Further to the adoption of the Modified Strategic Plan referred to in the recently filed 2012 Annual Report, a few changes are happening in the Sales Department.
In Canada, we are going to put more emphasis on increasing sales turnover in existing national accounts, rather than cultivating new accounts for the time being. This is because the existing national accounts include stores that already are within a convenient drive to most people, including Walmart, Home Depot, Lowe’s, Home Hardware and Canadian Tire. The emphasis will be in providing these (and some other existing accounts) more coordinated sales and marketing support. The separate position of Canadian Sales Manager will therefore be retired. Sales and Marketing Support of the existing national accounts will be performed by a reorganization of existing personnel. This greater emphasis on improved performance from existing stores in Canada is vital because we are already in a number of the country’s largest retailers. Their widespread distribution in the country, their high recognition factor, their exceptional reputation and consumer reach is sufficient to generate much more activity. We will be redoubling our efforts to determine how. It will no doubt require increasing consumer awareness. Therefore we will also have a marketing relationship associated with a decorating and design TV program called Steven and Chris on a test basis starting this summer. This would be the first time that our lead product has had a nationally distributed marketing message.
In the USA, we similarly want to increase the sell-through in existing accounts in order to earn the reputation for the brand of moving well. When this increase occurs, then we can resume our prospecting on the consumer retailer side with a stronger case to make. Accordingly, the Sales Support/Marketing Support model (with emphasis on support) will be applied.
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