Standing out is essential in the challenging and competitive retail environment. With this in mind, Ring has developed new branding, online presence and in-store support specifically to help motor factors unlock demand and boost profits.
Ring’s new branding brings a consistent look to all its ranges, which will allow motor factors to merchandise more effectively. It stands out from the crowd in a busy retail environment. The bold block colours, bright yellow accents and clear messaging are easy to recognise in store. Whether it’s a boxed bulb, an inspection lamp or a trade charger for a garage, or even a tyre inflator for a retail customer, one glance will show that it is from Ring.
Ring had one goal in mind for the rebrand: to help customers’ businesses grow. The new branding firmly reiterates the company’s position as an automotive expert that creates quality products for mechanics and motorists. For factors, this means products from a brand that they can trust to increase sales.
The company has also invested over £30,000 in its new website to showcase its products, whilst also improving the customer experience. The new website is intuitive, informative and responsive. It includes more information and video content on products, to help factors get the information they need, quickly. The popular ‘Find My Bulb’ app will continue to help customers find the correct bulb in an instant. The site is an excellent resource for factors and their customers looking to purchase or research a product.
Making an impact at point of sale
Factors can make the most of their front-of- house space by adding a retail offering – and an extra revenue stream. However, in a crowded marketplace, and with increased pressure from online competitors, catching the attention of a customer in-store is essential for factors. Ring can help customers in creating an engaging area for merchandise that can maximise profits.
Henry Bisson, Marketing Manager at Ring, said, “Having a well-presented, easy to navigate range of products on offer is still an excellent way to make additional sales in-store. It’s essential to make sure the upsell is clear. The customer should be able to see why they should spend more on a better model. Think about how space is used; you want a display to fill the space, without looking cluttered. Point of sale can also help attract attention and explain benefits. Ring has a wide range of options in the new branding for factors, including header cards, shelf bay wings, posters, information boards and shelf strips.”
Merchandising can take a long time – time that factor owners and their teams don’t always have when orders need to be met. To help, Ring offers its customers merchandising solutions in a range of values to fit any space, giving them a plan to follow to take the headache out of arranging products in their bays.
Getting creative with the countertop
Not every factor has a large retail space to play with. However, even a smaller space such as a countertop can be used to work harder in a retail environment. Counter mats are a practical option that display products on offer without taking up space. Ring’s bulb application countertop mat is an excellent option that displays bulb application data, making it useful for customers searching for a specific bulb. The counter mat is resilient and durable, so it can withstand a busy factor environment.
Alternatively, a countertop display unit (CDU) is an easy way to display product without investing a lot of time or money in merchandising. A wide range of Ring products come with a CDU option, including the popular Xenon150 high performance headlamps, and the new MAGflex Pivot inspection lamp.
Focus on quality
Whilst the branding has changed, the product quality remains. All of Ring’s products are extensively tested in its on- site ISO:9001 Quality Assurance testing facilities. Ring has won over 170 product awards from third party judges, who have impartially chosen Ring as the best in class across its product ranges. The warehouse and customer service teams are still dedicated to getting products to customers in a timescale that works for their business. From a purpose-built 6,000m2 distribution facility in Leeds, Ring dispatches over 30 million bulbs and fulfils 64,000 orders annually. UK customers benefit from a next day delivery service and with 6,500 pallet locations in the warehouse, holding 6,000 different product lines, Ring is proud of its 97% availability rate.
So, whilst the packaging might change, factors can rest assured that Ring will continue to provide the quality service and products it always has.