Power tools
Q: How does the SA hobby market
enjoyed continuous growth since Bosch Power
download section where we offer regularly
compare to that of other markets
Tools has started to distribute the brand in the
updated step by step projects.
specifically looking at tools such as
southern African market.
We also run a Dremel-dedicated Youtube
channel where Dremel users can follow
Dremel and similar products?
A: The hobby market in general is very diverse
Q: What is needed to help stimulate the
projects, product training etc. In conjunction
and fragmented. On the retail side, it is
South African hobby market?
with some very active retail stores and the
relatively untapped by the bigger retail chains.
A: As mentioned earlier, rather than price-only
DIY Divas, we also offer hands-on training and
As a result, a lot of independent retailers cater
promotions, hobbyists expect competitive
workshops.
for the various needs of the hobbyists. The
service and product knowledge from the
majority of hobbyists spends as much time as
retail store that they purchase goods. They
Q: How can retailers sell Dremel products
possible on their hobby and is quite passionate
would like to be informed and inspired when
more effectively?
about it.
they shop. Some retail stores do already offer
A: Dremel takes the point of sale very serious
Therefore, a relatively significant amount
excellent shopping environment and create
as this is the place where our products meet
of money is allocated to the hobby. The UK
relationships with their customers by offering
consumers. We support retailers with our
market for example is estimated to be around
events and workshops.
Dremel-dedicated spinner displays that offer
£4 billion, the average monthly spending of
The more information and inspiration the
easy-to-understand product communication,
a UK hobbyist is estimated to be around £30.
consumer gets, the more frequently he or she
a clear division between the tool, attachment
We believe that although, the size of the South
will visit the same retailer. Dremel’s approach
and accessory section as well as changing POS
African hobby market is much smaller, the
to stimulating the market is to immensely
elements around the display.
average spending per month is similar here
focus on educational and inspirational aspects
in South Africa. For most hobbyists, product
as well as very detailed product information.
added to the Dremel online dealer locator.
availability, service and after-service as well as
Our core communication channel is the South
Fundamentally, the display remains tidy
inspiration and a high interaction levels with
African Dremel website with more than
and stock availability is guaranteed to the
20 000 unique visitors per month. An
consumer. Retailers who see potential in the
important element of the website is the
hobby market can actively set up workshops,
the retailer are more important than price only.
Any new Dremel stockiest will also be
Q: Why is this the case?
demonstration days or other highlights tailored
A: Hobbyists and DIYers put money, thought
for their target group. In the end though,
and emotions into their projects. Over time,
it all boils down to the service and product
they tend to create an emotional link to their
knowledge the retailer can provide to the
tools as well. They don’t want their projects to
consumer.
fail because they work with tools that let them
down or their work material is of low quality.
Q: What should retailers focus on when
This means that the consumer prefers higher
merchandising and selling Dremel
quality products and materials. Dremel helps
products?
to create the emotions by constantly feeding
A: Each display is merchandised according
the target groups with relevant products and
to a display-size specific planogram, which
creative ideas. In Dremel’s communication to
contains a mix of best-selling as well as new
the consumer, the focus is more on projects
and innovative products. It is simple: stick
than products.
to the planogram, make sure that the stock
replenishment works and keep the display
Q: Is the South African hobby market a
clean and tidy. Always approach potential
growing market?
customers standing in front of the display and
A: There are currently no figures available for
give them information.
the South African hobby market. Domestic
Even though the customer might be well
economic pressure unfortunately leads to
informed about Dremel, up-selling and cross-
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