Page 28 - BOSS Today Issue 15

Special report

Continued from page 25... willing to pay more for added SMEs, to bypass the traditional shredders, pours cold water on
security features such as the office product dealer market any notion of shredders losing
right shredder for their needs. ‘cross-cut’ capability,” says David and buy from the retail channel their appeal within the office
There are several factors Macphee, Account Executive for instead. “The average price for a supply channel.
consumers need to consider, Office and Stationery at GfK. DIN security level 3 shredder in HSM only supplies through
such as where the shredder The trouble is, GfK’s data retail is less than half the price in the office dealer channel. “There
will be used, how many people suggests it may not be office the business channel this year at may have been a drop off in
will use it and what will be dealers who are necessarily £30,” he says. volume machinery,” he says,
shredded – key questions all benefiting most from this trend. “perhaps because there are now
sales people should be asking The agency states that total Expansion too many machines that look
their customers. volume sales of shredders have He adds that retailers have very similar, crowding out the
fallen by 29 per cent since the capitalised on this trend by market. But the higher end is
Paying off recession started in 2008. But it expanding their ranges to holding its own.”
The emphasis on the many also states that volumes have include more sophisticated In which case, a campaign
more sophisticated operations fallen much more steeply in the models. Those level 3 shredders, reminding buyers on why they
those at the higher end of the business channel, which has seen he says, have grown their need a more sophisticated
range can perform seems to a 38.6 per cent drop, than in the market share in volume terms shredder, and how you get
be paying off. The latest GfK retail channel, where volumes in the retail channel by 7.6 per what you pay for, is only too
data suggests that, where once have dropped 26.6 per cent. cent this year, although they timely.
they may have dominated the Macphee attributes this have also risen sharply in price.
market, ‘straight-cut’ models now difference in part to the squeeze However Mark Taylor, ■ FOR MORE INFORMATION
account for less than 20 per cent being felt on business budgets, Commercial Director at HSM UK, VISIT www.fellowes.com,
of total shredders bought. “This which, he says, has led some the UK subsidiary of a German www.ideal.de, www.hsm.eu,
demonstrates that customers are business customers, particularly manufacturer of high end www.gfk.com.

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28 BOSS TODAY | December 2012/January 2013

security.indd 8 30/11/2012 14:53