February 2025 ertonline.co.uk


hard work our team has put in and a testament to the trust our customers place in us.” Membership in industry associations plays a crucial role as well, Mr Westmoreland adds. The retailer has just renewed its CEDIA membership, which it has held since 2003. CEDIA provides essential resources for smart home businesses, helping both new entrants and established companies expand their knowledge. “Training, networking, and keeping up with industry standards are all crucial,” the retailer explains. The smart home industry is evolving rapidly, and being part of an organisation like CEDIA ensures we stay ahead of the curve.” On the domestic appliance side of the business


the retailer explains that brands like BSH, Beko and Blomberg are core to its shop floor displays. “Customers trust these brands because they


are known for their reliability and performance. In televisions, Panasonic and Sony drive most of our sales,” says Mr Westmoreland. “They


consistently deliver high-quality products with cutting-edge technology, which our customers appreciate. For SDA, Dyson, Shark, Ninja, and Vax remain strong. These brands offer quality products at competitive prices, and our staff can sell them with confidence, knowing that they are offering customers something that meets their needs and expectations.”


Tough competition Mr Westmoreland shares that the company always benchmarks itself against the likes of John Lewis and Currys, but online it faces competition from multinationals, nationals and other independent dealers.


“The online market has completely changed the way people shop,” he adds. “However, our key strength is customer service. We are a CIH Agency member, offering a great range at competitive prices. Our staff ensure customers make informed decisions, and we offer a delivery


and installation service operating at the highest standards, generating strong word-of-mouth referrals. Our customers know that when they buy from us, they are getting more than just a product – they are getting expert advice, personalised service, and ongoing support. That is something you just don’t get from an online-only retailer.” Attracting new customers and generating new business is a conundrum every retailer faces. Mr Westmoreland explains how he and his team have built up the company’s online platform over the years, plus a growing use of social media. “It allows us to reach a wider audience and engage with customers in new ways. Marketing isn’t one-size-fits-all, so we take a multi-faceted approach to ensure we reach as many potential customers as possible.”


Lack of support Mr Westmoreland talks about some of the difficulties independent retailers can face, for example the growing concern of direct-to- consumer sales, with some manufacturers offering aggressive pricing and direct marketing to customers. He explains that while some brands do this sensibly, there is always a risk they will expand at the expense of independent retailers. “The launch of the Schönhaus and Sensis brands by CIH is a step towards securing stability, and we expect strong results from these products. Having exclusive brands helps us maintain a competitive edge and offer something different to our customers. “More generally, it’s frustrating when small businesses are constantly squeezed while larger corporations seem to get all the advantages Scrapping the upcoming National Insurance increases and reductions in business rates relief would help, but I don’t think that’s on the cards.” Looking ahead, the business has clear plans, including updates to its website and preparing to revamp both Melton Mowbray and Loughborough stores. It’s also considering upgrading its EPOS system, depending on readiness for implementation. “Keeping our stores modern and engaging is a priority because the shopping experience matters just as much as the products we sell. The future is always uncertain, but with resilience, innovation and commitment to great service, we believe we can continue to thrive, and we’re grateful to ERT for its continued support of the electrical retail trade.”


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