the BIG interview
“Blomberg is recognised as a quality brand in home appliances with a focus on energy efficiency to save money while protecting the environment. “Leisure is perfect for keen cooks, who want their kitchen to reflect their passion for cooking,” he continues. “Home owners choose a range cooker because they want a key, focal point in the centre of their kitchen.”
Predicting further growth “Major domestic appliances (MDA) showed solid growth in 2014 for the first time since the downturn in 2008,” Steve says. He adds that Government initiatives such as the ‘Help to Buy’ scheme have increased consumer confidence which has in turn fuelled consumer spending on more premium and big ticket items such as large kitchen appliances. “We’re also seeing an increase in consumers spending on refurbishing their houses,” he adds. “Household appliances are no longer just included for practical reasons; they’ve now become focal points in open planning living areas where they’re constantly on display. This year, we’re predicting that the market for premium style-led appliances will continue to grow.” That doesn’t mean than everything is
rosy for the retailer, however. Steve warns: “The 21st century is digitally-led, meaning consumers now increasingly purchase their appliances online, rather than in store. “However, largely, online retailers don’t
offer the same expertise and advice as independent retailers can in store,” he adds. “This is why offering in-store training is so important to us at Beko.”
I would like all
manufacturers and retailers to recognise the value of some of the products and services we jointly provide to consumers
Competition on the high street is also at an all-time high, Steve continues. “High street giants often hold promotions and sales in order to win custom from their competition,” he explains. “Many smaller, independent retailers cannot compete with the prices offered and therefore lose sales as a result.” As one way to combat this, the Blomberg brand is exclusive to Euronics agents within the Independent channel, and Steve believes that the brand is recognised widely for its environmental and user friendly products, highlighted through its GreenPlus initiative. He reveals that at this year’s CI(H)
Steve Naylor believes that increased consumer confidence has helped fuel consumer spending on more premium and big ticket items
Euronics Showcase, Beko plc will unveil a host of new Blomberg models and activity. Steve also expects more technologically advanced models to continue to enter the market. “Technology in the electrical sector in the US and Asian markets is already highly developed, and as we move into 2015, we will see these new technologies start to filter more and more into the UK,” he says. “Transistor LCD screens, commonly seen on smart phones, are now increasingly being installed onto ovens to display recipe instructions, photographs and videos,” he adds. “Connectivity has now become more common in both small and large appliances. Consumers expect their appliances to be able to work around their busy schedules rather than having to fit extra time in to do household chores. It’s become clear from consumer feedback that connectivity in appliances is the future.” Making the most of these new opportunities
requires an admirable enthusiasm for adopting the right approach. Steve is also impressed by businesses from outwith the electricals sector. He explains: “I really admire Pret a Manger for their ethos to deliver hand-made, healthy, fresh ‘fast food’ and to have remained a privately owned company. In addition, I admire all independent retailers, whatever their sector, for their ability to drive new products and constantly evolve to survive in the ever changing world of retailing. It’s tough out there!”
Greater collaboration between manufacturer and retailer could help ease conditions, Steve believes. He comments: “I would like all manufacturers and retailers to recognise the value of some of the products and services we jointly provide to consumers, so that there is some long term sustainability for everyone involved in the sector.” He believes that Beko does its part in trying
to help its retail partners too. “We always advise retailers, both new and established, to invest time in training their staff,” he says. “This can help them stand out from competitors simply by being able to offer the best possible advice. Our Beko plc training team was set up in July 2013 to provide a national team equipped to educate our trade partners to ensure greater confidence and knowledge of all brands within the Beko plc portfolio. We help retailers to break down the jargon to clearly help shoppers understand energy saving ratings and the benefits of our helpful product features – whether it’s to save them time or money.” He adds: “We’re really proud of our new
showroom, located at our headquarters in Watford. It’s a purpose-built facility which enables our team to develop bespoke training courses and solutions for our customers.” It has evidently been well received. In 2014, Steve reveals that the training team performed 17,584 category trainings.
March 2015
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