THE KBBREVIEW INTERVIEW | Chris Braam
AEG EcoLine highlights its most resouce- efficient appliances across all cateogories
Q: Smart tech is a strong trend in the market. Is AEG committed to developing that sector? A: Yes, we are. But since there are so many stakeholders who have an interest in the kitchen, it is first and foremost about interoperability. Making sure that you enable a seamless experience. It is frustrating if there are five different interfaces in the kitchen.
Of course, we are not there yet. But we are part of the right alliances to drive this. We are building that smartness into our appliances, but it is a question of making it come to life for the consumer. By category, it varies a lot and we have different levels of smartness. We have sensors in our induction hobs that let people cook in the best way possible and avoid pans boiling over. Then there is hob-to- hood communication.
In the
kitchen and in the wider home space, consumers are expecting more and more from smart tech- nology and we are ready for that.
Q: Retailers tell us people still aren’t coming in asking for sustainable or smart appliances, so is there still a job of education to be done? A: I believe so. With sustainability, people need to be made aware. It is not only about having the right appliances, but also how you use them in your daily lives and people need to see the benefits. If you see the benefits coming back in your energy bill, it is easier.
With smartness it is similar, people need to see those benefits in use that make sense for them. Apps can update consumers on the status of appliances, when they need to change a hood filter, which helps to get across the true benefits of these appliances. Only then will people embrace it.
With sustainability, research from GfK tells us more people are actively
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we can change the full display when they are closed, overnight or at the weekend. That commitment shows we understand our retail partners and are there to support them.
Q: The supply chain. Is it finally back to normal? A: I would say that for sure it has normalised a lot. That does not mean that every now and then there will not be a challenge on a specific product in a category, but across the board we are quite close to getting back to the old days. What has helped is that at the moment there is a bit less demand.
looking for sustainable products. People can see and feel the climate impacts and it brings it closer to them. The question then is for them, what can they do about it? And if they have an appliance that is coming from a trusted brand that is working in a sustainable manner, I think that helps. But how can you make sure, when you need a new appliance, that you select the right one? That is why we came up with AEG EcoLine, which highlights across all categories our most resource-efficient appliances. We make it easy for people to choose. And last, but not least, the consumer needs to put it into practice in their usage. It’s not our job to tell consu- mers what to do, we want to enable them. Nudge them to be more sus - tainable by selecting the right program with
the help of
displays that show more or less ‘green leaves’. That is the
way to impact behaviour, because 85% of a product’s carbon footprint during its lifecycle happens in the usage phase. By making it easy to use, there is a greater likelihood that people will start to change their behaviour.
We bring a win-win attitude to business. We want retailers to be successful, to earn a decent margin, because when they are successful, we are successful too
Q: What are your top tips for retailers selling AEG appliances? A: They need to leverage as much as they can our Premium Partner programme. That is our vehicle to engage with them. We have best-in- class installation times, service levels, the right promotions, the right visibility on availability. To engage through that programme is the right way to go. They get single- minded com mit - ment and focus from us.
In the end, it is people committing and finding each other, but you have to walk the walk. We offer retailers ‘easy switch’ – if they have two or three
brands in their showroom,
Q: How important is the UK for your premium built-in products? A: Especially for that premium built-in business, in kitchen retail and the projects market, the UK is an extremely important market for us. We put a lot of focus on it. We started our Premium Partner programme in the UK, that is the heart of it. That’s where it was born. At the same time, there is a still a lot of potential. The beauty is we are not greedy, but hungry, and we are keen to do more in the UK. Kitchens are about selling the dream and I am seeing the trend for the kitchen to become more and more the heart of the home and so consumers are willing to invest more in enjoying that space. So there is more scope to premiumise and we are on the right path to service and cater for that trend.
Q: What are your objectives for the AEG brand going forward? A: To continue to grow structurally with the best partners in the market. It is about those who can deliver value, because that is what we stand for. We bring a win-win attitude to business. We want retailers to be successful, to earn a decent margin, because when they are successful, we are successful too.
• November 2023
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