The Business

Why Alligo does not sell everything

November 28, 2023

Why not just sell everything? And maybe a little more extra? No, the future is based on quality and competence – and the way to get there involves choosing the product range with care.

Quality and sustainability are becoming increasingly important, regardless of the industry. As a customer, you want intelligent answers to your questions. You don’t want products to be out of stock or have long delivery times. The tools you buy must measure up and the person you buy from must know what they are talking about.

You can contribute to both improved quality and sustainability by choosing products and suppliers with care, as well as developing your own skills. That’s what Alligo does.

“We have become sharper in our range and want to be able to take responsibility for all the products we offer our customers. We want to be able to guarantee that our entire range is of high quality – that it is a long-term collection of products that we know everything about,” says Johnny Berg, sales manager at Alligo in Norway.

DURING 2021, ALLIGO launched a Nordic standard range. This means that approximately 70 percent of the range is common to Sweden, Norway and Finland.

“That is one of the advantages of having a sharper range. It gives us better predictability, availability and competitiveness, which in turn benefits our customers. They get better service and shorter lead times. Coordination of the assortment facilitates both management and follow-up,” he says and continues:

“The products we sell must be quality inspected. Our suppliers must also comply with the requirements we have set.”

THE PURPOSE OF THE STANDARD RANGE is to ensure products live up to Alligo’s ambition in terms of quality. They must also meet the sustainability requirements, based, among other things, on the UN Commission’s sustainability goals. It is also based on the targets that Alligo selects for its products, partners and suppliers.

“The suppliers we work with want to help us. They know the market and can support us in our various processes.”

Fewer suppliers and clearer product lines mean less work for Alligo in regards to its supplier base. Those resources have, among other things, been invested in competence development and employees receive more training about the products they sell.

“We invest in specialist competences regarding the products we have in our range. We must know more about the product’s properties and customer benefits than the customers themselves. We must be able to challenge customers and map out which products they need based on what they want to achieve.”