Dec/Jan 2019 ertonline.co.uk


Retailers are provided with a selection of Graphite Collection promotional material, including leafl ets and posters


and maintain they could find products online at a cheaper price, but he says that now that doesn’t seem to be the case. He believes the internet doesn’t appear to be as much of a factor when it comes to in-store sales. Being


competitive is essential, consumer solution.


Peter Rhodes has started stocking the Graphite Collection since ERT last visited. “This range offers an obvious differential to the standard white appliances so they sort of sell themselves; it’s quite a niche range but it does stand out, as well as attracting a slightly different audience into the store” Roger continues. “Blomberg has also sold a black range in the past, proving that they can react to market trends, so the future really could hold anything in terms of the design and colour of upcoming 2019 products and beyond. Aside from that there is a real “old school” collaborative approach to supporting Blomberg’s development and success. If we support the brand, they support us both locally through our Blomberg Sales Manager, and centrally with marketing collateral for instore and online use; the fact that Blomberg is a Euronics brand means you’ve always got the peace of mind that they’ll look after us.” Roger remembers that just a few years ago retailers had a tough time where customers would visit stores


according to Roger, and products need to be competitively priced in order to sell well. “Whenever I buy anything I always check what it’s going to sell for online, so I know how much I’m going to sell it for. You don’t want people coming in saying they can get it cheaper somewhere else. My staff here know I won’t buy anything unless it’s cheap enough! We are competitive, and with Blomberg I don’t have to do that – as it’s all Euronics agency products – and we know we’re covered.”


Tips for other retailers “I would say the more Blomberg products ranged the better. It’s well spec’d, great quality, and well supported. If you’re in an area where not all retailers sell Blomberg products, not everyone will know the brand but the three- and five-year guarantees are a strong conversion tool when talking to consumers about their options. My advice, is start small, and it can then become whatever you want in terms of size versus your overall business. Once you start selling Blomberg customers will come back and ask for more products in the future. Any retailer that integrates Blomberg into the ranging mix will have a brand for life.


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‘Graphite offers Euronics agents the chance to leverage some incremental business that they might not get if they don’t display it’


Tony Breislin, Euronics/Blomberg Regional Manager


“We’ve introduced these colour options because there’s an element of the market where people buy on looks alone. To some discerning customers the way a product looks in their home is more important than the functionality of it and for some consumers buying these kinds of products is a big decision – to others it’s not – but styling is a big thing. “The Graphite Collection provides Euronics agents something extra to offer, not necessarily for their key target audience but a new audience, which provides them with incremental business that they might not have otherwise got. Additionally, customers are more likely to purchase more than one appliance, because they’ll want the whole matching family. The uptake since launch has been excellent; it definitely has a broader, wider appeal across my area but from talking to colleagues in other regions too, Graphite appears to be doing exceptionally well across the board.”


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