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The Dual Cook Flex™ oven
Engage – W
demonstrate – add value
Jonathan Hartley, channel manager for kitchen retail and B2B at Samsung UK, explains how, with immersive, live displays and great advice, retailers can easily sell customers up to premium products that will improve everyday life as well as retailers’ sales and margins
ith so many kitchen retailers for consumers
to choose from across the UK, it is vital to maintain a point of difference, not only to provide something inspiring and captivating in their offering, but also to safeguard and drive margin retention when putting together a quote.
Consumers have much more knowledge than ever
before, with easy to access information online and in print. All this enhances their personal product choices prior to any showroom visit taking place. So one of the key requirements for any showroom must be to have brands to suit a variety of budgets and tastes, as well as availability of the products on display. In addition to availability, layout and immersive interaction with them is paramount if you are to engage the consumer in-store. Providing home appliances within kitchen displays that offer a journey across good, better, best to premium is a visible means of helping consumers visualise the added value that various products can bring. Interaction and understanding of the products
ensures that the consumer is clear on what the products can do for them in their kitchen, based on the extra functionality or features they offer them. Explaining and demonstrating how the products add value to their everyday lives, with features such as auto cook and pyrolytic cleaning, can quickly turn what was initially a desire for standard appliances into the realisation that they would like to step up to the advantages that premium products can offer. The difference between what the consumer thinks they want, as opposed to what they then realise they actually need, is what increases profitability. The consumer is purchasing more on a desire and understanding of product versatility, rather than an aesthetic and price point they possibly had in their mind on first walking into the showroom. The customer journey in-store can be simplified into four stages:
• Visual: product range architecture on display; • Interactive: live products to demonstrate cooking and key features; • Video media: technology and features visible across key selling lines; • Print: specifications and features to secure product desire; • Less is more: the more focus a showroom has, the less confusion for a consumer.
From the moment a consumer walks into any showroom, you know they have a desire to plan a new September 2019 · kbbreview
Induction Hob with Virtual Flame Technology™
Our B2B and kitchen retail teams are available to discuss the solutions we can provide across the range portfolio, but if you would like to know more information now, please email
builtin.appliances@
samsung.com or contact us on 0330 726 1001
29
kitchen, or are looking to buy a kitchen, but at this stage they have not yet decided from whom. This is the time a retailer has the best opportunity to stand out from their competitors with different brands, offering added value – such as the Samsung five-year parts-and-labour warranty on various built-in appliances.
When consumers start visiting retailers, they have
already done their research or have had recommendations from friends or family. So the ability to provide a clean, visual and interactive environment is vital to the consumer journey they embark on in a
Once consumers see the value in products and realise their relevance to their kitchen, they will buy in to the products they have been shown, rather than the ones they first thought they needed
showroom. Consumers want to be wowed, yet they also want to realise how the wow factor will benefit them, rather than just cost them extra money. Once consumers see the value in products and
realise their relevance to their kitchen requirements, they will buy in and engage with the products they have been shown, rather than the ones they first thought they needed. Samsung appliances provide exactly this
differentiation for the retailer and their consumer showroom journey. Providing a range of products from good to premium, yet all under the same brand name, allows the consumer to easily see the ‘step-up’ features and aesthetics across all of the range. This ensures that the retailer is also able to present and demonstrate functions on live appliances easily across the range, so that the product immersion and engagement is retained throughout the whole showroom journey.
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