Napa Auto Parts 2002 Annual Report Download - page 14

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12
Marketing Innovation
Several innovative marketing tools were introduced during
2002. The most significant addition was the Matrix SP Catalog,
a consumer sale priced version of the S.P. Richards General Line
Catalog. It marks an industry first since, historically, indepen-
dent resellers have gone to market with full line catalogs featuring
manufacturers’ suggested retail prices (MSRP). The Matrix SP
Catalog replaces the MSRP with the end user’s actual purchase
price. This groundbreaking publication is expected to help the
Company’s resellers capture new customers, drive a broader mix
of product sales and improve the customers’ overall profitability.
Furniture is a significant product category for the Company
and an expansive array of resources were rolled out during 2002
to support sales growth in this category. Included in these were
a National Delivery and Set-up Program, Space Planning and
Design assistance, Express Office Solutions (a manufacturer
quick ship program that augments the Company’s in-stock
furniture offering), and a Furniture Showroom Program for
resellers with retail locations.
Customer Support
The SPR Advantage Program is a collection of services developed
to help independent resellers compete effectively and grow
marketshare. Enhancements to the program in 2002 included a
Human Resources Helpline, discounts on training and business
software, and membership in the National Office Products
Association, an industry organization dedicated to the success
of independent office product dealers.
S.P. Richards Company also introduced its Dealer Financial
Planner and Trainer Software. This new tool focuses on financial
OFFICE
PRODUCTS GROUP
S.P. Richards Company, headquartered in Atlanta, Georgia, is one of North America’s leading business products whole-
salers. The Company distributes over 30,000 items to more than 7,000 resellers in the United States and Canada from
a network of 43 distribution centers. Major product categories include office furniture, computer supplies, general office
supplies, school supplies, presentation products, business equipment, janitorial products, warehouse and safety items,
and breakroom supplies.
The Company provides a wide range of services designed to meet the needs of a diverse customer base. Large contract
stationers, national office supply superstores and mail order companies depend heavily on S.P. Richards’ logistical
support. This support includes back-up inventory for temporary out-of-stock products and access to a broad spectrum of
products that augment the customers’ offering. Several large national customers catalog the Company’s products and
make purchases via “virtual sku’s”, allowing them a wide range of product offerings without the investment in inventory.
The Company’s services to independent resellers include not only inventory and logistical support, but also a compre-
hensive array of marketing programs. S.P. Richards restructured its sales organization to provide a greater focus on
the unique support requirements of their national account customers and independent reseller customers. The new
sales structure dedicates specialists to each customer type, enabling the Company to better understand their customers’
objectives and collaborate more effectively on sales and operational initiatives.