Thiis Dec 2016

THIIS Trade Magazine • Issue 219 • December 2016

Issue 219 • December 2016

Providing news and views in the trade since 1999

TRADE MAGAZINE

For everything new

Providing news and views in the trade since 1999

Lift off for new online venture LATEST PRODUCTS BRANDING TIPS

STUDENT TO DIRECTOR

MODERN STYLE

EXHIBITION ADVICE WRITER’S BLOCK

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‌from the editor

Don’t be shy, why not get in touch...

What a year.

As we near the end of the year, 2016 will likely be remembered as the year of surprises.

In June, Britain voted to leave the European Union and in November, Donald Trump won the US presidency. Regardless of personal preferences, one thing is for sure; just because a belief is widely held does not necessarily mean it is correct.

In both examples, polls suggested that these outcomes were nearly impossible, yet both came to pass. Perhaps it is worth us also questioning some commonly held beliefs concerning our businesses and the industry; be they sweeping statements about the nature of your customers, generalisations about the market or popular beliefs taken as gospel inside your company. 2016 has taught us that sometimes it may be worth revisiting and reviewing these certainties.

Editor David N Russell Tel: 01536 710050 E-mail: info@thiis.co.uk

Who knows, you may just discover an outcome you never imagined possible.

David N Russell

Assistant Editor

Editor

A very merry Christmas and prosperous New Yea r from the THIIS team!

Calvin Barnett 01933 278086 newsroom@thiis.co.uk

On the front...

Will Green Trousers be the perfect fit.

See page 34.

Advertising Enquiries You can find THIIS on Twitter at: wwwthiiscouk

Lauren, Jayne or Sue 01536 317000 advertising@thiis.co.uk

INSURANCE & FINANCE A helping hand when you need it most.

Call us today 01582 840067 www.thiis.co.uk 3

“It’s ironic that in our sector, all products need to be easily accessible, and at the moment they are not.”

Training scheme launch Page 6

“It is always worth considering how you can make a show really work for your business”

“They know where you shop and what you buy.”

“It is not good enough anymore to simply create a catchy tagline or good advertisement”

Contributors this month...

Angus Long Impression Marketing

Jon Nock iDis Creative Marketing

Martin Lewis Ableworld

4 www.thiis.co.uk

InTHIISissue...

“I still held a perception that it was ‘an older person’s industry’, but I don’t believe that to be the case”

Packaging rethink Page 10

Writer’s block?

Page 16

Green trousers Page 34

Grab attention Page 40

The young director Page 46

Know your customers Page 60

Building brand awareness Page 62

GEL BATTERIES

TRAVEL FURTHER WITH •RELIABLE •LONGER LASTING •100% GENUINE GEL Full Range of Haze GEL Batteries available Easystart Ltd. Tel: 01536 203030 Website: www.easystartbatteries.co.uk Email: sales@easystartbatteries.co.uk

New installer training scheme launches Home lift specialist Stiltz Lifts has launched a new retailer training programme designed to enable partner companies to install the domestic lifts into customers’ homes themselves, instead of relying on Stiltz installation teams.

The aim of the lift manufacturer’s training scheme is to encourage businesses to switch from the Stiltz Lead Referral Scheme and work towards becoming a fully-fledged Stiltz Lifts Installer Partner. An Installer Partner will be qualified to fit the full range of unique Stiltz Lifts products into customers’ hom es.

The Referral Scheme currently offers retailers who refer a customer to Stiltz, up to £1,000. The objective of the Installer Partner Programme is to allow dealers to be responsible for almost the entire customer journey and as a result, enable the Stiltz business to be far more profitable for them.

The Stiltz Lifts Technical Training Dealer Programme is run by Technical Support Manager Rob Pinion and held on demand at the company’s headquarters in Kingswinford, West Midlands.

Stiltz Lifts has built its own training facility including a classroom which houses a home lift 6 www.thiis.co.uk

demonstration unit and the entire range of the through-floor lifts displayed on a fully-operational mezzanine in the warehouse.

The training programme consists of two mandatory classes and three optional modules – all of which are currently provided free of charge.

The first course is a one-day technical induction session on how Stiltz products work. This is followed by a two-day course which covers the process of actual lift installation.

Stiltz lifts are installed by two-man teams so a retailer must send two engineers to each course. Once the team has completed the two mandatory classes and successfully undertaken three customer installations - overseen by an existing, experienced member of the Stiltz technical team - they will become an Accredited Stiltz Lifts Installer Partner.

There are also two further optional installation courses which cover fault-finding techniques and practices plus a basic electrics top-up course.

The company has a training facility including a classroom

The new Terry Lifts Lead Referral Scheme can earn you

a reward of up to £1,250 for each Lifestyle Lift referral you provide Terry Lifestyle Home Lift

A Lift to Future Proof a Home 3 Winner of the Independent Living Design Award 2015 – BHTA Awards

3 CE-marked and BS5900:2012 compliant where applicable

3 Certificated to the EU Machinery Directive for a lift travel above 3 metres (legal requirement)

3 Fire and smoke protection between the floors whether the lift is in the up or down position

3 ISO9001:2015 certificated UK manufacturer

Send us a sales lead today and earn up to £1,250 for a confirmed Lifestyle Home Lift order or 5% of the quoted price for other Terry Lifts products.

All you need to do is send us the contact details of the lead and we will do the rest for you.

033 3241 2143 today for more information

Call: w: www.terrylifts.co.uk

e: sales@terrylifts.co.uk

www.movingandhandlingpeople.co.uk

For office staff who answer incoming customer calls which can sometimes be technical in nature, there is a module which deals with product training specifically to help them answer such questions.

Rob Pinion has been involved in engineering for nearly two decades since first joining the Royal Mechanical and Electrical Engineers in 1998. He became part of the Stiltz Lifts team a year ago after spending seven years at Handicare where he developed, implemented and delivered successful product training programmes.

He said: “We are looking to provide existing retailers with an opportunity to upgrade from our successful Stiltz Lead Referral Scheme and enable them to make the step up to becoming a fully-trained Stiltz Lifts Installer Partner. Our products are reasonably simple to understand and install but, at Stiltz Lifts, we set the highest of standards when it comes to our installations.”

Rod added: “Once retailers have finished the mandatory classes, we will accompany them on installations, to assess and oversee their work.

When the installation teams have successfully completed three projects without any issues, they will be become an Accredited Stiltz Lifts

MHPS17_Ad.indd 1

8 www.thiis.co.uk

Installer Partner and be free to install our lifts on their own. This is a fantastic opportunity for ambitious retailers looking to grow their business and expand their areas of expertise.

For details, call the Stiltz Lifts Technical Team on 0330 222 0334. The website is at www.stiltz. co.uk

Rob Pinion will be leading the new courses

Inspiring excellence in manual handling Wednesday 1st & Thursday 2nd February 2017 Croydon Conference Centre 5-9 Surrey Street Croydon CR0 1RG

The essential CPD-certified learning event for moving and handling people in healthcare y seminars on cutting-edge issues led by the UK’s best speakers y practical interactive workshops using the latest equipment y topics include bariatrics, dementia, falls prevention and paediatrics y focus on new legislation and CQC assessments Limited places so book now at www.movingandhandlingpeople.co.uk Early Bird discount available Disabled Living Foundation

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The AirForce One Includes the Evo Nebuliser.

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Call for packaging rethink Hertfordshire Action On Disability (HAD) has been helping people to lead an independent life for almost sixty years. As well as providing information and advice, the charity retails a wide range of mobility equipment.

Here, HAD’s Paul Bishop looks at the modern world’s passion with all things plastic and, in particular, how it is used within the mobility sector. This is what he had to say…

The modern phenomenon of heat-sealed plastic packaging, also known as blister packs, shows little or no sign of abating.

In the mobility sector badly designed packaging can cause problems for many older and disabled people. It’s not just difficult to open it is potentially dangerous too.

At Welwyn Garden City-based charity HAD’s equipment centre many of our smaller mobility aids are packed so tight an able-bodied person would struggle to break into them unscathed.

For a one arm amputee or someone with arthritis, MS or a skin condition like psoriasis or eczema, it can be almost impossible to open these products.

Jonathan Hill is one of HAD’s Occupational Therapists. He says: “Heat sealed packaging is an industry problem and not the fault of one manufacturer. However, it’s ironic that in our sector all products need to be easily accessible, and at the moment they are not. Disabled people need help, not hindrance, when buying mobility products and they are not getting it from some mobility product suppliers.”

Jonathan is also concerned that many people

5 Banner Waranty.indd 1

might destroy the packaging in order to get the product out. “I am worried that there might be problems taking the product back if it wasn’t right for them. I know that some disabled people can ask a family member of carer to help open the product but at HAD we try to promote independent living and these problems with packaging hardly promote our ethos.”

However it is not all bad news. The Multi Grip

by Able2, formerly Pro Medics, is an example of good, thoughtful packaging. The plastic cover has a wrap-around design that is simple to unclip from the back. Others like Culinaire’s One Touch can opener and a kitchen paring knife by Zyliss are difficult to access.

Culinaire and Zyliss have acknowledged there are problems with their packaging and are currently addressing this. A spokesperson for their designers and manufacturers DKB

year warranty on mobile hoists

10 www.thiis.co.uk

HAD’s Occupational Therapist Jonathan Hill with the Multi Grip by Able2

According to HAD, Culinaire is aware of a problem with their packaging and has recently redesigned it

We are so committed to quality, that we now offer a 5 year warranty on our bestselling mobile hoists.

Please contact us for more information on 01656 776222

www.invacare.co.uk 27.08.15 10:25

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said: “Whilst the Culinaire One Touch and Zyliss Paring Knife packs are great at point of purchase and are suitably robust to stand the rigours of being in store on a peg, we have already noted it can be difficult for those with limited hand mobility to open them. With this in mind, we have undertaken a packaging refresh. The new packaging for the One Touch is a blister front with card rear, held together with three simple to open adhesive pads. It will start to appear in stores early in 2017. The Zyliss Paring Knife packaging is currently under review and the new design will be launched in late 2017.”

Whilst this is encouraging news this global infatuation with plastic packaging needs a drastic re-think. It’s a problem for everyone and has far-reaching ecological implications too. Perhaps it is time for manufacturers to come up with an alternative to plastic, not just for us but for future generations.

The photo shows HAD’s Occupational Therapist Jonathan Hill with some of the products in the showroom.

For more information on HAD visit www. hadnet.org.uk or call 01707 324581.

Jonathan says that some products are difficult to open

Orchid Medicare –

Shower Trolly

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Providing comfort & safety in medical healthcare

Orchid Medicare rise and fall shower trolley is designed to provide safety and comfort for both carer and client, for washing and personal care and provides a dignified and efficient showering experience. The trolley has both end rails and side rails for patient safety, with the side rails designed with a drop down lowering mechanism to allow for efficient posture and safer transfers. The market leading 400mm height adjustment allows the carer to position the trolley at the optimum position for safer handling.

The waterproof removable mattress, made from easy clean 600gm PVC lacquered and polished polyester provides comfort and support while allowing easy cleaning.

The trolley comes complete with a 2 metre of 02” flexible waste pipe easy drainage. The trolley has four total lock brake castors which are tested to 100 hours salt spray corrosion test fitted as standard.

Orchid Medicare Copenhagen Road, Sutton Fields Industrial Estate, kingston Upon Hull, East Yorkshire, HU7 0XQ. E - sales@orchid-medicare.co.uk T - 01482 820333

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12 www.thiis.co.uk

End rails and side safety rails provided, side rails with fold away mechanism.

Waterproof removable mattress provides comfort and support two metres of 02“ flexible waste pipe for ease of drainage.

Buffer wheels for added protection.

Four total lock brake casters tested to 100 hours salt spray corrosion test fitted as standard.

Independence Made Simple The Infinity Curved Stairlift is fast becoming the most talked about stairlift on the market. Not only do we offer exceptionally high quality products our aftersales service and support are unrivalled. If you are unsure why not schedule a vist to our Hudderfield factory and see for yourself.

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round up

A work of art for Acorn German artist Matthias Sohr was saved by Acorn Stairlifts as he prepared his ‘Life Is A Staircase’ exhibition at the Strand’s Korean Cultural Centre UK. Just hours before the opening Matthias was told his stairlift centrepiece was stuck on its way from Italy. Acorn Stairlifts answered an SOS call and a stairlift was delivered just four hours later to London.

Exhibition curator, Je Yun Moon said: We were let down at the very last minute by another stairlift manufacturer who promised but could not deliver. Thanks to Acorn’s quick action and generosity, Matthias Sohr’s situation went from being our biggest art disaster to this exhibition’s biggest success story.”

Aktiv in Musuem and Art Gallery Aktiv UK has supplied products as part of Birmingham Museum and Art Gallery (BMAG) refurbishment. The company also advised on a new inclusive desk and reception area costing £11,000.

General Manager, Andy Haines told us: “Birmingham Museum and Art Gallery is one of the most important and iconic centres for art in the country. With our Aktiv X2’s now in place, which are available in 16”, 18” and 20” and weighing in at just over 10kg, more visitors can now enjoy the space.”

For more details of the products, call 01384 429700 or visit www.aktivwheelchairs.com

New website for Classic Canes Walking stick specialist Classic Canes has launched a new website with features for both the public and its trade customers.

Members of the public can now view the entire range and read complete specifications before locating a retailer, whilst trade customers can log in to an improved trade only ordering section, where they can save partial orders, review previous orders and repeat or edit them as required.

Managing Director, Charlotte Gillan, told us: “Classic Canes is all about style and quality, so our new website reflects this both through its function and its elegant appearance.”

The company stocks over 700 traditional and contemporary walking sticks, seat sticks and umbrellas, which are sold through retailers in more than 40 countries worldwide.

The website is at www.classiccanes.co.uk

14 www.thiis.co.uk

Andy Haines with staff from BMAG

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Focus

Marketing & Promotion The success of any business, new or established, is the ability to have and conduct a sound sales and marketing strategy. Always easy to say, but not always easy to execute. Marketing is a wide subject, but there are some fundamental essentials that need to be got right for the rest to work effectively. This article, by Angus Long of Impression Marketing, looks at the importance of writing copy and its potential impact on a company’s brand and product awareness…

Could writer’s block be harming your business?

The advent of online marketing is transforming the way in which businesses and products are being marketed and it is seemingly evolving at a rapid pace. Everything that passes through the World Wide Web is now interconnected and plays a big part in how a business or product is seen and rated.

Most of us will be familiar with the Internet, websites, email; social media, smart phones, YouTube, apps, Amazon and many of us probably have Twitter accounts, Facebook pages and Linked-In profiles too.

All these things are interconnected and have an impact upon a company’s online presence and search engine optimisation (SEO).

At times it can all get a bit confusing, but like most things the secret to success is actually very simple.

The existence of the Internet has changed the face of advertising completely.

One of the most important aspects, when it comes to online marketing, is prominent exposure within the field.

The best way to do this is, of course, to have your online presence be the first thing to appear when a user searches for related terms via a search engine such as Google. At

first, this policy worked using reciprocal links to increase awareness. Then came pay-per-click, but this can be expensive depending on the product demand and market competition and there is a growing consensus that consumers think online advertisers are going to be more expensive, so avoid using or selecting them.

In order, therefore, to succeed in online marketing, one must understand the algorithms that decide the position of your page among the many millions of results. It is not good enough anymore to simply create a catchy tagline

Cont. on page 18

16 www.thiis.co.uk

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or good advertisement and send it across all mediums.

Today, the internet uses a different approach. Google’s algorithms, for example, now rely on over 200 signals and clues to filter the answers you are looking for from the millions of hits available. These algorithms include freshness, images, knowledge graphs, content, social media presence, quality, context, news, spelling and synonyms, among hundreds more. All in all, the general consensus is that instead of “results,” search engines are now tailored to providing “answers.”

In order to make sure you are among the top results for these “answers,” you need to ensure you online content is optimized, (S.E.O). As detailed above, search engines have evolved and so must your on-line presence.

It’s not good enough anymore to simply create a catchy strap-line, draft up a few innovative benefit statements and then repeatedly flog them endlessly across all mediums. The commercial world has moved on from that. Today, a sales, marketing and promotional strategy requires a joined up approach across all mediums and communication channels.

Your on-line presence is part of the marketing mix and is most effective when it’s an integral part of a holistic promotional strategy. Your sales and marketing activity is the heart and soul of your business activity – It’s the life blood that fuels your success and growth. If it’s fresh, vibrant and regularly circulating, your business prosperity will remain healthy and energetic; if it’s stale and stagnant you risk commercial fragility.

The key ingredient to all effective sales, marketing and promotional practice across all mediums, but most importantly an online presence, is good quality copy and content. This is what links everything together. Your key messages need to be conveyed through PR, advertising, staff, packaging, website and social media. However, sending the same old phrases, rehashed press releases or advertising bullets is going to fall foul of modern SEO algorithms and begin to bore your audience. It must exist like a living creature, with new blood being pumped around it constantly; the same repetitive adverts would just lead to a stagnant online presence.

For example, if you’ve got a piece of news or are in receipt of a new testimonial, then write a press release and blog post, then put it on the website, feature it in the

company newsletter, update your POS material, link it with your social media, and also don’t forget to tell your staff, customers and suppliers. If you do a couple of Tweets a week and the last news post on your website was a few months ago then you need to get writing, but be relevant, but also be new. Be appropriate, but also be regular. Keep things varied and fresh and you won’t lose your presence, consumer interest or sales! That said, the biggest obstacle to drafting good, regular, relevant copy and content is usually writer’s block, which is generally a lack of; time, inclination, confidence, resource or ability.

This is understandable because writing good, interesting and memorable copy is a bit of an art form and not everyone can do it.

Whether it is print media, radio, TV, billboards, the high street or on-line the ability to create and disseminate regular, quality copy is imperative to creating company, product and brand awareness.

Many businesses, but SME’s in particular, don’t have the ability, the time or the confidence to plan, manage, draft and execute structured and holistic campaigns.

What typically happens is they don’t do it; they dabble at it, or engage the services of an agency. If you decide to engage the help of an agency, and there are a lot out there, it’s probably best to pick one that knows the industry you are in. Impression Marketing, for example, has over 30 years’ experience of the healthcare market and can offer a range of packages from a simple copy service to a fully managed service, all designed to suit the specific business needs and budgets. Also, check the agency has adequate indemnity insurance and are preferably members of the CIPR. Like I said at the beginning, the answer is actually quite simple and most sales and marketing managers probably know what they need to do. However, if you struggle with writer’s block, then get in touch and I’ll help cure it for you.

You can contact Angus on 0845 3082745, by email at info@impression-marketing.co.uk or at www.impressionmarketing.co.uk

®

We can offer you:

 A recognised brand that is respected in your market  Repeat business from loyal customers who rely on our footwear

Cosyfeet is the UK’s leading supplier of footwear for swollen feet This_Magazine_August_2016.indd 1

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 Potential customers via our website which has over a million visits every year  Easy ordering and quick delivery

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.com 03/08/2016 15:11

Need pre Christmas stairlift despatch?

We will be working hard to despatch as many of your orders before Christmas as we can.

Our cut off for pre Christmas despatch on curves is Handicare 2000 drawings signed off by midday on 14th December and, for straights, standard Simplicities confirmed by 11.00am 22nd December. Our Trade Partner Support Team can confirm cut off times for pre Christmas despatch across our range, please call them on 0844 225 3121 for further information.

Trade Partner Support 0844 225 3121 | www.handicare.co.uk Partner resource portal www.handicarepartners.com

We would like to take this opportunity to thank our partners for their continued support this year; we wish you all a very merry Christmas and a happy New Year.

round up Quantum Rehab extends coverage in Ireland Quantum Rehab has appointed Disability Needs as an approved dealer for Ireland.

Senior Director of International Sales Tim Murphy stated: “Disability Needs have years of clinical knowledge, industry experience and a highly dedicated team. They provide a high level of expertise, especially working in close conjunction with Occupational therapists. All of these attributes ensure them to be an exceptional Quantum dealer.”

Mark Spottiswoode, Director of Disability Needs said: “Disability Needs is one of the leading Home Adaptation Specialists and Mobility suppliers throughout Ireland. We have over 20 years’ experience in the industry to be able to our customers expert advice, quality and a highly competitively product range. We are thrilled to have the Quantum Rehab range as part of our product offering. We are dedicated to offer our customers the most technological advanced products available in the market. Our partnership with Quantum will enable us to be to offer a wide range of innovative designs and market leading products.”

The company currently has showrooms located in Dublin and Belfast. Call +44 (0)2890 745 333 or visit www.disabilityneeds. com

Director Mark Spottiswoode (left) with Product Specialist Jim Kane

MAXIMUM PERFORMANCE FOR MOBILITY Market-leading batteries, chargers and tyres developed especially for the mobility industry.

Please contact us for more information on the complete Strident range of mobility products and customer service.

THE POWER BEHIND THE BRAND Tel: +44 (0) 1362 300102 Fax: +44 (0) 1362 300103 Email: sales@strident.uk.com www.strident.uk.com Global House, Hall Lane, Dereham,Norfolk NR20 3GG

round up

Unlimited open in Blackburn The Unlimited Company from Simplyhealth has opened a new superstore on a retail park in Blackburn.

The company says that the store is styled to appeal to both younger people with a disability or reduced mobility, and older people who appreciate modern design and leading-edge engineering.

Managing Director, Matthew Main, told us: “I think there is a demand for a more modern approach to buying mobility products and living aids. We want the environment to be welcoming

to people of all ages, including younger people.”

The store has a consultation area with seating for customers to take the time to have a coffee and discuss their individual needs with expert staff.

At the launch, the company had on hand a wellbeing practitioner to offer advice, including healthy snack sampling, blood pressure testing and BMI testing.

The website is at www.theunlimitedcompany. co.uk

Christmas starts early for Acorn Staff at Acorn Stairlifts are helping bring smiles to thousands of children’s faces this Christmas by backing a major regional appeal.

Acorn is an official supporter of Radio Aire’s annual ‘Mission Christmas’ appeal.

Last year’s appeal delivered more than £1 million worth of gifts to over 22,000 children.

Acorn is supporting the appeal by encouraging its own staff to donate a gift, by having collection points at its premises where anyone can leave a donated gift, and by promoting the appeal through its advertising.

22 www.thiis.co.uk

Some of the Acorn Stairlifts reps who brought gifts for the appeal to their October meeting.

Excel Sportrek The Excel Sportrek is our latest, 8mph class 3, mid-size mobility scooter

Height adjustable headrest

Easy to adjust captain seat.

Adjust the height, depth and backrest angle to suit your needs.

Our fully adjustable tiller section coupled with our depth adjustable seat means the optimum driving position is only a moment away

The existing foot board, plus the newly added anti-scuff rubber matting on the front shroud means the legs can be extended for total ride comfort.

Bright, modern LED lights use less power while increasing visibility.

Front independent & rear mono-shock suspension systems means the Sportreks ride quality is unparalleled.

All new dashboard with multi-function LCD screen showing speed, time, distance travelled, temperature, maintenance reminders and remaining battery level.

Total width: Total length: Seat width: Seat height: Speed: Batteries:

65 cm 120 cm 46 cm 41.5 - 46.5 cm 8 mph 4x 22 Ah premium batteries

www.vanosmedical.com

Charger Wheelbase: Ground clearance: Total weight: User weight:

The battery location means the Sportreks balance and stability are greatly improved

5 Ah 88 cm 12 cm 127 kg Max. 136 kg

Colours:

Complies with: EN12184

Due to the battery location we have been able to add a lockable under seat storage compartment.

Van Os Medical UK Ltd. Excel House Ashbrooke Park Sherburn In Elmet North Yorkshire LS25 6PJ 01977 681400 sales@vanosmedical.com

round up Corrie star takes a seat with Rise and Recline Rise and Recline attended Disability Direct’s ‘Do What You What’ event in Nottingham.

The event featured over 80 exhibitors, 1,000 disabled visitors from the East Midlands and Coronation Street’s Alison King, who tried out Rise and Recline’s chairs.

Rise and Recline Managing Director Samantha Langtree said: “It is our first year attending this event and is a great way to get local organisations together and introduce disabled people to the wide range of products available. It is also a wonderful opportunity for us to meet the visitors to the show and have a chat with them about our products. We will definitely return next year.”

To find out more, visit www.riseandrecline. co.uk

Naples Swivel Memory Foam Recliner Walking Stick Stand & 25 Soft Grip Walking Sticks

Free next day delivery

Available in Cream & Black – £99 inc vat Quote ‘this Naples’

Trade Price – £150 Ex vat Retail Price – £374.75 Ex vat Quote ‘this stand’ • • •

5 colours available Including Wrist strap Folding design

Free next day delivery

Dedicated account manager Order today – Call us on 0330 311 6498 or email at trade@betterlife.co.uk

Twe l v e d a

. . . s a m t s y s o f Chri

12

SOLITE PRO

09

SOFTREST CONTOUR

06

MAP SYSTEM

03

CENTENARY OVERBED TABLE

De l i v e r y i n t i

11

BRADSHAW NURSING

08

ACCLAIM FLOW

05

APOLLO

02

VIRGO BEDSIDE CABINET

10

BRADSHAW JUNIOR

07

STATIC CUSHION

04

APOLLO SEAT CUSHION

01

FOOT STOOL

as! ! m t s i r h m e for C

...making it better

round up

John Preston Healthcare to distribute Mountain Trike in Northern Ireland John Preston Healthcare Group has signed an agreement to distribute The Mountain Trike’s all-terrain wheelchairs in Northern Ireland.

Tim Morgan, Managing Director at Mountain Trike, said: “We are a fairly small UK business and having established mobility companies who can distribute and demonstrate our products in their region is of huge benefit to Mountain Trike. Getting our products seen by more potential customers is key to our success.”

Tim added: “John Preston Healthcare is a long-established mobility business who can offer customers the confidence that they are dealing with knowledgeable professionals within this.

We already have an established relationship with Irish Wheelchair Solutions in Southern Ireland, so we now have a great network for customers wishing to see our products in Ireland.”

Aidan McCormack, Group Marketing Manager at John Preston Healthcare Group, commented: “We are continually looking to expand our product offering to customers. The Mountain Trike is a fantastic product and there is nothing quite like it out there.

“The plan is to have a demo model in our showroom so we can offer customer demonstrations, but in the meantime, we are

marketing the product through our website and customers can contact us for further information.”

For more information about John Preston Healthcare, visit www.johnpreston.co.uk and for the Mountain Trike Company, visit www. mountaintrike.com

CareFlex Product Impresses CareFlex's SmartSeatPro has been ‘Highly Commended’ in the Best Interior Product Category at 2016's Building Better Healthcare (BBH) Awards.

The SmartSeatPro is a highly-adjustable, modular seating system for clients with complex postural and pressure management needs. The judges said: “This is a very versatile product and patients are really happy with it … ticks all the right boxes."

Susie Hall, Marketing Manager at CareFlex, added: "There was some very strong competition and, though not outright winners, we were delighted and very proud to walk away with a Highly Commended."

To find out more, visit www. careflex.co.uk

26 www.thiis.co.uk

!

NE W

Made to Measure

ROMA MURCIA FEATURES Split battery pack.

LED front light.

Non marking puncture proof tyres.

Comfortable adjustable height seat and flip up and width adjustable armrests.

Adjustable angle tiller with delta handle.

Easy to use controls and front shopping basket with carry handle.

Maximum user weight up to 21 stone with a range of 19 miles.

Available in Red & Blue.

www.romamedical.co.uk | 01656 674488

| sales@romamedical.co.uk

round up

Award for Stairlift retailer The family run business at Dolphin Stairlifts (South West) has received the Stannah ‘Certificate of Excellence Award’ – a competency based scheme confirming the quality of installation, servicing and repair work carried out by Stannah Distributors worldwide.

Engineers Perry Carpenter and Leigh Tucker completed several stairlift installations, repairs and servicing jobs under the supervision of a representative from Stannah. Office procedures and administrative processes were also assessed, to ensure the traceability of all Stannah products.

Director, Steve Carpenter told us: “We’re really proud of what Perry and Leigh have achieved. This will give our clients further peace of mind knowing we train our staff to the highest standards.”

The company was started in 1996 by husband and wife owners Steve and Sandra Carpenter and has since been joined by their son Perry, daughter Natalie, Steve’s sister Pauline and latterly their granddaughter Carrie who helps out with data entry.

Perry has recently started his own company, Dolphin Mobility Solutions, offering scooters, rise and recline chairs and other items.

Call 01363 776486 for more information.

Rebrand for PromoCon Charitable service, PromoCon, has changed its name to Bladder and Bowel UK as part of a major brand overhaul and investment in its corporate identity.

The service, established over 20 years ago, is the only UK national helpline service providing information and support for adults and children with bladder and bowel

dysfunction and is part of Disabled Living.

More details on 0161 607 8219 or visit www.bladderandboweluk.co.uk

NEW

ATTRAC TIVE & STYLIS H R

For More Info...

Phone Email Web

01254 619000 enquiries@able2.eu www.able2.eu

28 www.thiis.co.uk

Grab Bars

Shower Stools

Raised Toilet Seats

Cast Protectors & More!

ETAIL PACKAG IN

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top trade deals

DealON! Looking for a deal? Then this is the place to come.

Deal On features the best trade deals you will find this month. Just pick up the phone to take advantage...

All offers are valid until December 31st 2016 unless otherwise stated.

Deal on offer...

Right Handed Ergonomic walking stick – £3.49 each or box of 10 for £29

Trade prices for new product

£ £ £

Quote: ‘this sticks’

Introducing the TailorMade; a high back chair with a variety of options providing a comfortable yet stylish chair to suit any customer. You can choose the back style, arm styles, size, fabrics and an optional foot stool.

Call us on 0330 311 6498 or email at trade@betterlife.co.uk

For more information please contact us on 0800 037 3084 or email at us sales@niagarahealthcare.co.uk

Two Free Home Delivery Smartphone Apps (worth £750)*

Free delivery

Free lunch and learn sessions

with your first order of 4 batteries or more!

Orchid Medicare are offering a limited number of free lunch and learn sessions based around specialist bathing equipment and safer handling solutions.

Free delivery

UNIQUS® iRetailer. Stock & barcode management software specially designed for the VAT complexities of mobility retailers. Affordable subscription. No big initial outlay. Fully integrate your quotation, sales, purchasing and stock process on one platform. Cloud based and paperless, iRetailer CRM will help you gain efficiency, save time and increase sales opportunities.

See our advertisement in this issue or visit www.assistivepartner.co.uk/iretailer.aspx *Requires Windows Smartphone. Order before end November 2016 to qualify.

Free delivery from Putnams

Contact Easystart on 01536 203030 or sales@easystartbatteries.co.uk

Bespoke Stairlifts Infinity Curved Stairlift

Quote “THIIS”

Take advantage of our fully comprehensive in house training currently free of charge. This in depth training covers all aspects of the Infinity from installation, commissioning and troubleshooting.

Call 01752 345678 or email orders@putnams.co.uk

For more information please contact josh@bespokestairlifts.co.uk or call 01484 516 777

Free delivery with any Putnams trade order. No minimum order.

30 www.thiis.co.uk

If your company are interest in a tailored lunch time training session please contact Steve Whitehall at Orchid Medicare 01482 820333 or email swhitehall@orchid-medicare. co.uk

Stiltz Home Lifts are looking to develop their new, exciting Installer Partner Programme Signing up for both sales and installation will make the Stiltz business far more profitable that a straightforward sale. Full training will be provided.

For more information, call/email Trade Sales Manager, Gino Farruggio on 07940 437 835 / gino.farruggio@stiltz.co.uk

POWER TRIPS

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round up New appointment to Board of Directors for FreeRider UK FreeRider UK has announced the appointment of Paul Fisher to its Board of Directors.

Arthur Wang, FreeRider UK Chairman, said: “I know that Paul’s appointment will provide tremendous benefits to the board and organisation as a whole.”

Commenting on his appointment, Paul told us: “To be invited to sit on the FreeRider board is an honour. I bring with me over 30 years of experience within the mobility industry and plan on ensuring the company continues to focus on building strong business partnerships with our dealer network and investing in the systems and expertise of our team.”

To find out more, visit www.freeridernetwork. co.uk

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Will Green Trousers be the perfect fit?

David Lynch of Lynch Healthcare has launched a new online venture. www.greentrousers.com is named after the green coloured trousers worn by occupational therapists. The site will promote a wide range of products including “Green Trousers is designed moving and handling, showering and daily to act like a virtual personal living aids.

David explained about the new site: “It is aimed at organisations working with or caring for people with disabilities, including hotels, leisure centres, charities, care homes, hospices, private hospitals and housing associations, as well as directly to disabled people, their families and carers.”

David said: “We have been manufacturing and selling specialist equipment for over seven years at Lynch Healthcare in the North East and have built up a really experienced and knowledgeable

occupational therapist, guidance, - just over

team. We were getting providing the same a lot of enquiries from organisations such advice and support as hotels or gyms the internet.” who want to cater for disabled people so we knew we needed to open up the market via an online hub where people can come, not just to buy their equipment, but also get advice, talk to our experts and know they are getting the support they need. Green

TGA StrongBack and Wheelchair Powerpacks – the perfect B SELEST powered partnership COMLING BO !

1445TGAad.newstripNov16v1.indd 1

34 www.thiis.co.uk

Trousers is designed to act like a virtual personal occupational therapist, providing the same guidance, advice and support - just over the internet.”

A first of its kind in the industry, the e-commerce platform will offer a specialist live chat advice service from experienced product and clinical advisors. A blog area will also offer an online hub for detailed product information and lifestyle tips.

The company will be stocking specialist products exclusive to Green Trousers, including the new Klip 2 Lift range of hoisting clothing; a brand new innovative product developed by Jo Webb, who is an occupational therapist with 28 years’ experience.

Jo, a senior lecturer at the University of Salford is currently working towards a PhD with a focus on reducing the risk of pressure ulcer development for people who regularly use hoists, with the Klip-2-Lift range contributing towards this evidence base.

The team at Lynch Healthcare believe the new website is different to what is already available to customers.

Green Trousers e-commerce manager Lee Daines has 17 years’ experience providing moving, handling, bathing and hoisting solutions.

Lee said: “I’m really excited about launching Green Trousers as it’s a first of its kind.”

David told us that he expects some of the most popular products available through the website will be portable slings and hoists, shower and bathing chairs as well as everyday items such as hand rails.

The new website is at www.greentrousers.com

‘P PROLUS’ P 32S ELS T!

01787 882244

sales@tgamobility.co.uk www.tgamobility.co.uk

STRONGBACK + POWERPACK = MORE SALES OF BOTH!

Team of the Year

20/10/2016 09:34

www.thiis.co.uk 35

round up

Patterson Medical to be renamed Performance Health Following Patterson Medical’s recent acquisition of leading rehabilitation, recovery and sports medicine manufacturer Performance Health, the company is unifying the brands and has announced that Performance Health will be the new combined company name.

Ian Thomas, Managing Director for Patterson Medical, explains: “Bringing these two great companies together has created the foremost multichannel supplier to the global rehabilitation, recovery and sports markets.

“We will have a common purpose and vision to galvanise our activities as we capitalise on the core strengths of both organisations. Our new company name reminds us every day of

our collective passion; Enabling People to Feel Good, Perform Better and Live Great.”

The company will begin the transition to Performance Health in early 2017 and has stated that there will be no changes to the way they work with their customers and suppliers, who will be kept informed of developments in the months ahead.

New CEO at Algeos Algeos, manufacturer and global distributor in the podiatry, physiotherapy and O&P markets has a new CEO. Jackie Fisher has been the company’s financial director for the past 12 months.

With a 135 year history behind it, Algeos is a privately owned, family-run business.

Chairman Alan Sheridan and commercial director Max Sheridan, Alan’s son, will be supporting Jackie in her new role, as will product director Marc Cameron.

The website for the company is at www. algeos.com

Retail Mobility Insurance For flexible commercial insurance tailored and competitively priced for your business.

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36 www.thiis.co.uk

The NEW Ultra Lightweight Foldable Powerchair...

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www.productsupplier.co.uk 38 www.thiis.co.uk

Tweet of the month We have an item in this issue about the new Unlimited Store opening and the tweet this month is from the company’s launch marketing programme.

What’s interesting is the focus on the younger customer which is something many retail outlets in our marketplace would not do. Clearly Unlimited is intending to reach a very broad customer audience.

20 YEARS OF HAND-BUILT QUALITY • • • •

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Space seat for narrow staircases Fastest lead times in the industry for a hand-built, custom-fit, curved rail Outstanding service and aftercare

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Focus

Grabbing attention How do you get people onto your stand, whether it is a big space at the NEC or a few square feet in the local shopping centre? One thing is for sure, you need to have a plan and here Jon Nock of iDIS Creative Marketing gives an insight into a recent stand promotion which worked well.

Adding fun to generate business Making sure you get maximum value from an exhibition stand is so important. By ‘working the floor’, offering unique features and leveraging PR, your business can offer greater benefits to visitors and achieve more return. For two consecutive years TGA Mobility has hosted fun competitions on its Trade Days stand which have proved popular with retailers. This year its mobility scooter car boot loading time trial delivered even more success and now continues to produce results weeks after the show.

TGA has exhibited at Trade Days since the first show in 2013. Its Area Sales Managers and product specialists have always understood the concept of the show and achieved great results through a perfect trade pitch.

The company has recorded healthy orders through enticing show offers, discounts and added value deals.

These commercial incentives have also been enhanced by the inclusion of more light-hearted features such as interactive competitions – designed to engage retailers whilst offering further financial discounts.

Simple is always best so in 2015 TGA installed a table football machine on its stand. Dealers played against their Area Sales Managers with a view to winning product discounts. However, this year TGA went a stage further and devised a competition that would not only offer financial incentives, it would showcase a product and generate a higher degree of healthy competiveness

“The stand was very lively, with retailers keen to beat each other”

40 www.thiis.co.uk

Creating something that gets attention is key to having a successful exhibition

WARRANTY

5YRS Y WA R RANT

The Hudson range

New to the Pride Mobility family is our range of British manufactured lift chairs. Teaming up with a UK Manufacturer has allowed us to bring you a range of highly adaptable chairs, with that classic unmistakable British quality.

Featuring a choice of 3 separate back support’s: Lumber, Lateral and Waterfall, the Hudson range offers out of the box comfort, allowing every user to find their perfect position.

Made in Britain

Tel: 01869 324600 | Email: sales@pride-mobility.co.uk Web: www.pride-mobility.co.uk | Ver: 1.0

between visitors. The ‘In to Win’ car boot loading competition involved retailers competing against one another to see who was the fastest at folding a Minimo mobility scooter and placing it into a mock-up car boot.

The top five fastest on each day received additional discounts on every Minimo or Minimo Plus ordered at the show, along with a free PoS showroom banner.

Each winner successfully folded and loaded a Minimo into a car boot within 10 seconds, which highlighted the exceptional transportability of the scooter.

Folding scooters from TGA have delivered significant sales for high street retailers during 2016 and Minimo orders were very positive at Trade Days. Over 40 retailers attempted the time trail with everyone’s name and time being posted on a ‘Top Gear’ style leader board. The final fastest time was an impressive 3.52 seconds and was recorded by Dan Griffiths from Easy Living Mobility.

As the competition was against the clock, the stand was very lively, with retailers keen to beat each other. It also encouraged people to spend longer on the stand.

The end result was that both the company and the retailers benefited, from sales and additional margins.

Following Trade Days, the value of the competition continued with a video which was shot during the show and retailers also received an e-shot inviting them to log into the TGA trade-only database to see if they finished

in the top ten. Whilst in this e-zone retailers were able to read all the latest TGA show news, download the latest technical guides for free and purchase from the comprehensive spare parts e-shop.

All-in-all this simple competition was very effective and offered commercial benefits to both trade customers and TGA. It was enjoyable, lively and actively encouraged conversations between visitors in the aisles and on the TGA stand. From a product demonstration point of view, it highlighted over and over again how easy the Minimo is to fold and lift – only weighing 9.9kg when levering on a car boot. Each winner received a free roll-up graphic banner that promotes their winning status and also entices their high street customers to try loading the Minimo as fast as possible – with a view to selling more units. So as an effective, scalable concept, this competition continues to prove its value on an ongoing basis.

There were many interesting features and ideas on other stands at Trade Days and it is always worth considering how you can make a show really work for your business – before, during and after the event.

The TGA mobility scooter car boot loading competition may have just looked like a simple bit of gimmicky fun, but it had deeper value for both retailers and TGA. What will you do next year at Trade Days?

Retailers across the UK who achieved one of the top ten fastest times for folding and loading the Minimo into a mock up car boot have received discounts on all Minimo and Minimo Plus’s ordered and a free showroom graphic banner. In the North, Gareth Allmark, TGA Area Sales Manager has been delivering the banners to his successful retailers, including Jolene Brumby, Director of North East Mobility Warehouse in Durham, Becky Hall, Sales Advisor for Derby Mobility Services, Adam Poole, Owner of Easi-way Mobility in Merseyside and Mike Jones, Director of North East Mobility Solutions.

42 www.thiis.co.uk

Does advertising in THIIS work?

Does advertising work in THIIS magazine.

This is what Julian Cobbledick of Assistive Partner thinks…

“We supply a range of software for healthcare.

Since our company’s formation in 2007, Assistive Partner has grown consistently and profitably each year. Somehow, all of that growth has been driven by word of mouth and referral (with the odd successful tender thrown in).

Like any expanding organisation though, to continue the momentum, there has inevitably come a time when we have had to invest in some limited promotional activity. Our first attempt has been very successful and has yielded an excellent return on investment.

And it’s thanks to THIIS magazine. Our first series of three advertisements has resulted in a number of high quality leads and several

sales. So we have decided to extend the THIIS advertising campaign, try a few new offers in DealON! and generally embark on increasing our marketing efforts on several fronts.

I can honestly say that our experience clearly shows that advertising to mobility retailers in THIIS gets results. Thank you.”

Julian Cobbledick, Director, Assistive Partner

WE DELIVER YOUR PROMISES We are a nationwide delivery company based in the heart of Yorkshire. We specialise in the delivery, installation, demonstration, handover and testing of all types of healthcare products.

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S T Y L E I N N O VAT I O N C H O I C E LEON POWERCHAIR The Leon is designed to exploit the advantages of a rear wheel drive chair for outdoor use. It is geared for speed without compromising on stability or control. The exceptionally narrow wheelbase allows for agile manoeuvrability. It is available in a range of colours that make the chair a real eye catcher. The Leon is a superior powerchair for even the most active users.

a Full suspension a 8 mph maximum speed a 450W 4 pole motors a Optional 75Ah batteries a 62cm overall width a Crash tested For further details please call 0845 630 3436

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From University to the Board Room – we meet a young Director Cinque Ports Mobility was established in 1995 as part of SCL Mobility, with Chris and David French assuming ownership of Cinque Ports in 2000.

The Folkestone based retailer has a strong customer base throughout Kent. Recently, there was a change in the business as a new director came on board. Unusually though, it was his first job out of University and so we thought we’d find out a little more about how Chris Cox became one of the youngest directors in our industry.

Chris explained that it all started when his father became a customer of the business. “My father had an accident some years ago which meant that he was in need of advice to help with his mobility. Cinque Ports Mobility was the company that was recommended to him at the time and for seven years he has been a customer, buying wheelchairs, powerchairs and, more recently, sports chairs.”

It was after his father bought one of his latest products though, that an interest in the industry really started to develop. “Over the past few years I have seen him buying the products and that gave me an insight into the industry. More recently, I have been able to go cycling with him again after Cinque Ports started to stock hand-bikes and my father decided to get himself one. Being able to go cycling again with my Dad was a really big thing for both of us and it was an experience that really made an impact on 46 www.thiis.co.uk

me. It was at that time that I saw properly just how products can make a huge difference and when I started to think that being involved in the marketplace might be something that I would want to do.”

“Although it made a big impression on me” Chris added, “I was at University at the time and so put the thoughts on hold as I completed my degree in business management specialising in transport and logistics.” “...it was at that time that It seems that Chris didn’t have to wait I saw properly just how too long before he products can make a huge got the opportunity to get involved. “Soon difference” after I graduated I was approached by David and Chris French and they explained that David was looking to retire and that they wondered whether I would be interested in joining the business. It seems that they had earmarked me as someone they thought would be the right person to bring into the company at some stage. That’s when they invited me to become a co-director with Chris and I was delighted to accept.”

So, it seems that Chris is now selling to his

father! “He’s one of our best customers” he says.

It is a little unusual for someone to finish University and then find themselves in the role of company director as Chris acknowledges.

“I guess you could say that being on a steep learning curve is a bit of an understatement. Of course, I have been taught the academic theory about being in business and managing, but putting it into practise and the application of that academic knowledge is an ongoing challenge, as is applying what I learnt in my degree about the transport industry to the mobility industry.

It’s fun drawing parallels - in many aspects there are no cross-overs at all but more often than you may think there are similarities.”

I ask Chris what he meant. “Throughout my time at university I gained a lot of insight into the way businesses in the aviation sector are run; in particular they are meticulous about safety and all the companies are forced to work together to maintain such safety. In that industry you have to be meticulous with your customers and that is how we must be too. However, we realise that we can’t do everything for every customer, but we have a great network of people who we know can do a great job for our customers and we work together to make that happen. The networking in the industry has been something that I have really enjoyed so far and I’m looking forward to partnering with many more companies in the future.”

Chris is fully aware that our marketplace isn’t one that would be a natural attraction for younger people. “Seven years ago, when my father was looking for products for the first time, I definitely viewed the industry as one that really wasn’t inspiring. It might be re-assuring, but isn’t one that the younger generation would automatically get excited about. I found myself asking what products there were for the younger customers. I suppose that, even when I started in the business, I still held a perception that it was ‘an older person’s industry’, but I don’t believe that to be the case – I was totally wrong. The industry is full of all sorts of people of all ages, all backgrounds, with very different experiences and the only real thing that brings everyone together is that they need to find a solution to a problem. Having dealt with children as young as four years of age, I have a different perspective.”

Chris says that, for the moment, it’s very much a case of learning and the business will be continuing with the successful ranges of products that have helped it grow over the years. “In the near future we will be looking to expand the skillsets of our team so that we can offer even more to our customers and we are looking to expand in a focused way into the sports marketplace.”

The company has had close links with the Kent Wheelchair Tennis and Kent Parabadminton teams for many years and Chris played Wheelchair Basketball at Loughborough and says he is keen to join a team and become actively involved in local sports communities. He added: “We would also like to develop activities in the sports sector that we could support.”

Chris French says that it is a time of change for the company: “The company has entered a season of change, there’s no doubt about that.

My Father has worked tirelessly in this industry for over 18 years and has worked with hundreds if not thousands of our “The industry is full of all customers, many of whom subsequently sorts of people of all ages, became life-long all backgrounds, with very friends of ours.

The core business different experiences” is stronger than ever – with lasting relationships with our customers – but in this industry there is no place for stagnation.”

He added: “The needs of our customers, elbmessa otare ysae ,strap esool :raludoM • and the technology and products available, constantly evolving sduts pand ils-itnawe detapride rgetni ,eourselves su roodtuo dnain roodni :eruces dna elbixelF • working closely with the manufacturers to find elbatsujda thgieH • the best products available. Although a good product will sell itself, here)raat c a Cinque neve dloh llPorts iw( 2m/gk058 daol mumixam :gnortS • Mobility we don’t aspire to sell at all, but to epols seerged 01 efas a syawlA • give our customers the space and information available to make a decision. When sreirrathey b tsomare rof elbatius :stes dradnats ruoF • 100% satisfied, so are we.” smroftalp dna thgieh dna htdiw tnereffid dna tixe / no syawedis :motsuC • Call 01303 850760.

The website is )at www. sriahcleehw ni elpoep rof yllaicepse( cinqueportsmobility.com

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NEW

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For More Info...

Phone Email Web

01254 619000 enquiries@able2.eu www.able2.eu

WE LOOK FORWARD TO SEEING YOU NEXT YEAR TH TH ON 8 & 9 OCTOBER

Join us again at Europe’s sole trade only event for the mobility, living aids and assistive technology industry.

round up

Firefly dealer network grows with help of Trade Days John Preston Healthcare have added to their UK dealer network and credited their attendance at Trade Days 2016 for the recent growth.

The Firefly is a power add on that attaches to fixed or folding wheelchairs that have fixed front legs and allows users to reach speeds up to 12mph. According to the company, it offers good margin for retailers and is easy to fit.

John Preston MD Nick Cooke attended the show alongside Marketing Manager Aidan McCormack and was delighted with the interest shown in this product: “We found that Trade Days gave us a chance to meet so many independent businesses that we would find difficult to meet otherwise. We have established relationships and provided support to those businesses and look forward to helping them grow their own sales in their area.”

You can find out more at www.riofirelfy.co.uk and www.johnpreston. co.uk

Check the ‘Jobs On Offer’ section of the website for more opportunities Take a look at the recently added positions Regional Product Specialist Contracts/Bid Writer Manager Operations Manager Area Sales Manager Product Specialists www.thiis.co.uk 50 www.thiis.co.uk

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As seen at Trade Days 2016

Moving away from the ‘Open all hours’ perception Tom Fender presented a session at Trade Days aimed at getting businesses to think a little differently about what they do and who they are selling to.

Tom spent 20 years running a company that tracked the needs, wants and behaviours of convenience store shoppers around the UK and internationally. He has worked with all the major UK grocery retail chains and all of the top 50 FMCG suppliers to advise them how to increase sales and profits by delivering against their customers’ needs.

He started his presentation by painting a picture of the Arkwright store in the TV series, ‘Open all hours’. He asked the audience to consider how retail outlets had changed over the years, with petrol stations now selling groceries and pubs developing into places where children are welcomed, coffee is served and it’s about a lot more than simply alcohol these days.

As the local greasy spoon has developed into the coffee shop, Tom suggested that it was important for retailers to keep an eye on what’s happening around them and especially to become a shopper in their own business. “Many retail principles are the same no matter what you are selling” Tom explained. “Retail is evolving in whatever sector you are in but what is clear is that the businesses that concentrate on service can differentiate themselves and usually end up doing well.”

Tom said that throughout the recession, the businesses that performed better than others were the ones that had a high service ethic.

“Look at businesses such as Waitrose and M&S” he said, “Not the cheapest, but they did well Tom speaking at Trade Days

52 www.thiis.co.uk

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through that period because they were looking after their customers.”

The simple things are still important according to Tom. “Making your customer feel welcome is always important.” He encouraged people to ask their customers what they liked about the business and what they didn’t, even though that might produce some negative comments.

He used a quotation by Bill Gates – Your most unhappy customers are your greatest source of learning.

He also tackled the myths around selling to customers and, in particular, up-selling products.

“There is a perception that no-one likes to be sold to or to be sold additional products. In fact, only 15% of shoppers don’t like it. 30-35% of people actually like being sold to and having other products introduced to them and the rest are not really bothered either way. There’s a danger that you only sell to people what they ask for and not what they actually need.”

Tom also spoke about maintaining a customer relationship. “It’s amazing just how many businesses don’t keep in touch with their customers. This industry might not be as aggressive as some when it comes to selling, but it wouldn’t hurt to take the brakes off a little when it comes to being in touch with customers. They will soon tell you if you are overloading them with information.”

He suggested looking at what’s working in retail and seeing whether it is something that might work in your own business. “Take click and collect” he suggested, “how could you introduce that into your own business?”

He also advocated using the ‘local’ approach.

“If you are dealing with suppliers that are local and you are stocking products made locally, then make sure that your customers are aware of that, in the same way a small butchers might.

People like to buy local items and support local companies. I would also be highlighting any local charities that you support too.”

His message was that whatever you do, you have to shout pretty loudly. “You have to go overboard make sure customers are aware of what you are doing.”

On the subject of products in the showroom, Tom believes that many companies have items

on the shelves that are moving too slowly.

“Take a close look at what you are selling but also what you are not selling. Move the slow lines on to make space for products that will sell better and faster. Don’t try to supply everything.

Customers always want the biggest range possible, but it’s better for a business to stock what sells.”

Tom says that many businesses are paranoid about price. “A lot of businesses believe that they have to be cheaper, but in 5 million interviews with shoppers, price was just sixth on the list in terms of what would influence them to buy. Value for money was high on the list, but that’s not the same as price. If you are always the cheapest, then you need to ask yourself whether you are giving too much away.”

He used the example of Pizza Express.

“Everyone goes into the business with money-off vouchers” he said, “they just can’t wean us off them.”

“It’s better to keep your price levels and add more value” he added.

Tom also gave an example of how a business could develop by suggesting, as some pharmacies have done, that the local Post Office could be a great addition to a mobility outlet.

With a lot of Post Office’s closing and being re-located right now he said that it might well be worth exploring the possibilities in your local area. It would certainly produce a guaranteed footfall which is something that many mobility stores struggle to achieve.

“Assume nothing and challenge everything” Tom said. “Ask youselves when was the last time you did something for the first time.” He ended with a plea for businesses to take a few more risks – “You may be pleasantly surprised” he suggested.

You can reach Tom on 07802 336 333 or by email at tom@fizzenterprises.com

British Made

Wicker Mobility in Sheffield is next door and part of the same group as the Wicker Pharmacy.

A few years ago the owners persuaded the Post Office to relocate a post box inside the pharmacy.

As you might imagine, it provides useful footfall generation.

British Design

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diary dates

Exhibition Diary December 7 2016 (OTAC) Occupational Therapy Adaptations Conference Hilton Hotel, Newcastle Gateshead, Newcastle Upon Tyne www.otac.org.uk January 30–February 2 2017 Arab Health Dubai www.arabhealthonline.com February 15 2017 OTAC (Occupational Therapy Adaptations Conference) Osprey Hotel and Spa, Dublin, Ireland. www.otac.org.uk or call Sally on 02921 900402

February 28 – March 1 2017 Medtrade Spring Las Vegas www.medtrade.com

Adaptations Conference) Hilton Hotel, Drake Way, Reading www.otac.org.uk or call Sally on 02921 900402

March 28-30 2017 Naidex National NEC www.naidex.co.uk

December 13 2017 OTAC (Occupational Therapy Adaptations Conference) Sheraton Grand Hotel, Edinburgh. www.otac.org.uk or call Sally on 02921 900402

April 26 2017 OTAC (Occupational Therapy Adaptations Conference) St David’s Hotel and Spa, Cardiff www.otac.org.uk or call Sally on 02921 900402 September 20 2017 OTAC (Occupational Therapy

Seen in all the best places!

The BHTA logo has always been something important to look out for if you want to be sure that the company you are dealing with is setting and maintaining the right standards.

Every BHTA member agrees to abide by a Code of Practice, part of the Consumer Codes Approval Scheme, which is run by The Trading Standards Institute. The BHTA code is the only one in this industry.

Only BHTA member companies can display the two logos together and it means that you can be confident of enjoying high levels of care, courtesy and professionalism.

To find out which companies can offer you that guaranteed level of confidence, go to the website and use the member search facility.

www.bhta.net 56 www.thiis.co.uk

Storage Basket and Flip-Up Footrest

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on the market New wireless headset as loud as a rock concert Amplicomms’ new TV200 wireless headset system is aiming to help those with hearing loss listen to their TVs without deafening other household residents or neighbours.

The device allows users to choose their preferred volume, even if the television sound is turned off, and can be amplified to 112dB; the same as a rock concert. Tone and balance controls can also be tweaked to be enhance speech and clarity.

The lightweight headset has a built-in microphone option as well, allowing conversations in the room to be picked up and the sound source turned off. The device is simple to set up, with the base unit plugging directly into the sound source such as an MP3 Player, Mobile Phone, CD, TV or Radio, which wirelessly transmits the sound to the rechargeable headset.

To find out more, call 0800 032 1301 or visit the website at www.hearingdirect.com

ererro+ simple plug & play adapter Steeper has released the Pererro+, a simple plug and play adapter that works with any Apple appliance, providing access to all features without the need to touch the screen. Switch access replaces the need for fine motor skills with a push button or switch, making it ideal for those who find precise, dexterous tasks difficult. Pererro+ is also compatible with a range of environmental control devices.

For a limited time, the Pererro+ is available for purchase for only ÂŁ99+VAT, saving over ÂŁ50. The reduced price will only be available until the 31st December 2016 and orders can be placed with customer services at assist@ steepergroup.com or 0113 207 0449.

For more information, visit www. assistive-technology.co.uk

New bedframe range from APEX Medical APEX Medical launch their new Marano range of Acute Hospital bedframes, comprising of three ergonomically designed four section electric profiling beds; the 1000, 2000 and 3000.

The Marano 1000 is a standard Acute Hospital bed designed for general ward use, the 2000 has many of the same features of the 1000 but also comprises one of the lowest working heights of any standard ward bed on the market at 34 CM form the floor, and the Marano 3000 is an ITU specification bedframe with built in integrated patient weighing scales.

The range has been designed with patient, caregiver, moving and handling and infection control in mind, with all of the beds boasting a range of advanced features.

For more information on the range of bedframes, call 01322 520 560 or visit the website at www.apexmecialcorp.co.uk 58 www.thiis.co.uk

Mobility For Life

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• PG UK controller • Front LED Light • Range 17km • 360 Swivel Removable PU Seat • Easy to remove Battery Box

• GW 47kg

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• Maximum User Weight 120kg (19st)

• Folding and detachable into 5 parts • PU Solid Tyres with Aluminium Wheels

CIAO FEATURES • 360 Swivel Removable PU Seat • 12V 20Ah Lead acid batteries x 2 • Maximum user weight 118kg (18st) • Height adjustable Seat • Flip up Armrests

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Focus

Understanding your customers Martin Lewis, Senior Buying and Merchandising Manager at Ableworld, believes that we need to develop better relationships in the Industry and more importantly, better relationships with our customers too. Here, he explains why…

The need for better data and relationships in retailing Two key areas that drive a successful retail business are data and relationships. The mobility sector has a lot of work to do, if it is to develop a better understanding of its customer’s needs and shopping patterns.

Over the last 40 years we have seen major changes in the way that we shop for our groceries, electrical items or DIY and gardening needs. Out of town shopping, the one-stop shop and the development of online shopping are good examples of some of the developments that have changed the way we shop. We can expect further changes in the retail landscape as customers become more sophisticated and demanding.

Good retailers are constantly looking at their sales information and customer data to acquire a detailed understanding of their customers shopping behaviour.

They know what they are buying or not buying and are constantly refreshing their ranges to meet the needs of their customers.

Over the last 40 years I have worked in the retail sectors of white goods, grocery, DIY, gardening, health, foods and sports goods. They all share one thing in common - they are all working hard to meet the needs of their customers and grow a successful retail business.

I have spent a relatively short period of my career in mobility retailing but have been surprised at the lack of market information and the under investment in qualitative and quantitative research. I would be

interested to know if anyone is running consumer groups?

Maybe there is data out there, but the relationships in the Industry are so poor that we are not prepared to share it.

If anyone is in any doubt as to why most retailers operate loyalty cards, It’s so they can capture and process the data of our purchasing history. Your grocery retailer knows more about you than you do. They know where you shop and what you buy.

They know how old you are, whether you have children or live alone. They know if you are diabetic, vegetarian or have any food allergies.

People have asked me what they do with all this data?

The answer is that they use it to make evidence based decision making. They can develop customer profiling and segmentation that allows them to deliver highly targeted marketing communications that are specific to a customer’s needs. They even use the data to change the way the stores are laid out and the way the product is displayed.

Ultimately, this allows the retailer to sell you more and grow their sales.

The data shows that card holders shop more frequently and spend more than non-card holders. Customers are enticed into loyalty schemes by the offer of various rewards from collecting points to discount vouchers or free gifts.

But the issue isn’t about loyalty cards or discount vouchers, it’s about the value of the customer database

“Your grocery retailer knows more about you than you do”

Cont. on page 62

60 www.thiis.co.uk

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and the rich benefits that the customer data can provide.

The cost to the retailer to acquire customer data can be high, but so are the benefits. Get it right and you can grow incremental sales, get it wrong and you could lose a customer for life.

I joined Super Drugs loyalty scheme a few years back, they then began emailing me offers on lip stick. The email was addressed to ‘Hi Martin’…..which should have been a give-away.

What does the Mobility Industry have to do to catch up?

There is a shift of focus from patients being given products by the NHS, to becoming a customer who is driven into a store by the need to buy it. They say that there is no loyalty in retailing and to some degree I accept that. Customers tend to shop for convenience or for the lowest prices. Customers turn off to what is generally referred to as ‘Junk Mail’, but they do respond to a tailored communication aimed at their specific needs.

They want Stores that offer range authority and qualified store staff that deliver a positive shopping experience.

The Mobility customer is driven by need rather than desire. Our customers tend to be more vulnerable and we need to protect them, support them and serve them better than any other retail sector.

The sales and customer data can be just as valuable in the mobility sector as in any other retail sector.

Understanding the purchasing history of our customers can help us to support future customers who progress through a hierarchy of needs, depending on their age or condition.

Manufacturers, distributors and retailers need to be sharing their data and working together to develop a better understanding of the customer needs. We need to develop better relationships within the Industry and more importantly, better relationships with our customers.

About Martin Having started Life as a Packaging Designer in Bristol, Martin’s first experience of retailing marketing was with the Electricity Board in the South West. He then moved to Gateway Food Markets looking after all their new stores, defences, refits and underperforming stores, before joining Great Mills DIY which was was acquired by the Focus /Wickes Group. He also managed the launch of a loyalty card for Holland and Barrett and after a short period with J J B Sport , joined Ableworld in Spring 2014.

You can contact Martin on 01270 627185 or by email at martin@ableworld.co.uk

Advertorial launch looks to build brand awareness According to Impression Marketing, creating a change in consumer awareness is not too difficult and the answer is relatively simple.

It is to inform and educate consumers through a campaign of public relations, advertorials and other established promotional mediums. It’s all down to that well proven marketing phrase; “Repetition Builds Reputation”.

Impression Marketing is a new B2B organisation and a trade affiliate member of the BHTA. They are looking to engage and work with association members to launch a series of informative advertorials within national and local media.

Angus Long of Impression Marketing told us: “The planned advertorials are funded by incorporating space for members to promote their own businesses and organisations. With a close working relationship with over 160 national and local newspapers and magazines this will not be restricted to only the larger national players, as the intention is to carry out regional 62 www.thiis.co.uk

versions so smaller BHTA member businesses can benefit too.”

The initiative will start with print media as that is the easiest and quickest route “The intention is to carry out to market, but they regional versions so smaller have plans to extend the campaign to also BHTA member businesses can include Radio, Digital benefit too” and TV in the future.

For more information, call Angus on 0845 3082745, email info@impressionmaketing.co.uk or visit the website at www. impression-marketing.co.uk

HANDCRAFTED FURNITURE C O M P L E T E LY TA I LO R M A D E A N D R E A D Y F O R C H R I S T M A S

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Tel: 0115 913 3572 email: info@riseandrecline.co.uk www.riseandrecline.co.uk

Seasons Greetings from all at R&R

jobs on offer

Sales Consultant Surrey

Competitive Salary + Commission, Company car, Phone, Laptop, 25 days annual leave, bank holidays plus other benefits We are looking for an enthusiastic Sales Consultant to join our sales team who has the desire to grow within a professional environment and with a highly reputable company.

The successful candidate would ideally be located in or around, Surrey, however we would consider applicants within an area from Dartford in the east, Crawley in the south, Farnborough to the west and Central London to the north.

The sales territory covers Berkshire, Hampshire, Surrey, South London, East & West Sussex Building and nurturing existing relationships with the Local Authorities within these areas, the Sales Consultant is required to sell

our stairlift products to the end user in the public sector via the Local Authority Structure. Some technical knowledge is essential as you will be required to accurately measure all types of staircases to ensure our products meet the user’s requirements.

Although a percentage of leads will be by appointment, you will enhance our business by building new relationships and prospecting for opportunities whilst professionally representing the Stannah brand. Excellent people skills, attention to detail and good spatial awareness are essential to the role.

To apply please send your CV to: debbie.quayle@stannah.co.uk

www.stannah.com

Rehabilitation Engineering Technician – Watford Contour 886 is a leading provider of custom moulded seating, assessment and mobility solutions in the UK. We thrive on achieving the best for our client’s posture and mobility needs and are committed to providing the best service from assessment to handover and on-going technical support to all our clients.

Contour886 is looking to for an enthusiastic, personable and dynamic Rehabilitation Engineering Technician to provide a pivotal role in our mobile Rehabilitation and Maintenance Service based in Watford. You will enjoy team work, be technically competent and thrive on getting things right for clients. You must be motivated with excellent communication skills and be able to take your own initiative. A driver’s license is essential as there will be a regular expectation to travel to clients.

Ideally the successful candidate should hold a degree or HNC/HND in the relevant subject and have proven knowledge and experience within the healthcare sector and/or working towards becoming a Clinical Technologist. We will also consider candidates who can demonstrate technical experience and knowledge in Mobility, Seating and Positioning. Full training on how we approach seating and products for clients will be provided and will be designed and tailored to the successful candidate.

If you want to join an innovative team and be part of a dynamic company, then contact Rakesh Shukla on 0333800886 or email Rakesh@contour886.co.uk Salary dependent on experience. contour886.co.uk

Sales consultant advert.indd 1

16/11/2016 12:13:59

New to the team New Product Advisor for Astor-Bannerman As part of its ongoing expansion, Astor-Bannerman has appointed Dominique Higgins as Specialist Product Advisor responsible for London and the M25 area.

Dominque has worked as a rehabilitation therapist for the NHS which involved designing exercise programmes and helping patients adapt to living back at home after a lengthy hospital admission. She has also worked as a technical instructor for paraplegics.

Call 01242 820820 or visit www.astorbannerman.co.uk

64 www.thiis.co.uk

The answer is YES!

Now, what was the question?

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training diary

Doing any training?

If you are providing training for the trade, then simply send us the details of the course, the date, any costs, the venue and the contact for booking places and we’ll include it in the Diary. Email info@thiis.co.uk with any details you have.

DECEMBER 2016 Global Training by Silvalea – Toileting slings and their safe use – December 7th 2016 - - Interactive Online Training - FOC. Global Training by Silvalea – Understanding clip fixing slings – December 8th 2016 - - Interactive Online Training - FOC. Global Training by Silvalea – How to measure and complete the custom made form - December 14th 2016 - Interactive Online Training - FOC. Global Training by Silvalea – Rehabilitation Aids - December 15th 2016 - - Interactive Online Training - FOC.

JANUARY 2017 Repose Furniture. Half day seating training. January 18th 2017. Repose offices, Cradley Heath – FOC.

FEBRUARY 2017

JCM Seating Solutions Ltd - Technical Training Workshop – February 16th 2017 – JCM Academy Peterborough.

MARCH 2017 JCM Seating Solutions Ltd Specialist Seating Workshop March 9th 2017 - JCM Academy, Peterborough.

APRIL 2017

CONTACTS FOR BOOKINGS Invacare – Call Joan James on 01656 776283 or email jjames@ invacare.com Global Training by Silvalea - +44 (0) 1626 331655 info@silvaleaglobaltraining.com or visit www. trainingbysilvalea.com Quantum Rehab – Call Debbie on 01869 324600 or email sales@ quantumrehab.co.uk Pride Mobility – Call Dave on 01869 324600 or email service@ pride-mobility.co.uk R82 UK Ltd – Call 0121 561 2222, or email Martyn Davis on mda@r82.com

Electric Mobility - Engineer Training – April 5th 2017 – FOC for Rascal approved retailers.

Electric Mobility - Call Hayley Acton on 01460 258158 or email Marketing@electricmobility.co.uk

Pride Mobility – Two day intensive training course for authorised distributors - Wednesday 18th & Thursday 19th April 2017 – Bicester - A deposit of £50 is required for each delegate, which will be returned once the training has been attended.

JCM – Contact Rachel Davis on training@jcmfactory.co.uk MediLink – Contact Jason Brannan on 0114 232 9277 or email j.p.brannan@medilink.co.uk BHTA - Contact Nigel Woods at nigel.woods@bhta.com or call 0207 702 2141 Repose Furniture – Contact Keith Fairhurst at keith@reposefurniture. co.uk

Electric Mobility - Engineer Training – February 8th 2017 – FOC for Rascal approved retailers

Unique Active Seat: only available from Handicare This easy to fit, user controlled feature can be used with Elegance and Alliance seats to give the user a little extra help and support when needed.

Call your Business Development Manager to find out more.

Trade Partner Support Team 0844 225 3121 enquiries@handicare.co.uk | www.handicare.co.uk 66 www.thiis.co.uk

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New Let’s Twist Again.

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Trust Care new ergonomic crutches Let’s Twist Again made of lightweight aluminum, in an attractive design available in six modern colors, awarded the Red Dot Award Winner 2014.

Worldwide design success.

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Wishing You A Merry Christmas d & A Very Prosperous New Year

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From all the team at Able2

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Tel: 01254 619000 Fax: 01254 619001 Email: enquiries@able2.eu Head Office: Able2 UK Ltd. Moorgate Street, Blackburn, BB2 4PB

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The UK’s leading range of mobility products since 1985

Optional flexible sides

All-season sales:

TGA Breeze S4 with all-weather rigid canopy 01787 882244 SALES@TGAMOBILITY.CO.UK

WWW.TGAMOBILITY.CO.UK

1449TGAthiisOBCnov16v6.indd 1

Team of the Year 2011 & 2015

20/10/2016 15:45

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