Archive | Wipers

WIPING UP WITH BLADE PROMOTIONS

WIPING UP WITH BLADE PROMOTIONS

Offering free fitting is one way to boost blade sales

Staples of retail they might be, but wiper blades are no longer simple items with each supplier offering its own take on hybrid and beam designs. In terms of display, cars today might well have wiper blades of unequal length, which makes stocking twin packs something of a nightmare.However, thanks to various cunning clip designs, most wiper suppliers can now produce a short range of single packs that takes up perhaps just one panel of retail space. Of course, if you have only a small space dedicated to a core product, you had better make sure that the area works for you, both in terms of displaying the product and making it look as attractive as it can be. This is not just to make it look nice, but to make it clear for the motorist
to find the right product for their vehicle.

Kevin Singer of wiper maker Pylon, which has the licence for the Michelin brand in the UK said: “People like to be able to see the blade inside the packaging and it makes it easier for them to understand the product”.Sam Robinson, Brand Manager at Trico made the point that simple carton-style merchandising stands can be used to remind customers of wipers when they are at the counter. “If you can get them in front of the customer you remind them that they are not just summer products” he said.

PACKAGING
Noting that while consumer products are often packaged in small works of art that cost millions to develop, Randstad’s Martin Dowd makes the point that for trade customers, the packaging is irrelevant and just makes for extra and expensive trade waste. “Most of our product is in a cardboard box with our livery on and each blade just has a thin plastic bag. This takes up very little room and is environmentally safe” he says.

This is a point echoed by all of the people we spoke to: While there are still some kits on the market that have both wipers, the number of vehicles with unequal length blades mean that the size of stockholding would be vast even before you factor in slow-moving references. Single blades of course, don’t have that issue and the ability to have all the product you need in one box means that suppliers are eagerly persuading garages to once again hold stock. Being able to carry a small range that covers the market opens up opportunities that had fallen out of favour. Describing a ten- hook merchandise stand, Jerry Banks, a Product Manager at Federal Mogul’s Champion brand, said: “Although garages don’t sell wipers like they used to, you can more or less squeeze a stand like this in anywhere and fit quite a bit of product into a small space”.

Having garages return to stockholding wipers has obvious benefits for the supplier: Garages are more likely to offer a pair of wipers if a car needs them, even if it has been brought in for something else. “Absolutely, and with blades being a compulsory part of the MOT, as well as something that motorists can literally see if they are not clearing the screen, it is a massive opportunity” said Carlton Edmeade, a Manager at Tetrosyl-owned Bluecol.

FITTING OPTIONS
Adrian Syder, the co-owner of a pair of accessory shops around Wymondham in Norfolk favours offering free fitting, and has a bay designed for the purpose at one of the branches, but he only offers one premium brand of wiper. “We fit wiper blades and that works well because of the little bay outside the door. Even on a (rainy) day like today you can nip out and fit them” he said, adding that the motorist was always happy with the premium product and the higher margin justified free fitting.

Compact store display

However, this strategy is relatively unusual in retailing. Pylon’s Kevin Singer says that retailers will usually chose to offer different types, i.e conventional, beam and hybrid as well as different price points. “The range offered depends on the type of store and who their consumers are” he explained. “Some people only carry the traditional blade, while others only have the hybrid blade but most will carry both. It is always good to give consumers an option with a budget, and a brand with more features or more exclusive technology”.

There are other ways of bringing your wiping product to the attention of the motorist, or at least to the attention of the counter staff who will hopefully recommend it. Denso has signed a racing driver as a face of the brand who has given the product as much exposure as the manufacturer could wish for. “We’ve got a partnership with Rebecca Jackson, who has fitted hybrid wiper blades to her Mini race car” explains Marketing Manager Fatiha Laauich. “And I can tell you she is a good brand ambassador as her nickname is the ‘raining queen’ because she has performed at her best when it is raining! She has been very complimentary about our wiper blade and said the blades profile kept f lat on the screen, compared with the previous flatblade” she said.

CUSTOMER CAMPAIGNS
Promotions other than those that are run at the point of sale can also bring success. “We are driving the ‘light and sight’ campaign to check both wiper blades and bulbs” says Besime Kaya, a Product Manager at Bosch. Such campaigns urge the motorist to judge for themselves that (in the case of wipers) a blade should be replaced before it is a smearing, juddering, MOT- failing mess. To promote this, the company is set to launch a consumer website, separate from the main Bosch sites, to get the message across. There is also a new app to find the right products, and the packaging itself has QR codes which show would- be purchasers neat computer- generated fitting animations.

A traditional way of keeping retail and wholesalers onside is to offer incentives to sell a certain product. Often this is in the form of a token collection scheme that can be saved up to exchange for goods, or a number of promotional free items thrown in with each order over a certain size. However, the most innovative of the season so far is Trico, which has produced its own label beer, which it it dishes out to thirsty distributors. “I like beer and it seemed like a good idea!” said Sam Robinson. “Also, I wanted to try something we hadn’t done before, and I’ve got to say that it has had the best response from any press release that I’ve sent out”. The promotion has lead to a surge of interest in the firm’s social media presence. “It would certainly be a lot easier to sell beer than wiper blades, I’ve found that out” he joked.

PRIVATE LABEL
Selling products under a private label is a phenomenon that those in the aftermarket almost dare not speak its name, despite it being incredibly widespread. However, Randstad are happy to talk about how they can produce wipers, or rather have them produced, for private clients. “One of the biggest areas for growth for us is own label, people who want their own brand because we have made established relationships and have gone through the difficult learning curve that you have to go through to establish a good supplier at the right price” said Martin Dowd. Trico also produces product for other companies. “We’ve always been upfront about it and write ‘Engineered by Trico’ on the packaging” said Sam Robinson.

Posted in CAT Features, Factor & Supplier News, Garage News, News, Retailer News, WipersComments (0)

A POINT OF DIFFERENCE

A POINT OF DIFFERENCE

David Williams takes us on tour around Michelin Licensee Future Developments.

Stoke-on-Trent is known as the Potteries for its heritage in throwing all kinds of clay, from fine bone china to toilet pans. However, in recent years the city has become a logistics hub housing many distribution centres. A major player here is Future Developments – a manufacturer supplying car care products and aerosols to large retailers up and down the country.

18 months ago, the firm inked a deal with Michelin where it became an official licensee for the UK and Ireland. Dave Williams, Sales Director of the firm, explained: “We manufacture specifically for niche markets. We never had a brand before and Michelin came to mind because it was in local [Michelin has a niche tyre production facility in nearby Shelton] and they were keen to do it”. He continued. “We’re looking to create a brand over the next two to three years by bringing in and making products with a difference”.

With 700 products to manufacture, a large space and the essential amenities are required. While touring the site, Future Developments seems to have all the facilities to hand with a 7,000 sq ft site containing three shipping containers for raw materials and bottles, an aerosol storage plant and a production warehouse where over 10,000 Michelin-branded products are produced each day, before they’re tried and tested on site. Once approved and set to the required standards, products are boxed up and packaged for distribution.

PRODUCTS AND PROMOTIONS
Another well-used area is the mock-shop showroom, which has a plethora of retail products sporting the Michelin brand. Wheel trims, inspection lamps and breakdown kits were displayed on shelves next to the firm’s other wares such as insect repellents and stain removers for the household domestics market as well as graffiti removal – a regular purchase among city councils across the UK. Ray Bowles, Managing Director of Future Developments, said. “We distribute all the Michelin wiper blades as well as snow brushes, ice scrapers, snow shovels and wheel trims”, adding that the firm has expanded its wiper blade distribution overseas.

Williams mentions that retail customers can benefit from some handy upsell opportunities such as Michelin point of sale (POS) display stands. He adds. “Customers can purchase our promotion stands to upsell their products in store. Another example is our screenwash, which we’ve designed so it can interlock with other bottles for stacking in shops. From a retailer’s point of view, it looks presentable, doesn’t crush and is easier for stacking”. In addition, the team provide fitting videos and aftercare support to retailers and end users.

POINT OF DIFFERENCE
While designing things like formulas and bottles is an element of the business, it is not the only one. Williams highlights that the multicoloured triggers within the car care range are ‘unique’ selling points in themselves, whereby, each bottle has its own mechanism, designed to make application simpler for customers. He says. “We don’t just develop the product, we also develop the trigger. For example, we have developed a pre-compressed trigger which allows easier application and restricts any leaks onto fingers and hands during use”.

A similar example Bowles and Williams demonstrated was their AdBlue container. Although this formula can’t be altered, this didn’t stop the team from creating another application solution. “We can’t make AdBlue different from anybody else because it’s a standard product according to regulations”, said Williams. “However, we can differentiate the way it’s delivered. We have done this by creating a siphoned nozzle with 360° action, which can be used in different positions to fill into the car”.

PARTNERSHIP
Recently, a number of factor chains have expressed interest in the firm’s products. Williams expands. “We recently signed a deal with Euro Car Parts who are taking on the Michelin brand. They requested a couple of products including our new Screen Wash sachets and they’re also stocking Michelin’s Tyre Pressure Monitoring Systems (TPMS)”, adding that the firm’s wiper blades have also sparked interest. Bowles and Williams have also been in meetings with battery suppliers, factor buying groups and accessory store chains, any of whom could become potential supply partners in the near future.

The firm is now planning to extend its fleet of vans and silver range of glass, leather and wheel cleaners (to name a few) launched at Automechanika Birmingham this year. Whatever market they’re supplying, the team will continue bringing out products that will not only make sales for retailers, but more importantly, ‘make life easier’ and simpler for the end-user.

Posted in Accessories, Car Care, Cooling, Factor & Supplier News, Garage News, General, Lighting, News, Out and About with CAT, Retailer News, Styling, WipersComments (0)

AUTOMECHANIKA IN REVIEW

AUTOMECHANIKA IN REVIEW

For us at the magazine, it is funny to think that 2017 was only the second time Automechanika has taken place at the NEC, such is the amount that we have written and speculated about it. Nonetheless, this is only the second time the show has happened here, and it seems much of the aftermarket holds an opinion about it.

For me, the proceedings started the day before the event as SMMT had invited a handful of journalists to dinner at a nearby country pile to talk about the show, the aftermarket and the motor industry in general. One interesting stat that Chief Exec Mike Hawes raised was that the British public now spend more online on car accessories than they do on cosmetics. I haven’t been able to verify this yet, and I suspect it includes replacement tyres and servicing booked online, but even so it goes to show that the new generation of motorists are less willing to do things the old way. A point to ponder perhaps.

After the show was opened, complete with ribbon cutting and the traditional comedy big scissors (I wonder where they come from?) the show got underway and we grab show organiser Simon Albert for a few words. As the show had only just opened, he didn’t have much to tell us that we didn’t already know, such as the longer opening hours, increase in aisle space etc. However, he did confirm his hit list of companies that he’d like to see attending in the future and, of most significance to us, confirmed that the show would return next year.

On the Valeo stand

This surprised me a little, as I’d assumed that the show would become biennial in the years that the Frankfurt show was not held. However, I was keen to get going as my appointment book was full and I was running late before I had even started.

The first visit took me across Hall 19 and into Hall 20 where I could have a quick look at some of the stands as I scurried past. Liqui Moly and Auto Repar had particularly amazing looking stands. Schaeffler had used a space right next to the main entrance to build a gleaming white stage where cutaway versions of various products had been mounted on plinths for the reps to demonstrate. Valeo meanwhile, had approached the concept of having a stand in a different way, as it had simply brought a huge truck and trailer kitted out with demonstration models of various things into the hall.

MEANDERING
I won’t trouble you with the details of every meeting I had or what everyone said, except that on the first day a number of stands reported that footfall seemed a little low, which could be down to appalling weather that day as well as a crash blocking one of the motorways near the NEC that may have put some off attending. I should add that if the attendance was low on the first day, I didn’t notice it. From my point of view, Hall 19, where I spent the bulk of the time, seemed annoyingly busy with meandering people with a tendency to stop in front of me filling the aisles.

It was pleasing to see that many exhibitors had brought in things other than their products to keep people amused. Sales-i brought an Out Run arcade machine for example (a game that I spent too much time on in my youth). Denso brought a VR racing car simulator, which I quite fancied trying out, but decided not to as the racing driver Rebecca Jackson was looking on, and I had no wish to humiliate myself. Other stands brought various cars and bikes from series that they sponsor as well as the usual show novelties.

Holding an event after the show is always a risk, because while there will be a ready supply of people in the industry who are in the same place, there is no telling that they will be in the mood to go somewhere else after spending a day at the show. Even if they do, there is every chance that someone else has invited them first. With this in mind, I was curious to see how many people went to an event held by Motaquip at Warwick Castle on the first night. The answer as it turned out was a lot of people as the event was full. It was one of the more fun events that we’ve been to, with two apparently empty suits of armour jumping off the wall and alarming diners by staging a battle between the tables.

STAGES
Back at the show the following day I would have liked to have had more time to attend some of the industry and technical seminars that were taking place on a number of stages across the halls. Big names from the world of diagnostics including Frank Massey and James Dillon had been brought in as a lure to get technicians to the show (which by all accounts worked) while the heads of the garage associations talked about the various threats and opportunities du jour in the aftermarket. I did manage to get over to hear the winner of the Garage of the Year announced, which turned out to be Motorserv UK, which readers who have been paying close attention might recall we visited this time last year.

One notable absence from the show was TMD Friction (who are on record saying that they have ‘no plans’ to exhibit). However, the company did rent a plaza suite just outside of the main halls to hold a Pagid Live event in association with Euro Car Parts where a number of garage owners and technicians (the majority of whom had been brought down for the event) who, after a day at the show spend a couple of hours enjoying presentations on the benefits of the Pagid Expert programme and on ECPs garage scheme (see Hot Story).

If your reason for visiting the show was to find new products, you wouldn’t have been disappointed. Delphi brought a new bit of diagnostic kit for high- pressure injectors, European Exhaust and Catalyst introduced a 6-in-1 fuel system cleaner at the show and in a similar vein, Forté launched a 4-in-1 cleaning machine. Essentra Components launched something called a ‘High Tech Fluid Absorption Plug’ and I’m sure there were many other things never before seen at the event.

Throughout the show, I spent most of my time in the three aftermarket halls, but on the final day I had a meeting with Stericycle (a company that manages recalls for the VMs) and so I spent a while exploring the area dedicated to the automotive supply chain. It was markedly quieter than the aftermarket halls, although it should be noted that while the supply chain market as a whole is huge and worth big money, the number of buyers within it is relatively small, and stands dealing with VM services were of little interest to technicians, so it might be unfair to judge its success on the amount of feet in the room alone.

‘Billy’ character on Bosch stand

However, the highlight of the show for me came late in the afternoon on the final day when Helen Watkins from Bosch, who was manning the Extra stand, was accosted by a strange small man who kept offering her some of his special ‘home made’ sweets, much to the amusement of onlookers – apparently he’d been coming on the stand and doing this at various points throughout the show. However, just when Helen couldn’t stand the embarrassment anymore, the fellow took off what turned out to be a wig and false teeth to reveal himself as a well known customer of the firm. Apparently, his alter-ego ‘Billy No-Mates’ is a character that he regularly performs for some of his unsuspecting suppliers, and it was much to the amusement of the crowd that had built up.

It was almost time for us to leave in order to high-tail it back to London while there was still time to vote (remember that?) One point that is inescapable is the topic of the show frequency. As a conservative guess, I reckon I spoke to 40 company bosses during the show and the overwhelming majority said that they thought the show should run once every two years, preferably during the non- Frankfurt years in order to keep costs reasonable and keep the momentum of the show. From the point of view of the whole CAT team, we could have happily stayed there for a month if we could – there were so many people to see. However, I’m always curious to know the experience of our readers. Did you go? Were you exhibiting? What were the highlights, and what would you have liked to have seen? Give me a shout at greg.whitaker@haymarket.com.

Posted in Accessories, All Makes, Batteries, Belts, Braking, Car Care, CAT Features, Catalytic Converters, Clutches, Cooling, Exhausts, Factor & Supplier News, Filters, Garage News, General, Japanese - Korean - American, Japanese Parts, Lighting, News, Retailer News, Seals & Gaskets, Sensors, Shock Absorbers, Spark Plugs, Starters and Alternators, Steering & Suspension, Styling, Tools, Wheelhubs & Flanges, WipersComments (0)

BLADES

The comprehensive BLADES range includes traditional wiper blades, Jointless Aero blades, rear blades & rear blade with arm sets. The online eco-catalogue is the ideal place to check the latest applications. Using an innovative ‘dynamic dropdown’ vehicle selector, accurately finding the right wiper blades has never been quicker or easier. The eco-catalogue is smart phone enabled – perfect for use on the shop floor or ‘on the go’ – and also contains product range information & easy to use fitting instructions.

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BLADES

EVOLUTION Jointless Aero wiper blades offer the ultimate in performance and reliability. The online eco-catalogue is the best place to find the most up-to-date vehicle applications, using an innovative ‘dynamic dropdown’ vehicle selector to accurately and quickly find the right wiper blades. The eco-catalogue is smart phone enabled – perfect for use on the shop floor or ‘on the go’ – and also contains product range information & easy to use fitting instructions.

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BLADES

The Iguana Premium Economy Jointless Aero wiper blade range balances a perfect combination of performance and affordability. The online eco-catalogue is the best place to find the most up-to-date vehicle applications, using an innovative ‘dynamic dropdown’ vehicle selector to accurately and quickly find the correct wiper blades. The eco-catalogue is smart phone enabled – perfect for use on the shop floor or ‘on the go’ – and also contains product range information & easy to use fitting instructions.

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Trupart Ltd

Trupart reprint their many individual product catalogues every 18 months, but despite this, a paper catalogue can be out of date almost as soon as it goes to press. The Trupart ‘online’ catalogue is always totally up to date and is the best way to make sure that you get the correct part everytime!

Accessing the online catalogue is easy, simply log on to our website at www.trupart.co.uk and click on the big red button at the top of the page. Finding the right part is simple and most of the online data is also supported by illustrations or photographs of the product, together with technical information where necessary.

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Wiper Technik Ltd

Wiper Technik has approved supplier status for its comprehensive range of car, light commercial and commercial blades with the UAN, IFA and the IM Group who recognize that since its introduction, the Wiper Technik brand has established a loyal trade following through its competitively priced, quality product range. Following the introduction of 84 new numbers the range now consists of 262 part numbers across the exact fit, universal, rear and retro blade ranges.

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Lucas Wiper Blades

This year Lucas has turned its 100 years of aftermarket experience to a comprehensive range of Conventional and Clearvision Flatblade wipers. The Lucas Wiper Blade range is a necessity for anyone interested in the perfect balance between range, quality and price – all from the most respected of aftermarket brands. The Lucas Wiper Blade Catalogue gives full details of the range, with complete product specification, fitting instructions, cross reference and application data for easy identification.

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Trico Ltd

Trico’s new Car and LCV Catalogue, published in September 2009, is available from your local Trico distributor. Profiling both NeoForm and ExactFit, this catalogue offers our best range yet with a brand new, easy-to-read layout offering great opportunities for up-selling. The catalogue is a direct result of Trico’s optimization of its ranges for the Aftermarket and contains 108 part numbers for 99% parc coverage, with an extensive designer rears section.

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