Range expansions are nothing new and can be a great way to
address lifestyle or lifestage changes among core customers or to
logically add complementary products to an offering. Tools,
maintenance and health and safety products distributor Buck &
Hickman, for example, launched a catalogue dedicated to corporate
clothing this summer. Having supplied bespoke workwear to clients
in the manufacturing industry, facilities management, the rail
industry and the utilities sector for many years, and facing
growing demand, the company decided to launch a 40-page catalogue
featuring more than 114 different garment types for use in
offices, warehouses and outdoors.
A similar tactic was employed at b-to-b marketer 4imprint, which
branched out into corporate gifts this autumn. Best known for its
promotional products, the new range includes items like executive
pens, organisers and desk clocks, alongside Jamie Oliver wine
glasses, coffee cup sets and digital photo frames. 4imprint hopes
tapping into the business gifts market will see it “acquire
new customers-as well as present a new offering to existing
customers-to grow our share of this potentially lucrative
market,” says Robin McCrink, general manager 4imprint UK &
Ireland. The 12-page, A5 Business Gifts catalogue was mailed in
September and remailed in October to existing customers, with a
further mailing to prospects also scheduled. 4imprint has also
set up a section on its website for the new gifts range.
Over at gifts and gadgets etailer Firebox, the kids and toys
section has been relaunched in order to better serve the
company’s target demographic. Caroline Jenkins, buyer for toys,
games and kids, explains, “Many of our customers have been
with Firebox from day one-as they have grown so has Firebox,
which is why we launched the Firetots range three years ago.
Firebox has [now] expanded the category to provide edgy and cool
products for kids up to 12 years.”
At MandMDirect, the range expansion hasn’t been into new product
categories, but rather a new sector altogether. It has launched a
voucher-code website called MandMVouchers, developed in
conjunction with MyVoucherCodes owner PeToBa Marketing. Using an
affiliate marketing model, the site presents MandMDirect’s
customers with money-saving deals at major high-street brands
including Argos, Asda, Tesco, HMV and Pizza Hut, while netting
MandMDirect a commission.
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