Page 21 - BOSS Today Issue 39

a reseller and audit the products dealer promote the higher value ranges to fulfil the different would have understood that
they purchase and benchmark products to their customer needs of the customer. And, perfectly.
that against our market mix base.” of course, for us, it’s all about
intelligence and show where For SPOT, “It’s about helping delivering on a same or next Martin Wilde – the author of this
they might be able to do better. the dealers to understand where day basis. It’s providing access article - is Managing Director of OP
Through our marketing team, those opportunities are: it’s to the products that answer the market research specialists Martin
we can then put together a about offering a wide range of questions posed by customers.” Wilde Associates Ltd
programme that will help the products within those branded Georg Christoph Lichtenberg (www.martinwildeassociates.com).

Victor Stationery

Nick Gosling, Managing Director

Which paper stationery product price movements in all woodfree The Rhino range, and also launched
categories do Victor Stationery uncoated coated paper grades. some additional products which
specialise in? Currency fluctuations are also a real we are launching now.
We are best known for our exercise challenge from a Victor perspective
books for the education market, because a sizable percentage of How should OP dealers focus
under the Rhino brand; we also our business is to the UK. their energies in selling these
produce loose leaf file papers, products?
spiral and twin wire notebooks, Which categories have shown Dealers should be focusing on
refill and memo pads, case bound the most growth in this sector in brands and working with vendors
books and flipchart pads. 2017? on the trade up opportunities
From a Victor perspective, the where they can demonstrate
What have been the demand exercise book market experienced greater benefits and show how
trends for these products in both double digit sales volume end-users can save time and
2017? and value growth last year; this money.
Outside of strong performance was partly through the education
in exercise books, we saw some channel, where we saw bigger How do Victor Stationery
mixed results: flipchart pads grew than expected demand in the assist OP dealers maximise the
in medium single digits through Back To School period through our potential in this market?
wholesale and education channels, county supplies partners, who saw We are starting to work much
while sewn and twin wire case opportunities to grow their share harder on content improvement:
bound books saw big growth in these products in 2017-18. I see real opportunities for us to
thanks to new distribution and improve images, copy and video
expanding our listings. However, What innovations are coming etc. We will be offering a dealer
refill and memo pads – as well as through in this sector from Victor engagement programme which
loose leaf paper – saw a low double Stationery? works with dealers’ engagement
digit decline. We’ve brought together a family in the education channel. We
of products that we are calling are developing some sales and
How have selling prices for these Premium Education, which will marketing tools that will help
products changed in 2017? help drive added value into the identify opportunities in school
There has been continuous cost category. It focuses on finding administrations and offices,
pressure on all our principal raw solutions for teachers and school classrooms, built around special
materials - woodfree uncoated administrators. needs and overprinting services.
coated paper grades, board, cover We are also looking at a supply
materials and packaging - in the What innovations are happening chain and distribution solution to
last 18 months, which required with recycled products? offer dealers the opportunity to
is to drive price increases across We’ve got a link with the Save purchase in smaller quantities and
all channels in 2017, and 2018 is The Rhino charity and have just drop ship agreements through a
already seeing further upward refreshed our designs on the Save strategic partner.

April/May 2018 | BOSS TODAY 21