PBM explores the partnership between the National Buying Group and ForgeFix, the winner of the PIM Supplier of the Year Award at its Annual Conference in 2022, to examine the importance of effective product information and data sharing in the supply chain.
Looking back to the challenges faced of coming out of the Covid-19 pandemic, ForgeFix — one of NBG’s major Suppliers of screws and fixings — recognised how important it was to get the word out that it was once again open for business and operating with renewed capacity. Indeed, seeing the pandemic through was part one of a two-part process, with the second part being how to effectively let merchants know that stock levels were now strong and that trade could continue just as efficiently as it did pre-2020.
Reaching out to NBG, the supplier’s Head of Marketing & Digital Strategy Rebecca Fortescue-Halliwell asked for advice on how to better ensure its merchant Partners knew about the ForgeFix products that were ready to go. Being proactive, the fixings specialist had already conducted customer research which highlighted communication as a potential area to grow its commitment to.
Rebecca was aware that NBG’s Product Information Management (PIM) system was a means of communicating directly with merchants, so she requested a training session. Bob Davis, one of NBG’s Category Buyers, and Sylvain Bordas, Buyer at Palladium Builders Merchants (Kingsbridge), both recommended that ForgeFix take full advantage of the PIM with the NBG’s team happy to coach Rebecca and her own colleagues on how they could best capitalise on the PIM including ensuring that the firm’s information was fully updated.
PIM: a pathway to Partners
The PIM is NBG’s online system that provides a centralised source of business-critical data to its entire network of independent merchant Partners. NBG is the reputedly first buying group to use a system of this kind and all its members benefit from the access it gives Partners to Suppliers’ full catalogues and live pricing, increasing sales for both parties.
Following its consultation with NBG, ForgeFix achieved 100% data accuracy, including product descriptions, technical information, packaging information and imagery. This enables all NBG Partners to better understand the company’s portfolio, but perhaps more importantly, to better sell its products to customers over the trade counter.
Crucially, it is also via the PIM that NBG’s Partner merchants access information about promotions they can use to enhance their sales efforts in branch (see panel below for details on the supplier’s latest campaign initiative).
ForgeFix maintained its dedication to the PIM, keeping its information at 100% accuracy, and sought other ways to improve its PIM usage. For example, further conversations with NBG highlighted the impact that videos can have, and ForgeFix has embraced this advice to include videos along with its other PIM offerings.
PIM perfection
The high PIM rating led to ForgeFix winning the PIM Supplier of the Year Award at the annual NBG Conference 2022. Since that win, ForgeFix reports it has enjoyed greater recognition among NBG Partners, with a boosted reputation and raised profile. In the months following the award, it hosted a number of NBG’s regional meetings which gave the business an ideal opportunity to present its latest products directly to decision makers within the Group.
Rebecca reflected: “We are really grateful for the support NBG gave us. It highlighted to us the importance of having business relationships that are invested in one another’s success. Its willingness to contribute to our business growth speaks volumes about the culture within NBG and the passion it has for building up the industry.”
Les Boyle, Head of Technology & Systems at NBG, added: “ForgeFix is a great Supplier and its use of the PIM has really shown the strength of NBG’s technology. We always try to be supportive of other organisations’ goals, whether Partner or Supplier, so we were happy to be part of their evolution into award-winners. ForgeFix thoroughly earned its award and it’s wonderful to see the business doing so well now.”
Later this month, NBG’s Conference at Newport’s Celtic Manor and the ICC will celebrate the achievements of its Partners and Suppliers. The theme of ‘Strengthening our Community’ will highlight the ways in which NBG’s Partners and Suppliers work together to go above and beyond when it comes to supporting each other as well as those in the industry.
Breakfast with ForgeFast: Extra portions!
Designed to support the rebrand and range extension of its ForgeFast range of screws, ForgeFix’s innovative ‘Breakfast with ForgeFast’ campaign continues.
Working in partnership with Greggs and only available through independent merchants, the promotion allows end users to claim a free breakfast through a voucher obtained with every purchase of the newly branded ForgeFast Pozi screws.
As part of the package, merchants get full merchandising and POS to help promote the products in store. They are also supplied with a digital toolkit which comprises of digital assets for use on their own website and social media channels, as well as posters and banners that can be printed and used in store.
As well as the new look, the refresh of the ForgeFast range of screws has seen the line doubled from 160 to 320 different screw types, offering merchants “the most comprehensive range of high-performance screws on the market.”
