Plumbing Africa Plumblink's first hundred stores | Page 11

The Plumline range of products has attracted new customers.
tend to attract a certain proportion of retail
and DIY customers. The reason for this is
that the products are on display in front of
the customers, contrary to the old model
where everything was behind a counter
and the plumber had to ask specifically for
what he wanted. “Even some plumbers do
not know the name of the item they want,
but they know what it looks like. But with
our solutions-driven approach, the client
cannot simply leave without it if we’re out
of stock or the item is not stocked – the
plumber will go somewhere else if not
satisfied – you need that human interaction
to present him with an alternative solution
to get the same job done.”
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Plumblink has tried the online store model
and found a limited and lower demand for
this sales channel, due to that same need for
interaction with the customer. “If the stock
is not available on the site – that alternative
solution cannot be provided as there is no
interaction – it’s not like buying a bottle of
perfume or baked beans. Online, if the required
fitting is out of stock, it’s out of stock – end of
story. Solution – providing isn’t meant to cover
up lack of stock, but to assist the customer
so he doesn’t have to waste time waiting.”
Plumblink is not alone in this, with Chandler
saying that many merchants are finding it
difficult to stock every pipe system and fitting
available on the market, as an example.
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“
There are several
prerequisites to
a site: it must be
easily accessible,
and critically must
have dedicated
parking directly in
front of the store.”
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