Employees work in more places than ever before – and it is important that dealers know how their customers’ employees work so they can provide the most effective equipment and supplies for them
The COVID-19 pandemic has caused the way people work to change dramatically in the past couple of years, with employers becoming far more responsive to staff working with greater flexibly, especially in relation to having a more nomadic working lifestyle.
These changes look set to become permanent, whether COVID social distancing restrictions are in place or not. A recent Ipsos survey indicates that 23% of adults now work from home more often than they did prior to the pandemic. In addition, a survey by the Office for National Statistics last year found that 85% of UK working individuals favour a hybrid approach, with a mix of home and office working.
As Lawrence Savage, marketing manager at ExaClair, notes, this has helped to drive demand for products and furniture that not only takes up smaller office space, but also facilitates more ergonomic working environments, as employees seek more adaptable equipment that can be easily transportable and aesthetically pleasing, without losing out on functionality.
However, not all businesses work flexibly, and it is important for dealers to have a close relationship with their customers, so that they know how their employees’ work. “Building a long-lasting partnership with customers is crucial when seeking to build trust and stimulate future growth,” he says. “With Generation Z members [those born between 1997 and 2012] expected to make up 27% of the workforce by 2025, we are starting to experience a larger shift of focus towards businesses investing in flexible working and the nurturing of their employees’ personal development.
“It’s reported that 62% of Zoomers are prepared to pay more for sustainably conscious products, which also correlates well with the growing evidence that creating biophilic working environments can enable companies to encourage individual employee wellbeing, creativity and, ultimately, their productivity. With this in mind, dealers should collaborate with their customers in offering more effective, bespoke solutions that fulfil the needs of this growing consumer segment.
“By offering more adaptable products that suit the modern nomadic style of working, dealers can present key products to their customers that can be integrated within their employees’ working environment, wherever that might be. Not only is it important to be able to provide lightweight, portable products, there is also an increasing demand to supply items that, additionally, fulfil extra multifunctional aspects too. This includes products that may offer wireless ‘phone or tablet-charging features, as well as interchangeable module components that can be ergonomically adjusted to suit the individual users’ requirements and work surroundings.”
Right products, right time
Elisabete Wells, ACCO’s UK marketing director, agrees that it is essential for dealers to build close relationships with customers – including helping to connectmanufacturers and customers. “This role is essential for ensuring that the right products are delivered into the hands of the right end user,” she says. “As resellers are the main point of contact for the end user, they play a crucial part in recommending and offering solutions to their customers’ pain points.
“As we settle into hybrid models customers are either having to set up two different workspaces or tote their supplies back and forth between locations. Tuning into the unique needs of this change in customers’ working habits presents a major opportunity for resellers to offer up more compact and lightweight versions of office products for home or office use that can be easily transported. Beyond offering the right products, resellers need to present them in a way that is relevant to the customer across all their communication vehicles – printed or digital.
“Dealers need to approach selling as problem solving. Strong communication and relationships with the customer can help dealers determine the best way to package their offering and how to cross-sell.”
Print options
The widespread shift to hybrid working also brings opportunities to supply small office and home office technology to firms and individuals, addsRussell Brown, head of sales – SOHO business unit at Brother UK.
“Only 13% of IT decision-makers expect all staff in their businesses to return to the office full-time beyond the next two years, according to our latest research,” he says, “and IT leads are calling on channel partners to step in and provide new, needs-based, assessments to assist them as they overhaul their approach to technology deployment in order to help kit out remote workers.
“Employees will expect the same level of amenities at home as they enjoy in the office as flexible working finds itself as the default option. Where print is concerned, they need a compact device that can provide business-grade reliability, security and print speeds – that’s why we launched our Mini Business range of A4 inkjet printers six months ago. The models have a small footprint, but also have speeds of up to 20 images per minute, and come with extensive, in-box supplies and two-sided printing to provide workers with the quality they need.
“Dealers also need to supply devices for home use with strong connectivity options. IT leads told us, in our latest research, that their top priority when investing in technology is to improve connectivity amid the shift to hybrid working.”
He adds that new models can be operated by an app, which allows users to send a file to print from anywhere, and to easily share and review scanned documents with their co-workers remotely.
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