Indicative of a wider trend that reflects the growing importance of online trading and cross-platform engagement with customers, Selco and Graham have recently made significant investments in their digital strategies. PBM reports.
Selco Builders Warehouse’s new website — www.selcobw.com— is the result of the company’s £1 million-plus investment in its digital platforms. The website improvements, made on the back of feedback from customers, are said to mark the start of a range of enhancements to Selco’s digital programme to “help tradespeople purchase materials and products in the most convenient way possible”.
Enhancements to the website include a real time stock check — allowing customers to ensure availability of product in a particular branch through the click of a button — and streamlining the checkout process from five stages to two.
Carine Jessamine, the merchant’s Marketing Director, said: “We had more than nine million visits to the website in 2019 and online sales have risen by nearly 200% in recent years, which shows just how crucial the digital presence of our business is. Our last website saw us make some very significant strides, such as publishing our product catalogue online, allowing customers to purchase online for the first time and introducing services such as Click & Collect and Click & Deliver.
“All of those initiatives have provided extremely popular and we have similarly ambitious plans to be industry leaders when it comes to the latest technological advances. We are very confident that the new website will be well received by tradespeople.”
She continued: “This is just the first in a number of exciting changes we are making digitally as we constantly adjust to the changing shopping habits of tradespeople. We understand that time is money for our customers and they want to shop as quickly and as efficiently as possible. The website is purpose built to help us achieve that.”
Enhanced search functions and branch pages are key features, while the ability to build project lists —which was previously done through an app — will now be hosted on the website. Carine added: “We have utilised Progressive Web Applications (PWA) in the building of the website to ensure we have made it as mobile friendly, quick and secure as possible and provide an outstanding user experience for tradespeople.”
Graham Plumbers’ Merchant, meanwhile, has recently launched www.grahamdirect.co.uk to replace its previous website. The site gives the fixed prices of all of the plumbers’ merchant’s Always Available range of products, with users guaranteed that any product they view can be ordered for delivery or collected immediately. As part of the guarantee, should a product not be in stock on ordering, customers will receive a voucher that entitles them to £10 off their next purchase.
Through drop down menus, users can navigate the complete Always Available range catalogue. The website also includes a search tool and downloadable product specification sheets, as well as detailed product summaries accompanied with images. Once they’ve found the product they want online, users can email through their requirements by adding to a wish list, call the central helpline or contact their local branch to complete their order.
Marketing Director Ian Kenny said: “Our aim is to highlight the certainty that comes with the Always Available range. Every product on the site is guaranteed to be in stock at the price shown at every Graham branch. This means that when installers price a job, they can be sure of the products and the prices they quote. Fixed pricing also removes timely price negotiations, which we know many installers loathe.”
Merchant Focus – PBM April 2020 edition
Rounding up some of the additional merchant news from the sector:
Frank Key
Plant & Tool Hire investment
Due to the success of its Plant & Tool Hire business, Frank Key has invested in its plant delivery capability with the arrival of a new £54,000 Iveco Daily 70C18 truck, featuring a beavertail body and lightweight aluminium ramps, designed to allow wheeled and tracked plant easy access to the vehicle’s rigid platform body.
Richard Meeks, the merchant’s Group Hire Director, said: “We have 15 plant and tool hire branches across the East Midlands, Derbyshire, South Yorkshire and Lancashire. The demand for our plant continues to grow, which is why we are committed to capital investment in new vehicles to provide our customers with continuity of service and supply, whenever and wherever our plant is required.”
James Norton, Group Managing Director, added: “The newest addition to the Frank Key fleet is now putting in the miles out on the region’s roads brandishing our fantastic new brand livery. The new look and feel can already be experienced at our Sheffield branch, following a £250,000 rebrand and refurbishment, and will gradually be rolled out across all of our UK depots.”
Lawsons
AVS Group acquisition
In a move described as a “great strategic fit” and one that “will form a platform for future expansion in the fencing and landscaping market”, Lawsons has acquired AVS Group Holdings Limited (t/a AVS Fencing Supplies).
The turnover of the combined group will be close to £125m, operating from 27 branches across the South East of England — 17 Lawsons and 10 AVS — and with 565 employees. AVS will retain its brand identity and continue to operate separately under the direction of its MD Stewart Pierce.
Stewart said: “With our majority shareholder and founder Ian Faires preparing to step down at year end, finding a new likeminded partner to assist and support our future was imperative. Having known Simon for many years, it’s a perfect outcome for both businesses and we look forward to working with the Lawsons team.”
Year end results
Both Travis Perkins plc and Grafton have unveiled their full 2019 year end results over the last few weeks. To take a look at the figures and the reporting of the market’s underlying trends, take a look at the news items posted on the PBM website:
Travis Perkins https://professionalbuildersmerchant.co.uk/news/travis-perkins-2019-fy-results/
Grafton https://professionalbuildersmerchant.co.uk/news/grafton-2019-year-end-results/
PBM’s Top 20 merchant countdown https://professionalbuildersmerchant.co.uk/news/uk-merchant-sector-top-20-calendar-year-2019/
