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The OAKEA retail philosophy

When you are searching for Oak or Rattan Furniture this is a good read if you are generally interested in business or if you just want to understand why OAKEA is almost certain to be your best choice of Oak or Rattan Furniture retailer for you. 

How do we achieve BETTER quality products AND lowest prices AND better reliability, AND better service at the same time?

If this was possible to achieve, then all retailers would do it, right?!

Well, first of all, there ARE trade-offs. If you read this article you will discover what they are. 

The reason we can achieve better products, better quality and lower prices at the same time is that we are not operating like a traditional retailer. A traditional retailer buys and sells. When a trade salesperson offers to the retailer an attractive product with a potentially good margin, the retailer buys it, displays it and hopes to sell a lot of it. If it doesn't sell as well as hoped, the traditional retailer will soon forget about it and find another product to sell. Everything that goes into developing the product, manufacturing it in efficient quantity per batch, stocking it and distributing it is usually not the traditional retailers concern. 

At OAKEA, we have turned this traditional retail philosophy up-side-down. WE develop the products with a view to IMPROVE the common practice in the market - and take the full risk on them. So we never go and look for products to buy - we come up with ideas of products to develop. And when we think we have a good idea, it takes 12-18 months before the furniture is in our warehouse. The furniture comes into our warehouse - in batches suiting efficient production and filling 40' container loads. When arrived in the warehouse the furniture remains there until delivered straight to our customer - with our own vehicles. And if we can't sell it, well, then we have made a bad error of judgement and we must reduce it to clear the stock. We are taking all the risk - even financing our own fleet of delivery vehicles and employing our own delivery staff. 

So whereas most other retailers rely on and place most of the risks on other companies' product development, warehousing, production as well as inbound and outbound shipping, we take the full risk - and management - of all of these elements - in turn securing an ability to never take a chance on the customer experience. Because we are 'in the driver seat'. And whereas most (online) retailers outsource the deliveries to the end user, we also take this on ourselves and undertake the full task of planning our deliveries and the full cost of the fleet of delivery vehicles as well as employing the drivers. 

So if it is possible to outsource these activities like most other retailers, and avoid the challenges they present - both financially and in terms of managing them - why would we want to undertake them?

Two reasons:

FIRSTLY, WE WILL NOT OUTSOURCE SOMETHING THAT IS IMPORTANT TO THE CUSTOMER SUCH AS THE DELIVERY SERVICE, AND LEAVE IT TO CHANCE WHETHER THE CUSTOMER GETS A GOOD EXPERIENCE! The evidence is on the review sites. When otherwise good, reputable retailers get bad reviews, their failure is typically being blamed on the 'third party courier'. Well, we simply don't have these problems. It is our own staff with OAKEA training who deliver exceptional service - every time!

SECONDLY WE WILL NOT SELL MEDIOCRE PRODUCTS WHICH ARE A RESULT OF A (FACTORY'S) DESIRE TO MAKE PRODUCTS CHEAPER  RATHER THAN A DESIRE TO MAKE PRODUCTS BETTER THAN THE ALTERNATIVES FOR LESS MONEY.

Other retailers don't take on the challenges we do! It's not what retailers do. Typically, retailers display an as wide range of products as possible - they offer choice and make an effort to please all. There is nothing wrong with this - it's a business model. 

But OAKEA's philosophy is not to build ever bigger choice and variety in the hope of selling everything and anything to anyone who wants to buy. OAKEA's philosophy is this: If we have furniture suiting your needs and style we want to be sure that we have no competition on THESE products. That way, we can and do offer better quality, better designed items, better service  - and cheaper!

So.. Going back to the trade-off when operating, following the OAKEA philosophy, the trade-off is that we cannot achieve the lower prices, the better products, the better service and better products at the same time as offering thousands of different products. If we did, the prices would go up and the attention to detail and the service level would drop. In other words we would end up as 'just another furniture retailer'. 

So, dear customer, my promise to you is this: If we have what you need/like/want, there is no better, more attractive alternative deal elsewhere. Neither when comparing the products/quality/price, nor when comparing the sales advice you get and the service you receive. And if we don't have the exact unit you need or the style you are after, then you are better off finding it elsewhere. Because we haven't sacrificed our quality/price/service level in favour of having 'everything' on offer. And then we apologise for not being able to tag the good reliable OAKEA service onto your purchase which would need to be placed with one of our competitors. We would, however, be happy to recommend an alternative.  

If, you DO find something comparable with our offers on like for like products measured on quality, service and price, we would love to hear about it - and until we see an example of this, which we haven't so far, we know we are doing a pretty good job we can be proud of and then of course we hope you would honor us with making us your retailer of choice.  


Happy Shopping, we hope you do adequate research before making your decision. We are sure your research will back up what's in this article and we hope to hear from you soon!


Henrik Pontoppidan
Managing Director


phone

Give us a call

0333 666 2532

The OAKEA retail philosophy

When you are searching for Oak or Rattan Furniture this is a good read if you are generally interested in business or if you just want to understand why OAKEA is almost certain to be your best choice of Oak or Rattan Furniture retailer for you. 

How do we achieve BETTER quality products AND lowest prices AND better reliability, AND better service at the same time?

If this was possible to achieve, then all retailers would do it, right?!

Well, first of all, there ARE trade-offs. If you read this article you will discover what they are. 

The reason we can achieve better products, better quality and lower prices at the same time is that we are not operating like a traditional retailer. A traditional retailer buys and sells. When a trade salesperson offers to the retailer an attractive product with a potentially good margin, the retailer buys it, displays it and hopes to sell a lot of it. If it doesn't sell as well as hoped, the traditional retailer will soon forget about it and find another product to sell. Everything that goes into developing the product, manufacturing it in efficient quantity per batch, stocking it and distributing it is usually not the traditional retailers concern. 

At OAKEA, we have turned this traditional retail philosophy up-side-down. WE develop the products with a view to IMPROVE the common practice in the market - and take the full risk on them. So we never go and look for products to buy - we come up with ideas of products to develop. And when we think we have a good idea, it takes 12-18 months before the furniture is in our warehouse. The furniture comes into our warehouse - in batches suiting efficient production and filling 40' container loads. When arrived in the warehouse the furniture remains there until delivered straight to our customer - with our own vehicles. And if we can't sell it, well, then we have made a bad error of judgement and we must reduce it to clear the stock. We are taking all the risk - even financing our own fleet of delivery vehicles and employing our own delivery staff. 

So whereas most other retailers rely on and place most of the risks on other companies' product development, warehousing, production as well as inbound and outbound shipping, we take the full risk - and management - of all of these elements - in turn securing an ability to never take a chance on the customer experience. Because we are 'in the driver seat'. And whereas most (online) retailers outsource the deliveries to the end user, we also take this on ourselves and undertake the full task of planning our deliveries and the full cost of the fleet of delivery vehicles as well as employing the drivers. 

So if it is possible to outsource these activities like most other retailers, and avoid the challenges they present - both financially and in terms of managing them - why would we want to undertake them?

Two reasons:

FIRSTLY, WE WILL NOT OUTSOURCE SOMETHING THAT IS IMPORTANT TO THE CUSTOMER SUCH AS THE DELIVERY SERVICE, AND LEAVE IT TO CHANCE WHETHER THE CUSTOMER GETS A GOOD EXPERIENCE! The evidence is on the review sites. When otherwise good, reputable retailers get bad reviews, their failure is typically being blamed on the 'third party courier'. Well, we simply don't have these problems. It is our own staff with OAKEA training who deliver exceptional service - every time!

SECONDLY WE WILL NOT SELL MEDIOCRE PRODUCTS WHICH ARE A RESULT OF A (FACTORY'S) DESIRE TO MAKE PRODUCTS CHEAPER  RATHER THAN A DESIRE TO MAKE PRODUCTS BETTER THAN THE ALTERNATIVES FOR LESS MONEY.

Other retailers don't take on the challenges we do! It's not what retailers do. Typically, retailers display an as wide range of products as possible - they offer choice and make an effort to please all. There is nothing wrong with this - it's a business model. 

But OAKEA's philosophy is not to build ever bigger choice and variety in the hope of selling everything and anything to anyone who wants to buy. OAKEA's philosophy is this: If we have furniture suiting your needs and style we want to be sure that we have no competition on THESE products. That way, we can and do offer better quality, better designed items, better service  - and cheaper!

So.. Going back to the trade-off when operating, following the OAKEA philosophy, the trade-off is that we cannot achieve the lower prices, the better products, the better service and better products at the same time as offering thousands of different products. If we did, the prices would go up and the attention to detail and the service level would drop. In other words we would end up as 'just another furniture retailer'. 

So, dear customer, my promise to you is this: If we have what you need/like/want, there is no better, more attractive alternative deal elsewhere. Neither when comparing the products/quality/price, nor when comparing the sales advice you get and the service you receive. And if we don't have the exact unit you need or the style you are after, then you are better off finding it elsewhere. Because we haven't sacrificed our quality/price/service level in favour of having 'everything' on offer. And then we apologise for not being able to tag the good reliable OAKEA service onto your purchase which would need to be placed with one of our competitors. We would, however, be happy to recommend an alternative.  

If, you DO find something comparable with our offers on like for like products measured on quality, service and price, we would love to hear about it - and until we see an example of this, which we haven't so far, we know we are doing a pretty good job we can be proud of and then of course we hope you would honor us with making us your retailer of choice.  


Happy Shopping, we hope you do adequate research before making your decision. We are sure your research will back up what's in this article and we hope to hear from you soon!


Henrik Pontoppidan
Managing Director


phone

Give us a call

0333 666 2532