Cheshire Mouldings has been providing their customers with a first class, professional and flexible service each and every day for over the last 20 years
When recession hits turnover, you either accept it and wait for better times or take action to improve matters. Cheshire Mouldings did the latter and saw turnover not only recover but increase by 50% on pre-recession levels.
“We took a step back and reviewed the business,” recalls Managing Director John Carney. “We looked at our customer base and decided to add other products — extra mouldings, pine board louvre doors and timberrelated pre-packed products our customers sold.”
Those customers comprise suppliers to major retailers, staircase manufacturers and builders’ merchants for the main trade side of the business. The company started as a stair part manufacturer in 1988, added small section mouldings eight-nine years ago and increased its range of mouldings to counter the recession. Stair parts now comprise only 50% of business against 90% four years ago and the range includes decking, balustrading, doors and pre-pack skirting and architraves.
John says: “Around 99% of what we make is catalogued products. We carry £2.5 million worth of stock and deliver any products anywhere in the UK within three to five working days.”
Besides the diversification of the product range, improved turnover resulted from an aggressive selling campaign driving increased market share. That was aided by an emphasis on technical help and advice, with information available in brochures, leaflets and the website, through telephone support and on-site advice provided free to end users who buy from Cheshire Moulding’s customers.
DRIVING SALES
The website is an important source of information, recently undergoing a major upgrade to make it more informative and easy to use. However, there’s no intention to make it simply an extension of the company’s catalogues. “We don’t want to take online orders but to help our merchants grow their business,” confirms John. “As well as being a supplier to them, we want to drive sales through them. We want to be their secret salesman.”
Keeping the website up-to-date and informative is important with a product range that has seen changes over the last eight years from turned to contemporary straight balustrades for stair parts and oak increasingly popular. The company introduced its patented Axxys system around six years ago, blending a traditional oak or pine balustrade system with chrome or brushed nickel fittings that give an outstanding appearance and easier installation. And, as John recounts, changes continue: “It’s going more minimalist and people want glass. We developed a range called Clarity, an acrylic system, added our Clearview glass system and just launched a Reflections range. Product development works well and there’s now a mixture of wood, glass and metal.”
The overhaul of the website extends to updating the company’s brochures, part of the reason being to make ordering as easy as possible. This emphasis on service and improvement has caused record turnover levels on the brink of the company’s 25th anniversary. “You have to strive to better yourself year on year,” remarks John. “We produce a quality product at a market price backed by fantastic service. We pride ourselves on service.”
