Drive pulps pamphlet-style product catalogues for new ‘dealer friendly’ type

al sullivan drive crop

Drive DeVilbiss is ramping up distribution of its new style of catalogue which is designed to push end-users into physical mobility shops and purchase equipment supplied by the company.

Drive’s InStore Independent Living catalogue launched a month ago and has begun to land on dealers’ desks.

In the coming weeks Drive will ask its retail network for feedback on the catalogue, which is a new take on usual mobility product publications.

Story continues below

Alan Sullivan, marketing manager at Drive, said: “Dealers appreciate the fact that every other catalogue we’ve done, and everyone else has done, is basically a pamphlet advertising lots of products. Whereas this one is about driving end-users in-store.

“If a customer is leaving a shop with a catalogue, ideally, the catalogue of choice will be Drive’s. That’s our marketing objective. So it’s got a huge, huge range of products in it, so the end-user has everything they’ll need.”        

To encourage end-users to visit physical stores, the catalogue features deliberate quotes on product pages advising readers to ‘try equipment out for themselves in-store’.   

Marketing director, Tim Newby, said that the catalogue is designed to help retailers compete and retain more business.

He said: “A mobility shop is only so many square metres and there’s not much room for stock. With a catalogue like this, suddenly, you have a much bigger range.

“And when you combine that with the recent 5 o’clock delivery service, you’ve got something that adds real value to physical dealers.”

Sullivan added that the supplier cannot and is not ignoring the internet. But said that Drive “appreciates that [internet sellers are] worrying for dealers”.

“Also, part of what we are doing is encouraging retailers to sell themselves a bit better, highlighting what their local bricks and mortar business can offer the end user, I believe this catalogue will help.”

Tags : driveDrive DeVilbiss
Joe Peskett

The author Joe Peskett

Leave a Response