Andy Cottee, MD at The IPG, talks to Nicola Hanley about how the group is supporting independents by giving them a range of marketing and digital tools to help them compete in today’s marketplace.
When The IPG was founded in 2013, the membership group set out to empower independent plumbing and bathroom stores by providing them with buying power and access to the kind of commercial deals that they might have struggled to access on their own. Its other aim was to create a sense of community among its members.
Since then, The IPG has gone from strength to strength and now, 11 years later, it supports approximately 220 member locations and partners with around 150 leading and emerging suppliers. But, says MD Andy Cottee, who joined the group in November 2023, while those initial aims remain, they are no longer The IPG’s main USPs.
“We don’t really see ourselves as a buying group,” he says. “We see ourselves as more of a marketing and support company. The IPG has evolved over the years, focusing on bringing marketing and digital expertise to its members. Our marketing capabilities and the range of tools we offer our members is really what sets us apart from other groups.”
Back-office support systems available from The IPG include custom-designed, user-friendly websites, e-commerce solutions and digital screens, which are regularly updated with supplier promotions and store information. Social media support is also available, helping members create engaging content and providing access to a portal with scheduling functionality.
“We deliver really innovative systems,” Cottee explains. “Our members now have access to a wide range of tools to stay competitive in this digital age without having to invest considerable amounts of time or money. Many of our members might only employ a handful of people, so bringing these resources offers them a real advantage.”
In 2019, The IPG began dual-branding efforts, with The IPG logo prominently displayed on members' signage to help drive footfall into member stores and increase traffic to their websites. Cottee says: “This visibility is crucial, as it ensures potential customers can easily recognise that the plumbing store or bathroom showroom is part of the group, giving them confidence in the quality and support associated with the brand.”
Another thing that The IPG offers members, says Cottee, is innovative advertising campaigns and PR initiatives. One stand-out event is its Trade Local Day. Launched at this year's InstallerSHOW and held on 9th September, it aimed to encourage tradespeople to shop locally and connect with fellow professionals and is set to become an annual event. “It was a tremendous success,” says Cottee. “We had a member pick up 5 new trade accounts in a single day – that’s powerful."
“Our team, our innovation and our thought processes are significant USPs for us,” Cottee continues. “We pride ourselves on thinking outside that box, all with a focus on supporting the independents. We’re passionate about the role of independents. For us it would be a travesty if the high street didn’t have our members on it – they are essential to their local communities”
The IPG’s last conference was held in Spain in 2023, providing a relaxed atmosphere for members and suppliers to connect and collaborate. Next November it is set to take place in Portugal and Cottee says: “This event has become a must-attend gathering, bringing together The IPG’s community to strengthen relationships and foster new business opportunities."
This focus on community and innovation doesn’t mean commercial deals are overlooked, Cottee is quick to point out. “We’re constantly reviewing and refining our supplier list to ensure we’re securing the best possible deals for our members. That is really, really important,” he stresses.
It’s a strategy that seems to be paying off with membership continuing to grow. But Cottee says: "The IPG doesn’t set itself targets in terms of how many members it aims to have. We’re focused on finding the right members – those who genuinely see the value in what we offer and share our commitment to supporting one another.”
Although the industry has had a challenging year, The IPG remains optimistic about growth opportunities. Cottee believes there is room to grow. “We’re looking at various aspects of the business. At the moment we’re focusing on automation to make operations more seamless for our members. Our current systems are really good already but there are always additional improvements we can make to enhance efficiency.”
While he acknowledges conditions remain challenging in the market, Cottee is encouraged by success stories out there and is optimistic for 2025. “We’re seeing positive momentum, and we believe this trend will continue into next year,” he says. “The next quarter will be telling, but we’re hopeful that signs of growth will strengthen as we head into 2025.”
