Samsung EU Forum
desire to be taken seriously in the audio category, Robert also thinks the product offering backs up this objective. “We’re really excited about this ambient audio category,” he said. “We have the two concepts; solo speakers and the portable speakers. Wireless audio and multiroom is a fast- growing category in the UK; it’s still early days yet, around 3.5 million homes have some kind of wireless audio setup, so there’s plenty more to go for in that category. These 360 degree surround sound speakers are fantastic technology, which the independents again are perfectly placed to demonstrate and really get those messages across to customers. They offer a multiroom setup as well, so it’s win-win.” Home appliances is another sector which
has drawn greater attention from the Korean manufacturer in recent years. “This year we’ve got some great mid-range products, like the 6000 series, coming up,” Robert expanded. “Food Showcase refrigeration is really picking up now we’re offering multi-door options, and it’s adding stimulation to what can be a potentially unexciting category. These are great products, you’re going to put them in your home, they should be inspirational as well as functional, and that’s exactly what we’re trying to do.” He continued: “We felt that there were a number of product sectors that were crying out for revitalisation, design, stimulation, and really all the things that Samsung focuses on; leading on technology, making it easy for customers to get their best of the products, and we’re getting great reaction to the new Chef Collection. Bringing in Michelin-starred chefs to actually work with R&D to make sure we’re designing it
to really get the best out of these categories, and that’s a selling point in store.” The rise of connected appliances and the
Internet of Things means Samsung is continuing to offer a greater variety of appliances for the connected home of the future. It also means opportunities for retailers to explain the benefits of the technologies. Robert expanded: “We’re on the start of that connected journey, so we launched our first connected home appliances last year and that will roll forward. All of this technology needs explanation, needs understanding, and that’s why I think the independents are a great channel for this. I would be encouraging any independent to look into how they can get involved in all of these technologies, because increasingly the conversation is around the Internet of Things, more and more devices talking to each other. You’ve seen our first concept, the Smart Things platform, that we’re giving to consumers as an entry point to start making their homes connected. This is another platform that independents could get behind. Again, there’s an opportunity to offer installation services, advice and support, and of course it’s an open platform so we’re going to be working with a number of different manufacturers when we come to launch in Europe.” Translating products into sales requires
providing consumers more reasons to come into store, Robert believes. “People want to be inspired when they go shopping,” he said. “We’ve been doing some great work with the independent space, putting premium shop-in-shop programmes in place, and really
focusing on design at point of sale, to create some excitement in store. Depending on the independent, it might be quite a limited space opportunity, but let’s get the most out of that, let’s create some clear messaging that the sales team can work off and that consumers can get excited about. I think it’s absolutely vital.” He continued: “The UK and Ireland markets
have always been extremely competitive, and I think it’s about the fact that consumers will pay that little bit extra if they understand what they’re paying for. The independents are particularly strong in this area, communicating benefits to consumers. And of course they want service, especially when an independent concentrates on offering the best service in their local area, then they can really take a lead in the market and I’ve seen several examples of this, where they’ve really understood their local market and that’s what they focus on.”
Samsung has also been looking at its channel management and working with its retail partners. Robert explained: “We’ve set up what we call our ‘Blue Ribbon’ partners on the TV/ AV side, and these are really prestige, premium retail outlets, showcasing the best of Samsung technology, and we work with them and support them in terms of training, assets, and products they can really get behind. Likewise we have our ‘Home Innovation Partners’ on the home appliances side with a similar model, working together to make sure we’re bringing this technology to market and to their customers. Beyond that we offer various model options, where we maybe shelter it and give specific support in those areas.”
The Chef Collection of appliances was designed in collaboration with a team of seven Michelin-starred chefs, to help cooks get the most from their products at home, Samsung says
March 2015
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