Innovative distribution for Red Seal
With an assist from Amazon, Phillips Screw Company rolls out new product.
The Phillips Screw Company announced a program to test distribution on their new moisture barrier screw, via Amazon. Red Seal is a specialty concrete screw specifically designed for moisture barrier protection. Phillips created an Amazon listing targeting hardware stores and lumberyards.
Red Seal is priced so that the retailer can earn 30% margin while also enjoying the benefits of Amazon delivery. The Amazon offering includes single packages priced at $9.99 for homeowners and a six-count shelf display for the retail community priced at $6.97 each. And, to further help the retailer maximize profits, Amazon Prime members receive free shipping on all SKUs.
“We continue to innovate and create patented products, unique packaging, and innovate distribution methods as a way to offer our customers something different”, said Ken Hurley, president and CEO of The Phillips Screw Company. “We think Red Seal is a very unique product that has the potential to offer contractors a simple and convenient way to keep moisture in our out,” Hurley went on to say.
Red Seal’s patent pending design lends itself to light duty, non-structural concrete applications such as the installation of electrical boxes, light switches, hose reels, concrete roofing, or anywhere else it is important to reduce or eliminate moisture. The screw has multiple features, including a patented drive system with Stick-Tight for 1-handed anti-wobble installation as well as Angel Wings which help clear debris so that the under-head silicon washer can sit flush to create a moisture resistant barrier. The 1,500-salt spray tested design comes in a 6-count shelf display, and is ¼” x 2-1/4”. There is both a hex head and a flat head version. Each package also contains a concrete drill and driver bit.
“This is an innovative product and there is nothing else like it on the market. We want to offer our retail partners a very affordable risk-free way to test these screws to see if they are right for their customers,” said Hurley. “You will see us create more of these small package unique application products as we move forward. The future is all about solving problems, and Red Seal does a great job of helping to protect concrete. Even a single drop of water that freezes or grows mold, over-time can cause huge structural concrete issues, so we believe this simple solution is an affordable investment every contractor should make.”
Red Seal was tested extensively in labs both in the US and in Asia prior to launch, and when installed correctly in non-porous concrete and solid surfaces, it had zero seepage failures. Phillips generally relies on more traditional distribution methods to get their products to market, but wanted to create a small-scale Amazon test to see if a hybrid eCommerce to bricks and mortar distribution strategy makes sense.
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