With over 180 years manufacturing, design and innovation experience, ERA is a leader in the development and distribution of hardware and security solutions for the residential building and home improvement markets.
The company has extensive knowledge and experience in delivering a total security solution for windows and doors, supplying installers, locksmiths, security specialists, building professionals and homeowners with mechanical and decorative hardware, in addition to its smart security ecosystem — ERA Protect — via its nationwide network of distributors.
PBM speaks with ERA’s Senior Key Account Manager, Darren Bates
Q: How did you get into the industry and to your current position?
A: Prior to joining ERA, I spent 15 years working in Sales and Account Management roles within the FMCG sector. In 2016, I decided I wanted to experience a new industry and joined ERA as Key Accounts Manager. I am now Senior Key Accounts Manager, responsible for leading our distribution channel key account team.
Q: How do you feel the industry has changed in recent years?
A: From an ironmongery perspective, there has been increased focus on category range make up, pricing and digital content over the last 18 months, which has all been driven by the growth of national multi-channel retailers, due to the impact of COVID-19.
Today, focusing on the right brands to achieve the most effective product offering and shelf price is vital to ensure every customer consistently receives the highest standards of product quality and service.
“Today’s trade customers and consumers need same day availability, facilitated by click and collect purchasing models, which are combined with a diverse range of products that cover trade-recognised and trusted brands.”
Q: What are the current challenges facing your organisation?
A: Like most suppliers, manufacturing capacity, raw material costs, freight costs and stable freight channels are all having a significant impact on achieving supply due to a combination of complications as a result of COVID-19 and Brexit. To overcome these issues, we have been working in close collaboration with our distribution partners to forecast orders and ensure the required frequency of product wherever possible.
The impact of COVID-19 and the challenge of leading a team within a remote environment has certainly been a test over the last 18 months as we worked extremely hard to establish new forms of customer communications and ways of working.
Q: And what have been the particular impacts of COVID-19 on the business, and what (permanent) change shave been implemented?
A: The business has handled the uncertainty of COVID-19 in an extremely proactive way, placing the health and wellbeing of its employees and customers as its main priority. At ERA we pride ourselves on taking a bespoke approach to account management, and over the last year and a half we have focused specifically on how we can support our retailers through these challenging periods in new and effective ways.
This dedication has ensured each of our distributors has consistently received the level of service they know and expect from ERA. By working in partnership with our distribution partners to understand their specific requirements and identify how we can continue to successfully fulfil them, we have been able to ensure assured supply of product wherever possible, which has resulted in getting back to a distribution pre-COVID OTIF level of over 95%.
Q: What are the current challenges facing the merchant sector?
A: Outside of the current issues regarding product availability, from a lightside point of view, it has to be the digital presence of competitors and the need to service merchant customers’ evolving purchasing habits.
Today’s trade customers and consumers need same day availability, facilitated by click and collect purchasing models, which are combined with a diverse range of products that cover trade-recognised and trusted brands.
Q: How do you feel the issue of sustainability is to the merchant sector?
A: From a merchant perspective, sustainability of products and packaging is at the forefront of industry news and developments. Demonstrating commitments to improving the environmental efficiency of business operations is also becoming a key driver for purchasing habits of the future.
ERA is currently on a dedicated environmental improvement journey as part of Tyman Group’s comprehensive sustainability strategy — Focus-Define-Grow — and from product development and manufacturing, to operations and logistics, ERA is committed to improving the sustainability of its operations as part of the Tyman 2030 Sustainability Excellence Roadmap.
Building a sustainable culture, whilst delivering more sustainable products and service solutions, lies at the core of achieving our ambitions, which includes accomplishing carbon neutral operational emissions (Scope 1 and 2) by the end of 2030, in addition to delivering 100% sustainable packaging and eliminating waste to landfill by 2026.
With the UK government’s Plastic Packaging Tax being enforced in April 2022, we are also working in close partnership with our nationwide network of retailers to ensure a minimum of 30% recycled plastic within the packaging of all of our products ahead of the deadline.
Q: Where do you see yourself in five years’ time?
A: In five years, I would like to be continuing to develop and grow ERA’s distribution channel by further innovating our product and service offering and adding greater value to our customer relationships.
Click here for further information on ERA’s portfolio of security products, including its smart home offering.
A version of this feature appeared in PBM’s November edition. Click here to see the full issue.
