SUPPLIER NEWS
WEBER INVESTS IN PEOPLE D
espite the slow start to the season, Weber marketing director Chris Trewhitt says the company has had “a very positive
year.” He has observed changes in buying behaviour, with consumers willing to pay more for their grill. “We’ve seen the average price that the shopper is prepared to pay has increased,” he explained. Mr Trewhitt attributes this to a changing UK barbecue culture but also says that “consumers are considering more than ever when they make a big purchase. They are thinking about the value of products more now,” he said. The company is also working to make it even easier for people to barbecue. “We have made some innovation around gas and electric grills, which has made it very convenient and leads people to be able to barbecue any day of the week,” he said. “People can come home, switch it on and cook something.”
Weber has seen smoking in cookery as a big trend in the sector and is reporting good sales of related products. Mr Trewhitt explained there is a real appetite amongst consumers to do more, and he expects the category to grow further. “It’s adding value to the industry and creating different types of barbecue.” Newly-launched merchandising
is already paying dividends for the company and has boosted retail sales. However, Weber’s biggest investment is in staff training, as Mr Trewhitt said the company believes in-store staff play the biggest role in any purchase. “The salesperson is, ultimately, the touchpoint people go to for advice.” The company runs training events
for retail staff every year before the key season starts. Participants spend a day learning about the products, and also “get their hands on the grills themselves and try them out”, added Mr Trewhitt. “It helps them to really understand the products and it gives them stories to relay
to the shopper. The customer will have more trust in them if they have those stories to tell because it’s not just a sales pitch; they are genuine anecdotes and experiences.” He continued: “It’s very impactful. The other benefit is that we teach them skills that are repeatable across the business – it’s not just about selling barbecues.” For a number of Weber’s retail partners, there is the opportinity to have a Weber-certified chef come and host a barbecue masterclass. “The after sales from one of these events are really strong,” said Mr Trewhitt. “People either buy accessories or even upgrade their grill… For us it is about educating people and letting them get creative. Consumers are often thinking ‘how can I extend my barbecue menu beyond burgers and sausages?’. If they attend a class, they are more likely to go back to that retailer to make purchases.” The classes were launched two years ago and have seen
Barbecue giant Weber is enjoying strong sales, as the nation’s love of outdoor grilling grows, and is investing heavily in training and innovation to help add value to the category.
“phenomenal growth”, says Mr Trewhitt, adding: “We already have re-bookings for next year.” Ahead of Christmas, Weber is launching a new radio and digital advertising campaign pushing its smart thermometer, the igrill. The campaign starts next month and will run on major stations, including Absolute Radio, Heart FM and LBC. The company has also launched a new website, with a strong focus on driving customers to its stockists. “We want to make sure the footfall is there for our customers,” said Mr Trewhitt. “The store locator is the most-visited page on our website.”
www.diyweek.net
26 OCTOBER 2018 DIY WEEK 7
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