A great example of where functionality meets impulse is how Karanbir Landa, director at DSL Group (Nottingham), describes the company’s top-selling product last year.
That product was a magnetic fast-charging cable from the InTech range, which retailed at £12.99.
“The reason it was a best seller,” says Landa, “is that it fulfilled a clear, everyday need ie charging on the go. It’s a compact product, ideal for pump top/clip strip placement and its magnetic feature added a point of difference that customers immediately understood.”
Charging cables are products consumers seem to buy again and again. We lose them, we forget to put them in the car, they get damaged… there are many reasons why cables need to be replaced.
Changing tech is another reason for buying new cables. Dean Sutton, national account manager at Alliance Distribution Group, explains: “Apple’s iPhone has been the most popular phone for the past two decades. Consequently, our Apple-authorised lightning cables are our best-selling products. Since 2023, all iPhones now use Type-C connectors, aligning with all other electronic products. This has resulted in Apple’s authorised patented cables costing more than the USB-C cable for the latest iPhones.
“We believe it’s time to offer an affordable alternative to the Apple-authorised products, bringing the cost in-line with the USB C cable, without compromising on quality.
Getting the Vibe
“Vibe has launched a new non-Apple authorised range, to offer customers a choice of a more affordable cable, with the same functionality. Offering this new range allows us to market both lightning and Type-C cables at the same price. In the same light, we have also developed a new Universal 4-in-1 Fast Charging cable to satisfy all customers.”
Other items in the Vibe range that Sutton says sell well include in-car mobile holders, a PD and USB dual car charger, dual USB car charger and a magnetic vent holder.
Best sellers
Obviously having best sellers in your portfolio is good for business but not if they keep selling out and supplies are slow to be replenished. Landa says: “When a product performs strongly, speed is everything. We’ve built our model around: strong supplier relationships and forward forecasting; holding buffer stock for key lines; weekly data reviews to identify fast movers early; and rapid replenishment through our distribution network.
“Because we operate on a sale-or-return basis, we also have constant visibility of stock movement, which allows us to react quickly and keep shelves filled without over-burdening retailers.”
Hot Shot
Convenience distribution Group (CDG) is well known for its supply of car care lines but it also offers a range of other products via its Hot Shot monthly promotional programme.
Steve Browne, sales and marketing manager at CDG, says: “Hot Shots are key products that have centrally negotiated pricing designed for retailers to take advantage of the special pricing to promote within store, adding theatre and, more importantly, additional sales and profits to an already important and high-margin category.”
He says these products should ideally be highlighted on shelf with the promotional pricing or if space permits, near to the till area for greater visibility and effectiveness.
“Hot Shot products vary from month to month and with the seasons, ensuring the right products are on promotion to meet the highest possible consumer demand at the right time. We promote ready to use screen wash in the winter months, barbecue lines in the early summer and air fresheners all year round. We recently offered the C3 Tech range of essential in-car mobile phone, tablet and iPad charging solutions, which include the Fast Charge technology meeting consumer demands. This range comes on a compact floor stand with each line being individually re-orderable.”
Speed and simplicity
Landa and his team have been busy over the past 12 months, developing their DSL Connect app. “We initially trialled it with a select group of independent retailers and forecourt operators to ensure it genuinely added value at store level rather than just being another ordering tool.
“The feedback during the trial phase was clear:
• Retailers wanted speed and simplicity – the ability to place orders in seconds without waiting for rep visits
• Visibility of live promotions and stock availability was critical
“Since rolling it out more widely, adoption has been strong. Retailers are using it not just to order, but to stay engaged with what’s coming next. It complements our field sales team rather than replacing them, giving stores flexibility while maintaining strong on-the-ground support.”
Discounters such as B&M and Home Bargains are opening more and more stores, but Landa says they haven’t negatively impacted DSL’s core model – if anything, he says they have reinforced it.
“Their strength is bulk and destination shopping. Ours is impulse and convenience. In a forecourt environment: customers are time-poor; purchases are need-based or spontaneous; and products must be immediately visible and easy to justify.
That’s where pump tops, clip strips and counter displays outperform traditional retail formats. It’s a completely different mission, and one that continues to perform strongly.”
To stay ahead of trends, DSL uses a combination of data and global sourcing.
“Our team regularly attends international trade shows. These trips are focused on identifying products that are already gaining traction internationally; can be adapted for the UK convenience and forecourt market; and work within impulse price points.
“We combine this with internal data from thousands of retail touchpoints to validate what will actually work at store level,” explains Landa.
As for the ‘next big thing’ in promotional products, Landa says: “We see continued growth in practical tech with a twist – products that solve a real problem but have an added feature that elevates them. In particular, travel-friendly charging solutions, car convenience products and everyday essentials positioned as affordable upgrades. The key is simple: if it’s immediately understandable and useful within five seconds, it will sell in a forecourt environment.”
