Originally launched in spring 2019, Birkdale says its DuraPost Stockist Scheme has continued to go from strength to strength. Including both marketing and training support on three distinct levels, the scheme was designed to give something back to stockist advocates of the innovative fencing range.
Designed to address the pitfalls with traditional fencing materials and make life easier for installers and stockists alike, the range of fencing products is based around the DuraPost galvanised steel fence post — said to be a strong, stylish and sustainable alternative that is 80% lighter than concrete, the range includes everything from composite panel systems to gates and accessories.
Birkdale originally launched its stockist scheme with two levels — Standard and Elite. Elite Stockist status provides many benefits including a priority listing on the DuraPost stockist search, priority access to new products, online marketing support and materials, training for a branch Product Champion, an attractive exterior POS display, an internal tools and accessories stand, and a direct link to local Trained Installers for leads.
In return, branches are required to stock the full DuraPost range including the posts in all sizes and finishes, the three panel options and accessories. Branches need to also demonstrate proactive marketing of the range via their website, email marketing and social media channels.
Alternatively, the Standard Scheme offers less in terms of commitment but still retains a number of the key benefits associated with the Elite Scheme — namely, a listing on the DuraPost stockist search, an eye-catching external POS display, training for a Product Champion and a direct link to local Trained Installers for leads.
At this level, the branches need only stock the posts in specified popular sizes and two of the four finishes, plus the gravel boards and accessories. They must also provide a DuraPost listing on their own website.
Both the Elite and Standard Stockist Schemes are open to any national, local or independent timber or general builders’ merchant to join. Interested merchant staff need simply provide their details via a form on the Birkdale website and a representative will be in touch.
Following the success of the scheme, Birkdale has since launched Elite Gold — an additional level open to high achieving Elite Stockists, selected specifically for their commitment to the brand on an invite-only basis. With the idea to provide more support to those merchants specifically advocating for DuraPost, the Elite Gold level includes additional marketing and POS support, priority leads and a rebate scheme.
Antony Reed, DuraPost General Manager at Birkdale said: “Our data shows that a stockist linked with two or more of our Trained Installers will do more than three times more sales on average than other stockists. By creating this scheme, which amongst other support links up our stockists with our Trained Installers, we can ensure that the people at every step of our route to market feel supported and have the sales and product they need to keep working with us into the future.”
Click here to discover more about becoming a DuraPost Stockist.
A version of this article appeared in the November edition of Professional Builders Merchant magazine. Click here to read the full digital version of the issue, via the PBM website.
