the BIG interview
‘We’re big believers in partnerships’ The rollcall of retailers who have enjoyed a strong relationship with Symphony continues to grow, with more than 20 Sirius members now working with the supplier and new enquiries coming in on the back of the recent tradeshow, as well as the recommendations from existing retail partners. Symphony has worked with Sussex-based
Inspired Home Interiors for seven years, and managing director John Cornelius, a recent addition to the Sirius Buying Group, is very positive about the work they have achieved together.
If you give a great service
and a customer has a trouble free experience, they’ll come back and buy from you again and again
“Within one hour of viewing the marketing
suite and understanding the ethos behind Symphony I’d made the decision to switch my business,” he explains. “They are innovative and easy to deal with and without them we wouldn’t be enjoying the success that we now are. We were told what to do by other suppliers, but Symphony actively asked our opinion, listened and delivered a solution we are delighted with.” Rob adds: “It’s about working together, with
trust. It’s a partnership. We’re both in it for the long term.” That is particularly important when considering the investment required to showcase products properly. “Over the last seven years we’ve made a substantial investment in John’s showrooms,” Rob explains.
“It’s important that it’s done right. “John is now our main partner in that region
for Symphony’s portfolio of brands and now that John has access to the ranges, coupled with his membership of Sirius, he’s enhancing his own bottom line and margins on both appliances and kitchens. It allows him to make more money for his business, as well as giving better deals to his customers as well.” Rob adds that working with the Sirius Buying Group has been particularly rewarding, given the buying group’s position as a long term partner in Symphony’s growth strategy. “We’re working with electrical retailers who
are good businessmen, and providing this extra opportunity to sell kitchens, we ensure that our retailers are ahead of the competition and can maximize their margins; as such we offer free of charge product enhancements, such as free replacement ends and linear trims,” he says. “It’s about selling the customer the whole room, everything from the kitchen furniture to the appliances, which makes it easier for their customers to have a one-stop shop. We provide a lot of added value for Sirius members because we make our money from their extra growth.
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www.innovativeelectricalretailing.co.uk
Ultimate Kitchens and Bathrooms in Maltby has worked with Symphony to convert a dilapidated building into a new kitchen showroom, including licensed Laura Ashley products
“Symphony care about aftersales as well; not only do we provide a free two-man home delivery, we offer a 72 hours turnaround on replacements or damages. We hold a substantial safety stock so we’re always ready with a high level of service. Retailers are with us because of the sales, support and service we provide. “If you give a great service and customers have
a trouble-free experience, they’ll come back and buy from you again and again, so rather than just being a kitchen sale, they might buy a kitchen, a bathroom and two bedrooms. That’s the key thing. We’re big believers in partnerships and investing in businesses like John’s, and other Sirius members, so they can give that level of service to their customers too. We’re obsessed with service.”
If you give a great service
and a customer has a trouble free experience, they’ll come back and buy from you again and again
‘Business is people’ Symphony want to sign up even more quality retailers, Rob adds. “The more electrical retailers we can bring on board, the better for both companies,” he says. “One member who came up to visit us recently said, ‘You’re probably the best kept secret in the industry.’ We don’t promote ourselves enough, so we need to get the word out there.” One retailer who has recently benefitted from Symphony’s approach is Maltby-based
Ultimate Kitchens and Bedrooms director Paul Thomas, who since March this year has converted a dilapidated building into a new kitchen showroom. Symphony invested product and fittings,
with Paul also adding his own investment to the pot. “We’ve always tried to do the right things and for the right reasons,” Paul explains.
“Partners are the most important thing of all. We want to be different, and be at the front end, with new ideas and concepts. To do that, you have to work with good people, because business is people. It’s always hard knowing who the right people to go into business with are, but we’re very happy with Symphony. “A huge amount of work has gone into the new showroom since March. It’s been interesting, and came with a steep learning curve, as we were coming into the kitchen market for the first time. We made the choice to work with Symphony and they’ve been extremely helpful, from design, to colours, even helping with the installation. It’s been immense. I can sit here now, in September, and say I would not make any different choices. If you get there, that’s all you can ask for.” He added: “Symphony, from the managing
director down to the guys helping us fit it, have been fantastic. It was a big investment for us, and a big investment for Rob. But by having the right people involved, you’re more than halfway there. Everybody wins.” With the success seen at existing retail
partners, it is no surprise that the number of electrical retailers entering into discussions with Symphony is on the increase. If that helps improve margins and make money for quality independents, so much the better.
December 2018 / January 2019
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