In what has been another challenging year for the merchant industry, James Beesley, Commercial Director at Beesley & Fildes, explains how the firm’s philosophy of proactively adapting to change is laying the foundations for growth.
High interest rates, the cost-of-living crisis and volatile product prices are just some of the challenges merchants have faced this year. The impact on sales has been felt across the industry requiring nimble management and proactive thinking to help weather the storm. At Beesley & Fildes, this approach has seen us adapt across several areas to improve the bottom line.
Evolving our sales strategies in response to market challenges has been essential. This includes the launch of a new technical sales service aimed at streamlining customers’ construction projects, providing a single point of contact for all our departments including construction, civil engineering, landscaping, joinery, plumbing, kitchens, bathrooms and roofing. Customers can access a variety of tailored support to assist with larger refurbishments or new builds.
“To keep up with the pace of change, new technology is another important element in all our sales strategies. We always look forward in this respect, selecting innovations which will respond to customers’ needs in the future as well as potential shifts in market demand.”
As so many different services are required to deliver these types of projects, our aim is to tie them together to make the whole process simpler and quicker for customers. That could include anything from help with roof truss or floor design using industry-leading software through to sourcing prices for all the required building materials.
Through the same point of contact, we can also guide customers on issues such as the latest building regulations and how these could affect product choices.
The service is headed by Craig Halpin, who has extensive design and technical expertise as well as product knowledge. As the first port of call for customers, Craig can provide instant advice while ensuring all our departments work collectively as one team to provide holistic support throughout a construction project.
Proactive partnerships
Collaboration with our suppliers is essential to drive sales too. We prioritise partnerships built on trust and mutual respect to achieve the best outcomes for all parties. That means going well beyond transactional working relationships to encourage orders.
Joint visits to customers’ sites as well as our suppliers’ factories form part of this strategy to ensure we get a thorough understanding of needs and products. For example, we recently travelled to India to tour Digby Stone’s porcelain and natural stone factories, visit the quarries and meet the team. During the tour, we identified a new premium sandstone product which we knew would sell well with our customers. We have replicated the same display and generated a significant number of orders.
We also work closely with our suppliers on joint marketing initiatives and incentives. This sees us invest heavily in branch displays and promotional materials to maximise the outcomes of our suppliers’ loyalty schemes.
Stepping up e-commerce
Across the whole of retail, the way consumers now shop has changed significantly, increasing the competition among merchants for online sales. In response, we have invested in our website to make it more user friendly and ensure it meets customers’ changing needs.
This includes adding more product information to ensure transactions can be completed seamlessly, without the need to call the branch to ask questions. Most recently, this has seen us add tally sheets next to timber products which show the length options, how much stock is available for each, and the price.
We have also introduced a new national delivery service for all products available on our website.
Investing in tech
To keep up with the pace of change, new technology is another important element in all our sales strategies. We always look forward in this respect, selecting innovations which will respond to customers’ needs in the future as well as potential shifts in market demand.
A recent example includes the introduction of a new render tinting machine in our Walkden branch in Salford. The equipment, which can process six litres per minute, can create render in any RAL colour and also be used to tint masonry paint. This investment ensures we can meet the growing demand for render which we expect to increase further in the year ahead as a result of rising brick costs and a potential uptick in housebuilding.
We have also enhanced our timber services, investing £300,000 in a new timber treatment plant at our Chester branch. Replacing an existing facility, the fully automated plant can operate all year round and for the first time, enables us to treat timbers in green and brown from our Chester site. With no need for manual equipment, up to 38 cubic metres of timber can be treated per day, more than tripling output.
Strong foundations
Looking ahead, there are signs of positive market shifts. Lower rates of inflation, more stable material prices and a new government committed to housebuilding should translate into an easier operating environment. As trading conditions continue to change for the better, adapting products and services should ensure merchants are in a strong position to grow sales in the year ahead.
A member of the CBA buying group Combined Buying Association (cbagroup.co.uk), Beesley and Fildes is a family builders’ merchant business with a 200-year heritage that combines 10 branch locations across the north west of England alongside a national reach for online orders with a team of in-house product specialists and a service-driven approach to supporting customers.
