February 2018 ertonline.co.uk


We are about selling a premium product to the right customer and making them delighted with it


19


best spiraliser. It’s a fantastic bit of a kit – as an accessory for our food processor range.


Q: You’re very passionate about the Magimix brand, but are you a foodie? SP: I am passionate about food – you can define a place in the world by what you eat. I’ve travelled around the world and I can remember the best meals I had in Vietnam or Australia. I’m quite a healthy guy – you’re born with a Ferrari engine and it’s up to you if you put good fuel or rubbish fuel in it. I’m a passionate juicer – I juice every day. It’s my five-a-day the easy way.


Q: What about tech? Are you a gadget freak? SP: I’m not a fan of tech for tech’s sake – I need it to be valuable to my life.


Q: If we sat down and talked again in a year’s time, what would you like to have achieved? SP: I’d like to have brought about more awareness of Magimix to a younger audience who are setting up their first homes or getting married. We need to better embrace social media like Facebook and Instagram and let people come into contact with the products and our brand. We’ll have had strong presence at food festivals and shows and in-store theatre. How can we bring the products to life for our retail partners? It’s about staying relevant.


‘It’s too easy to sell down’


We asked Magimix UK managing director Steve Punter to tell us what retailers need to do more of…


Make the most of added value It’s too easy to sell down. With the internet, retailers are under pressure to lower their prices. Magimix adds value and gives reasons to increase the value of the consumer purchase.


Know the product range If you don’t know what you’re talking about, you don’t have any authenticity to advise people on their purchase. We’re on hand to provide as much help as you need.


Ask your customers questions Your first question shouldn’t be about the product – it should be about the customer. What are they interested in? By asking the right questions, it will give you a better profile of your customer and lead you down the right route of selling something that’s relevant to them.


Create in-store theatre Make sure you have in-store displays that attract the eye and are inspiring.


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48