking at changing the company’s opening times, attempting to balance the needs
With its low level of footfall, TPG DisableAids is operating a personal service to each customer that visits whilst also using the good weather to its advantage
of customers with the needs of the business. “We have considered opening less hours to allow staff to stay furloughed or opening more hours to give customers more time to choose a time to visit,” she elaborates. “Appointment-only may have to be introduced for any demonstrations of models in store as having one person sit down and try several scooters will mean each one will have to be wiped down before the next customers can try them.” A PERSONAL SOCIALLYDISTANCED TOUCH For TPG DisableAids, the company has taken the approach of less is more: less product on display in the
“The trade will change dramatically although customers will still want to see and feel products, not via the internet” MIKE WILLIAMS
Lifestyle and Mobility, like many others, are using counter screens to provide staff with an added layer of protection
showroom means more safety for customers and employees alike. “We have certainly simplified the layout in the store and tried within the Public Health Guidelines to ensure that customers can maintain their social distancing, prevent unnecessary contact and pay safely,” summarises MD Alastair Gibbs. “This has been achieved with additional signage, as well as removing excess stock and just leaving representative examples on show.” Additionally, the Herefordshireretailer is intending to use the sunny weather – hopefully – of the coming months to its advantage. “In the short term, and during the summer months, we are fortunate enough to have a safe outside space and we envisage utilising that space to provide a ‘White Glove’ service to our visiting customers,” continues Alastair. “We bring the product out to them for approval before they make their purchase. Almost like a personal shopper service. “This can extend to customers we visit to a certain extent and those with access to a smartphone or tablet can have the ability to view product via Facetime or Zoom before we visit them, in the same way that we can view their property for feasibility of a stairlift or ramp.”
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EMBRACING NEW WAYS OF OPERATING As well as changing physical shopping environments, companies are having to modify how they carry out business operations, from how they deliver products to how they handle returns. CASH CONSIDERATIONS A common measure that the majority of retailers in the sector are embracing is providing customers with the option of contactless payments, with one retailer moving to a contactless-only payment policy. Notably, as more retailers look to encourage customers to pay using contactless methods, Age UK in early May stressed the important role that tangible notes and coins still play in many elderly people’s lives. Caroline Abrahams, Charity Director at Age UK, says: “Many older people are particularly reliant on cash and so ensuring that cash supplies are uninterrupted is particularly important to them as lockdown continues.” It will be for retailers to decide whether handling cash can still be carried out safely and the impact moving to contactless could have on their customers as society attempts to acclimatise to the new normal. ONLINE ENCOURAGEMENT After months of physical store closures, many in the sector have prompted customers to buy online and it will likely be a practice that retailers will continue to promote in an effort to reduce the risk of exposure to staff and consumers. “We will continue to encourage customers to go online or make orders by telephone when they can,” explains Mobility Solutions’ Kieron MacFarlane. “To ensure that this process is as smooth and as easy as possible we have a freephone telephone number, free delivery over £90 and an extended returns period.” It remains to be seen if the past three months has accelerated the shift from bricks to clicks with customers not au fait with online shopping before lockdown being
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forced to engage with companies’ websites for essentials such as food. This, coupled with the continued risk of COVID-19 looming in the air, has led some to suggest online may play an even bigger role for retailers post-lockdown. Discussing the idea, Ableworld’s Mike Williams remains confident that shoppers will not abandon physical stores just yet. “The trade will change dramatically although customers will still want to see and feel products, not via the internet,” he asserts. “The internet in this period has gone up dramatically but I believe the last figures were around 24 per cent in the country as a whole, meaning 76 per cent of customers still prefer bricks and mortar.” DELIVERING CONTACTLESS DELIVERIES Alongside contactless payments, retailers are creating stringent new contactless delivery procedures. For the mobility sector, this poses its own problems as many of the products purchased by customers require a degree of instruction and set up to ensure users safety. Over the 12 weeks of lockdown, however, many in the sector have already been working and refining their delivery systems. Clearwell Mobility’s founder Duncan Gillett shares details of his company’s procedures: “We have been doing contactless deliveries for some time now. This follows a strict process with social distancing at its core. “We advise customers to move out to a different room in the house while we are delivering or installing. The driver uses anti-bacterial sanitiser, gloves and a face mask and then wipes down any surfaces touched.” Conceding that the “delivery isn’t as reassuring and instructional as usual”, the retail leader maintains that “it is still possible to convey the operational basics of the product from a distance of two metres.” RETURNS CONCERNS Another issue facing mobility retailers are handling returned
The steps we are taking to keep our customers and staff safe LIMITING CUSTOMER NUMBERS We are limiting the amount of customers in this store at a time and limiting each customer group to 2 people. 2 metres
KEEP YOUR DISTANCE Please keep a minimum of 2 metres between yourself and other customers and staff at all times.
ONE WAY SYSTEM We are currently operating a one way system in our showrooms. Please follow signage throughout the showroom.
CONTACTLESS/CARD PAYMENTS ONLY We are currently only accepting contactless and card payments. We are not accepting any cash payments.
CUSTOMER TOILETS Customer toilets are temporarily closed.
FACE COVERINGS Disposable face masks are available whilst in store. Please ask a member of staff for more information.
SHOWING SYMPTOMS? If you are showing any symptoms of COVID-19 please DO NOT ENTER this showroom. Please return home and follow the NHS guidelines. Thank you for helping keep our staff and other customers safe
New signage, including banners and floor markers, will play a significant role in retailers’ reopening plans
goods, with People First Mobility’s Karen Sheppard raising concerns in early May over how retailers in the sector should determine their returns policy. “What will be the returns policy on goods? I had a food delivery where the company would not take back a substituted item or a damaged item, saying that they are unable to take any returns or offer any refunds,” she said at the time. “There are already policies in place for certain hygiene products in our industry but what about other daily living aids? How long does the virus stay on hard surfaces?” With guidance relating to returned goods being omitted from the government’s first guidance draft, the questions raised by Karen were echoed by retailers across several sectors throughout May. On the 25th, the government
updated its guidance with dedicated advice regarding returned products, stating that “items that have been returned, donated, brought in for repair or extensively handled, in a container or separate room for 72 hours, or cleaning such items with usual cleaning products, before displaying them on the shop floor. Materials used for cleaning can be disposed of normally.” PREPARING WITH PPE Personal protective equipment (PPE) for staff and customers alike looks set to be an integral element of many retailers reopening measures. London-based Fortuna Mobility’s approach is to have all staff completing assessments, installation or deliveries wearing full PPE, confirms Mobility Services Manager Elaine Ferguson, whilst other retailers plan to take the role of PPE one step further. “Our staff will be encouraged to wear PPE at all times,” said Mobility Solutions’ Kieron MacFarlane. Rather than encouraging all of its employees to wear PPE, Ableworld boss Mike Williams is taking a different approach. “Depending on staff and customer requirements, PPE will be available without going over the top or frightening our customers, depending on the circumstances,” he comments. Importantly, for those retailers intending to encourage staff to wear PPE, the government guidance notes that companies “must provide this PPE free of charge to workers who need it.” THE CHALLENGES ON THE HORIZON The return of the retail sector heralds a turning point in this pandemic saga and for many retailers that have seen revenues disappear, it will be welcome reprieve; however, the ‘new normal’ is sure to bring about new challenges that retailers will have to overcome. Perhaps the biggest is convincing customers that have spent months actively avoiding social contact to
re-enter shops and it is something that all retailers are aware of. With no history of lockdown restrictions and easements to suggest how shoppers will respond, it is very much a ‘wait and see’ situation, as Clearwell Mobility’s Duncan Gillett points out. “As we and the rest of the industry re-open showrooms, there will be a collective holding of breath whilst we wait to see what level of footfall returns,” he said. For coastal retailer People First Mobility’s boss, she does not envisage shoppers rapidly flocking back out to shops in a hurry. “We have spent the last few years trying to encourage people to shop local and support local businesses on the high street and now for two months the high streets have been deserted,” MD Karen Sheppard laments. “It will take a while to build that footfall back up. “Also, the entertainment and tourist industry will be slow to open. For those mobility dealers in tourist areas such as us, this will have a massive impact.” This slow return of footfall is a worry Fortuna Mobility’s Elaine Ferguson shares, stressing that the burden is on retailers to calm customers’ concerns. “I think many customers will be nervous or unable to return to stores so retailers must be prepared to change and find ways to offer their services and products differently,” she says. “Also, many people will be fearful for a long time and have safety concerns so retailers need to address this head-on and supply a full range of PPE and hygiene products consistently. None of us can predict the future and mobility retailers need to ensure they have plans in place and a strategy to not just cope but to grow their businesses.” The suggestion is seconded by Mobility Solutions’ Kieron MacFarlane, who also contends that e-commerce will continue to grow as people adjust to life with coronavirus. “Retailers will have to ensure that they maintain the highest in
hygiene and cleanliness standards, on top of being able to provide all of the recommended social distancing practices and procedures, and are able to communicate with their customers in everything that they are doing for peace of mind,” he says. “Although footfall traffic will still be hugely important for the retail sector, we are likely to move further toward e-commerce as a primary method of shopping, with customers empowered to make their purchases whilst safe at home.” Interestingly, Duncan Gillet adds that bricks and mortar shops in the sector may see a shift in the demographic of shoppers visiting stores on behalf of end-users as a result of the virus. “Certainly, a large proportion of the customers will be self-isolating or shielding and it will most likely be relatives or carers that we will see in showrooms,” he posits. “As the high street starts to emerge from the lockdown, Clearwell must be there for customers but we are not expecting a return to pre-COVID levels of sales for some time to come.” EXCEPTIONAL CUSTOMER SERVICE IN EXCEPTIONAL CIRCUMSTANCES Perhaps the largest challenge facing the sector is learning how to deliver the high level of customer service that so many mobility retailers pride
“We have considered opening less hours to allow staff to stay furloughed or opening more hours to give customers more time to choose a time to visit” KAREN SHEPPARD
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Larger mobility shops, such as Mobility Solutions’ showroom, may find it easier to introduce social distancing measures than some of the industry’s more compact counterparts
themselves on. Unlike other retail sectors, the mobility dealers are required to go beyond simply selling products but also need a significant degree of understanding consumers’ needs, product knowledge and a lot of empathy. With the stringent new rules that retailers will have to introduce to keep staff and customers safe, however, it begs the question if companies will be able to provide the same levels of customer service that they did pre-pandemic? Sharing his thoughts, Clearwell Mobility’s Duncan Gillett succinctly describes the customer service challenges facing retailers in the sector. “I think we can provide a comparable level of service but the human connection at point of sale and delivery may be more challenging,” he notes. “I am a great believer in the stoicism of the British population and I expect the older generation in particular to approach the situation with determination and recognition of the somewhat surreal situation we find ourselves in. “I hope this can carry the mood in the showrooms once they re-open but it’s going to be tough to make it a pleasurable shopping experience whilst social distancing is in place.” For many mobility retailers, the relationships they have with their customers transcends that of the quick ‘buy and bye’ transactions that have become the norm in so many areas of modern retail; instead, mobility retailers often
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provide shoppers with invaluable social interaction. “We have regular customers who pop in to have a cup of coffee and a chat,” explains People First Mobility’s Karen Sheppard. “They will not be able to come and sit in store for now which will be hard as a lot of them are lonely. A few of my regulars have been calling up for a chat and saying that they are self-isolating and are not seeing anyone.” Concerned that this element of her business is one that she does not wish to lose, Karen stresses that she will find new ways to continue to meet the needs of her customers in a safe way. “There will be a change in the way we have to approach and act with customers but the standard of service will not be allowed to fall at any time as our customers are counting on us,” she said. It is a sentiment Fortuna Mobility’s Elaine Ferguson shares, adding: “I think our customer service has remained as high as ever, in that we are always adapting to the needs of our customers to a high standard and this situation is unprecedented but needs effort, empathy and willingness to adapt and go the extra mile. “My staff are always working this way so it is not so challenging to find ways to meet people’s needs as we always do, although clearly there are extra challenges at the moment.” Kieron MacFarlane, Retail Operations Manager for Mobility Solutions, emphasises that communication will play
a pivotal role as the sector attempts to provide exceptional customer service in exceptional circumstances. “Communication is key and both our staff and customers will be fully briefed on any changes that we implement and why these changes are made with their safety in mind,” he says. “We believe we will still be able to offer a friendly, personal experience to all of those who interact with us whether this be in store, by telephone or online, or via home demonstrations as we adapt to this ‘new normal’.” For Ableworld, the slowdown in footfall and the need to find new ways of working has helped it discover new ways to enhance its customer service, says MD Mike Williams. “I’d argue the service has got better because of the situation and the reduced customer flow,” he contends. “We have learnt some lessons where different things customers have really appreciated and those service levels we will keep.” It is this collective desire and determination to not only meet but exceed customers’ needs that will be pivotal for success as customers and retailers alike adapt to the new normal. Since lockdown was announced, however, the mobility industry has continued to find ways to surmount seemingly insurmountable challenges and, as lockdown end, retailers look set to continue overcoming the challenges in the weeks and months to come.
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THE POWER OF HYBRID
TIPS OF THE TRADE
Powering up retail PR post-lockdown Public relations – most commonly referred to as PR – can almost seem like some sort of dark art to the uninitiated and for business leaders and marketeers, getting news featured in local newspapers, websites, blogs and other media outlets can feel impossible. For many retailers in the sector coming out of a two-month trading hiatus, however, it has never been more important to let their local community know they are open for business. To help improve mobility companies’ chances of enjoying media success, five PR experts specialising in the mobility sector share their coveted top tips. WHAT IS PR? PR is the means of sharing information with people using media channels such as newspapers, magazines, television, blogs, social media and more. Despite people using the term PR and advertising interchangeably, it is important to remember that these are not the same. “PR is not advertising,” states SCS Marketing’s MD Steve Skerry. “PR is about the way your business communicates with its customers and how it is represented in the media. It has a huge impact on how people perceive a brand and getting your brand behaviour just right during this pandemic will create either admiration and trust or disdain and disgust.” Essentially, PR is a company’s attempt to shape the public perception of their business by presenting a positive image in the
media, whereas advertising involves a company buying media space and completely controlling the message that is displayed. Or, as Angus Long, Managing Director of Impression Marketing, sums it up: “There’s an old saying in marketing circles: ‘Advertising is what you pay for; publicity is what you pray for’.” WHY IS IT SO IMPORTANT NOW? Now, as shops across the UK make their way out of lockdown and reopen their doors to customers, raising awareness amongst wary local shoppers will be essential for kickstarting a return to trading. “For mobility companies who have been closed for weeks, it is absolutely vital to have a continued presence, locally and nationally,” explains SCS Marketing’s Steve. “It doesn’t have to be a hard sell. Easing fears, keeping in touch,
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being available to your customers, are all formidable messages at this time.” For many retailers, using their own communication channels - such as email newsletters and social media - will be the go-to. However, to reach a wider audience and attract new customers, getting local media outlets to cover news about a company can be an extremely effective. Andrew Gubbins, PR Account Director of CAS Marketing, points out: “As a supplier or retailer, you should never underestimate the power of your local media, either in print or online. This has never been more relevant than now as we take the first tentative steps back to some form of normality.” WHERE TO START? For those new to the world of PR, reaching out to newspapers, radio
PR pointer: Andrew Gubbins, PR Account Director of CAS Marketing
shows, news websites and more can be daunting, however, this should not put companies off trying to secure some much-need publicity. Remember, version one will always be better than version none. “If you’ve not had much luck in the past with getting in the news, now’s the time to start showing how you can help make journalists’ jobs easier by becoming a reliable source of interesting local stories,” says Helen Kitchen, Managing Director of HKPR. To get started, mobility companies need a newsworthy story that will be of interest to a media outlet’s audience. WHAT IS A NEWSWORTHY STORY? To offset much of the doom and gloom surrounding the pandemic, media outlets are looking for positive stories, particularly when it comes to the local media, continues Helen.
“The impact of COVID-19 on local communities, businesses and older people has been all over the news in recent months,” she says. “As a local business owner with a predominantly elderly customer base, you’ll have plenty of insights and stories to share, as well as opinions on many issues affecting the people who are reading and ultimately making the local news. And that, in my experience, is exactly what journalists want!” Fortunately, given the nature of the mobility sector which often sees local family-owned businesses helping vulnerable people regain their freedom and independence, the industry lends itself well to PR – especially during the pandemic. “Now more than ever, the media is looking for positive stories so if, for example, you have been supporting a local charity/organisation or individual during the lockdown
“There are plenty of national news stories with a healthcare/ mobility/ independent living angle at the moment and local papers often pick these up and this is where that investment in building relationships can be very beneficial. “Should there be a relevant national story, take the initiative and contact your local press and offer to provide a short expert comment for them to incorporate into a story they might be working on. Newsrooms are often short staffed and this will save them time whilst also promoting your business.” www.cas-marketing.com
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TIPS OF THE TRADE
Never forget that a picture is worth a thousand words – high-quality imagery dramatically increases the chances that a story will be picked up
PR pointer: Angus Long, Director of Impression Marketing “The secret to effective PR is the ability to create good content and write interesting stories and articles that people, not only read, but talk about and share. While PR is generally less expensive than paid for advertising, unlike adverts or advertorials, there is less control over the published content, output and the public’s perception. So care is needed because it only takes a small PR blunder to have disastrous consequences.” impression-marketing.co.uk
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tell them about it,” advises CAS Marketing’s Andrew Gubbins. Many retailers and suppliers throughout the pandemic have gone above and beyond for their customers out of a natural desire to help and have not even considered that their actions may be newsworthy - potentially missing out on valuable publicity. From offering a free delivery service of essential goods to vulnerable people during the lockdown to continuing to respond to emergency repairs and installations, the sector is awash with initiatives that local journalists would be hungry to cover. Importantly, mobility businesses must not be afraid to shout about the great work that they do, emphasises SCS Marketing’s Steve Skerry. “Whether it be discounts for key workers, home fitness for mental health or reinventing product lines to provide essential goods, all of this good work needs good PR,” he explains. “As American business magnate J D Rockefeller once said: ‘Next to doing the right thing, the most important thing is to let people know you are doing the right thing’.”
ADDRESSING CONCERNS OVER SAFETY One key message that mobility retailers in the coming weeks will need to focus on sharing with their local community and customers is that their stores are safe to return to. After nine weeks in lockdown and with the risk of coronavirus still looming, customers will likely be apprehensive about returning to shops. It will be up to retailers to put their minds at ease, continues Steve. “Through best practice ethical PR, you can use the media as a vehicle to communicate simple, relevant and helpful key messages to your audiences such as how your business is responding to the virus, how it is adapting, how it is helping its customers to make their lives better,” he notes. “Most importantly, you will need to talk about what safety measures have been put in place – essential for the mobility marketplace and for the over 70’s who are in the risk category for COVID-19.” It is advice iDIS Creative Marketing’s Managing Director Jon Nock also supports: “Communication to market needs to instil confidence that shopping and services are safe and products are the solution for assured independence inside and out.”
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TIPS OF THE TRADE
PR pointer: Jon Nock, MD of iDIS Creative Marketing Partnership “The power of press PR is reliant on good quality photography that clearly explains the message and promotes a feel-good factor. Customers or staff with smiles, in context and with a decent pixel resolution, will always produce more results. Human interest stories tend to provide greater traction along with angles that demonstrate how dealers help local communities. “Also, the press are generally only interested in people, not products.” idiscreativemarketing.co.uk
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BALANCING NEWS WITH PROMOTION Whatever the story, it needs to be something that media outlets want to share with their audiences. A good question all companies should ask themselves before is whether anyone outside of their four walls will really care and if they do, why? It should be interesting and informative without being a blatant sales pitch - this is the balancing act of good PR. “The simple answer is you have to have something ‘newsworthy’ to say about your company and, you have to be careful that it is not considered to be too self-promotional,” points out SCS Marketing’s Steve Skerry. Impression Marketing’s Angus Long echoes Steve’s sentiments: “While PR is generally free, there is still an art to doing it well. Editors are busy people and so will favour press releases they can use without too many changes to suit their particular publication style and readership. They also don’t like PR that is too overtly promotional.”
“Most importantly, you will need to talk about what safety measures have been put in place – essential for the mobility marketplace and for the over 70’s who are in the risk category for COVID-19.” STEVE SKERRY
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WHO TO REACH OUT TO? Once a company lands on a story to tell, the next step is finding the right people to make contact with who have the power to publish it journalists and editors. Often, these details can be found on websites or on the first couple pages of a publication and it is always advisable to find the details for specific individuals, rather than a generic ‘info@...’ or ‘newsroom@...’ address. HKPR’s Helen Kitchen shares a pearl of wisdom for companies
PR pointer: Helen Kitchen, MD of HKPR “Anyone seen that Mel Gibson film What Women Want? You know, the one about an adman who suddenly finds he can hear what women are thinking? “Well, the secret to getting local journalists interested in your business is to find out what they’re thinking. But there’s no need for drastic measures, like the one Mel Gibson suffered in the film! You just need to ask! “My number 1 tip to help you attract media attention is to pick up the phone, introduce your business and ask the newsdesk what sort of stories they’re interested in.” www.helenkitchen-pr.co.uk
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starting their journey into PR: “Make a list of all the media in your area (newspapers, radio stations, TV stations) and after an initial call to introduce your business, send in a list of your key people including mini biographies, so they can be contacted for commentary when relevant news or feature stories are covered.” CAS Marketing’s Andrew makes a similar observation, adding: “Local media and individual journalists will have a presence on social media and use this to research content or to find experts for a comment on a story they are working on. So, take the time to connect engage with them on platforms such as Twitter.” Establishing a relationship with journalists and editors will help companies in the sector get their foot in the door of local news outlets and provide a direct line to those that can cover the story. HOW TO PACKAGE THE NEWS? Now, with a story to tell and the right people to share it with, the next step is to provide time-pressed journalists with the right content they need to increase the chances of the story being covered. “There are many ways to generate PR, such as writing press releases, letters to editors, website blogs, YouTube podcasts, Linked-in posts, running competitions, calling into a radio station, seminars and securing an award,” outlines Impression’s Angus Long. Arguably the most common form of packaging news to media outlets is through a press release. These are succinctly written, short news stories sent to journalists and editors designed to pique their interests and give them the information needed to cover a story. Importantly, these should not read as a simple sales promotion but instead provide facts, statistics and insights to create an article or news report that can be engaging to their audiences. For many small businesses, it is often the prospect of having to write a press release that can deter business owners from reaching
out to the media, however, people do not need to be Wordsworth or Shakespeare to write effective press releases. The best press releases are those that are short, accurate and insightful – leave the puns and play on words for the journalists. “The quality of writing is also vital to hook in journalists particularly with considered press release headlines,” notes iDIS Creative’s Jon Nock. “This is also true with social media – eye-catching and interesting content with attractive images will always generate more engagement and sharing.” Additionally, Jon emphasises that those keen to see their company’s name on news websites and in newspapers should provide highquality imagery to accompany their press releases, as this will often be a major factor for editors deciding what to publish. Importantly, HKPR’s Helen stresses that once companies do grab the attentions of a journalist, it is important to ensure that they provide everything needed. “Above all, if you do manage to get a journalist interested in your story – MAKE SURE YOU GIVE THEM
“Communication to market needs to instil confidence that shopping and services are safe and products are the solution for assured independence inside and out.” JON NOCK
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WHAT THEY WANT,” she states. “You wouldn’t expect a customer to return to you if you don’t give them the level of service and quality of products they expect, and neither will a journalist come back to cover another story if you don’t treat them well the first time.” GETTING ON THE SILVER SCREEN Alongside newspapers and magazines, appearances on local and national TV news reports can prove transformative for businesses. “It is also worth taking the time to engage with local TV and radio as you never know when they might be looking to feature a business such as
PR pointer: Steve Skerry, MD of SCS Marketing & PR “Great PR is about telling a story of real lives. A story which resonates and elicits an emotional response to leave a lasting memory of your message. A meaningful case study where your product or solution has changed someone’s life is always effective. This indirectly promotes your business in the context of a real person, without rattling off a huge list of USPs.” scsmarketingandpr.co.uk
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yours in a news story,” suggests CAS Marketing’s Andrew Gubbins. To increase the chances of camera crews and reporters arriving at a company premises, Helen suggests mobility businesses should provide their facilities as usable locations for journalists. “Offer your premises as a backdrop for TV news footage relating to your sector,” she advises. “If you’re in the local TV news team’s “little black book”, whenever they need to film a local angle on a national story on a topic relating to your industry, yours will be the business they call first! “Also, if you’ve got an open day or fundraising activity coming up in your store, make sure you give plenty of notice (up to one week) when you call the newsdesk to let them know about it.” NO TIME LIKE THE PRESENT Armed with these tips, now is the time for mobility retailers to focus on raising their profiles and engaging with local communities as England prepares to exit lockdown. “I would encourage any organisation to engage in some PR,” recommends Impression Marketing’s Angus Long. “The biggest obstacle to doing it is generally a lack of time, inclination, confidence, resources or ability. Rather than ignore it or struggle, I would encourage investment in a training course or using a PR consultant or agency.” Whether it is working with an external consultant or building expertise internally, increasing positive media exposure among key audiences is never a bad thing. With retailers expected to be allowed to reopen their doors on the 15th June, CAS Marketing’s Andrew Gubbins suggests using the date as an opportunity to create a newsworthy story that media outlets can engage with. “You could consider running a competition to celebrate the reopening of your business,” he says. “Not only will this potentially gain you coverage in the local media
but you can add details of entrants to your database (as long as they have agreed) for future marketing activities.” As iDIS Marketing’s Jon sums up, however, the best PR is from customers and to achieve that, companies need to excel in the areas of the business that matter most, such as customer service. “The most important PR to generate as ever will be word of mouth,” he finishes. “Getting the message out that you are open, here to help and offering safe services is critical. Promotions will help however explaining these are paid-for media, not PR. Actively calling customers to see if they are ok, cultivating contacts and networking will all help build business momentum once more. “Make sure your PR is straightforward, concise and targeted correctly and the sales will follow.” Lastly, there will be times when a media outlet will not be willing to cover a company’s story for any number of reasons. In these cases, business owners or marketers should ask for feedback and learn what to avoid or add in next time. Perhaps the most important tip is to not give up and remember the old saying: “If at first you don’t succeed, try try again.”
“There’s an old saying in marketing circles: ‘Advertising is what you pay for; publicity is what you pray for’.” ANGUS LONG
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Trade talk Q&A with Sumi Wang, Managing Director of eFOLDi THIS RECENT INVESTMENT BY GUINNESS ASSET MANAGEMENT IS A DEPARTURE FROM THE CROWDFUNDING MODEL YOU HAVE FAVOURED IN THE PAST – WHAT MOTIVATED YOU TO GO THE PRIVATE EQUITY ROUTE? “We started with crowdfunding because as a new brand with innovative products, crowdfunding was a great way to test markets, engage customers and get valuable feedback. “The model proved very successful and from it, we were approached by PwC who identified us as a fast growth UK business. From there, they offered to help us identify the right VC for the next stage of growth. “I accepted their offer as I believe it’s the right time to take an institutional investor on board who can bring their expertise to help eFOLDi scale up and accelerate our international expansion.” FOLLOWING THE INVESTMENT BY GUINNESS ASSET MANAGEMENT, IS THE COMPANY STILL CONTROLLED BY YOURSELF OR WAS THE INVESTMENT FOR A CONTROLLING STAKE? “I’m still the biggest shareholder of the business. Guinness owns around 12 per cent of the company and they have expressed their interest of follow up investment but will continue remain as a minority shareholder.” “The rest of the shares are owned by our supportive crowdfunding investors.” WILL THE INVOLVEMENT OF GUINNESS ASSET MANAGEMENT CHANGE EFOLDI’S AMBITIONS AND THE WAY IT OPERATES?
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“Guinness decided to invest in eFOLDi as they believe in our vision and ambition and we decided to accept Guinness’ offer because they are on the same page as us and can help us achieve our goals sooner. “If there were any changes, I think we are even more ambitious than pre-investment! On operations, we are putting more structures and procedures in place to assist a smooth transformation from a startup to a growth phase. However, we are very cautious to make sure that these new procedures do not change our eFOLDi culture or reduce efficiency. “We are also in the process of enhancing our board and actually looking for a couple of knowledgable directors with a mobility background and experience so if anyone is passionate about what we do and is interested in growing with us, please feel free to contact us about this role.” HOW WILL EFOLDI NOW LOOK TO INVEST YOUR NEW £2.5 MILLION CASH INJECTION? “We learned a valuable lesson last year that it is extremely difficult to estimate sales of new products and as a result, we ran out of stock four times during the peak seasons. Therefore, a big part of the investment will be used for maintaining a healthy stock level. “eFOLDi wouldn’t have existed without innovation, which will remain key to our continued success so another significant portion of the investment will be used on product development. “The rest will be used on sales & marketing and international expansion.”
Having entered the mobility sector less than four years ago with its innovative, lightweight folding mobility scooter, SunTech UK – trading as eFOLDi – has gone from strength to strength. Fresh off the back of securing a £2.5 million investment from venture capital firm Guinness Asset Management, eFOLDi’s CEO Sumi Wang discusses where the company is in its journey and where it is going.
IN THE PAST, YOU HINTED AT PLANS OF ENTERING THE US MARKET – IS THIS STILL ON THE CARDS? “Yes, we have set up our US entity and are currently in the process of initiating legal and tax compliances. Our aim is to start the US operation as soon as the pandemic comes to an end.” DOES THIS ALSO MEAN THAT THE NEW EFOLDI LITE THAT THE COMPANY UNVEILED LAST YEAR WILL BE COMING TO THE MARKET SOON? “COVID-19 unavoidably delayed our market entry plan for the Lite, however, with the determination of our R&D team, we are producing the pre-production batch in the factory as we speak. “With all being well, we will commence our first mass production run in July to be in the market by the end of August or September.” WHAT IMPACT HAS THE CORONAVIRUS HAD ON EFOLDI AND ITS PLANS SINCE THE OUTBREAK IN THE UK? “It has changed our sales and marketing plan completely with very few sales since the lockdown. “It has also delayed our plans for the Lite launch and US entry; however, we have been using the quiet time proactively for generating effective procedures and plans so
that we are ready to have an even better season once this is all over.” WHAT ACTIONS HAS THE COMPANY HAD TO TAKE TO ADAPT TO THE SITUATION? “Sadly, as there were not enough sales, we had to put some of our team members on furlough and put our production plans on hold. “We have also sourced good quality PPE from our reliable suppliers and donated to local hospitals and elderly communities. I am very pleased that we can be of help during these difficult times.” WHAT DOES THE FUTURE HOLD FOR EFOLDI NOW? “We believe that the impact of COVID-19 is only temporary and business will return to normal and be even better than before. “The fact that we successfully attracted and secured the investment from Guinness proves that what we are doing is right as it has been recognised by investors and by customers. “We are all very excited about the innovative and exciting journey of eFOLDi and will continue to bring our customers freedom, friendship and fun!” www.efoldi.com
Ambitious mobility boss Sumi Wang is planning to shake up the sector with innovation
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Trade Thoughts What support do retailers want from suppliers during the pandemic? The last three months have likely been some of the toughest that many retail leaders in the sector have had to face. Unfortunately, with a recession looming and the virus remaining with the country for the foreseeable, it seems there are more challenging times to come. For this month’s Trade Thoughts, five mobility retailers discuss what support they would like to see from suppliers to help survive the pandemic.
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Duncan Gillett
Alastair Gibbs
Managing Director of Clearwell Mobility
Managing Director of TPG DisableAids
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“The most important step some suppliers could take is to fulfil existing orders which have been in a state of limbo since lockdown began. We have been caught out by a number of the larger furniture manufacturers shutting down, leaving our customers and their orders for beds and riser recliner chairs stranded. “The other element of support would be flexibility on invoice payments. Agreeing extra time to settle invoices would be helpful for all retailers large and small. This particularly applies for purchases of demo stock made before the lockdown which obviously retailers have not been able to sell. “Lastly, all retailers have showrooms full of demonstration stock that has been gathering dust for weeks with the warranty period ticking away. We would request that suppliers provide a full warranty from the point at which we sell the product to the customer rather than sticking with the current arrangement where the warranty starts from delivery to the retailer.”
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“It has been difficult for everyone in this pandemic scenario but some suppliers have been more supportive than others. Some have been impatient to wait for their distributors to align their operations to trade safely and have decided to sell more directly to the buying public via increased web activity and reduced selling prices on their own web sites. This has obviously gained a small amount of short-term business but has effectively turned their original dealer network into competitors. “Long after the coronavirus pandemic is done, distributors will be mindful of who supported them and who did not, who stood by their side to work together and who could see no further than the next few months. “Lead generation, joint marketing, R&D, business planning and building customer confidence will all be required over the parole period to get the strong distribution channels back up and running at full speed. “The customer base is still there; the demand has not gone away and the undoubted benefit to the quality of life for those in need of assistive technology still exists. We just need to access it in innovative ways.”
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Elaine Ferguson
Mike Williams
Karen Sheppard
Mobility Services Manager of Fortuna Mobility
Managing Director of Ableworld
Managing Director of People First Mobility
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“Some larger suppliers have been, understandably, very busy with large orders supplying hospital trusts with equipment in recent times. They have also tended to be influenced by the quick fix requirements of online retailers. “However, these are potentially short term, albeit profitable, requirements and could be distractions. All suppliers need to remember that our industry is only moved forward and improved by the promotion and efforts of bricks and mortar retailers who work directly with healthcare professionals and users with complex needs. “Suppliers should ensure their attention is re-focused in these times on how to work with retailers to ensure innovation is maintained. It is also important for them to concentrate on providing good quality, cost effective solutions with consistent supply. I have found the best suppliers are always understanding, attentive and reliable in both the good and bad times – retailers need this to survive and also to ensure the prosperity of all the many, major suppliers. “All my best suppliers communicate and visit regularly and provide equipment for demonstration with flexibility and understanding of the market and customer need. This helps in most situations but especially in current times.”
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“Better prices, longer to pay, naturally better-quality products and stock availability! “I’ve been a buyer most of my life – yes, you pressurise suppliers for all the support and help you can get. There is also a time when you need to step back and support each other, even more than normal: this is the time. “The suppliers won’t have been paid from a lot of retailers and will have stocks in their warehouses which should have been sold two months ago (which they have paid for), along with many more containers on the water. “They will have decisions to make regarding who they want to deal with - do they decrease prices to sell down stock or do they put prices up to try and gain more profit and who will pay them at the end of the day? “Suppliers have many overheads with no grants from the government. We need good suppliers, so yes, we need the support coming out of all this but so do the suppliers. We need to work together to get to the light at the end of the tunnel.”
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“The main support that I hope suppliers will consider is the extension of warranties of mobility scooters and powered products and equipment that has been sat in stores for the last two months. “Once some turnaround of stock has been achieved, more sale or return of certain products and some demo stock, as well as the opportunity for us to sell items before having to pay for it, would aid cashflow. “I know it has been a hard time for most suppliers as well but, hopefully, if we all work together then we can all benefit and grow stronger relationships and businesses. Communication between a dealer and the supplier will be key for the following months. The support of area reps or someone dedicated to a dealer from the office to help with any queries will be crucial. “Free delivery and fast turnaround on smaller orders would also help us to move forward on sales. And allow any special orders to be completed quickly.”
Do you have a trade thought you would like to share with the industry?
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Get in contact with Calvin Barnett at calvin@thiis.co.uk to become involved
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RETAILER SPOTLIGHT
Getting to grips with adaptive clothing As the owner of a mobility retail as the products are complementary company and an adaptive clothing to traditional mobility products, business, mobility entrepreneur providing an opportunity to crossJemma finds herself uniquely sell and increase revenues in store,” placed to understand the retail Jemma explains. opportunities afforded by adaptive “Alongside being able to sell it in clothing, as well as some of the showrooms, clothing works really challenges facing those considering well for selling online and over the introducing new clothing ranges. telephone.” Purchasing More Than Mobility This ability to easily sell and ship in 2009, the mobility entrepreneur adaptive clothing remotely is also acquired the Adaptawear brand an important point, particularly in in 2012 and established The the new reality of coronavirus where Senior Clothing Company. Since many potential customers may launching the adaptive clothing continue to avoid physical stores business, Jemma has expanded the despite easements to lockdown. collection which now sells almost For those unfamiliar with the a thousand different product lines product category, the sheer range across its three brands: Adaptawear, of clothing options can be daunting Clootietree and Designed to Care. when deciding which products For the majority of mobility to offer customers. Similar retailers, adaptive clothing to footwear, the clothing will not be a core range that category has a high degree dominates showroom space of variation across products, over bigger ticket items such posing a potential stock as scooters and furniture, challenge that retailers however, what it can do should be aware of, is prove an effective points out Jemma. ancillary product, “Finding the appealing to space to allocate customers to clothing in already in the store and when market for holding stock mobility aids is something and equipment. retailers “Adapted should also clothing is a take into good addition account,” she for mobility says. retailers adding to Jemma suggests starting with a limited range of popular products such as men’s magnetic shirts before expanding the offering their offerings
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After the lockdown hiatus, many retailers will be in search of ways to boost sales beyond traditional Jemma Dunn ranges in a bid to attract new customers. Interestingly, one product category that many in the mobility sector are yet to embrace is adaptive clothing. Jemma Dunn, Managing Director of More Than Mobility and The Senior Clothing Company, discusses why clothing might be the right fit for retailers.
“It’s unrealistic to show all the product variations as clothing has a lot of SKUs, including different colours and sizes. Also, often, retailers in the sector operate out of relatively small premises where space is at a premium.” To overcome this, the adaptable clothing and mobility retail boss recommends starting off with a limited range of popular styles to introduce to customers and then expanding once the products have become more established and gained traction. “Start small and focus on a few core products instead of promoting the whole range; it is probably best to pick five or six products max to showcase and sell in store to begin with,” notes Jemma. “Some of our best-sellers are adaptive nightwear for both men and women, adaptive trousers, front fastening bras, bed jackets and magnetic shirts. If it works, you can add other products to the range and at Adaptawear, we can do drop shipping for mobility retailers that want other items or different sizes and colours.” Importantly, retailers should also know that the product category’s benefit of being able to sell easily online also has an inherent drawback.
Could adaptive clothing help dress up retailers’ product portfolios
“Start small and focus on a few core products instead of promoting the whole range.” JEMMA DUNN
“Exchanges and returns do tend to be higher, especially from online sales, as people need to try on the clothes or have got the wrong sizing,” states Jemma. Therefore, retailers planning to sell adaptive clothes online will need to ensure they have a well-defined policy and efficient system to handle returns to avoid eating into precious margins. In addition, Jemma highlights that whilst most adaptive clothing products are VAT exempt, some are not and so retailers will need to work out which are eligible and which are not. For those in the sector that do take Jemma’s useful advice on board and try their hand at selling adaptive clothing however, they may find themselves enjoying a market not yet saturated with competition which can provide a new sales channel to help bounce back from lockdown, particularly online.
TRADE ACCOUNTS & ORDERS AVAILABLE Call 0800 051 1931 or visit www.adaptawear.com
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How EU MDR requirements will affect mobility retailers
Now that the new Medical Device Regulation (MDR) has been postponed until the 26th May 2021, many manufacturers can breathe a small sigh of relief as they work to meet the comprehensive new European rules. It’s not just suppliers that benefit from this slight reprieve, however, as the postponement may also prove valuable for many retailers who may have been unaware that MDR may affect them. Sarah Lepak, Director of Governance & Policy for the British Healthcare Trades Association (BHTA), explains why mobility retailers should prepare for the regulatory changes on the horizon.
By Sarah Lepak
From May 2021, the Medical Device Regulation (MDR) is scheduled to come fully into force and all organisations selling and supplying medical devices need to be aware of the requirements placed on everyone in the supply chain to the end-user. Under the MDR, if you are not a manufacturer and not an importer, then you are, by default, a “distributor”. This, therefore, encompasses retailers, dispensing appliance contractors, charities, and even hospitals. The definition of a ‘distributor’ is set out in Article 2 (34) and the obligations on distributors are set out in Article 14. These obligations are paraphrased below: Distributors must verify: (a) that the device has been CE marked and that the EU declaration of conformity of the device has been drawn up (b) the device is accompanied by the information to be supplied by the manufacturer (label, instructions for use, warnings, whether it is sterile…) as per Article 10(11), Annex I Section 23 (c) for imported devices, the importer has complied with the requirements set out in Article 13(3) (i.e. has their name, registered address and contact
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address on the device or its packaging, without obscuring the manufacturer’s information) (d) that, where applicable, a UDI has been assigned by the manufacturer (a UDI is a unique device identification number, either on the device or its packaging, and, for most devices in our sector, this is usually in the form of a human-readable bar code) You can use a sampling method for (a), (b), and (d) above. You must not supply a device to a user if you do not believe it meets one or more of the above and if so, must inform the manufacturer; and must not supply it until the matter has been corrected. You must meet the conditions set by the manufacturer (if any) for storage or transport of the device whilst it is under your responsibility. If you consider it presents a serious risk or is a falsified device (i.e. incorrectly CE marked), you must also inform the competent authority (which in the UK is the MHRA). In the case of serious risk, this must be reported immediately. You must cooperate with the manufacturer to ensure that necessary corrective action is taken to bring the device into conformity, – to withdraw it or recall it – as
appropriate. Where you have received complaints or reports from customers, healthcare professionals or patients about suspected incidents related to a device, you must immediately forward the information to the
“You should put a sampling process in place and make sure that manufacturers are providing everything you need to meet your obligations.” Sarah Lepak, BHTA Director of Governance & Policy
the manufacturer’s authorised representative and the importer should also be informed wherever it says above to inform the manufacturer.) You must provide the competent authority (MHRA), on request, with all the information and documentation at your disposal related to a device (as per (a) to (d) above). You must also co-operate with the competent authority (MHRA), at their request, on any action taken to eliminate the risks posed by devices you supply and, if requested, provide free samples of the device. You must keep records for 10 years to identify manufacturers or importers who have supplied you with a device, and any health institution or healthcare professional to whom you have supplied a device (Article 25, Article 10(8).
manufacturer. You must keep a register of complaints, of nonconforming devices and of recalls and withdrawals, and keep the manufacturer informed, providing them with any information they ask for. (If the device is imported, then
WHAT DOES THIS MEAN IN PRACTICE? You should put a sampling process in place and make sure that manufacturers are providing everything you need to meet your obligations. They should make clear which of the products they sell to you are medical devices. We anticipate that responsible
SARAH LEPAK
manufacturers will update their terms and conditions of business to reflect the obligations you have as a distributor. You need to ensure you set up and maintain the log described regarding complaints, recalls etc. You should capture the device UDI as a data field in your records for track and trace purposes and for reporting of incidents. You must co-operate with any recalls or corrective action and we suggest that if you become aware of an incident where a device posed a serious risk to a customer you should attempt to quarantine the item. You need to check that your insurance reflects the fact that you supply medical devices and that you have adequate liability cover in place. The full text of the MDR can be found at https://eur-lex.europa.eu/ You can report a medical device incident at https://www.gov.uk/ report-problem-medicine-medicaldevice Please note that this MDR article is an interpretation only and does not constitute legal advice. The MHRA is drafting guidance for distributors and the BHTA will alert its members as soon as it is available.
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THE OT’S PERSPECTIVE
The OT’s Perspective Promoting your product in the age of social distancing By Stuart Barrow
The coronavirus has changed a lot for every single one of us. Our basic civil liberties, like going out, visiting our family and going to work, have been challenged by COVID-19 and it’s resulted in a very different life for the last two months. And the reality is that it’s not going back to ‘normal’ anytime soon. Yes, some of the restrictions have been lifted, and if the crucial ‘R’ rate continues to go in the right direction, more will be lifted still, however, what we all know is this: We’re going to be living with this virus for a while yet. Which means that the most
important thing we can all do now is have a plan; a plan for how to navigate these choppy waters and carry on as best we can in different and difficult circumstances. MAKING SALES AT A DISTANCE For retailers and manufacturers serving the mobility, access and independent living industry, COVID-19 presents a serious challenge. Traditionally, many retailers have needed their own showrooms in order to showcase their products. In addition, many have relied on referrals, by making occupational therapists aware of your product.
The pandemic has created no end of challenges for companies to have to overcome, however, one of the most significant hurdles is promoting products in a world where people are unable to meet. Occupational therapist Stuart Barrow shares some of his thoughts and ideas for reaching customers as the country attempts to find a way to operate whilst living with coronavirus.
Both those methods of product showcasing are difficult to achieve in the current climate. Clearly, with the right precautions and the correct social distancing policies in place, it may be possible to facilitate showroom visits but the simple fact is that vast swathes of the public will be reticent to step out of their front door and come to visit you at the showroom. All of this means that it’s never been more important for you to be able to make sales at a distance. CAN YOUR SHOWROOM GO ONLINE? Forward-thinking retailers and
Stuart Barrow of Promoting Independence is a member of the British Association of Occupational Therapists panel and a recognised contributor in the field of home adaptations. He also runs the popular Occupational Therapy Adaptations Conference No end of savvy companies have embraced digital technologies to engage and build relationships with customers
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manufacturers will be thinking of the most effective ways to ensure that they continue to promote their product in the COVID-19 world. One way of achieving that will be by making the most of FaceTime, WhatsApp, and Zoom video conferencing to engage with prospects and showcase products. In addition, creating high-quality videos of all of your products will make it easy for prospective customers to be able to understand the benefits of what you sell, without being in the physical vicinity. However you go about it, what’s clear is that NOW is the time to fully embrace digital, fully embrace social media and ensure that you’re engaging adequately with your online audience. ACCESSING THE CRUCIAL OT AUDIENCE What about the OTs that so many retailers and manufacturers rely on to refer their products and services? Well, much of the same applies – having a clear website with as much interactivity as possible is crucial. However, what it doesn’t do is help to build a relationship in the way that our OTAC events have done. And if that’s a gap that you’re concerned about filling then we can help. Clearly, OTAC events are off the
table for the next few weeks but as you may have seen, we’ve still been engaging with our 10,000+ audience of occupational therapists by providing powerful online webinars featuring retailers and manufacturers who need to reach our audience. Geberit, Stiltz and Handicare have all presented their products to our audience with many hundreds of OTs in attendance and over the next few weeks, we have a limited number of slots available to companies that want to continue to engage with the occupational therapy community. Whilst we’re still absolutely planning to return to ‘old school’ OTAC as soon as we possibly can, we’ve been bowled over by the feedback we’ve received from both delegates and presenters – it’s amazing how much information can be conveyed online and how possible it is to continue to build relationships, even when not physically together. In truth, the companies we’ve worked with have seen many more OTs rapt with attention during their presentations than they’d
ever achieve at one of our physical events, where space is more of an issue. The result? Relationships are being formed, products are being promoted and the community is continuing to be served. Our online packages start from as little as £1,997 + VAT, and if you’d like to talk to us about booking one, and accessing our 10,000 (and counting) strong list of occupational therapists, then please drop an email over to stuart@promotingindependence.co.uk or give us a call on (02921) 900402.
PS We’re only running a limited number of these online webinars so we can guarantee high delegate numbers for each one. If you’d like to schedule a date for yours, don’t hang about, get in touch and get it booked quickly.
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LET’S GET IT CLEAR
What makes a good cushion? 3. Stability and a neutral pelvis by Dr Barend ter Haar This is the third article in a series which aims to help people to think more about what it is that goes into a cushion that makes it ‘good’ for one person, but maybe not for another. In the first article, we identified the three key elements around which a cushion can be assessed – functionality, posture management, and tissue integrity. This article reviews the first elements around the subject of posture and positioning, considering the role of ‘stability’, the health benefits of a neutral pelvis, and how this can be achieved. For the clinician, as well as for the occupant, tissue integrity of the seated area may probably come first when selecting the attributes of a cushion. However, the construction and stability of the elements of the cushion’s design will have major effects on the occupant’s ability to carry out their normal activities while seated on their cushion. In addition, without appropriate
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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support and stability at the pelvis, there are potential knock-on effects to the occupant’s health, e.g. from misalignment of the spine leading to pain and to associated impacts on the physiological processes within the torso. STABILITY We emphasise the importance of stability, but what do we mean? Stability is an interesting term when it is applied to the seated person, and around what that person can do. If we take a matchbox, and place it on its end, it could be considered to be stable. However, it could be knocked over to a more stable position on its side (Fig 1). When one has a so-called stable item that can be transferred to a more stable position, the former is known as being metastable.
gravity to get back into the original metastable position. So, in seating, the degree to which the cushion both supports and aids the occupant as they reach sideways or forwards is critical – an area now catered for and measurable in the new ISO 16840-13 draft standard1. In this article, and in Part 4 of the series, we explore elements which can be designed into a cushion in order to help keep the pelvis in a central or ‘neutral’ position, to counteract the effects of gravity trying to pull the individual away from this metastable position, and to allow maximal functionality. NEUTRAL PELVIS What do we mean by a neutral pelvis? A neutral pelvis is where the Posterior Superior Iliac Spines (PSIS) (Fig 2: K) and Anterior Superior Iliac Spines (ASIS) (Fig 2: L) are level with each other in the horizontal plane (approximated visually by the line of your belt): this equates to the hip joint (Fig 2: M) and the iliac crest (Fig 2: J) being aligned vertically.
Figure 1. Metastable and stable match boxes
For a seated person, ‘metastability’ is potentially more functional than full stability in that it allows the person to move their centre of gravity further towards the edge of their seating area – but, this only works for the individual if the person is able to fight against
Figure 2. Alignment of the pelvis in a neutral position2
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LET’S GET IT CLEAR
‘Let’s Get it Clear’ by Dr Barend ter Haar Figure 3. Protecting against posterior tilt3
Key 1. Flat seat base under ischials 2. Pre-ischial ridge 3. Ramping wedge under thighs 4. PSIS block 5. Ischial tuberosity 6. PSIS Consequently, the spine will be at its straightest at this point, and the torso and head at a maximum height. This stretched shape of the spine offers the most benefit to the torso, allowing optimum breathing, digestive, cardiovascular, and bladder function, and allows the head to be positioned best for communication and other functions. However, staying in this position can be tiring, and most people ‘relax’ back into a pelvic posterior tilt where the PSISs become lower than the ASISs. In setting up the seat, it is not unusual to allow a couple of degrees of posterior tilt for comfort. However, too much tilt leads to kyphotic curvature of the spine, compression of the internal organs of the torso, and misalignment of the head. On top of this, gravity
will ‘grab hold’ of any distortion and make it worse. PLAYING BALL WITH THE PELVIS So what can we do within the seating and cushion design to combat this ‘posterior tendency’? The pelvis behaves a bit like a basketball, in that it can rotate in three planes, and with posterior tilt, it rotates in the anterior-posterior plane. Therefore, the first thing we need to do is place the pelvis on a horizontal plane if we want the pelvis to be neutral. Many wheelchairs are provided with a ‘dump’ with the seat plate angled upwards (which is often employed to make the occupant feel more secure and stable, on the one hand, and to bring the knees higher and the feet off the ground, on the other).
Figure 4. The benefits of a wedge under the thighs for pressure redistribution. FSA pressure map without wedge (left) and FSA pressure map with wedge (right)
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One in a series of occasional resumés of aspects in the world of posture and mobility where there are common misconceptions, and myths to be addressed, to help 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
This ‘dumping’ does not provide a horizontal base and tips the pelvis back into a posterior tilt. The solution is to have the seat plate horizontal, and therefore the pelvis neutral, but place a wedge under the cushion at the anterior part of the plate, thereby both elevating the knees and allowing pressure redistribution away from under the pelvis to below the thighs – to tissues more suited to carrying the pressures (Fig 3: 3). This wedge is best if placed inside the cushion cover. Using a pressure mapping system is the ideal means to visualise where pressures are being most evenly redistributed away from the pelvis and under the thighs. (Fig. 4)
Figure 5 Positioning of a pelvic postural support anterior to the greater trochanter3
PRE-ISCHIAL RIDGE We now have the pelvic ‘ball’ on a flat surface. How do we keep it from rolling backwards or forwards? The answer is, first, to place a PSIS block behind the pelvis, to stop the pelvis from rolling backwards (Fig 3: 4). This can be achieved by the base of a solid back support or with tensionadjustable straps in a flexible back support. Next, to stop the pelvis from slipping forward, a small ridge anterior to the ischial tuberosities can be very effective (Fig 3: 2). Try folding a tea towel three times and
place across your dining room chair, half way back from the front edge, and see how much difference that makes in controlling your ability to slide your backside forward on the chair. A similar effect can be obtained by creating a buttocks recess in the cushion – the buttocks recess can also create greater immersion into the cushion, and therefore better pressure redistribution (Fig 3: 1). The critical element is that this depth should not be more than a maximum of 1 cm, otherwise you risk increasing pressures on the anterior side of the ischial tuberosities and also you impair the user’s metastability i.e. their opportunities to change position in a self-controlled manner. At this point, if not enough control is being achieved, then a third point of control - a positioning belt - should be applied. Remember: this should be mounted to the chair anterior to where the greater trochanter of the thigh bone is
situated (Fig 5) as described in BS 86253. IN CONCLUSION There are many elements that should be taken into account when selecting what might be the most suitable cushion for an individual, and these go well beyond the immediate clinical needs of tissue integrity and the occupant’s needs for functionality. This article provides a number of relevant solutions around stabilising and positioning the pelvis, under the posture and positioning heading. Other elements relating to posture and positioning will be covered in Part 4 of this series. REFERENCES ISO DIS 16840-13:2020 Wheelchair seating – Part 13: Determination of the lateral stability property of a seat cushion 2 From Figure 25 of ISO 16840-1:2006 Wheelchair seating — Part 1: Vocabulary, reference axis convention and measures for body segments, posture and postural support surfaces 3 BS 8625:2019 Selection, placement and fixation of flexible postural support devices in seating – Specification (NOTE: Advice on the use and application of this standard is available from BES Healthcare Ltd.) 1
Bruno’s Next Generation Elan Combining stylish design and high-quality functionality, the Elan features the slimmest rail on the market, a continuous charge strip and an ergonomic seat with retractable seat belt. • Free comprehensive training and support. • Next-day delivery service • Competitive-pricing structure • Approved distributor sales only, never sell direct Call Bruno UK for enquiries. Tel; +44 151 559 0732
orders.uk@bruno.com
www.bruno.com
RETAILERS’ CHOICE
Footwear and clothing Wondering which shoes, slippers and clothing aids are grabbing retailers’ attention? Each month, retailers in the mobility industry highlight one product that has stood out for them and why…
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Ceri Dixon Marketing Manager of Ableworld
Retailer’s Choice: Nola Slippers – Gardiners “Our slipper range has always been popular with customers – finding the right pair of comfortable slippers is incredibly satisfying. “We stock a range of slippers for our customers, including options for men and women, ensuring they can find the perfect fit. One of our favourites for our female customers are the Nola Slippers. “Convenient to put on and remove with a single touch fastening strap, it allows the customer to adjust the width of the slipper to suit them. They also feature a high toe clearance and are ideal for swollen ankles. “Importantly for many of our customers, they are also machine washable, giving our customers reassurance they can be cleaned and are made to last.”
Retailer’s Choice: Slippers – Able2
Alastair Gibbs Managing Director of TPG DisableAids
“This month, the TPG choice is the excellent range of slippers from Able2. “Having looked at a wide variety of footwear over a number of years, we had come to the conclusion that it was almost impossible to stock all of the varieties and all of the styles in all of the colours. Our conclusion was that we just wanted a high-quality product that had a range that we could stock. “The Able2 range is not so big that we could not stock it all and it has the really good Dunlop sole which we find extremely hard wearing and comfortable for the wearer. Both ladies and men’s styles have a selection of colours and patterns that satisfy the majority of enquiries. “For daytime shoes in alternative materials and styles, we would refer our customer to a specialist supplier.” www.tpg-disableaids.co.uk
www.ableworld.co.uk
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RETAILERS’ CHOICE
Karen Sheppard Managing Director of People First Mobility
Retailer’s Choice: The Button Hook – Able2 “We all have those days where we just cannot grip the button and manage to get it through the button hole. From those with serious problems with their hands to someone who has slight arthritis, dexterity problems and joint pain, especially in the morning, there is a small aid which is a very usable and a welcome addition to helping getting dressed: The Button Hook. “They are easy to use. Just thread the end of the wire hook through the buttonhole, then use it to grab the button. Pull the hook back through the hole and the button will follow. It really is simple and effective! “Most of the suppliers including Able2 and Performance Health sell them. There are a couple of different options but I can highly recommend the larger handled ones for better grip. “You can also get a double-ended one so you have an end for smaller buttons and an end for larger buttons like on a coat.”
www.peoplefirstmobility.co.uk
Retailer’s Choice: Wendy and Walter Slippers – Sandpiper Elaine Ferguson Mobility Services Manager of Fortuna Mobility
“Everyone needs footwear and there’s nothing quite like a new pair of slippers to raise a person’s spirits and make them feel good about themselves. “Slippers have always been one of our biggest sellers. We have a designated area in the Fortuna showroom complete with sofas where our customers can try them on, and the Sandpiper Wendy (for women), and Walter (for men) ranges literally fly off the shelves. “Both are designed to open flat and can be ‘rolled’ up around the foot to create a secure fit and feel. This is vital for those with swollen feet and ankles or anyone living with conditions like diabetes and lymphoedema, which can lead to ulcers and general foot damage. “Both have an adaptable two-in-one fitting system complete with removable insole, plus a deep and wide toe box, which is perfect for relieving pressure on hammertoes and ingrown toenails. Meanwhile, the nonslip outdoor sole is a huge selling point and an added bonus is that they are machine washable (on a cool wash.) “Our customers simply love these slippers and return time after time to buy another pair. Many - who cannot get shoes to fit - use them as footwear to go outside which improves their dignity and allows greater freedom. They often say that they never want to be without their trusted Wendys or Walters!” www.fortunamobility.com
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RETAILERS BUYING GUIDE
Buyers’ guide to Clothing, continence care and PPE M1G Isolation Gown from MIP UK The latest innovation from MIP UK, the M1G Isolation Gown, will soon be available and is washable up to 75 times. The gown is designed to be a waste reducing and cost-effective alternative to single-use PPE gowns, appealing particularly to health and social organisations working closely with vulnerable individuals. www.mipuk.co.uk
Olympia-Strike jeans from Kintsugi Clothing Retailing at £49, the Olympia-Strike jeans from Kintsugi Clothing’s adaptive apparel range features pockets at calf-level, making them accessible for wheelchair users. In addition, two ring-pull zips run part way down each side seam for easy access to ostomy and catheter bags.
Ladies & Men’s Nightwear & Bed Jackets from Adaptawear
Adaptawear has brought together different styles of easy-care nightwear and bed jackets for both men and women that are practical for the home, hospital or care homes. The range includes easy to put on front button nighties, nightshirts and pyjamas to adaptive open back nightdresses and nightshirts for people who struggle with going to the toilet. They open easily at the back or at the shoulder for those who struggle to put nightwear over their heads and the company’s line of button-up, tie-neck or Velcro fastening bed jackets also help with keeping warm at night or in bed, says Adaptawear. www.adaptawear.com
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Each month, discover key products from a different segment of the mobility market to consider stocking on shelves and offering to customers.
www.kintsugiclothing.com
Men’s Magnetic Shirts from Adaptawear Adaptawear’s range of men’s shirts provides an easy dressing solution for people who struggle with tiny shirt buttons or who need a helping hand when getting dressed. The company offers a choice of men’s open back shirts, men’s magnetic shirts and men’s open back polo shirts. In particular, its men’s magnetic shirt incorporates special hidden magnets along the front panel that fasten effortlessly and removes the need to struggle with buttons, ideal for customers who have limited mobility or dexterity, including arthritis and Parkinson’s.
Fortuna Polymat from Fortuna A unique decontaminating antimicrobial mat that’s new to the UK market – the Fortuna PolyMat is one structure with 30 thin layers that collects dirt from shoes as people enter a room. When the top layer has captured as much dust and bacteria as it can hold, users can simply remove it and there’s a clean layer underneath. This is an innovative product that helps maintain good hygiene - which is especially important at this time. www.fortunamobility.com/polymat
www.adaptawear.com
Ladies & Men’s Adapted Trousers from Adaptawear
LBF range from CliniMed If not protected from corrosive bodily fluids such as urine and faeces, as well as from friction and adhesive trauma from medical adhesive devices such as sheaths, skin can become sore and damaged. CliniMed’s continence skin care range includes the LBF Sterile Barrier Film and LBF Barrier Cream range which provide a protective barrier to preserve skin integrity and protect the skin from the harmful effects of bodily fluids. www.clinimed.co.uk
Designed for comfort and discretion, Adaptawear’s adapted trousers are a good fit for people who have limited dexterity or special dressing needs. From drop front trousers with Velcro fastening, easy elasticated pullon trousers, open back trousers, to trousers that open with zips at the side, the company has a style to fit a range of customers’ needs. adaptawear.com
RECRUITMENT
Product Specialist (Scotland) Schuchmann is a second generation family owned business, Schuchmann UK commenced trading 2017. The first 3 years have been very successful in establishing the Schuchmann brand within the UK marketplace. We are interested to hear from people who have the skills and experience to join our team. Experience in the market of paediatric seating, standing and walking equipment is essential. The candidate will need to demonstrate a proven track record of the ability to identify, manage and develop new business opportunities, develop and strengthen existing business relationships and work strategically to maximise opportunities for growth within the given sales area and the wider company. If you are interested in joining the Schuchmann Team please send your CV with a covering letter to jobs@schuchmann.co.uk. If you have any further questions or need any further information please contact Victoria Bignell at vb@schuchmann.co.uk or on 01733 561885.
Check the Jobs Board section of the website for more opportunities www.thiis.co.uk
Full Time Showroom Manager – Brighton
Full Time Showroom Assistant – Brighton
OTE £32k pa.
OTE £28k pa. prospective customers through a relationship-based approach.
Due to our rapid expansion, we are looking to recruit an experienced full time Showroom Assistant to be part of this exciting new opportunity, and to help grow the company and build upon our existing customer base.
Requirements:
Working Monday to Sunday five days a week on a rota basis.
• Ability to organise own time and multitask
Due to our rapid expansion, we are looking to recruit an experienced full time Showroom Manager to be part of this exciting new opportunity, and to help grow the company and build upon our existing customer base.
• Help in the day to day running of the showroom
Working Monday to Sunday five days a week on a rota basis.
• Sales driven
Core Functions:
• Good telephone manner
Core Functions:
• Managing & motivating the team to achieve sales targets
• Computer literate
• Polite and flexible
• Maintaining and improving operations by initiating, coordinating and ensuring compliance to policies and procedures
• In house training will be provided
• Promote, sell and secure orders from existing and prospective customers through a relationship-based approach. • Demonstrate products and services to existing and potential customers
• In house training will be provided
• Answering Showroom calls.
Please send your CV to hr@careco.co.uk
• Managing showroom stocks • Promote, sell and secure orders from existing and
www.careco.co.uk
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Requirements: • Leadership • Commercial awareness
• Strong team player
Please send your CV to hr@careco.co.uk
• Keeping the showroom to the correct standards, including general housekeeping.
• Excellent Customer Service Skills • Good interpersonal skills, due to day to day interaction with customers from all ages
• Good telephone manner • Computer literate • Be driven to succeed • Strong team player
The new VIP2 is the updated version of the VIP series of folding tilt in space wheelchairs, building on many years of experience of design and development. As well as 35 degree tilt it now has either fixed or adjustable recline. It also now comes with an improved headrest design and a deeper seat.
VIP2 KARMA MOBILITY LTD UNIT 6 TARGET PARK, REDDITCH WORCESTERSHIRE B98 8YN
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T: 0845 630 3436 E: INFO@KARMAMOBILITY.CO.UK WWW.KARMAMOBILITY.CO.UK
VIP2 - Self Propel
VIP2 - Transit
H T ES T
TAKE LIFE OUTDOORS Your customers are starting to rediscover the great outdoors. Let them discover the Breeze S4. An award-winning design, the Breeze S4’s fully-active suspension offers comfort and stability over rough terrain with a user weight of up to 31 stone.
To enquire about adding the Breeze S4 to your range
Call 01787 888 106
or email trade.sales@tgamobility.co.uk www.tgamobility.co.uk QUOTE: THSA20
The UK’s leading range of mobility products since 1985