Opinion: The importance of a sweet dealer strategy

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The Carpigiani and Ice-o-Matic UK team is on hand to assist the dealer network.

Ice cream dispenser specialist Carpigiani is developing its focus on dealers, particularly as a sales channel for its plug and play machines, therefore Paul Ingram, MD of Carpigiani UK, reveals how the new strategy was created and what this means for distributors:

Since our industry reopened, the months have flown by and have been a bit of a whirlwind for us; earlier this year we took on the UK supply for Ice-O-Matic, and this prompted us to look at the structure of our business and how we could drive synergies between the two brands.

In the ensuing months we’ve strengthened our sales team, including the appointment of Katie Roberts as dealer business development manager. A first move into a formal dealer strategy for Ice-O-Matic, Roberts’ experience brought fantastic insight and experience to the team and she’s been able to assist dealers and their customers with in-depth knowledge of our range of ice machines.

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Following the successes of Ice-O-Matic with dealers we feel our business is now well positioned to support the dealer network with an introduction to the Carpigiani range by offering access to our ‘plug & play’ machines. These are our most popular models for operators looking to start to make in-house artisan gelato, ice cream shakes and takeaway product. Using 13A plugs, these compact machines make a first entry into artisan gelato really straightforward, and with our own installation team to support dealers and their customers, we feel the Carpigiani ‘plug & play’ range will be a great success.

Support and assistance have always been a big focus for us, we believe that helping a business to maximise the use of their equipment is a win/win for all involved, and as well as our Carpigiani Gelato University, we also have our development chef Joe Yates who runs training and menu development sessions for dealers and their customers. Likewise, our expert technical support will look after all warranty matters.

We have always received great interest from dealers with regards to the Carpigiani range, but we haven’t really been in a position to offer a lot of support other than on ad hoc occasions, however, now we’ve restructured and taken some learnings from the Ice-O-Matic experience, that has changed, and we believe these products offer an exceptional opportunity for dealers. In the future we will look to expand the range available to dealers with some of our IFI display products that are also ‘plug & play’.

We’ve talked to a lot of companies recently who have been looking to diversify their income streams. The pandemic has really driven people to make changes to their business model and many see the rapid expansion of delivery and takeaway over the last 18 months as a significant opportunity for growth. When you also consider the profit potential from making artisan gelato in-house and the range of ‘plug & play machines’ that are compact, can be countertop and run off a 13A plug, you immediately see the financial return that can be gained from a Carpigiani machine and that’s a great story for our dealer network.

Tags : Carpigianidealer strategyice cream dispensersice cream machinesvoice of the industry
Clare Nicholls

The author Clare Nicholls

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