Stapleton’s investment inspired by retail customers’ competitive wishes
Stapleton’s states that it has for several years engaged in expansion, rationalisation and consolidation of its nationwide distribution operation. As a result, the wholesaler says its new regional hubs and larger delivery fleet are yielding advantages for retailer customers. Wholesale director Nigel O’Hara said the company’s “constant focus on our retailers’ individual needs… sets us apart.” The company’s recent efforts have been in translating the benefits of being a national distribution operation to “real competitive benefits” on a local and personal basis.”
O’Hara says feedback so far has been positive, with approval “of the more flexible and responsive operation we’ve created, with faster and more frequent deliveries,” though choice remains of paramount concern: “To stay competitive they need to offer their customers a range of solutions at every price point – and that’s where our programme of enhancements to the Stapleton’s stable of exclusive brands comes in.” With this in mind, Stapleton’s range of exclusive brands has been assembled to give dealers “unprecedented choice and flexibility in all market sectors and price points,” he says, adding that each of these brands has “excellent heritage.”
This heritage includes Maxxis’ renown in motorsport; Nexen’s global brand penetration, with around 490 dealers in 140 countries; and Matador’s Continental backing. Additionally Event has recently introduced a “huge array of new patterns” for the cost-conscious driver, while Riken is Stapleton’s relatively new contender, with 65 car and 19 van sizes.
Stapleton’s has also rolled out a range of retailer enhancements designed to sharpen exclusive brand key dealers’ competitive edge. One of the most prominent elements is the bespoke professional retail shop refits, providing a ‘makeover’ of the premises, modernising the property with branded signage throughout and new customer-friendly reception areas. “Our main focus in providing enhanced retail solutions is to support our key dealers through increasing their exclusive brand presence in their local area,” comments O’Hara. Stapleton’s has built further on shop refits by providing fully branded courtesy cars and van wrapping services to help independent dealers deliver service expected of larger retail chains or car dealerships, and a brand presence in their local area.
The wholesaler has also applied this thinking to customer communications, installing high definition AVC digital media screens and free WiFi services in key dealers’ customer service areas. As well as providing waiting customers with information and entertainment these can be powerful promotional tools, advertising the retailer’s products and services to an interested, captive audience. WiFi also provides remarketing opportunities for the dealer to increase their own customer retention, while the service can generate additional income as advertising space for other local businesses.
Stapleton’s supports TPMS drive
Stapleton’s responded quickly to EU Tyre Pressure Monitoring Systems legislation, which came into effect in November 2014, helping retailers to understand the opportunities and challenges that came with it. Imminent Brexit notwithstanding, those opportunities and challenges are undiminished – it looks likely that the law will remain in place and even if it is ultimately repealed, that process is certain to take several years.
“There was – and still is – a huge retail profit opportunity arising from this legislation but, to make the most of it the customer required an awful lot of information – with this in mind we felt responsible to aid our customers and produced our very own ‘Stapleton’s Guide to TPMS’,” O’Hara continues. “We’ve done all the research so our retail partners don’t have to and put all the key information at their fingertips.”
Stapleton’s partnered exclusively with a marketing leading solution, i-Sensor from AutoGem, building three packages; Basic, Advanced and Premium, making getting to know TPMS efficient, affordable and effortless.
“We’ve developed a partnership with Autogem in order to share with our retailers their profound knowledge of the TPMS market, product quality and overall market coverage,” O’Hara adds. “One i-Sensor can replace 97 per cent of the OE sensors in the market – and with the professional training and technical support available to all retailers who purchase through Stapleton’s they represent a terrific profit opportunity.”
“Many of our retail partners are already getting the benefit of these innovations and we’re incredibly proud not to be just a tyre distributor, but able to be classed as a total tyre retail solutions provider,” O’Hara concludes.