Page 25 - BOSS Today Issue 30

Special Report - Security

buying a good quality product.” subsequently to an increased which are marketed for use in “In terms of
Having chosen the right awareness of the need for hospitals.
product for the right location, personal identification in the However, once again, what security, it is
Jane Quinn believes that there workplace”. seems to go hand-in-hand with very important
is every reason for OP dealers Put simply, it is much more security products is an emphasis
to look to profit from the important for people to have on appropriate product quality. to have a
opportunities in this sector: “The security badges in locations Says Robson, “There is a lot of
market is looking very positive than ever before, and there is product out there, but a lot of it quality product
going forward, and there’s a lot now a wide range of products is substandard, and in terms of you can rely
of margin to be had. Nowadays, available to meet this need, both security, it is very important to
dealers can look at achieving for the individual who requires have a quality product you can on to keep your
a 25-30% margin on a large a discreet security pass and for rely on to keep your pass safe”.
wardrobe-sized cupboard: those who wish to communicate This fact of course provides pass safe.”
that’s 25-30% of a high value who they are. So, there are two OP dealers with plenty of
item - worth anything from a distinct emerging consumer opportunity to upsell products Kate Robson
few hundred pounds to a few pulls. “We are also now seeing an - and achieve higher margins: UK Marketing Manager,
thousand pounds. Imagine how increase in demand for multiple says Robson, “From an OP Durable (UK) Ltd
much paper a dealer would cards holders.” Robson continues, dealers’ point of view, there are
have to sell to get that kind of “It’s about having something real opportunities in this market
cash margin!” convenient, professional and to upsell and deliver service.
ultimately of high quality. This is If a dealer offers an innovative
Secure Entry also about the more subtle lines solution that has been thought
But if valuables within offices of communication: what product through and offers the
and schools are being held you choose and understanding customer a choice, their margin
safely, how secure is entry what that says about you”. opportunities here will be good,
into the buildings that house Accessories such as specialised reliable and strong.”
them? As Kate Robson, UK lanyards and badge reels are also
Marketing Manager for Durable driving category growth. Special Martin Wilde – the author of this
(UK) Ltd, points out, “External options are available, such as article – is Managing Director of
market drivers such as austerity safety release lanyards, which OP market research specialists
measures are often linked to release if trapped or caught, Martin Wilde Associates Ltd
increasing crime rates and and antibacterial badge holders (www.martinwildeassociates.com)

November/December 2015 | BOSS TODAY 25

BOSS issue 30 security.indd 9 13/11/2015 11:25