Benchmark Retail Services managing director Mark Alexander
How did you get where you are today?
I started selling with Burton's Biscuits in 1983 and for the next 18 years, took various roles in both grocery and non-food businesses, culminating in 3 years as sales director at Ostendorf UK Ltd, launching B&Q Colours in their paint range in 1998. Leaving them in 2001, and having used agencies to support businesses, I wanted to put a more commercial and accountable service provider into the market.

So how did Benchmark start?
With a service contract from B&Q supporting their own label paint ranges I had launched in the previous 3 years. With both Dulux and Crown having 'in house' teams, Benchmark was created to give their own label the same advantage this dedicated focus brings to suppliers.

How did the early years develop for Benchmark?
Growth was fast, the market was booming and programs such as Changing Rooms drove substantial interest and turnover for décor products. We quickly developed our client base within the DIY sector, predominantly in paint and associated categories, such as sundries, lighting and wall and window décor.

Was growth easy to find?
To some extent, I was fortunate that my two senior directors with me today, have both been with Benchmark almost from the start. Both Andrew Marley and Andrew Hulme worked on territory and have first hand knowledge of the challenges suppliers face in large retail estates.

And what are those challenges?
Since 2008, retailers have cut headcount at store level by significant numbers, and whilst automation has taken care of a number of routine functions, core workloads such as stock replenishment, database accuracy, POS placement and promotion compliance roll on as usual, but with less people to implement them.
Benchmark has developed a well-trained team of 44 territories across the UK that ensure those tasks are given the focus and attention they need.

How does Benchmark differentiate itself from other providers?
Partly it's our flexibility, we know retailers can make late decisions and changes to planned activity, our team can work around these alterations due to its size and national coverage, so we always try to accommodate changes without changing budgets, we know how critical this can be for our clients. It's also our commercial backgrounds, having been a supplier to retail estates, I know first-hand the issues faced and with our 12 years' experience, many of the solutions.

How do your clients know what you've achieved for them?
Three years ago we developed our web portal, a 24/7 online reporting tool that means every client has their own secure area where we capture and feedback exactly what they want to know each month - nothing generic, nothing fixed so it cannot be changed. Combined with really fast exceptions reporting, highlighting issues as they arise, we intercept problems quickly and implement solutions just as fast. We loaded over 34,000 client reports last year and the number keeps growing.

Tell us something about yourself people wouldn't know?
I have a friend who owns a 1965 double decker bus and since I have a full PSV license, I spend some summer weekends driving it at open days for enthusiasts. I also have a private pilots license, but the cost of flying has become prohibitive, so I hung up my helmet and goggles last year, a real shame.

Tell us about a typical working day?
What I love about Benchmark is there is no typical day, working for such a variety of clients across DIY, Homewares and Garden Centres means a revolving cycle of new challenges and opportunities. We can be planning and working on activity scheduled within a week or up to a year away, but we always adopt a consistent approach based on 'the devil is in the detail' and the more we plan, the more successful the results we deliver.

How confident are you for the next 12 months?
Benchmark is fortunate to support some very innovative and creative clients and I have no doubt that 2014 will be another year of growth for us all. It will still be hard to part a consumer from their money but we see some confidence returning to the housing market that can really drive recovery in DIY sales. We are confident that by working intelligently with our partners, we can look forward to fresh challenges and another great year.

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