FEATURE: HAYNES’ LONG ROAD TO A DIGITAL FUTURE

Speaking to CAT after the Haynes shareholders AGM, J Haynes has admitted that selling digital manuals through bricks-and-mortar accessory shops is a difficult concept for retailers.

“I’m not quite sure they do [understand how to sell the cards] quite yet. One of the elements that we’re putting together is card that retailers can sell in the store, which contains a code that the customer can redeem for a digital manual” he said, adding that while many customers will continue to want paper books, a growing number will prefer the info on their phone, tablet or laptop. “What we want to do is to get the information into as many drivers’ hands as possible” he explained.

 

Haynes is a firm that has grappled with the method and need to modernise. “I think Eddie [Bell, Group Chairman] outlined at the AGM that we are still a business in turnaround” he said, adding that the publisher continues to have ‘a clear focus on content and data’.

In December 2016, Haynes disposed of publishing and printing buildings in Australia, and more recently sold one of its two decommissioned US freehold properties in Nashville. The Group’s remaining freehold properties in Nashville, Tennessee and Sparkford, Somerset, are presently being marketed for sale. The cash generated from the sales will offset the costs associated with acquiring Swindon-based lubricant data firm OATS, for which it paid a total of £2.4m and Tunbridge-based E3 Technical in a deal valued at £4.72m.

There will be more on Haynes’ strategy in an upcoming issue of CAT.

Published by Greg Whitaker

Editor of CAT Magazine and an experienced motoring journalist @GregWhitaker5

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