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 After talking to S:CRAFT it is clear that this is a company with big plans to help its stockists receive the best possible service and in turn pass this onto the consumer. Blinds & Shutters visited the company’s Micheldever HQ to hear about the company’s new initiatives
Back when Blinds & Shutters last talked to S:CRAFT’s head of sales & marketing Michael Schnuppe, he explained that, in his view, new entrants to the shutter market were the biggest threat.
Not because of the competition they could provide but because too many suppliers diluting the market could lead to a less professional service for the consumer and a poorer quality product, which would ultimately reflect badly on the whole shutter market. Michael explained: “There are too many suppliers wanting to sell shutters without being willing to provide the costly support to retailers this product range requires. Unfortunately these types of players will ultimately dilute this product segment. The risk is that consumer disappointment will result in a reduction in consumer demand for shutters as consumer advocacy deteriorates.”
A year on from that conversation and it is clear that S:CRAFT hasn’t been resting on its laurels. The company manufactures a wide range of interior plantation shutters and wood slat venetian blinds and, in a less than certain economic climate, has invested heavily in new training facilities, customer services, IT infrastructure, product development and its Master Partner programme to assist its network of stockists and partners. S:CRAFT is already confident of its service and offering, this is highlighted by the fact that stockists don’t enter an exclusivity agreement when dealing with S:CRAFT. As Mike pointed out: “What we know will happen is they will want to buy from us.”
 Training is an integral part of S:CRAFT’s offering as they want stockists to be as comfortable and knowledgeable as possible about the products so they can make the most of the situation and assist the customer when they are in their property. Michael explained: “We want stockists to have a consultative approach and the competence to work with the homeowner. Training needs to be labour intensive. For dealers, if the first couple of shutter jobs cause problems or go wrong, they may lose confidence and not want to carry on.” Michael said S:CRAFT is very selective in who it chooses as stockists but once they are on board, the company provides them with all the support they need.
As such stockists are assisted on their first few installations and some of the pitfalls and potential problem areas are highlighted. Michael continued: “There is so much to learn. We help with the marketing so there is business coming through for the new stockist, we assist with quotes, installations – all the separate stages in a dealer’s evolution and we want to support them at each stage so in the long run the customer receives the best advice and product.” To this end S:CRAFT have also invested in an online ordering system that not only provides a pictorial representation of the order being placed but also has in built controls to reduce order input errors. It can also be used by the retailer to generate quotes with pre-programmed margins, run sales reports and all of this with their own company branding. “Offering added value beyond just the product is at the heart of our business.”
 Michael describes training as a “journey” and with the Master Partner programme stockists have the opportunity to progress from Stockist to Partner and ultimately to Master Partner status where they will benefit from a number of advantages, such as discounts and prominence on S:CRAFT’s stockist locator. To achieve Master Partner status dealers are required achieve a number of audited criteria to ensure that their levels of expertise and service are outstanding. Michael explained: “We want the consumer to get the best possible service and if a stockist has achieved Master Partner status they have clearly worked hard and earned the benefits it provides. It gives stockists something to strive for.”
Unlike some other programmes, S:CRAFT monitor stockists every quarter and the programme is heavily controlled and regulated. If a Master Partner falls to Partner status they have three months to rectify the issue or they lose Master Partner status. “It’s a really important cornerstone of what we do,” explained Michael. “It needs to be policed and taken seriously as it is integral to what we do. The service we provide any stockists is already superior to what the competition offers, but what Master Partners receive is the icing on the cake.”
 S:CRAFT’s confidence in its product and range is clear and this confidence has been given great justification with the news that, after testing a number of suppliers, John Lewis has made S:CRAFT its preferred partner for shutters with S:CRAFT’s offering stocked in six of its stores. Michael explained:”We are a Shutter specialist and we offer a seamless service to them. We had no experience of the retail business and to get to where we are now shows amazing progress and is testament to all the staff at S:CRAFT. Some of the lessons we have learned through our dealings with John Lewis are benefitting the day-to-day running of our business.”
A great new initiative which S:CRAFT feels will benefit its partners is the launch of its Consumer Credit programme. The company has invested time and money in satisfying all the legalities and licenses and will launch the programme to all stockists. S:CRAFT believes it will be a “real deal closer” making shutters more accessible to consumers and enabling them to split what can be a considerable cost into more manageable amounts. S:CRAFT predicts that the initiative will see all partners’ average order values increase. This again is an example of the company providing the tools for its stockists to do their job more effectively. After a recent Master Partner day where S:CRAFT announced new initiatives to its Master Partners, Blinds & Shutters talked to Master Partner Chris Rocker of Just Shutters. He explained: “The day was great, very informative and with lots of new strong initiatives, it’s very good.” He continued stating that S:CRAFT make “a good team and come across as a positive company looking to go places.”
 Michael is clear on S:CRAFT’s position in the market and the service it supplies to its customers and as he says: “It comes at a price – we are not the cheapest on the market.” But with the progress the company has made it highlights that service is the key. Good service from a supplier enables the partner to supply good service to the consumer. If a partner gets their product on time, without mistakes it breeds confidence and enables them to do their job without any issues. For S:CRAFT, it’s all about adding value through service.
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