ELECTROLUX INTERVIEW
The future’s bright for independent retailers
Michael White, Channel Manager – Electrical Retail Independents at Electrolux Group, tells ERT about the
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company’s mission to support its independent retailer network with bespoke Partner Programs launching this year, new product ranges and returning in-person training schemes.
AEG’s cooking demo stage at last year’s Euronics Showcase
structure which invites independent retailers, that are members of the Euronics buying group, to partner with Electrolux for innovation, sustainability and growth. Members of our CIH Partner Program will be supported by enhanced rebate, display deals, promotional collateral, and marketing plans to drive consumer engagement.
Structured support I
ndependent electrical retailers are such a big part of Electrolux, however building these relationships and growing this channel doesn’t just happen overnight. It takes significant time, investment and focus to be able nurture the relationships to make them mutually beneficial for all parties involved. My primary focus when I joined the team in 2021
was to build and develop Electrolux’s offering for independent electrical retailers and this continues to be a major objective. As part of this, we’ve dedicated time and resources to grow this area by
simplifying our commercial structures, improving our operations, and increasing the team size from three to six Regional Managers.
Expanding the team means that we can broaden our reach geographically, interact with more of our valued retailers and ensure an enhanced quality of service is provided by enabling direct access to our Sales Team and Regional Sales Co-ordinator to make sure our partners always feel supported. It’s an exciting time for our partners at Electrolux as we’ve just launched the incentivised CIH Partner Program. This is a simple, effective and rewarding
This brand new initiative, which launched on 1 March, will reward buying group members with a generous rebate structure based on a series of set criteria, backdated from 1 January. We have introduced three levels of partnership; Associate Partner, Partner and Partner Plus, where each level is dependent on turnover figures and percentage of AEG sales – something that we’re focusing on throughout 2023. Rewards are guaranteed for the year ahead once the criteria is achieved, and the program is open to all Euronics members which meet the qualifying criteria. Once a retailer has achieved Partner Status, their rebate and rewards are guaranteed for the year ahead, so they don’t need to worry about missing targets within the year. And if their business grows then as a percentage rebate they can continue to earn – no matter which level is chosen. We wanted to make sure that the independent retailers which partner with us are secure and feel supported. The Program was designed to have an umbrella structure, meaning it offers indies the opportunity for success and provides a safety net for when potential setbacks arise, with the reward- based price list and rebate package.
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