VOW’s specialist interiors team was restructured during 2019, with an expansion from eight to 11 dedicated team members under the leadership of Furniture Category Director, Vanessa Warne. Now all under one roof and fully aligned, the change has resulted in an upturn in sales and dealer engagement.
The division’s performance shows a 14 per cent sales revenue growth in the core First Range with 500 dealers now opted in to receive VOW Interiors marketing, an increase in mailer demand of 40 per cent, less than 1 per cent damage and a next day service level of over 97 per cent.
Vanessa said, “We recognise that our role in the supply of furniture is very much about service, and we measure our success not just in sales growth, but in delivering dealer orders complete, accurately, not damaged and on time.– this measure is an agreed KPI with our logistics partner, and that’s where the acronym CAN-DO comes from. But it also represents the willingness and determination of our interiors team to go the extra mile to support dealers and to build a phenomenal interiors proposition. It’s great to see that our customers are clearly appreciating our efforts.”
Following the growth, VOW Interiors now plans to add 22 dedicated furniture delivery vehicles in March. These will be a mix of one and two-man vehicles, operating from the dedicated furniture warehouse in Coleshill in the West Midlands. Along with a team of specialist furniture business development managers to support its dealers, VOW Interiors offers a design, delivery and installation service and average turnaround time for quotations of less than 45 minutes.
Vanessa said, “pricing of the First Range for 2020 is the most competitive ever. The range is supported by our MegaDeals mailer which is available free of charge to dealers on MyMarketing. In addition, dealers may still order copies of the VOW Interiors catalogue, which launches in Q2, until the end of the first week of February.
“The range has been expanded to 6,500 SKUs, with increased stockholdings of the 2,500 catalogue lines stocked for next day delivery and a further 4,000 specials lines deliverable in 3-5 days. Our extended range allows us to support dealers to win those larger project orders, backed up with our exceptional in-house delivery and installation service.”
She says that the expansion has not only been driven by demand created by the project-led requirement for products, but also the commitment to offer more ergonomic and environmental solutions.
Vanessa added, “all of the wood we use comes from FSC accredited sustainable forests. We have removed all polystyrene packaging materials from our desking ranges and replaced them with a honeycombed card, and all plastic corner protectors are now recyclable. All of these initiatives support the dealers in their conversations with customers and our EVOlution CSR program objectives, so they’re win-wins.”
For dealers wishing to know more about the developments within VOW Interiors, VOW will be holding interiors events in the North, South and Midlands. Confirmed dates and locations will be announced very soon.