News

Werner Approach Provides Strong Future for the Ladder Category in Europe

Mar 05, 2012
Werner, the world leader in ladders who built its reputation on building heavy duty, durable products for tradesmen, is using its stand at Cologne (Hall 4.2; Stand CO57) to launch its ‘customised category management’ service to European DIY and hardware retailers.  According to the global manufacturer whose customers include The Home Depot, Lowe’s, B&Q and Homebase, there is an exciting opportunity for the retail ladder market in Europe to realise much greater sales potential by managing the entire category to create added value.  Using its experience around the world and latterly in the UK with its acquisition of Abru, Werner is keen to demonstrate to potential European retail partners how customised category management can be done.

Chris Filardi, VP of Marketing at Werner outlines the company’s approach.  “As a global player in the ladder market, Werner can leverage our cost structure to provide maximum value to our customers.  We are also well aware that every country has different preferences in terms of the design of access equipment and the materials used in its manufacture.  Ladders are a code-driven product and we work in partnership with different retailers to develop solutions that meet the needs of their particular territory. “

“It is true the world over, however, that the end user – and particularly the DIY end user – has very limited awareness of the points of difference that exist in the ladder sector.  This is where the opportunity for the retailer lies – to use Werner’s customised management to enliven the category, add value and create real points of difference that will excite the consumer at the point of purchase.  In turn, this will improve closure rates, increase transaction sizes and grow overall sales.”

Key to this customised category management approach is Werner’s leadership in market research and leveraging the purchase variables to understand ways to merchandise for both the professional and retail ladder markets.  Werner has incorporated a proven manufacturing process that spans over 60 years, including materials, design, product production, testing and distribution, which ensures customers can meet their retail objectives and grow sales. 

Explains Chris Filardi, “At Werner we invest in market research to understand the buying patterns of the consumer, identify the key issues and leverage that with our retail partners’ infrastructure.  Together we create a unique point of difference and this provides growth for the retailers who embrace its potential.  Stand out is also achieved through a unique ladder selection system that offers consumers an easier shopping experience and wider product offering so that they can make the best purchase decision.  This improves the merchandising environment and creates a clear selling strategy giving end-users logical reasons to trade up while enhancing retailer margins.”

Chris Filardi adds, “Since purchasing the British ladder manufacturer, Abru, giving the company its first European manufacturing and distribution base, Werner has developed a customised category management package and full range of products that meet the needs of the European customer.  We are excited and believe that this market is ripe for a new and innovative approach and we have the resources and the commitment to undertake such a process with retailers throughout the territory.  Werner is confident we can help key partners to significantly build their business in ladders and climbing equipment.”