case study: wellingtons home electrical “W
e had a very busy year,” says Andrew Wellington, owner of
Wellingtons Home Electrical and an Euronics agent, speaking to us from his store in Bromley, south-east London – he also has a shop a few miles away in Erith. As well as traditional electrical retailing, the company, which celebrated its 125th birthday in 2023, has Wellingtons Kitchens opposite its main store in Erith – all three of the firm’s showrooms have been doing well.
Changes in consumer buying habits “We are noticing a change in buying habits – Saturdays or Mondays used to be our busiest days in the shops, but, over the past six or seven months, Wednesdays have become our busiest day.” He adds: “During the pandemic, I started shutting at 4 o’clock on Saturday afternoons because we found there wasn’t a lot going on, but now we’re getting busy on Saturdays from about 3 o’clock. It’s incredible how consumer habits change.”
Energy Use Advice Wellingtons may be bucking the trend, but with consumers starting to feel the pinch of rising living costs, is Andrew worried about what lies ahead? “Energy efficiency is at the forefront of many of our customers’ minds, and they want to buy much more economical appliances – they want to know how much they can save,” he says. “We’re now using our tickets, marketing and knowledge to tell people they will save X amount per year on the running costs compared with a 10 or 15-year-old machine. I make sure all the staff have got that knowledge – we can give people an idea of the potential savings.” New energy labelling on some categories, specifically washing machines, washer dryers, fridge freezers and TVs, came into force on March 1, 2021 – products are now rated from A to G, rather than the previously confusing scale of A+++ to E. Andrew says the transition from the old rating system has been quite difficult for consumers to understand, for example someone could’ve bought an A+++ fridge- freezer but now it’s rated E.
Moving forwards sustainably!
For 125 years, Wellingtons Home Electrical, an Euronics agent in south-east London/north-west Kent, has delivered exceptional service and product expertise. While rooted in tradition, it is also dedicated to innovation. Owner Andrew Wellington shares his commitment to educating customers on energy-efficient appliances and how the recent expansion into kitchen sales marks a new chapter in its growth, ensuring Wellingtons Home Electrical moves forward with the times.
He adds: “We’re looking to expand the range of what we can offer in Erith”.
Just Ask Wellingtons has also embraced the Euronics ‘Just Ask’ sustainability campaign, which encourages consumers to ask their local Euronics agent for advice on eco-friendly appliances. “I think that really works,” says Andrew. “A lot of people are moving away from gas and want to know the costs of electricity and how much it costs to fit an electric appliance instead. “The [Euronics] website is packed with
information, so our staff, as well as customers, can reference it.”
Andrew Wellington 22 |
www.ierdaily.co.uk
Kitchens In 2018, Wellingtons started selling kitchens from its Erith shop. “It’s the biggest growth part of our business – it’s now become a major part in just five years,” says Andrew. “When I went into it, I thought it would be a simple transition and easy to move my customer base into buying kitchens, but believe me, selling and installing kitchens is a whole different ball game. You also get to know the customer on a whole different level. It’s been a very steep learning curve but it’s now paying off.”
PEOPLE MAKE THE DIFFERENCE
Benefits Talking about other benefits from Euronics, he says: “As a Euronics member we have access to our own exclusive brand, Blomberg – that’s huge for us. I feel very safe as part of Euronics and that we’re going in the right direction. Paul Tyler, who is at the helm, is an experienced man, and, as a group, Euronics is looking to the future, but also protecting us now. “From marketing to logistics, and deliveries
three times a week from two huge warehouses is invaluable to us. The terms and relationships we get from the major brands are vital for the longevity of our businesses”. Talking of the future, Wellingtons turned 125 last year – the business started in 1898, as a second-hand clothes shop in Erith, run by Andrew’s great-grandmother, Agnes. It then evolved into a small department store selling shoes, furniture, carpets, bedding and TVs. In the ‘30s, his granddad, George, took it over,
followed by his father Keith. Andrew has run the business since the late ‘90s and wanted to condense it into electrical appliances – the Bromley store opened in 2007. “My reputation in customer service as a business is more important than anything. Over the 125 years, we have maintained that reputation, which has given us all the success we’ve had.”
For further details on joining CIH, email:
membership@cihgroup.com.
Summer 2024
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