Opinion
The drip, drip effect
It’s always a bit unsettling when a major player disappears from any industry, so the news that Nestlé Waters Direct and the Powwow brand may be leaving the UK water cooler landscape following the company’s acquisition by new player Lomond Hills, has sent ripples throughout the market.
The water cooler industry doesn’t ‘do brands’ particularly wellHannah Oakman
Powwow was certainly a major brand in the water cooler industry, which in all honesty is an industry that doesn’t ‘do brands’ particularly well. While the small pack industry has capitalised on the strengths of image and desirability (think Evian, Perrier and the rest of the gang) to persuade consumers to part with their hard-earned cash, water cooler companies haven’t risen to the challenge.
There’s a good reason for this. Water cooler companies are very different to other beverage businesses. You can own the most striking, clever brand going, but if your customer service and quality are not up to scratch, you’ll struggle with the best of them. Coolers, in this respect, are more akin to the photocopier or dehumidifier than a $40 bottle of Bling H2O.
As the water cooler industry has grown, consolidated and contracted over the years, the same issues continue to bubble to the service. If your customers are unhappy with your response to their complaints, if the water cooler constantly leaks, if the water isn’t delivered on time or supplies run out during a hot spell, they’ll leave you for the competitor down the road, who may not be cheaper but, in their eyes, will be better.
One sector where this level of service is critical is in high risk areas, such as schools, hospitals and other public institutions, where mistakes simply cannot happen.
Diane Jackson from Water Smart recently pointed out that, while some see it as easy money, it’s the ongoing support and advice for these institutions which takes the time and must be handled responsibly.
About the author
Hannah Oakman is editor of Cooler Innovation
Also by this author
See also
Latest news
Cooler Innovation
This bi-monthly publication showcases the very best the industry has to offer, including the latest company news, product launches, expert views and in-depth analysis of the issues affecting the cooler marketplace.
| |