Consolidated Industrial Supplies of Bridgend
A Dialogue with Joanna Prescott – Commercial Manager
Left to right: Gareth Williams, Lily Powell, Terry Harvey, John Adams, David Prescott, Andrew Lees, Larry Thom, Joanna Prescott
ToolBusiness: Can you give us a brief historical introduction of the business and where you are now, including any recent changes that may have a bearing on how you operate now?
Joanna Prescott: Consolidated Industrial Supplies is a subsidiary of Consolidated Tools International which was founded by my father Paul Prescott in 1984 with offices overseas and subsidiary companies in Spain and Venezuela. Consolidated Industrial Supplies Limited then opened in 1988. We found our service was in such demand by 1991 that we expanded into our purpose-built premises on Brackla Industrial Estate in Bridgend. Our time in Brackla Industrial Estate has seen CIS continue to grow, acquiring Newport Engineering Supplies in 1998.
In 2000 we made the decision to join the national buying consortium THS Tools Group, making it easier to offer our customers the widest range of products, quickly and at reasonable prices. In 2001 we also acquired Anglo American Adhesives and by 2006 CIS had achieved its ISO 9001 Accreditation. That same year my father decided to take a step back from the running of the company and appointed me as the Commercial Manager for Consolidated Industrial Supplies.
ToolBusiness: How do you recruit, train and retain staff and how important they are to your business and the customer experience?
Joanna Prescott: At CIS we believe it is extremely important for our patrons have the best customer experience possible. It is imperative to us that the customer can form a relationship with one of our staff, so that they can talk to the same representative from the date they place and order, to the date they receive their order.
Our representatives are regularly enrolled on training courses to ensure the best customer care is always provided. Our staff and their training are very important to CIS as they enable the company to deliver on its guarantee of total commitment and rapid solutions for any organization that places their trust and their business in our hands.
We recruit staff from a family-run, Welsh recruitment service called St David Recruitment, based in Cardiff. CIS also works with the training and recruitment scheme ACT (Associated Community Training), which has training facilities in Bridgend and the South Wales Area.
ToolBusiness: What is your measure of the customer experience in your business? How do you read your main customer base – is it mainly trades people or are there a mix of DIYers, householders etc who need to rely on your help and advice?
Joanna Prescott: The biggest testimony we can receive from our customers is when they continue to place orders with us. We still supply to customers who have used our service for over 15 years. Their loyalty is proof enough of a good customer experience. At CIS we adapt ourselves to fit the needs of our customers.
What sets us apart from other similar competitors is our ability to evolve with a company as they grow or as their needs change. Our biggest customer base is with local businesses. Being a member of the THS Group enables us, to not only give them the best possible price on the things they need but, to do the same for other customers such as trades people and DIYers. Through the use of trade counters, CIS has found trades people and DIYers to be a great source of sales.
We are currently reinventing the way we supply to both contracted customers and trades people by introducing our website consolidatedindustrial.com, where customers will soon be able to purchase the items they need quickly and easily online. They will have the peace of mind that they will get the same impeccable service that they have always received from us in the past.
ToolBusiness: Who makes stocking decisions and how important is stock control? Do you see reps or seek out offers and products on your own experience? How important are IT systems in controlling stock?
Joanna Prescott: Items we hold in stock are agreed with the client, then, supplied regularly and constantly. For the client this means no break in production. This also means less time spent on the completion of a project and less money spent over all.
We also provide what we call a ‘single source contract with a difference.’ All agreed line items are kept at prearranged stock levels within CIS premises. We take responsibility for maintaining stock, replenishing stock and performing regular stock checks. This means the client can relax in the knowledge that if or when items are needed it will always be in stock and quickly delivered. Consignment stock not only guarantees no break in production but also reduces customer costs. The customer only pays for stock used, not for all stock kept on premises, making it the most cost effective solution to stocking a project.
With many different clients all wanting similar products it is important we keep track of our stock. We find our IT system, Merlin, is very effective in collating all the necessary information. Without the support of our IT system our job would be extremely difficult.
ToolBusiness: Does CIS use any of the new mechanisms now? in place at THS to put together and publicise special offers?
Joanna Prescott: The THS Media Centre is a new marketing mechanism introduced by THS last year – We use this every quarter to create a mails hot which is sent to both existing and prospective customers and is very useful. It creates a pretty good return on investment.
We have used the joint tendering process in the past, but it’s not something that we would use again.
ToolBusiness: In what ways do you find the THS annual Tool show useful?
Joanna Prescott: The THS show is extremely valuable as you get to meet suppliers and members alike to discuss things that you would not usually get the opportunity to. You can bounce ideas around with other members and having the supplier representatives all together really does make it economical when you’re pushed for time every day at your desk.
ToolBusiness: How are you finding the new THS approaches are helping Consolidated Industrial Supplies?
Joanna Prescott: I am wholly supportive of the new THS approaches. I think that the new initiatives are great and I’m looking forward to taking advantage of all of them eventually. I think that the changes were due, although I know that it has caused some controversy. However, without the support of the previous THS team led by John Parkin, I do not think that CIS would be where it is today. We have just added a new addition to our sales team, Gareth Williams and can boast an increased turnover even in the current climate. But, I think this year will be pretty demanding. With the support of THS I’m sure that it will be a success.
ToolBusiness: Thank you Joanna for taking the time out of a packed schedule to answer our questions.
