Susan Schmidt-Thomson, president of Kapro Tools Inc.
Product development = innovation + customer needs
According to developers at Kapro, trends for the coming year encompass continued product development, refining laser technology and customer education. At the same time, there's no halt in the search for inventive new products and efficient features to improve existing products. It's not enough to design new products and features that go one step further in meeting customers' needs; it's essential to give customers a clear explanation how to make the most of the tools they use.
The key to sales
We believe we're at the forefront in identifying the need for customer education. Our advice is, first, concentrate on tool usage. Don't sell the customers complicated products with more features than they need. For innovation to be meaningful, keep it simple. Over-featured products can be intimidating and leave consumers unsure about which tools are correct for the job at hand. Laser levels are a good example — they remain a category that's massively confusing to customers. They've been over-hyped and over-sold. It's easy to bring in overly technical products because the market's been mesmerized by technology advances while forgetting the customers that the manufacturers and retailers are trying to serve. Take time to match contractors to the products they need.
By now, laser products are a staple in contractors' tool bags, and they're used for dozens of applications. Interestingly, market research shows that about 50 percent of laser purchasers are women, for both DIY and professional products. Manufacturers must do a better job explaining the product features, through attractive, informative packaging. The building tools industry has come up with some terrific innovations, even in the mature category of traditional levels, that can help contractors get the job done — but there's plenty of room for improvement in terms of customer education.
An excellent way to promote sales is to provide expanded training about laser basics for salespeople. A wider knowledge base will give them confidence and make them feel more comfortable selling the products.
Packaging and merchandising
We view packaging as an educational opportunity. Packaging should show users how to take advantage of product features with clear, easy-to-understand text and photos of applications.
Rising costs
The soaring price of aluminum, propelled by China's ongoing buying spree for raw materials, drives off-shore and contract manufacturing. Consequently, some increase in the price of levels can be expected, but the increase will likely be offset by a closing of the gap between prices for traditional levels and laser levels, foreseen due to technology advances in electronics making laser products more affordable.
Jason Becker, marketing manager, Stabila, Inc.
Sales are on the shoulders of counter pros
A couple of years ago, you would have found me with tool pouches around my waist and a nail gun in my hand. I was co-owner of a small residential/commercial construction company. I still have slivers imbedded in my hands.
