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ERT AWARDS 2019 Sponsored by


Best Independent Domestic Appliances Retailer – Large Winner Basil Knipe Electrics


Even if you don’t think you have a chance of winning – enter anyway. We did and we won!


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Left to right: Beko’s Head of Marketing, Keval Shah, Rebecca Knipe from Basil Knipe Electrics, and Ros Atkins


stablished in 2004 in Northern Ireland, business at Basil Knipe


Electrics grew over the years and the retailer had to relocate and it took the opportunity to design a showroom with a real ‘wow’ factor.


The open-plan floor space features a huge range of domestic appliance brands, as well as brown goods, and last year the retailer was named a Liebherr Specialist. In particular, the Neff built-in display features live appliances and twice a year the retailer uses this space for live cooking demonstrations; this year was particularly successful


with over 50 people attending each event. The team used a professional microphone and multi-camera setup for a live video feed in-store; footage was then made into a DVD for those who could not attend.


Other built-in displays include De Dietrich, Hotpoint and Smeg, which were designed in close collaboration with the brands for a stylish and eye- catching presentation. The Dyson store-in-a-store display is another highlight and allows staff to demonstrate the latest handheld vacuums on a variety of floor types. Several of the store displays make


use of multimedia screens which engage and inform customers; there is also an 84-inch interactive touch screen wall highlighting the Samsung home appliance range. This even allows the customer to see what an appliance might look like in their kitchen with a preview mode with a variety of kitchen styles. “We are very honoured and equally surprised to have won this award,” said Basil Knipe, Director of Basil Knipe Electrics. “We are still a relatively new business, and being the first one to win it from Northern Ireland is especially rewarding. It is lovely to be recognised, not just locally but at a national level at the ERT Awards. It’s really special. “We have such a fantastic team of staff working for us, with excellent customer service being the core of the business. We also have great relationships with


We would like to congratulate the team at Basil Knipe Electrics for winning Best Independent Domestic Appliances Retailer – Large


all the major manufacturers. “Electrical retailing is a very competitive field and we are delighted to have received this award. Even if you don’t think you have a chance of winning – enter anyway. We did and we won!” ■


HIGHLY COMMENDED in this category went to Powerhouse


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