February 2025 ertonline.co.uk


Range profile: Sensis


8kg (right) and 9kg Washing Machine, and 8kg and 5kg Washer Dryer all featuring: • 1,400 spin • 15 programme settings • Pearl drum • Inverter motor


8kg and 9kg Heatpump Tumble Dryer featuring: • 15 programme settings • Absorption wave cabinet • 8 sensors


14-Place and 10-Place Slimline Freestanding Dishwasher, and 13-Place Integrated Dishwasher featuring: • 5 programme settings/4 on Integrated model • Half load setting • Super drying technology


60cm (above right) and 54cm Combi Fridge Freezer featuring: • 355L capacity (60cm) and 280L capacity (54cm) • 60/40 door split • Digital temp control


Marketing plan “We wanted to ensure that when we launched these new products that our members felt supported with a full calendar of marketing activity that they could take advantage of,” explains Laura Martin, Trade Marketing Manager. “So we are working with the purchasing team to highlight which promotions work best and to explore new opportunities as we go. We also need to talk to the consumer at the same time to ensure that both angles are covered, so we are engaging with our members closely and supporting them with promotions throughout the year, as well as training materials so their staff can be kept up to date with product features.” Mr Goldsmith adds: “To add to that, we


are also being quite clear that these are two standalone brands. They each offer something different to the consumer and therefore they will be promoted as such and merchandised in our members’ stores quite differently. Our aim is that Sensis and Schönhaus will blend into the flow of each individual showroom depending on how they are laid out.” Looking back at the Windsor conference,


Mr Tyler reflects on how proud he was of both brand launches and how all the products were displayed on the day… “We want to replicate that visual appeal


across as many of our members’ stores as possible – providing as much supporting POS and display architecture as they need.” To support these launches, the CIH team is


creating a showroom at its Andover HQ to use for product training, whether it’s in-person or


creating training videos to supply to members online. Mr Tyler says it’s crucial to give retailers the confidence to talk to their customers about Sensis and Schönhaus product; he adds that this showroom facility will then be replicated at CIH’s Tankersley site in the north of England.


Industry reaction The introduction of these two new brands is sure to shake up the home appliances sector in the UK. But as Mr Tyler explains, CIH has been clear from the outset that this move shouldn’t be seen as a threat to the group’s existing suppliers, but instead it will complement the business its members already do with them.


Range profile: Schönhaus


8kg, 9kg and 10kg Washing Machine, and 6kg and 10kg Washer Dryer featuring: • 1,400 spin • 15 programme settings • 3D bubble drum • Touchscreen display • Inverter motor


8kg Heatpump Tumble Dryer (right) featuring: • Reverse action • 15 programme settings • 3D bubble drum • Sensor dry • Touchscreen display


15-Place Freestanding Dishwasher (right) featuring: • 157L capacity • 6 programme settings • Stainless steel tub


15-Place Integrated Dishwasher featuring: • 8 programme settings • Stainless steel tub • Auto-open door


“I’m not going to hide from the fact that this is a security blanket for our members,” he continues, “because we are still seeing a concerning level of direct-to-consumer activity from certain manufacturers which our members simply cannot compete with. “Two-and-a-half years ago we decided that it was time to give our members an alternative. We didn’t want to wait for industry conditions to worsen any further; we knew then it was time to take action, and now here we are.” Mr Tyler highlights that 60 per cent of consumers are happy to buy a brand that they have never heard, of as long as they trust where they are buying it from… “And that is where our members will win. They


are trusted businesses in their communities, each with solid reputations to uphold. And they can be proud to introduce these new products to consumers backed up by all of the necessary assets and support from our side.”


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