The Recycler Issue 331

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AROUND THE INDUSTRY EUROPE Bureau Vallée, Franchise, Business EUROPE ECS, Humanistic Marketing, Business Marketing: the humanistic approach ECS’s CEO and Marketing Director Felicity Rabbitte discusses the importance of a humanistic marketing approach. Bureau Vallée opens store in Thionville Europe’s fasted growing office supplies and stationery business continues to expand with the opening of a Bureau Vallée store in Thionville, France. The store opened on the 19 February in Thionville, located in the North East of France on the left bank of the Mosel river, close to Luxembourg and Germany and is the fifth store in the region. The 145m² store is located in the Thionville city centre and has a range of almost 5,000 products and focuses on sustainable and environmentally friendly products and utilises an ecological rating system to classify products according to their environmental impact. This is the second store is managed by by Joëlle Maujard, the General Manager of an IT company and combines the two roles. Speaking to AC Franchise magazine she said: “We are preparing for the future and today I am taking part in the sustainable development strategy. We are no longer just trading, we are taking a step back, we are active and proactive, and today it is that aspect that interests me.” ■ ▲ Felicity Rabbitte CEO & Marketing Director, ECS ECS’s CEO and Marketing Director, Felicity Rabbitte on how their humanistic marketing approach which they have used to build their own brand. The humanistic marketing concept is often referred to as a more ‘personal’ marketing approach and is a relatively new marketing methodology that is often overlooked, is unknown or seen as a waste of time, by some companies. According to Rabbitte “it doesn’t instantly scream ‘sell’ – to the naked eye, but what is selling? Is it capturing a customer through a simple offer or by creating a successful customer relationship to the point where your customer is more of a friend? Surely it can be both?” ECS suggest that a humanistic approach can help you to do the latter, which can be more positively profitable in the long term. Rabbitte explained “The concern of a humanistic marketing approach is to create a more ‘personal touch’ for each of your customers, enabling you to establish rapport with those who you see as potential customers.” Marketing is all about human connections and where we use technology, bots, automation and Artificial Intelligence (AI) to engage with people. AI is being used more and more to qualify and generate leads. David Connett, Partner at media and marketing company, Connett & Unland GbR, says “it's easy to relegate the human interaction as you strive for productivity, but converting prospects to customers is the marketing challenge, and once you have a lead do you focus on price or take a longer term relationship model? Human engagement is essential to establish strong long term connections with customers who are more likely to pay premium prices.” The ECS experience over the years suggests that “prospects are more likely to become clients of companies who they trust, like and relate to, but this is only achievable with a humanistic marketing approach. Without this approach your brand may lack personality, making it near impossible for customers to relate to you. Regardless of the product you’re selling (even toner cartridges!) your approach should be humanistic. Getting the balance right is so vital” Rabbitte commented. Rabbitte continued, “Communication online is important, but it isn’t everything. You have to get out and meet your clients. We often meet our clients, even if it’s for a catchup over a coffee or lunch. It’s the small personal touches that make a difference when it comes to converting a prospect to a client, or making a new client a client and friend for life.” ECS suggests that the reason behind this is because customers want to know who is behind the telephone, who is behind your marketing releases, who runs your company? ECS explained that in their case, the majority of the ECS client base know the directors in quite some detail, as well as some other members of staff, including a lot about their personal lives. This is simply because their clients appreciate ECS more by being able to associate a face with the brand. On the topic of humanistic marketing, ECS concludes “…during the worlds current crisis. Shoving products and offers in people’s faces isn’t necessarily the smartest idea. Relating to your customers (who are more than likely in a similar situation to you) is a fantastic way to create new relationships and potential customers ready for when the world is back to normal.” ■ 28 Issue 331 June 2020
Search for The Recycler on Facebook for more news and industry coverage EUROPE PCL Direct Group, DPD, Circular Economy PCL Group is here to help In a note to customers, the PCL Group said that it has successfully changed operations to remote working where possible. As the impact of the Coronavirus (COVID-19) continues to be seen across the world, the PCL Group have been working to ensure the safety and wellbeing of their employees, customers and partners as well as their ability to support customers and their ongoing business requirements. In its note to customers, the PCL Group wrote: “For a manufacturing company to say “we can operate from home” is a somewhat ambiguous statement but we are contactable for any support required.” The company added that any orders placed will be treated as normal with updates on order progression through to the estimated time of arrival (ETA). The PCL Group Management Team said: “PCL Direct Group continues to support its customers and partners throughout this period of uncertainty. We understand we are part of the chain that may well be supporting our key workers and we are committed to do so in whatever capacity we can.” To contact the PCL Group for further information use the following email addresses. For sales and order queries Ian. mcintyre@pcl-direct.com, for technical support Dave.higgott@pcl-direct.com and for any Sindoh enquiries please email Andrew.ellis@sindoh.uk.com. The PCL Direct Group also recently announced that DPD UK had been appointed as their new deliver logistics partner ensuring deliveries to the companies portfolio of UK and EU based customers where their products are on sale in 28 countries. DPD Group is the second-largest operator in the courier express parcel market in Europe and part of the French Le Post Group and has a focus on sustainability. In the UK, DPD operates more than 139 electric vehicles on the road and this will increase to 600 by the end of 202 and making 'clean', emission free deliveries. The company said “over the last few months we have been making some changes, not just to provide the best service for our Customers but a green one too. Our latest change is our move over to DPD to deliver orders, and ho aim to be one of the greenest delivery companies on this planet”. ■ Issue 331 June 2020 29
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The Recycler Issue 331

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