RS aims for greater own-label brand recognition with “RS Pro”
The Value marketing under the RS Pro identity seeks to create an image of items that are keenly-priced but fully specified, tested and warranted to be dependable alternatives to “premium” brands (that RS also continues to sell). To back the move, RS is to step up its internal testing a certification resources and add a “seal of approval” marking.
RS acknowledges that this is something of a return to the roots of the company. In its earlier incarnation (in the 1960s and ’70s, for example) and as long ago as when it was Radio Spares, “RS” labelled product was widely recognised as a “no frills” reliable purchase. In more recent times, the own-brand business has been less emphasised by the distributor.
The company is equally keen to point out that each of the RS Pro-branded products will be the result of a “win-win” relationship with its suppliers, and hopes to offer those suppliers with access to a market sector – the value proposition – that they might not otherwise reach.
The RS Pro brand is immediately more than 40,000 high-quality, competitively priced industrial products and electronic components will evolve and expand, extending its reach in the UK, Europe, Asia Pacific and North America, the company comments, adding, “The RS Pro range offers customers a choice where the combination of quality, performance and price create exceptional value. To ensure customers have complete confidence in the RS Pro offering, all products and components will now be backed by the RS Seal of Approval, representing leading industry standards for audit, inspection, test and certification.”
The RS Pro range will be more visible and accessible to customers and will be easier to purchase online. The size and reach of the range around the world will be grown by identifying opportunities in the portfolio to continuously introduce new products.
The company’s management believes that one of its – thus far – undervalued assets is the DesignSpark software and free design tools, and RS will also seek to build on that base of customers/users as it grows product ranges; expect, RS says, to see a greater emphasis on the electronics, as opposed to electrical and other segments, of its range.
Kurt Colehower, President, RS Private Label, commented: "We want to build a global product brand that is synonymous with quality, performance and value. RS Pro provides the platform to offer customers a clear value option and allows us to work closely with our key suppliers to fill out specific product categories. RS Pro represents our legacy of more than 75 years of offering our customers proven products at competitive prices."