VOW marketing for growth

Do dealers still want a wholesaler catalogue? According to VOW’s customer feedback, the answer to that question is a resounding ‘yes’.

Whilst businesses have been pivoting to digital trading models during the lockdown, there is still very much a demand for paper-based marketing.

Marketing director, Helen Wade says, “We are clear from the conversations that we have had, that the traditional wholesale catalogue still has a significant role to play as part of the overall marketing mix. There was a concern amongst some dealers that we may not produce a catalogue for 2021, but I am delighted to reassure them that we will be doing so.”

VOW has confirmed that next year’s publication will be slightly delayed. “The COVID-19 situation has had an impact throughout the supply chain, through manufacturing shutdowns, furlough of staff and changing business models. We recognise that trying to obtain all of the product information required for catalogue production within our usual timeframes would add unwelcome pressure at an already challenging time. As a result, we have decided to push back the release of our 2021 catalogue by a month – to February instead of January – to give a bit more time for product ranging decisions and data gathering to take place.”

The prime focus of the catalogue will be the removal of discontinued products and the addition of new product ranges. A particular area of focus will be those product areas that have become more relevant in recent months – such as PPE, infection control and homeworking – and that will become core ranges for all businesses moving forwards.

Further detail will be released in September 2020 at a series of VOW Virtual Events. These will also feature the launch of the H2 incentive, a replacement of the much-loved Heatwave and Whiteout schemes, which have been curtailed by the current situation.

Full details of the Virtual Events will be released soon.

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