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GETTING A NEW ANGLE ON SAXON

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GETTING A NEW ANGLE ON SAXON


Claire Seymour shows us some fast-moving products at a brand distributor in Hungerford

POS with current range

As is often the case in Aftermarket Lives visits, I’m admiring a warehouse, but if the truth be told it is probably the least interesting thing about the company that I’m visiting today (though it does have an exceptionally low roof height, which is due to planning restrictions in a residential area, apparently).

What is interesting is the products distributed by Saxon. By our count, the firm distributes 27 brands and hundreds of different products to chain stores and supermarkets, independent retailers and garage forecourts and online vendors alike. Most of the brands are distributed on behalf of other compnies, but some of the names, such as Sakura and Metro Products are wholly owned by Saxon.

With that in mind, it seemed like a good place to come to find out what products are trending and what belongs in the bargain bin. The answer, as I found out, is a little more traditional than you might think.

TREE GROWTH
Curiously, given that hardly anybody smokes in their vehicle these days, the humble air freshener is still the best selling product by volume in the warehouse and by far the best selling brand is Little Trees (nee Magic Tree) which despite the updated name, and slightly more realistic outline of an evergreen, is still essentially the same product that was invented in 1952.

That said, there are dozens of fragrances with names such as ‘Silly Citrus’ and ‘Summer Cotton’ to give the product a novelty each season. However, as Saxon’s Commercial and Products Manager Clair Seymour tells u it is the most traditional scents such as ‘Vanillaroma’ and ‘Black Ice’ that make up the majority of sales, with another long-standing product called ‘New Car Scent’ coming in third place. This struck us as curious – after all, who wants their car smelling of the glues and plastics that give new cars their distinctive smell?

Nonetheless, thousands are packed and shipped out to retailers from the Hungerford depot each day. Some like the contents of the boxes to be mixed, others like them with one ‘flavour’ at a time, while some clients like the trees to be pre- packed into quantities of three or six, which makes them more suitable for online retail. Saxon has done a supply deal with Amazon and the tech giant has a button that allows the consumer an option to ‘subscribe’ to have a regular delivery of a six-pack of Trees automatically sent in the post.

GUARD DOG
Sakura is a traditional accessory shop brand, which since becoming a wholly-owned Saxon brand has adopted a uniform brand identity and packaging style. This is good, because accessories as diverse as car vacuums, wheel trims and luggage straps are sold under the same brand.

Today the brand also offers a lot of light in-car tech: think of USB chargers, power inverters, FM transmitters and the like. The best selling line is none of these though: Indeed, it is a new version of a very old product that is delighting retailers this season, namely a dog guard. The guard differs from others, because it clips on to the head restraint supports on the back seat, rather than being a push-fit. On our visit, there were pallets full of these guards, which along with the related boot liner kit are doing big business for the firm. “It’s amazing the amount we are selling of these guards” said Seymour, explaining that the company looked at how it could improve the design following customer feedback.

OLD SCHOOL
Perhaps one of the most curious examples of a product thought to be obsolete is Stoplock. The bright yellow steel bar was an effective if unsubtle way of stopping joyriders stealing 1980s- era cars. However, the introduction of radio chip keys
made the Stoplock feel like a very twentieth century product, and in line with vehicle thefts, sales volumes declined sharply.

For a while, it looked like the existing stock POS with current range would be run down and the product quietly dropped, but something remarkable happened. A spate of thefts where criminals had managed to steal BMWs by hacking the OBD port led police in the West Midlands to advise motorists with high-end vehicles to start using such a lock.

“It is surprising trend” said Seymour, “But vehicle thefts have increased 12 percent since 2015, reversing years of decline and people were asking for a physical deterrent”.

Sales went up as people, understandably wanted to keep their car safe. Sales received a further boost when another group of wrongdoers worked out how to clone key fobs by using a weak radio signal when in close proximity. This led the company to retool and introduce new products that could fit over the bulge of the airbag on some luxury 4x4s. The company also introduced a neat black carry case to hide the lock in.

There are any number of new options one can have when ordering a new car, but for now it seems that the traditional products are the best.

Posted in Factor & Supplier News, News, Out and About with CAT, Retailer NewsComments (0)

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