‘An exciting time for the industry’ the BIG interview

Hoover Candy Baumatic marketing manager Kelly Penn discusses the company’s latest launches, design trends and opportunities for retail

Baumatic built-in brands, and with our marketing team we handle all promotions and communications, including websites, brochures, incentives and advertising, and I also liaise with all of our external agencies. I work closely with key accounts and distributors for all three brands, including those in Ireland, to enable them to have all the tools they require to help display, demonstrate and sell our appliances more easily.” Working across multiple brands brings its challenges, but also allows Kelly to work with the company’s latest technologies, design-led product launches and a variety of target consumers. “Each of the three built-in brands has a


n the electrical retailing industry, a bit of experience at the sharp end is always useful, and Hoover Candy

Baumatic marketing manager Kelly Penn’s time on shop floors has helped her deliver better results in her current role. “Before and during my time at university,

I worked in retail – always in customer- facing positions - and this experience has helped me in my current career,” she says. “Following my degree in Business Studies, I worked in marketing positions for a number of companies in the communications and beauty marketplaces before entering the home appliance industry.”

Promote innovative

connected products – they work brilliantly upon demonstration and provide a reason to engage with customers on the shop floor

That shift into home appliances began as brand communications manager and latterly marketing manager for De Dietrich Kitchen Appliances Ltd, which was a subsidiary of the Fagor Group. Kelly continues: “Prior to the closure of the profitable UK subsidiary, I chose to take a step up in my career path and accepted a role as marketing manager at Hoover Candy Group, initially working on the Baumatic brand and, since 2015, I have been marketing manager at the built-in division of Hoover Candy Baumatic. “I now oversee day-to-day marketing development for the Hoover, Candy and

distinct personality, with products to suit a specific target audience,” she explains. “It has been very exciting to be working for a business that has been at the forefront of pioneering connected technology for the kitchen with the award-winning Hoover Wizard collection. “The new-look Candy website has just launched with a retail store locator, making it easier for consumers to find highly functional and stylish, yet affordable, appliances for their kitchens. Baumatic remains closely aligned with fashion, and its portfolio of cooking appliances range from the core Vantage Collection to the Matte Ovens Collection, which combines an on-trend aesthetic with 78 litre capacities. The brand also specialises in range cookers, large capacity cooling and wine preservation.”

‘Features with genuine benefits’ When it comes to potential opportunities in the market, smart appliances will only continue to develop in the coming months. “There is no doubt that connected appliances

represent real growth opportunities over the next few years as these products offer excellent features with genuine, time-saving benefits to the user,” Kelly says. “To create a marketplace, one company has to be first and then others follow suit, and Hoover was the pioneer in this regard with the launch of a full range of Wi-Fi enabled appliances in its Wizard Collection. “Smart appliances are a key area for the

Group, with significant investment in research and development allowing us to expand the Hoover Wizard range and this year we will see the introduction of integrated refrigeration and laundry that can be controlled and monitored from an Apple or Android tablet or mobile phone. With a strong focus on connectivity we are continually looking to make household tasks easier for the consumer and enhance their lifestyle.”

The focus on making life easier and the benefits that connected appliances can bring also extends to how Hoover Candy Baumatic interacts with retailers. Kelly explains: “When training retailers on the Hoover Wizard collection of appliances, a high emphasis is placed on how the features can be used in everyday scenarios and the importance of finding out details about the customer: do they have a large family? Are they a busy professional couple? This information will aid retailers in better selling the key benefits; for the busy couple, being able to preheat the oven before they return home from work may be ideal, saving them valuable time. A connected washing machine provides multiple benefits for a family. For example, their most used programmes are saved in a playlist allowing the whole family to do the washing, as the app can be installed on multiple devices so that even the children can help with day to day chores.” Consumer benefits have also been extended within the other brands of the group. “As well as development in the Hoover

brand, recently showcased in Milan at Eurocucina and in Berlin at IFA was the Candy Watch Touch Cook oven that features a door that has an integrated touch screen display,” Kelly says. “Not only will users be able to fully operate the oven, setting time and cooking functions, they can watch recipe videos and

Wine cabinets present a good opportunity in the market, with both volume and value increasing last year according to GfK figures

10 | February 2017

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