Page 10 - BOSS Today Issue 49

BOSS Today #49 SPECIAL REPORT

Indeed, Wendy Vickery, Marketing with recycled material and/or products response to managing the risks from
Manager at Pentel (Stationery) Ltd, that can be refilled: our quick-drying COVID-19 and what kinds of products
agrees that – although there has been EnerGel X pen is not only made using 84% will benefit as a result? There are already
uncertainty and understandable caution recycled material, it can also be refilled, anecdotes about schools installing mobile
amongst the retailers – it is September because there’s absolutely no reason to sinks to create wash stations throughout
when BTS sales are really expected take throw away a perfectly good pen.” the site, or even devices to spray children
off in 2020: “The BTS season has been On the paper stationery side, while with disinfectant on arrival, while
getting progressively later for the last few home schooling meant an inevitable shift the education resellers – like the OP
years anyway, as parents and students towards smaller page count products, it distributors – have taken a massive
have increasingly tended to leave it until also increased demand for some specialist shift towards offering hygiene and PPE
the last minute, but now we know that items, says Gosling: “We saw a significant items. Amongst some writing instrument
schools will be returning in September, upswing in demand for visual stress manufacturers such as Vickery, there is
we anticipate that consumers will slowly products – ie tinted papers for special a firm belief that the exercise of greater
start thinking about buying products for educational needs, such as dyslexia. end-user choice already seen during
the new term.” We’ve also seen some page count size the months of home schooling could
changes because of home tutoring, with continue because of the ongoing risks
Being Adventurous At Home an increase in smaller counts because from COVID-19: “We know that the
There is no doubt of course that the shift parents didn’t feel they needed a bigger latest public health advice to schools is
to home schooling back in March provided book at home. Finally, there was a that staff and pupils should each have
unusual and early sales opportunities for change in pack sizes all the way down to their own frequently-used items such as
some educational products as parents purchases of single exercise books, rather pens and pencils in school, rather than
looked to equip – and inspire – their than the packs and cartons ordered by share them, in order to reduce the risk of
children to work at home, as Hales schools, so it was a real challenge in virus transmission through multiple user
recalls: “We believe that some parents the supply chain to distribute smaller touch points. This has implications for
were looking to encourage or reward packages efficiently.” teachers, pupils and parents alike – the
children to do their schoolwork at home most obvious being a greater degree of
by buying them a Zebra pen. We have Online Wins… Again freedom to select products of their own
introduced some attractive fashionable It is unsurprising, then, that another choosing.”
bright-looking products for parents to effect of home tutoring has been a For paper-based stationery
cheer their children up during the day, significant shift to online sales, as Hales manufacturers, there are also some
such as our Mildliner double ended pastel recalls: “Amazon – and e-commerce opportunities arising from helping schools
highlighter, which has sold significantly in general – has picked up hugely. Our to manage the COVID-19 risk, as Gosling
this year.” sales through Amazon have increased explains: “One of the fascinating things
Certainly, the lockdown appears to have by almost 50% pretty much across our that is coming out of this is that there
given parents the time and incentive to whole range. We’ve got a couple of other appears to be greater interest in anti-
buy something that they would perhaps independent online customers and microbial product ranges. Is this practical
not have ordinarily considered, rather their business has been double what it and would schools be prepared to trade
than give their children a ‘conventional’ normally have been.” up for them? We are certainly looking at
product from out of a cupboard drawer, Indeed, Vickery believes that this shift it!”
as Vickery explains: “Parents and to online is ongoing and set to continue:
students have had an opportunity like “We’re seeing a massive increase in Martin Wilde – the author of this
never before to choose products that online purchasing to the detriment of article - is Managing Director of OP
give them best value for money: those the traditional bricks and mortar retail market research specialists
that last longer, perform better and can establishments: although this looks set to Martin Wilde Associates Ltd
be refilled. We also experienced great continue, we’ll know more over the next (www.martinwildeassociates.com).
demand for products in our Pentel Arts few months.”
range, particularly for hand lettering Less certain, perhaps, is what will
products, such as our Brush Sign Pen. happen as a result of the schools going
There is still a growing requirement for back in September: what kinds of policies
sustainable products, such as those made and procedures are expected in their

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