The Remscheid-based precision tool manufacturer Exact has won the special Environmental Award in gold at this year’s POPAI D-A-CH Award 2020 for its innovative, completely plastic-free packaging concept Natureline® by Exact.

A prize of the association POPAI (Point of Purchase Advertising International) which is conferred in various categories is generally only awarded to the most persuasive marketing campaigns at the point of sell (PoS). Exact partner regarding the development of a sustainable packaging concept is a young start-up company which was also responsible for submitting and presenting the concept to the judges. The packaging concept Natureline® by Exact has been specially developed for the tool industry and is based on secondary regrowing raw materials. The main target is to replace one hundred percent of the current product and logistics packaging made of plastic, polystyrene or foam material with pulp. As its basis consists of one hundred percent waste-paper and natural materials such as industrial hemp or similar natural fibres, it can be completely recycled, composted or reused in a natural way.

Establishing a “zero waste” cycle will sustainably relive the environment in the long term and will also help the specialised trade to operate cost-efficiently in the market in future, because potential burdens due to possible CO2 taxes as well as increased levies for the use of plastic packaging can thus be eliminated.

Presentation of the concept

Natureline® by Exact had been planned to be presented to public and discussed with customers at this year’s hardware fair. The intention was that the public reaction and response would be proved in Cologne as well as partners and multipliers would be asked for pursuing new ideas regarding the comprehensive approach, the overall concept. It was particularly important to ask whether the market would accept a concept that could become more expensive due to the ecological requirements. As a consequence of the cancellation of the hardware fair, the packaging concept is currently being presented in direct contact with customers.

Positive response

For Mr Oemkes, managing director of Exact, the largely positive feedback given as well as the Environmental Award-winning underlines the rightness of having been embarked upon new projects. “It is obvious to anyone who sees the plastic garbage patch in the waters of the world oceans that we can’t keep going on like that. We, as an innovative tool manufacturer, recognize our accountability to be willing to contribute sustainably in order to actively protect the environment”. However, the decision to develop a packaging system which is totally plastic-free is also based on very clear business management considerations. “The automotive industry and the discussion around electric vehicles are making it clear”, as the managing director reports, “that we cannot wait to see developments, but have to be at the forefront of them. Our future purchase decisions will be strongly influenced by environmentally sustainable solutions and ecology will play a core role in this regard, that is what many market research analysts say. And if we want to be as successful as we are as a company today, we need to revise our opinions and consistently rethink our strategies as well as be prepared for new approaches, be willing to follow new paths.

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The 32-piece set in a high-quality plastic case also includes two manuals.

Exact presents new starter kit “Metal”

In order to enable specialist dealers affected by Coronavirus-related sales declines to make a successful “restart”, Exact GmbH & Co. KG has developed a special starter kit for metalworking.

The basic idea of offering a new and, if possible, universally applicable range of tools for metalworking at an attractive price came from those responsible of the European manufacturer and developer of precision tools in view of the drop in sales at many dealers as a result of the Corona pandemic. Exact Managing Director Andreas Oemkes: “As a partner to the specialist trade, it is not only our task to consistently provide high-quality, high-performance products, but also to show our customers new opportunities for overcoming a difficult phase”.

Multifunctional range with added value

Andreas Oemkes: “We think that with our “Starter Kit Metal” we can provide important sales impulses and thus a good support for the restart”.

The special feature and the central sales argument of the 32-part starter kit “Metal” is that it not only contains the most important tools for the most common tasks in metalworking, but also contains the necessary know-how in the form of special manuals. And all this in a practical and high-quality plastic case at a very interesting price-performance ratio. Users who order the starter set from a specialist dealer or purchase it directly will receive seven HSS tapping drills and dies of the dimensions M3-M12, the matching core hole drills (Ø 2.5-10.2mm) as well as a thread gauge and corresponding die holders and dies for professional thread cutting. For drilling and countersinking, the range also includes six HSS countersinks 90° (Ø 6.3-20.5mm) and three HSS step drills (Ø 4-12/4-20/6-30mm).

The two compact manuals for the appropriate application areas of drilling & countersinking and thread cutting present helpful technical information, tips and application examples on the most important topics in metalworking. The set, which also has a high-quality visual effect, thus gives the term “starter” a double meaning. It is a practical introduction to the world of metalworking and a possible start for new sales activities in times of Corona.

Important sales impulses

“We think”, the managing director continues, “that with our “Starter Kit Metal” we can provide important sales impulses and thus a good support for the restart”. The “Metal Starter Kit” is particularly suitable for sales-boosting sales campaigns of the specialised trade due to its price-performance ratio and universal application possibilities. All the tools contained in the “Metal” starter kit come from Exact’s product range, which comprises a good 6,000 articles, and can also be ordered individually or in other individual combinations.

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Andreas Oemkes: ”If we want to be as successful in the future as we are now, we have to break new ground”.

EZ: Mr Oemkes, in your presence at the Cologne fair, you have chosen to give a central role to an environmental project instead of product innovations. Why is that?

Oemkes: Because I believe that we, as a producer, bear a huge responsibility and we would like to embrace this responsibility as far as possible under the given circumstances. We have made our new packaging line „Natureline by Exact“ our centrepiece at this fair but this does not mean that  we do not intend to present numerous product innovations in the future. For example, during the Cologne fair we are going to present for the first time our new “Advanced Line“ step drill and the new Euro 2020 Sales Promotion. The fact that at the same time we put a spotlight at our new packaging line is because of the importance of the fair as a platform for talking with our customers. We want to take this opportunity to collect impressions and to find out, by talking to our speciality retailers – what they think about our new packaging concept and maybe what we still have to change or improve.

There are certainly even more reasons, other than talking to customers?

Oemkes: Yes, indeed. Everyone who knows Exact is aware that we like to be a trendsetter and act as a pioneer. As we look at the mountains of plastic in the sea, it is clear for everyone that we cannot go on like this and that we as a tool manufacturer also have to make an active contribution to protect the environment. However, our decision to introduce packaging that is completely free of plastic is also dictated by very clear economic considerations. Last but not least, the automotive industry and the whole discussion about electric drive technologies has made it clear to us that we cannot wait for someone else to come up with the innovations. We have to be at the cutting edge ourselves. What many market researchers are saying is that in the future, ecology is going to play a central role in decisions on purchasing. Well, if we as a company wish to continue performing successfully, we will have to find new ways.

What are the outstanding characteristics of the new Natureline concept?

In its new packaging concept Natureline, Exact as the producer does not use any plastic materials.  

The special feature of „Natureline by Exact“ is the material used to produce the packaging. In my opinion, we are the first German tool manufacturer that is completely giving up the use of plastics and instead is choosing to use only recycled paper and cardboard. Through the new approach, we want to ensure that the amount of plastic is reduced and as a result that less of it can reach the environment.

Is the new packaging line the beginning of even more „green“ ideas for EXACT?

In its new packaging concept Natureline, the producer Exact does not use any plastic materials. In our company, green ideas, as you called them, have been around for many years now. For instance, the energy we use is on a geothermal basis and in general, we have made many investments in protecting the environment. We are currently working on our goal to have a completely electric fleet by the end of 2020.

You said before regarding this new packaging concept that you intend to get into contact with your customers.  What do you mean by that?

What we are presenting at the fair, is our vision for the plastic free packaging of the future. Yet this does not necessarily mean that it is fully aligned with the expectations and wishes of the customers. There may be some ideas we have not considered at all, but which could further optimize our overall concept. Another very important question is whether the market will accept a concept that – because of the environmental considerations – might be a little more expensive.

What do you expect?

I think that people on a global scale have become aware that we cannot continue along the current path in matters concerning the environment. I am therefore very confident that our new concept Natureline by Exact will be met with great interest and that we will have lively discussions with our retail partners.

Thank you very much for this conversation.

 

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