SIG commits to customer-centric strategy

SIG took its new structure and strategy to its customers and suppliers last week (July 16) in a livestreamed conference event called SIG Live.

Around 1000 industry professionals signed up to watch the event which was hosted by BBC TV presenter Dan Walker and which introduced the new SIG management team and demonstrated its commitment to driving a customer-centric strategy.

sig live

The live video conference, which was sponsored by RECTICEL, is available to watch at the SIG Connected portal for anyone that missed it on the day. Walker interviewed the SIG Group CEO Steve Francis, the new UK managing director Philip Johns and co-ordinated a panel of SIG UK directors answering customer questions. The event also saw product and service breakout groups covering Technical Insulation, Drylining, Construction Accessories, Fire Protection, Roofing, Design & Technology, Interiors, Merchants and Natural Slate.

Francis, who joined SIG in February 20202, told Walker that one of the things that attracted him to the role was the rare opportunity it afforded to come into a business with an immensely strong history and position within its markets. “The business is loved and respected by customers and suppliers in all our territories and as a business it has such huge potential.”

The £165m market capitalisation that has been signed off by shareholders will do two things, Francis said. “Firstly, we are in uncertain times and the last thing a business needs in times like these is to be worried about the strength of its cash flow and its financial position. So, this money really does give SIG a really strong foundation to ride out whatever uncertainty the next few months or even years will bring.” Secondly, he continued, the capitalisation will allow the group to grow and makes it a really strong competitive proposition for customers.”

Although Walker and Johns were in a studio, Francis was interviewed from SIG’s new distribution hub near Heathrow and the event also gave viewers a taste of the investment there via a ‘fly-through’ film.

Speaking about the SIG Live, Philip Johns, SIG UK managing director said “SIG LIVE was a perfect forum for us to explain the investment we have put in place and the changes that allow us to service our customers better. We were delighted with the interest generated by this event and the numbers that signed up to watch it is testament to the support for SIG in the marketplace. We had some great initial feedback on the content and all the elements are still available for interested parties to watch on our SIG Connected portal.”

 The event is available to view at

About Fiona Russell-Horne

Group Managing Editor across the BMJ portfolio.

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