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ITW Construction Products’ MD David Eastley talks about the company’s entry into the electrical sector and how it is focusing on getting it right for contractors...
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| ITW UK Head Quaters |
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ITW has built its success over recent years by focusing on niches within the construction industry, immersing ourselves in the needs of these sectors and concentrating our products, expertise and service on that sector. That allows us to fully understand the needs of each sector we operate in and offer a tailored service which users really appreciate.
That has certainly been the case with the electrical sector over the last five years. Despite electrical contractors representing a trade that uses many millions of fixings every year, the electrical sectors had been largely neglected by the fixings companies – partly because the sector is so fragmented and partly because so many players in the market are so firstly wedded to traditional fixing methods.
We have applied our standard ITW philosophies to the electrical sector. We thoroughly researched the market through our Trade Focus process by which we thoroughly research a market to better understand user needs and requirements. Secondly we didn’t try to just flood the electrical market with standard ‘one size fits all’ products. We tailored and honed our offering to give electrical contractors the fixing solutions they really need.
The UK construction market is still very strong and electrical contracting within that remains buoyant. As a core trade, electrical work is a key driver for the rest of the industry and as such, is very important to ITW. That is why we have committed to investing heavily in the sector over the long haul. We are not happy to stick stock on shelves and hope that electrical contractors buy it. We are devoting funds to communicating our message to the market in a number of ways.
Firstly we have invested heavily in setting up a salesforce specifically dedicated to electrical contractors and stockists. We have worked hard to build distribution for our products so that contractors can source our products easily, and we are communicating directly with users using a variety of media including Voltimum.
So far the response from the electrical sector has been great. Electrical contractors tend to be technically minded, receptive to new technology and ideas.
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