Yale Nightlatches – ‘Buy Original, Buy The Best’ /Other/ASSA/ASSA%20ABLOY/Yale/Buy-Original-Buy-The-Best.jpg Yale has launched a ‘Buy Original, Buy The Best’ campaign to help merchants and retailers maximise sales opportunities with the iconic Yale nightlatch range. Within the Yale nightlatch family, there are locks that cover all customers’ security needs, from convenience locks up to the British Standard 3621 and 8621 nightlatches. Research by Yale has shown that unlike other products, home security is an area where homeowners prefer to use well-established, trusted brands, and they will pay a premium, rather than choosing unknown or budget brands, which are regarded as more of a ‘risk’. That’s why it makes good business sense for merchants and retailers to stock Yale, which has 98% brand recognition and is acknowledged as the leading home security brand. By stocking Yale branded nightlatches, merchants and retailers can expect to gain sales and can capitalise on the trust and quality inextricably linked with the Yale name. Lauren Ashfield, Trade Marketer for Yale UK, said: “With the huge array of nightlatches now available, it’s often difficult to determine what makes a quality product. In short, what may look like a nightlatch without the Yale badge is certainly not a Yale lock. “With a Yale nightlatch, merchants, retailers and their customers can be assured of original British design, market leading product expertise and the Yale guarantee. At Yale we have a simple belief - if you want a good quality nightlatch that has been tried and tested by millions of customers, buy original and buy the best. “Over the coming months Yale will be launching a new campaign entitled ‘Buy Original, Buy The Best’, which will focus on our heritage and aim to re-establish Yale as the authority within the nightlatch product category. There will also be a series of promotions available to our customers to take advantage of this campaign in order to increase profit margins.” For more information call the Yale trade sales team on 0845 223 2127 or visit www.yale.co.uk. .