feature: Hisense
“One effective strategy is to offer on-screen demonstrations and clear technical
Above: Matt Glynn
“One effective strategy is to offer on-screen demonstrations and clear technical explanations. This not only educates consumers about the latest advancements but also helps them make more informed purchase decisions. By breaking down the technology and showcasing the features in a user-friendly manner, retailers can create a more positive and confident shopping experience for customers.”
explanations” At the end of October, Hisense launched its biggest brand campaign in the UK to-date, ‘Choose Smarter’, which ran across TV, Out of Home, digital, PR and socials. Simon King spoke toMatt Glynn, Hisense UK’s product manager
A
s the number two TV brand in the world, this was the first time that the
brand had ventured into TV advertising in the UK, all to support their growth, increase market share and consolidate brand position against its main competitors. The Choose Smarter TV ad features one of the
brand’s key TV lines for 2023 – the U7K – and drew on the ‘neighbour’ relationship and rivalry that can be created from others beating them to the latest tech – but for a fraction of the price.
Above: Hisense U7 EU Ambient
IER: How are your TV sales? Matt Glynn: “Our TV sales have been steadily increasing, showcasing consistent growth in our market share year-on-year. This success can be attributed to our diverse product range from entry level models to our premium mini-LED, QLED and OLED models, and even our Laser TV offering, which has enabled us to appeal to a broader range of consumers. “We’re optimistic about the continued expansion of our presence in the market.”
IER: What are the current product trends? MG: “The current product trends in the TV industry reflect a strong demand for larger screen sizes, particularly 55” and above, coupled with a want for feature-rich experiences. To meet shopper preferences, it’s crucial that our products integrate Smart apps, ensuring compatibility with popular streaming services like Netflix, Amazon Prime, and BBC. We are actively promoting Mini- LED technology as a compelling alternative to OLED, offering consumers superior colour
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reproduction and contrast. “Additionally, there is a growing emphasis on
delivering high-quality sound that complements the visual experience. Out-of-box audio must be proportional to the picture quality, and there is a noticeable uplift in the popularity of multichannel sound units. Keeping up with these trends and incorporating them into our product offerings positions us well to meet the evolving needs of consumers.”
IER: What more could retailers do to boost their TV sales in 2023? Are they missing a trick? MG: “Retailers can enhance their TV sales by addressing the challenges consumers face with technology jargon. As technology advances, consumers often find themselves overwhelmed and confused, especially if they haven’t shopped for a TV in the last five years. Retailers can bridge this knowledge gap by providing assistance in simplifying tech jargon.
IER: How important is demonstration at the point of sale? MG: “We find this exceptionally important for our TV sales strategy. We are proud to have so many well-informed in-store colleagues who are trained to actively listen to consumers, understanding their preferences, needs, and viewing habits. By leveraging this expertise, our colleagues can guide customers toward TVs that are best suited for their individual requirements. “The hands-on demonstration of features,
functionalities, and the overall performance of our TVs is invaluable. It allows consumers to experience firsthand the qualities that set our products apart against competitors. This personalised approach not only enhances customer satisfaction but also increases the likelihood of a well-matched and informed purchase.”
IER: What advice do you have for demonstrations? MG: When conducting demonstrations, my advice is to make them highly relevant to the consumers. Tailoring the demonstration to align with the specific needs, preferences, and interests of the individual customer enhances the effectiveness of the interaction between team member and consumer. “This ranges from customising TV settings to highlight key features personalised to individual shoppers, to interactive engagement, using the customer’s interests to come up with real- life scenarios that they will resonate with, and comparing and contrasting with other models.”
IER: What sales advice/tips do you have for shop floor staff? MG: Success in TV sales relies on prioritising customer satisfaction and building positive relationships. Encourage active listening, empathy, and a deep understanding of TV products to tailor recommendations based on customer preferences. “Equip the staff with comprehensive product
knowledge to confidently communicate benefits rather than just features. Emphasise the creation of positive shopping experiences, as happy customers are not only more likely to make a purchase but also to become advocates, recommending the store to friends and family.”
Winter 2023/24
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