the BIG interview ‘Indies are in my blood’
Beko plc channel manager for independents Steve Naylor wants to improve long term sustainability in the industry
I
started my working life in the retail fashion sector as a salesman, then moved into the world of electrical
retailing within the old ‘Electricity Board’ stores for YEB,” says Beko plc channel manager for independents Steve Naylor, “before moving to the South to work for Southern Electric managing a large electrical superstore.” He continues: “My first move into field sales was within the chemist/health food channel which was a great environment to learn my ‘sales rep’ skills before securing a job as an area sales manager for Hitachi looking after Independents. Since then I have been involved in the Independent channel in a variety of roles with Pace, Sharp and Panasonic before joining Beko Plc almost two and a half years ago. “I guess you could say that Indies are in my
blood!” he adds. Beko plc is enjoying its 25th year in the
UK, Steve explains, having started trading here in 1990. The company is a subsidiary of KOÇ Holdings and the Arçelik Group, which Steve adds is ‘a hugely successful’ global company based in Turkey. “This year is a huge year for Beko,” he says. “As well as our 25th anniversary in the UK, we’ve launched our new global partnership with football giants FC Barcelona, a brand new product range and new brand identity.” He adds: “We’re really proud to have
Beko holding the position of the UK’s best- selling large home appliance brand, and are increasingly recognised by consumers for quality products with helpful features. Our growth brands, Leisure and Blomberg, ensure that we are able to offer different consumers the right solution for different types of home –whether that be an energy efficient GreenPlus Heat Pump Tumble Dryer from Blomberg or a range cooker from Leisure that comes in different widths to suit any modern home.” All three brands are supported with a significant marketing investment to
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www.innovativeelectricalretailing.co.uk
ensure brand awareness and stand-out in consumers’ minds, Steve adds. “Offering a range of one, two and three year warranties as standard [Leisure is available with one year warranty as standard; Beko built-in is available with two year warranty as standard; Beko free-standing is available with one year warranty as standard and Blomberg appliances are available with a three year warranty], we continue to ensure that consumers feel they have the best possible quality,” he says. Steve is positive about the major domestic appliance market. “Contrary to what others may say, we like to think that white goods can be interesting,” he expands. “Over the past few years,
we’ve seen the market become populated with more exciting and innovative options which have now become expected from consumers. We’ve responded to this with the launch of a variety of premium Beko appliances, including our range of American-style fridge freezers and the brand’s first ever range cooker as well as a large capacity washing machines range." The company employs its three brand strategy
to Euronics agents which Steve says allows it to offer bespoke product solutions for its retailer partners. “It works because each brand offers something completely different,” he explains. “Beko is a family brand, whose
technological features allow consumers to save time, money and energy,” Steve says.
The purpose built showroom at Beko’s Watford headquarters allows the company to develop bespoke training courses and solutions for its customers
March 2015
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