How Security and Fire Installers Can Win Business in the Retail Sector

Courtesy of Canon’s download: Network Video Surveillance Benefits Beyond Security in Retail

The retail sector, which generates 5% of UK GDP, represents a huge market for installers of CCTV, intruder alarms, fire alarms and other security and fire systems.

We sought advice from Simon Stokes, MD and founder of nationwide installation firm Assured Fire & Security, on how to win business in a sector that generated sales of £339bn in 2015.

Driven by the expansion of, and improvement in, CCTV and security tagging, shoplifting has actually been in steady decline. However, overall retail crime has just reached a 10-year high.

So there’s plenty of custom to be won from businesses which carry thousands of pounds worth of stock and are increasingly hemorrhaging losses to organised crime.

This changing threat means new business comes as much from upgrades as installations in new premises. Video analytics, biometrics and other innovations can play their part in not only tackling gang crime but also improving commercial performance – reducing security’s status as a grudge purchase.

As for fire detection systems, warehouse fires, which spread quickly among flammable stock, can take millions of balance sheets and disrupt supply chains. The ASOS warehouse fire in 2014, for instance, destroyed around 20% – some £22m worth – of the company’s stock.

So how can fire and security installers win business in the retail sector?

Stokes, whose firm installs CCTV, access control and intruder alarms as well as a wide range of fire safety systems,  believes some principles apply across all sectors.

“They key to winning business in the retail sector is the same for any sector: understand the customer, understand their needs and understand what they’re trying to achieve,” says Stokes.

But Stokes, who founded Assured Fire & Security in 1998, says installers must be as adaptable as possible in terms of pricing as well as meeting the customer’s requirements.

“The retail sector’s transactional, high-repeat-business model reflects in their requirements of suppliers. Often their selection is based on a combination of cost, flexibility and ability to tailor services.”

Servicing out of business hours

Stokes says going above and beyond in terms of your working hours can help win business in the retail sector.

“One common need across all retail businesses is that being cost-driven, any downtime ultimately affects sales and performance,” he says. “So being flexible to fit in installation and servicing out of business hours can set you apart from others.”

If you’re pitching to national chains then other considerations come into play.

“National retailers also look for additional qualities to independent high street retailers such as the ability to provide a service nationwide, reliability of the service and the values to which a company operates.”

Overall, adherence to a triad of principles will serve you well: flexibility, value and being customer focused.

“The retail sector is a cutthroat industry, but we’ve found the key things to winning business in this sector is flexibility, being price-conscious and adapting your service to the individual needs of the customer.”

There are several downloads about installations of security systems on our downloads channel.

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