the BIG interview Opportunity knocks
Despite current economic conditions, Indesit Company managing director Maurizio Pettorino sees considerable opportunity in the UK electrical retailing market
M
aurizio Pettorino joined Indesit Company as managing director for the UK and Irish markets in
October 2012 from Coca-Cola in Italy. He is responsible for strengthening Indesit Company’s brands in the UK, which include Hotpoint and Indesit. Both brands have seen exciting
developments this year. In particular, Hotpoint has just launched the Hotpoint HD Line which is described as a range of ‘ultra modern, ultra chic, contemporary small appliances that are packed with ground- breaking technology for High Definition (HD) results in food preparation, steam ironing and vacuum cleaning’. “The Hotpoint HD Line is a range of high
quality products with a distinctive and unique design that perfectly complement our offering in white goods,” says Maurizio. “We want to bring value to a market which
is currently crowded with cheap products that do not last, improving average selling prices and profitability. The launch of this new range will also give us more opportunities to share the Hotpoint experience with more consumers, more regularly.” Consumers expect much more from their appliances these days, he notes, and the technology in the Hotpoint HD Line focuses on versatility and controllability, as well as enabling the production of healthier, more nutritious food.
Research shows people
would actually be willing to pay 10% more than they do for their appliances
“The new range sees Hotpoint return to its
roots,” he comments, “building on more than 100 years of innovation and creativity that’s made Hotpoint the most trusted and best- selling appliance brand in the UK.” Other recent developments from Hotpoint
include ‘Active Oxygen’ technology that, in Hotpoint’s cooling appliances, works to preserve ‘first day’ food freshness and reduce bacteria and odours, keeping food fresher for up to nine days longer.
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www.innovativeelectricalretailing.co.uk
income is higher in the UK than in Europe and research shows people would actually be willing to pay 10% more than they do for their appliances,” he says. “That’s a real opportunity to generate both volume and value. “And if there’s one way to capitalise on that,
it’s to sell on benefits rather than features and prices. UK consumers don’t tend to trade up their appliances as often as they do with consumer electronics. And the replacement rate is very poor - consumers keep their white goods for nine years on average, whereas they’ll change their laptops every three years, their TVs every five years and their cars every seven. Even the average marriage lasts only 11 years! “Consumers know that new technology
This technology is also inherent in Hotpoint’s
latest range of dishwashers. Combined with Zone Wash and flexible loading, these dishwashers are Hotpoint’s most flexible and advanced yet, taking up to 15 place settings and using as little as seven litres of water. Meanwhile, the Indesit brand, which was
shortlisted for the Which? Best Domestic Appliance Brand last year, is primarily targeted at young, active consumers. “The appliances are stylish yet practical and easy to use,” Maurizio says. Indesit recently launched Innex, a ‘one touch’ washing machine that goes straight from zero to the heart of the wash with the single press of a button. Sport runs through the veins of the Indesit brand, and Innex features specialist sports programmes to wash and dry all kinds of sports gear, from gym kits and football strips to outdoor hiking gear and even muddy trainers. Despite current economic conditions,
Maurizio sees considerable opportunity in the UK electrical retailing market. “Disposable
gives them more features, but they’re not so aware of how technology is improving the performance of white goods and making appliances more efficient and cheaper to run. “But consumers’ understanding of green issues has improved dramatically and the industry needs to capitalise on this. While promoting features does sell products in the replacement market, highlighting the benefits of products will really encourage consumers to trade up when replacing, and encourage them to upgrade before their existing appliance gives up the ghost. Manufacturers and retailers need to crack this together.” To support this, Indesit Company is making a major investment in consumer advertising. This year, Hotpoint has run TV-led campaigns for laundry and slimline dishwashers and has just launched a high profile laundry push for the autumn. This promotional activity is being backed by a brand new interactive Hotpoint website at
www.hotpoint.co.uk. “The mantra for manufacturers and suppliers
has to be upgrading, uptrading and improving the replacement rate,” concludes Maurizio. “We will support retailers to achieve
differentiation wherever possible, but it’s also essential for retailers to have a distinct offering and continue to evolve and create a rich multichannel experience for consumers. “High Street stores offer consumers an
opportunity to touch, feel and experience products at a local level. And it is this true consumer experience that high street retailers need to build on.”
October 2013
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