In the current economic climate, making any business work can be a challenge, but Cartridge World, the ink and toner cartridge refilling and recyling retailer, franchisee Gary Kirkby believes the secret to success is through the business-to-business market.
Currently, such transactions make up 80 per cent of sales with the Manchester Central store supplying cartridges to a wide range of companies. His store’s turnover has also increased by 40 per cent, leading to it winning Business-to-Business Champion award.
Pictured, Kirby receives his award from sponsors Paul Hadfield, Delacamp, the supplier of components for laser printer cartridges.
Spurred by the desire to be his own boss and build a retail legacy from scratch, Kirkby opened his store at Bury New Road, Prestwich, 10 years ago. With a strong background in manufacturing and engineering, he felt that Cartridge World would enable him to utilise his experience to pursue his ambition, whilst benefitting from a comprehensive franchise support package.
Business was going well and keen to invest further in the store, Gary hired a friend of 20 years, Craig Dixon who had extensive sales and marketing experience. Together they decided that the best way to grow the business would be to focus on the business sector. Working hard to target, win and retain customers from a variety of businesses, the five person team, led by Craig, achieved excellent results.
Kirkby explained: “We ensured that the store was top of all internet search engines, which generated around 250 calls a month. It was then down to the staff to provide excellent customer service to our clients by taking the time to find out their individual business needs and showcasing high quality, great value products in order to build up brand loyalty and encourage repeat business.
“We invest a lot of time in listening to our customers and identifying their individual needs, which helps to cement our trusted reputation.”
Another important factor for Kirkby is the store’s involvement in the local community, including events, schools and charities. The store, for example, has sponsored the fifth annual Glaston-Bury festival in support of Bury Hospice.
Kirkby opened a second store at Bury last year and it is already seeing its turnover increase each month.
“We plan to develop and increase the business in the two stores by targeting larger companies and continuing to provide great products with first-rate customer service,” said Kirkby. “We hope that by replicating the business model, we will achieve the same level of success at Bury as we have at Manchester Central.”