the BIG interview


is pretty darn good. Magimix brought out the food processor back in 1971 and since then we’ve continued to develop and fine tune it, so it remains contemporary, but continues with that original reliability and performance. The most powerful words anyone brings to market are ‘new and improved’, so we have continued to improve, but the core competency has always been there. “We do modernise. For example, we’re now


BPA free and we keep improving the materials we use to make sure they stand the test of time. We also try and bring offers to the trade that add value, such as releasing a new blade or a promotion on blenders, which we ran over the festive period. That was in response to the trend in the Blend and Go market– we already have a blender which does a great job of blending, so rather than a consumer having to get another machine, they can just add a take-away cup solution. We engaged with a growing trend, but at the same time we’re true to our core values and our core range of products.” The longevity of Magimix’s products is


reflected in both customer feedback, and how the company approaches the market. “For people who are passionate about home


cooking, Magimix products are really there whenever they need them,” Steve says. “It’s like having a permanent kitchen assistant. We’re the most reliable food processor in the world. We give a 30 year motor warranty; that is the confidence we have in our machines.” Steve believes that too many people are


tied into a disposable culture, and that is something that ought to change. “A product should look after you as long as


you look after it,” he says. “Magimix is not an FMCG (fast moving consumer goods) brand, trying to get someone to keep buying the same thing day in, day out. We want people to be happy with it, keep it for a long time and long may that continue. “The reliability and trust extends to our


customer service. Anyone can pick up the phone, speak to a human being and we will fix an issue over the phone if we can or we’ll sort it via our service department. That means consumers buy with confidence.”


The guys that are making


the right noises in this market are the ones that are creating a better shopping environment


He adds: “Yes, we’re not the cheapest machine, but we’re adding value to the category. If retailers support that, the value of the market would actually increase. The lower end products are ultimately unsustainable; they don’t satisfy consumer needs and there is so


April 2017


Steve believes that consumers can benefit from multifunctional appliances, which help to save space in the kitchen


much price pressure in that area. At Magimix, we’re pleased with our market position in the plus-£100 category. One in two food processors sold in that price bracket is a Magimix.” Consumer demand for the products will continue, thanks to the needs that they respond to, Steve believes. “Kitchens are getting smaller,” he explains.


“A Magimix replaces the need of eight other machines. I’ve recently moved home, and I’ve got a toaster, a kettle and a food processor. They are my three ‘stay on the counter’ things. They’re used on a daily basis. “Multifunction sounds a bit scary – ‘You’ve got


a learn a lot of stuff’. But we’ve kept it very simple; we’ve only got three buttons on the front of our machines; stop, auto, and pulse. Let the machine do the work. You just have to decide what you want to do with it – if you want to grate, use the


grating attachment, if you want to make dough, use the kneading attachment, to make juice, put the citrus press on. It’s all there. We do a lot of training, both in-store and with chefs to make sure they can communicate those messages directly to consumers.” Training remains an important area for the


brand, Steve notes. “We invest very heavily in in-store experiences, because seeing is believing,” he says. “You have to show people everything they can do. We spend a lot of time training our retailers, and that’s one thing that Magimix is very passionate about, with our team going round the country. That type of support gives retailers the confidence to talk, on behalf of Magimix, and sell the customer up. “If a customer comes in and just wants something cheap and cheerful, we want


www.innovativeelectricalretailing.co.uk | 11


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