A major collaboration between Ideal Standard and our supply partners is beginning to gain traction.
After extensive research by our category, supply chain, sales and commercial teams to identify the key products specified in the Non-Residential projects, we have increased our stockholding in the Armitage warehouse, with the support of our European factories, to the value of £1m. This initiative has become known as “Commercial 200”.
In parallel with the increase in our stockholding, we have worked with our merchant partners to establish the Commercial 200 range within their business, with a view to complementing the Commercial RMI initiative launched last year.
Jo Edwards, Channel Director – Trade, said: “We established that the merchants were not stocking the range and depth of product required to service the specification market.
“A stocking profile, which included the Commercial 200 and Commercial RMI products, was proposed with a view to improving their service to their customers while increasing the awareness of our brand.
“Ultimately this will fulfil project needs, support walk-in RMI sales and enable us to take share from competitors.”
The initiative is a two-stage process, the first being driven by supply chain to establish the products they require more of and the ones they don’t have within their stock profile.
The second stage is for the Trade team to work collaboratively with merchants to drive the message from warehouse to branch, ensuring the stock sells through.
This is supported by a number of marketing activities including training manuals, literature and a supporting brochure for a portfolio of the products.
Graham were the first to “go live”, Wolseley will follow shortly and then TP group are promoting it within their Commercial Care initiative.