Tag Archive | "Michelin"

WIPING UP WITH BLADE PROMOTIONS

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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

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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)

DONE DEAL: SUPPLIERS SECURE LOCATIONS

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DONE DEAL: SUPPLIERS SECURE LOCATIONS


Three aftermarket firms have added to their networks.

■ Factor chain Euro Car Parts has agreed a ten-year lease for its new 20,700 sq ft warehouse, situated at the Cross Green Industrial Estate in Leeds. The location overlooks Pontefract Lane (A3), providing connections to the East Leeds Link Road and direct access to Junction 45 off the M1.

“We are pleased to have secured Euro Car Parts as a tenant for this highly prominent scheme”, said Mike Baugh, Senior Director of Industrial Agency at CBRE Leeds, “Solvgrin [the site developer] has constructed a very attractive unit at this gateway to Leeds”, adding that the organisation will construct a further 6,000 sq ft industrial unit adjacent to the supplier’s facility.

■ Tyre brand Michelin has invested £10m for its logistics operation in Stoke-on-Trent, with the opening of a new distribution centre in July. The upgrade also includes a new distribution centre for ATS Euromaster – where both units will store and deliver up to five million tyres between them per annum. The two sites combined have doubled its logistics team to around 150 staff in order to satisfy this growing demand.

Richard Whitehurst, Service to Customer Manager at Michelin Tyre, said. “The transformation of our logistics operation will allow us to improve service and ensure greater product availability”. In addition to this, the firm is stepping up manufacturing capacity at its Campbell Road headquarters in Stoke-on-Trent by launching another tyre production facility. The warehouse will open at the end of November allowing the manufacturer to produce up to 1,100 tyres a day.

■ Meanwhile,Ecobat Technologies has moved to a 15,000 sq ft premises in Bristol. “We needed to move to a property that will allow the business to continue to develop and provide support for our customers” concluded a statement from the firm.

Posted in Blogs, Factor & Supplier News, Garage News, News, Retailer News, UncategorisedComments (0)

MICHELIN: EASY WAY TO INCREASE YOUR CUSTOMERS’ SAFETY

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MICHELIN: EASY WAY TO INCREASE YOUR CUSTOMERS’ SAFETY


PROMOTIONAL ARTICLE ON BEHALF OF MICHELIN

 

MICHELIN OFFERS AN EASY WAY TO INCREASE YOUR CUSTOMERS’ DRIVING SAFETY

Few factors impact driver and passenger safety more than driver visibility, and the best way to ensure safe driving is to have a clear and unobstructed view through the windscreen.

Studies show that the majority of motorists’ driving decisions are based on how well they can see the road, and driving in poor weather conditions, such as rain, sleet, hail or snow, significantly increases the risk of collision.

That’s where the innovative MICHELIN Stealth Hybrid wiper blade can make the difference between clear and safe – or unclear and unsafe.

Design that drives excellence
MICHELIN Stealth Hybrid wiper blades are durable, high-performing and quiet, bringing together the best performance components of traditional and frameless blades.

They combine the latest in wiper blade technology with MICHELIN’s unique ‘Smart Flex’ technology, to create a blade that adapts to the windscreen’s shape for superior contact and clear vision.

MICHELIN Stealth Hybrid wiper blades incorporate five key design features to deliver superior performance, time after time:
1. Riveted smart hinge delivers optimum wipe performance by holding down each end of the wiper on the windscreen.
2. Smart Flex secondary system ensures better windscreen contact across the entire length of the wiper blade.
3. Spring-loaded technology provides enhanced responsiveness across the windscreen.
4. A durable cover protects the blade from ice, snow and road debris, helping to extend blade life.
5. EZ-LOK connector system means blades are quick and simple to install in minutes – so driver safety is never compromised.

Improve sales – and satisfaction
Specifying MICHELIN Stealth Hybrid wiper blades is a powerful opportunity for garages to maximise both sales and customer satisfaction.

As more and more OEMs move to hybrid blades, MICHELIN is the brand that consumers know and trust to deliver superior performance and quality. The sleek, modern styling of the Stealth Hybrid wiper blade appeals to consumers, making it a smart choice for customers and a more profitable opportunity for garages.

 

For more information call: 01206 808158

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