HERCO Trading Inc. (HTI) has introduced to the Philippines the WD40 EZ Reach cans from the United States, with the end goal of reaching out to more local customers.
“We do expect that we will be able to upsell EZ Reach cans to about 25 percent of current WD40 buyers. This will give us a significant increase in revenues,” HTI President Wilfred Co told the BusinessMirror on Thursday, without citing the exact topline figure they target to reach.
WD40 EZ Reach cans come equipped with a revolutionary 8-inch flexible metal straw that keeps its shape when bent.
This feature gives the benefits and functions of WD40 company’s multiuse products trusted by professionals worldwide to utilize in tight plumbing places, behind engine blocks, onto hard-to-reach hinges, ball bearings, rollers and others.
The top executive said they are excited to finally introduce WD40 EZ Reach cans to the Philippine market.
He said this product has been so successful in the US, where it originated, and in other countries, so it’s about time to bring it to the domestic market.
“The Philippines, we Filipinos, deserve to have the WD40 EZ Reach. We deserve the best. EZ Reach has the best content delivery system in a can,” Co said.
Asked about their target markets, he cited technicians and mechanics, who work on complex engines and equipment that contain many parts that are difficult to reach.
“Home owners are also one of our important target markets because there are so many hard-to-reach places at home such as door hinges, wheels, door closers, window parts, etc.,” he added.
HTI, together with Fedchem Marketing and Distribution Co., distributes WD40 EZ Reach and its affiliated products locally.
The hardware, houseware, car care and industrial products distribution firm plans to roll it out to Handyman, True Value, Ace Hardware, Wilcon Builders, and S&R Membership Shopping, among others, in the next six months.
“In modern retail markets, the drivers will be prominent product displays, point of purchase marketing aids, possibly bundling promotions, and occasional sale events,” Co said.
It will then become available in most conventional hardware stores, industrial products stores, car shops, etc. starting early 2020.
“In traditional markets, placement is the most important growth driver. We intend to make this available in 3,000 traditional stores,” he said.