SYMPHONY, SIRIUS, 2020 THE ERT INTERVIEW


RW: In three years we have invested heavily into Sirius members in terms of design, supply and fitting of displays, and marketing. But our own expansion is in support of this growing side of our business; the new factory at Pen Hill will enable the required increase in our manufacturing capacity to support the growth in both our retail and contract businesses. So we are not in this for the short-term; we take


Linear Kitchen Urban Indigo & Gloss White 22 Gallery Kitchen Waterford Bottle Green We have all got a different proposition


individually and bringing this together is a no- brainer; the kitchen market is really something special and for those that have already bought into this concept, they are so happy because they are making more money with a brand new business offering. Q: How do you identify which retailers will benefit from selling kitchens, and what are the first steps for those that are interested in making the move? SC: As well as factors like location and space, we also look for commitment and enthusiasm from the individual retailer for a new venture like kitchens. The first step is to invite them to our marketing suite to view the wide range of kitchens on display and give them inspiration as to how they could create their own kitchen studio. We then arrange a follow-up meeting at their own premises to talk through the design options for their own space. Finally, we present visuals of how the area would look along with a timeline to complete the project. Training is key for any retailer taking these first


steps. We have invested heavily into our Training Academy to ensure we can deliver support tailored to the individual retailer’s needs. We also offer a series of online or on-site training courses to suit their busy schedules. After so many years in this business, we know


fairly quickly what stores will benefit from a move of this kind and what ones will be a slow return on investment. Many retailers are often thinking about the next generation as quite a few are family businesses and they are investing now and thinking of the longevity of eventually handing it down to their children.


the long-term view, and look to support our independent retailers as they evolve and adapt to a rapidly-changing retail environment. SJ: With the larger multiple retailers, consumers can be just another number, but most people look for a bespoke, personalised service and that is what the independents can offer. A lot of them know their customers on a personal level and they can take them from simply looking at a dishwasher to potentially integrating furniture or even a whole new kitchen around it. I must also recognise Darren’s [Darren Scott,


National Business Development Manager at Sirius] role in this, not just recruiting new members for Sirius but also plying support for our existing members and looking for new opportunities for them. And a big part of that is kitchens; Darren gets a lot of enquiries and he gets really involved in pushing those through.


Q: What has the response been like from manufacturers across the home appliances industry? RW: We all believe that showroom presentation is key and adding kitchen displays into an electrical retail store allows the customer to visualise how appliances will look and function in their actual environment. Often there is an opportunity to upsell either to more premium brands or additional appliances, as experience shows they will select what is presented in the display setting.


April 2022 ertonline.co.uk


They will also make the connection to source both the kitchen furniture and appliances together, which is a win-win for the retailer. Appliance manufacturers are recognising this


now and a lot of them want to get involved in our work, alongside those we’re already partnered with. SC: Online is a key part of the consumer’s shopping journey now, and independent retailers need to be able to compete with the likes of AO and Currys to get people into their stores. Offering the ‘complete’ single solution of appliances and kitchen furniture together gives a strong USP. SJ: Sirius has always been able to provide a strong website platform, but we took a big step last year away from being just a website provider to more of a content provider, because trying to do the same thing for nearly 200 retailers is extremely difficult nowadays. We are on a journey with our retailers and more manufacturers are trying to be a part of it too. BK: Consumers are pretty savvy; they want to look around before they step out the front door, so having better websites and better online content is crucial. The fastest growing form of kitchen inspiration


is User Generated Content with the likes of Pinterest, Facebook and Instagram. So in this context, kitchen installers should take before, during and after pictures of their work and use these in their digital marketing. These are real life pictures of real life kitchen projects and when consumers see these it gives them the confidence to purchase. Retailers are selling a reality and something that appears much more achievable to the average person, so the more they post the better return they will get. We’re in this partnership not just to provide the


CAD software, but to advise and push dealers in the right direction and to give them the confidence to make big changes.


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