By Aimee Chanthadavong
In order to drive profitability and success for its Home Timber & Hardware and Thrifty-Link members, Danks has announced a new strategic direction.
Danks general manager for operations, Con Dekazos, told RetailBiz the strategy which has been in planning for over two years will capitalise on the opportunities presented for independents as more competition enters the market.
“By offering Thrifty-Link retailers new entry points into the Home Timber and Hardware group, we’re giving them access to the brand recognition and marketing options available under the Home Timber and Hardware brand to grow their business,” he said.
“Alongside this, smaller independent retailers will benefit from increased flexibility and marketing programs which can be tailored to meet their specific business needs. “
Under the strategy, Thrifty-Link retailers will be offered new entry points into the Home Timber & Hardware Group with a medium-weight promotional program designed specifically for medium-sized retailers and the full Home marketing program for larger format stores with a strong trade and retail mix.
Also, Thrifty-Link retailers who move over to the Home Timber and Hardware group will gain from the strong brand recognition, celebrated “Dogalogue” program and an increase in marketing options associated with the Home brand, including television advertising and high-profile sponsorships.
According to Dekazos, its 300 members vary from large to small stores and this strategy will help reinforce each of their positions in the market.
“The hardware retail market is changing which presents significant growth opportunities for Home Timber and Hardware and Thrifty-Link Hardware members as more competition enters the market,” he said.
“We’ve listened to feedback from our members and the new changes have been designed to offer more flexible marketing options to suit their specific business needs. Now more than ever, it’s important for the Home Timber and Hardware and Thrifty-Link brands to be as strong as they can be, and we’re sure this new strategic direction will work to achieve this.
“Members have responded very positively. These changes were born from a strategic review with Home Timber and Hardware and Thrifty-Link Hardware members and our independents know we are committed to offering the best brands and most innovative business tools to put them ahead of the competition. They’re looking forward to continued business growth and success.”