Customers drive business innovation at Kelkay
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Kelkay continue to focus on the successful future development of the business and Antony Harker is committed to putting garden centres at the centre of those plans. During 2016 the team organised customer insight groups to thoroughly investigate the needs and aspirations of independent garden centres. The results of this research is now being used to drive the 2017 product and marketing development plans for the Kelkay ranges of aggregates, paving and water fountains.
In spring 2016, Kelkay held a series of customer insight groups, inviting some of their key customers to take part in a structured research project that allowed them to voice their opinions about Kelkay and the sector. All the results were then consolidated to provide a strong strategic basis on which the business has been able to build their development plans for 2017.
Richard Pyrah, Sales Director says: “It was fascinating to bring this customer group together and hear the lively debate. In the end there was a surprising level of agreement about what really works in our sector, and most importantly where we can benefit from making additional changes. We’ve used the learning to develop our garden centre offer for next season which all our customers will get to see at Glee.”
Some of the key findings included:- Some manufacturers are still using complex industry jargon and terminology which most consumers don’t understand
- Great display and merchandising really counts and product quality and service levels remain at the top of garden centre’s priority list
- There’s more opportunity to provide inspiration and ideas to help consumers understand how to use the products creatively
- Whilst keen pricing is always on the agenda, there is lots of opportunity to trade consumers up
- After sales service is a key differentiator for retailers when choosing a supplier
Retailers from all over the country took part in the research which focussed on decorative aggregates and water features.
Graham Pinkerton, Thurrock Garden Centre said: “It’s reassuring when an established and highly successful supplier takes the time to listen constructively to their customers. Kelkay is a great supplier and they are an important part of our consumer offer. But there’s always room for improvement so I was delighted to be able to take part in the research. I’m looking forward to seeing the developments for 2017.”
To find out more about Kelkay’s range of decorative aggregates and their other successful garden landscaping brands, go to www.kelkay.com or e-mail the general enquiries office on salesenquiries@kelkay.co.uk or call to speak to us on 01405 869333. To see the exciting developments for 2017 visit Kelkay at GLEE, NEC Birmingham (Hall 19 B10 – C21) 12-14 September 2016.
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