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Eurocell Huddersfield A Great Success

9 October 2008

Eurocell’s new branch in Huddersfield has definitely proved that size isn’t everything and, since opening in September, it has become an essential destination for many installers in the area.

Being the smallest branch out of a 90-plus network was never going to stop the team at Huddersfield making this one of the busiest in the Northern region. Opened in September this year, it is winning new customers daily, through a combination of great location – on the busy Leeds Road, along with a full complement of products, literally stocked to the ceilings.

The key to the success of this outlet is simplicity itself - customer service, value and availability. Everything the team does is based around making sure that these three business fundamentals really make a difference to customers. They have learned these key areas of business success by working at other Eurocell sites throughout the region and placing an experienced team in the branch from day one was another way of ensuring the best customer service levels.

Under the guidance of Paul Dixson, Eurocell Building Plastics’ Northern Regional Manager, the Huddersfield branch has rapidly established itself as a format that could be replicated in other areas.

The concept involves having main branches in nearby large cities, such as Leeds and Bradford, with smaller branches in outlying areas, as in this example with Huddersfield, which ensures customers are always within a few miles of a Eurocell branch. Crucially, smaller branches stock the same breadth of product range as the main branches. Even though it is one of our smallest branches, Huddersfield is able to do this by making sure every last inch of space is used to carry products. If any products do run low, our weekly deliveries and feed-through from branches in the surrounding major cities ensures that we can maintain the highest levels of customer service.

Value has always been central to the concept of our branch network. The simple fact that we manufacture the majority of products stocked, such as roofline, cladding, soffit and fascia boards, ensures that customers always receive excellent value for money.

The Huddersfield branch is so confident of this that it is even prepared to place a sign on the entrance to the trade counter stating that they will beat any like for like quotation, a promise that is extended to all of our branches.

Manufacturing many of the products ourselves ensures that we can achieve consistently high product quality. It also means we can offer a much quicker supply chain and again, the Huddersfield depot has been quick to use this to help its customers win new business.

Take, for example, The Dales Collection, our new range of composite doors. Available in branches for only a few weeks, the team at Huddersfield has already managed to sell an amazing number of doorsets. Customers like the fact that it is easy to install, preferred by homeowners and can be delivered direct to site by the branch.

The Dales Collection is offered as a bespoke product, which means that it is a much easier installation for our customers. They provide us with the frame aperture sizes, glass, ironmongery and finishing options and within 10 days the customer has a product that is ready for immediate fitting. Sharp-eyed customers that visit our Huddersfield branch will notice The Dales Collection door on the entrance to the trade counter, which is proving an excellent method for them to literally try the door before they buy!

Looking to the future, the team at the Huddersfield depot is keen to expand its customer base and one area of opportunity is within the public sector. The large number of contractors that carry out work with Decent Homes projects in the region are already beginning to use the branch for their roofline, window trim and fascia boards. Understanding that time saving and efficiency is crucial to these customers we recently offered a range of hand and power tools within the branch to ensure they could source all the essential products they needed. By offering brand leaders such as Stanley hand tools and DeWalt power tools, that carry a lifetime guarantee, means that we maintain the quality ethos established by our own manufactured products.

Like most branches, Huddersfield is prepared to go the extra mile for customer service. That literally means making deliveries to the nearby villages of Slaithwaite in the Colne valley, Holmfirth in the West and all locations in between! Many of the new customers that are being won by the branch are through word of mouth and for any business that is always a sign that the core concept of the offer is right for the market. One recent new customer is now using the Huddersfield branch for weekly deliveries direct to site.

Huddersfield may be one of our smallest branches but it is definitely proving what can be achieved by an easily accessible branch that offers a wide range of stocked products. It seems to be a concept that is liked by customers and therefore one that we are looking at replicating in other areas. For us, it is the ideal compliment to the main branches situated in the larger cities and allows us to offer much better service to customers in these outlying areas.

For more information about the products and services offered by all Eurocell branches contact Eurocell on 0300 333 6525

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