In an increasingly challenging and highly competitive industry, electrical wholesalers are rationalising their supply chain in a bid to increase their operating efficiency. This makes it more important than ever for suppliers to be at the top of their game if they want to retain their wholesale customers’ business.  

At Scolmore we believe in working in partnership with our customers and this works at every level of our businesses operations. We ensure that there is an alignment between each department at Scolmore and the counterpart department at our wholesaler customers. We make it our priority to fully understand all the workings of their businesses; how they operate on a day to day basis, what their ambitions are and future plans entail. This way, we are in a better position to help them achieve their goals. By ensuring that everyone at Scolmore fully understands the wholesaler business and how it operates, it means that wherever our customers interact with us there is detailed knowledge and comprehensive support.

Take our customer service department for example. This is set up so that each member has two or three geographical areas to look after, where they will offer support to the external sales team as well as directly to customers. Our phone system allows for recognition of the area code of the incoming enquiry call, which will then be directed to the team member assigned for that area. This allows the team to build rapport with customers, who in turn enjoy a more personalised service.

Understanding how our customers’ business operates is one thing, but having a grasp on the needs of the evolving marketplace is another, and this is what shapes our new product development. We continually strive to bring to market products that are cutting edge and designed to help contractors deliver projects quickly, reliably and safely.

Marketing plays a vital role in our business operation and is key to ensuring that our products and promotions are seen by installers and wholesalers alike, through heavyweight print and online advertising campaigns and proactive social media activity. This works to increase awareness and drive sales through the wholesale channel. 

Our aim is to provide our customers with access to the widest possible source of information, resources and promotional support to help them stand out from the crowd and stay ahead in a highly competitive marketplace. Key to this support is our Marketing Hub – a unique website facility, which offers a range of tools that wholesalers can use to enhance their own marketing facilities – and all at no extra cost. 

Scolmore customers are given their own unique login details, which allow them to access a whole range of promotional material from across the Group’s entire range of wiring accessories, lighting, smart accessories, fire protection and security solutions. Product templates can be downloaded and customised with the stockists own details to optimise sales opportunities. A comprehensive product image library, print-ready promotional leaflets plus a range of literature covering every product category is also available. Point of sale material for every brand is also available on request.

A bespoke on-line ordering function offers wholesalers unique facilities and guarantees an easier purchasing experience. This service is supported by automated order picking and processing procedures which enables us to offer service levels we believe are unprecedented in the industry. Notification of end of line special offers is also available. 

Using the bespoke on-line ordering function, customers can:

• Order 24 hours a day, 7 days a week, with the ability to check current stock levels at any time
• Access on-line catalogues to keep updated with the complete product range, including new products
• Track orders
• Manage administration paperwork with instant access to reports and essential documents
• Access a ‘quick buy tab’, with the ability to store the most common orders for repeated use

From the Marketing Hub, customers can also book onto training courses to help them keep abreast of the latest product developments and technologies. As a group, we have always put great emphasis on the importance of training and development as part of our service to customers. Having invested time and money to harness the latest technologies to develop cutting-edge products, we want to ensure that our customers are given every opportunity to understand how the products work and how they can be utilised to best advantage on a project. 

We offer a range of training opportunities designed to keep customers up to date with the latest products, technologies and legislation, including a course aimed at contractors and wholesalers looking to expand their knowledge of home automation, as well as a fire training course, which covers the best practice method for installing, setting up and final commissioning of ESP’s fire systems ranges. 

What we are now seeing from the wholesaler is much more emphasis on the marketing effort, with more resource than ever being invested in this area of their business, particularly in digital and online strategies. Our marketing team members are building strong relationships with the wholesaler marketing teams and they are working closely together to create powerful content and help maximise the impact and reach of the various promotions and campaigns that are targeted at the sector.