July/August 2018
ertonline.co.uk
I’ve always been impressed by Blomberg’s build quality and the length of guarantee. We’ve been selling Blomberg for so long that a lot of our customers are asking for it
‘Kevin fully appreciates that Blomberg is his ‘own’ exclusive brand’
Beko Plc regional sales manager Tracy McKernan talks about Blomberg’s relationship with Kevin Farish and how they can work together more closely
Q: How would you describe Blomberg’s relationship with Kevin Farish? Tracy McKernan: We have a very good working relationship that is mutually beneficial. It’s based on trust and an understanding of each other’s businesses and ethics. Kevin fully appreciates that Blomberg is his ‘own’ exclusive brand and has made it an integral part of his business, to ensure that he can offer his consumers something different from the other major retailers.
‘It’s important that we continue to support our independent partners’ Beko Plc channel manager, Steve Naylor, on the independent channel
“There is no doubt that the market is tough, but when has it ever been any different? I have been in the independent sector for nearly 25 years and I seem to remember the same thing being said every year… However, indies are still around and trading successfully, as they manage to evolve and diversify their business to adapt to the changes in the market.
“I believe there is no other opportunity quite like Blomberg for Euronics agents. Who else can
offer an exclusive brand with a full range of appliances across all the major categories? “The phrase ‘no-brainer’ is one that is frequently mentioned to me and my team when visiting
retailers that are already doing well with the brand. “It’s important that we continue to support our independent partners, so they can continue to thrive – Blomberg helps to do just that.”
Q: Which Blomberg product areas have you been working on with Kevin? TM: Freestanding washing machines are a large part of his business, so it’s important that we get the offering just right, with the range of models stocked and the right level of product knowledge for the sales staff. Recently, more focus has been given to all built-in categories, as they are growing quickly, and it’s important to make sure Kevin gets his share of this business. We provide Kevin with both freestanding and built-in Blomberg-branded stands, brochures, point-of-sale and regular regional sales manager visits – they have all helped grow our business in Kevin’s store.
Just over a year ago, we ran a Blomberg training
roadshow and several other retailers all came to Kevin’s to be trained alongside him and his staff.
Q: What’s next? TM: My colleague Zack [Ninov, Beko Plc training ambassador] and I will be running induction hob training using our own portable hobs, half a frying pan, chocolate and specially created point-of-sale. This will help to create a better understanding
among the sales staff that cooking by induction is the way forward.
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