Rawlplug S A : Setting out to conquer the Croatian market. Rawlplug’s products to supply the range offered by the Emmezeta chain

As we pursue our strategy of being the brand of first choice worldwide, we know how important it is to expand our selling markets both in Europe and in the rest of the globe. We have exceptionally good news for you at the end of the year. Emmezeta, one of the largest home furnishing retailers in Croatia and Serbia, has decided to expand its range by adding Rawlplug and Koelner products. This is the first implementation of our original POS system in Croatia on such a large scale.

The Rawlplug brand is competitive not only because it offers top-quality products, but also due to the system used to display them. In a nutshell, our POS (point of sale) system is a package of advertising materials to support effective sales. It consists of carefully designed and stocked shelves, colour coding enabling one to navigate to the specific product category quickly and without mistake, and clear information in the form of toppers (thus called because they are placed in the top parts of the shelves) and wobblers attached to the edges of the shelves, allowing the customer to find out immediately about the benefits of using Rawlplug's products.

Rawlplug products now available to Croatian customers

The POS system is an integral part of our selling process. This time, we had the opportunity to carry out a comprehensive POS implementation in Croatia. The first to be stocked up was the Emmezeta shop in Osijek (more precisely, it was the Merkury Market unit belonging to it): a shelving system with Rawlplug's products and separate shelves intended for the Koelner range were placed there. The diversified range will satisfy both customers who choose to rely on reputable manufacturers and cutting-edge solutions (Rawlplug) and users looking for affordably-priced high-quality fasteners (Koelner). The goal is to make the Rawlplug brand present in all Emmezeta shops in Croatia and Serbia.

Rawlplug opens up to Central and Eastern Europe

Long-term relationships are among our distinctive features, which is best demonstrated by the POS implementation completed in the Emmezeta shop. The whole chain was acquired last year by Merkury Market, a customer Rawlplug has been working with since 2016. Merkury Market is currently in the process of reprofiling the Emmezeta chain to offer general construction products, no longer focusing only on interior decoration. The trust gained over the years resulted in our products being placed in the newly built unit adjacent to the Emmezeta shop. Importantly, we were given the freedom to stock up the shelves at our discretion, and thus customers have been provided with a comprehensive range of Rawlplug's products, including all the bestselling items (such as R-KEM II bonded anchors, 4ALL and UNO plugs, FF1 frame fixings, and R-XPT throughbolts). In total, this means 268 items from Rawlplug's portfolio, and 172 line items from the Koelner range. The POS implementation in the Croatian sales network marks the beginning of Rawlplug brand expansion in Central and Eastern Europe as well as targets the offering at retail customers. Once again, we are proving that an innovative method of selling, such as our original POS system, is an important differentiating feature that makes Rawlplug stand out against the competition.