THINKING DIFFERENTLY - Ussco.com

Preferred SuppliersPartners In Your Success United’s Preferred Supplier Programrecognizes suppliers in key product categories that share our commitmentto providing outstanding products, value and dealer support.Esselte: Innovation Changes theConversation with CustomersChange the conversation with customers from “How much doesit cost?” to “How soon can I get it?” by selling innovative newproducts developed and manufactured by Esselte® and stocked byUnited Stationers. Rather than compete on cost alone in a commoditymarket, innovation changes the conversation with consumersfrom one based on cost to one based on value.“The innovation process at Esselte begins by developing a deep understandingof the end user. Esselte has developed a global processfor innovation that utilizes lean management tools and allows us todevelop products that meet users’ unspoken needs,” according toCandie Harris, vice president, marketing in North America.“Instead of just reacting to what product managers say that endusers want, Esselte participates in user-centric market research thatincludes multiple touchbacks to the consumer during the manyphases of product development,” says Harris. This leads to newproducts that address real needs for consumers and provide a trueprice/value proposition for dealers to present to their customers.Innovation can help create entire new product platforms. DougMudd, Esselte product manager points to one, “By looking at theend user’s latent needs, we gained a deeper understanding of theirbehaviors and the entire filing category. As an example, our marketresearch showed a latent need toorganize piles of papers withoutfiling, which led to the developmentof the PileSmart LabelClip. Based on the identifiedconsumer need, it became evidentthat there were existing products inthe line that could satisfy that sameuser need. By repositioning existingproducts to fill that need with anumber of innovative new products, anentire new category for Pilers was created.”An innovative new product can lift categoryperformance as well. Mudd continues, “Pendaflex®Ready-Tab® hanging folders were built onthe consumer need to have hanging folder tabsavailable at their fingertips when they needed them.The entire category was lifted, as new users were sold up to thepremium product level of the category.”Dealers who can communicate the insights behind these new productsto end users have the opportunity to differentiate themselves.Consumers care about value. If users can relate the latent need totheir own experience and visualize how the product will satisfy it,their mindset changes — from “How much money does this productcost?” to “How much value does this product deliver?”Iceberg Enterprises: Expands Lineof Folding TablesIceberg Enterprises has expanded its resin folding table product lineto include wood laminate folding tables. This new wood laminateline will be introduced to consumers in the 2009 USSCO GeneralLine catalog.Iceberg is well-positioned to serve and grow wood laminate foldingtables in the same way it successfully navigated the explosivegrowth of the resin folding table category. It did this by leveragingboth its knowledge of the folding table category and its manufacturingcompetency at its Sturgis, Mich., manufacturing facility.The new wood laminate line will include both Premium and Commercialofferings of products and price points. Both lines will offerexclusive features that will result in outstanding consumer value.The Premium line of wood laminate folding tables will be a broadoffering and set the industry standard for the category. The heavydutytop will be constructed of ¾-inch thick melamine laminate.It will be offered in mahogany, oak and gray finishes. This top willbe highly scuff and scratch resistant. The metal understructure willfeature heavy-duty legs and folding linkage mechanism as well asa four-piece metal skirt with four plastic protective corners for safestacking.The Commercial line of wood laminate folding tables will embodymany of the features of the Premium Line at a competitive price.34OFFICELINE | www.ussco.comTops will be 5 ⁄8-inch thick, walnut finish melamine laminate, whichresists scuffs and scratches. The understructure will have a twopiecemetal skirt with four plastic protective corners.Iceberg is uniquely positioned to manage and grow the folding tablecategory. Iceberg monitors trends in the category, possesses thebroadest line of shapes, colors and functions of tables, and producesall products in the USA. Iceberg can help the dealer communitymaximize sales and profits. Look for Iceberg at the 2009 VisionConference in Florida to see first hand all the new products andlearn how to continue to grow the folding table category.