November 2024
ertonline.co.uk
Smeg’s retail training in action Smeg’s Abingdon HQ
handed over a business that was set up with healthy foundations allowing for future growth. Secondly, Mike has been a tremendous support, before I started in the role, where he allowed for time to support with advice, and during the handover and induction period. Mike had a brilliant ability to remain close and supportive whilst allowing space for me to take my own learnings. I’d like to take this opportunity to thank him for all the support!
Q: How has business been for Smeg this year compared to previous years? DH: We are having a good year. We have faced into some of the economic challenges that have held back growth in the industry. We have grown the business throughout Q2 and Q3 this year by leading with our brand and product awareness as well as supporting strong consideration periods, whilst also making purposeful decisions to drive activation to deliver conversion. We benefit from the breadth of our range and business allowing us to tackle headwinds in the industry using different product areas and channels. We will exit our year in growth, and for that I must thank the whole UK team as it’s taken a huge amount of energy and commitment to get to that point.
Q: Smeg holds a strong position as a very desirable brand in the UK; why do you think that is? DH: Indeed, Smeg is a brilliant brand built on a clear product design-led principle. In addition, I have loved the way that the teams engage with such energy and commitment; this is mirrored by our loyal consumers and the conversations that we have with them across many platforms.
I have a huge responsibility to ensure that we
remain true to our values, and this is something I take on with great pride. By focussing on product design we’re able to create products that are not only beautiful and desirable, but are also high quality and deliver an enjoyable owner experience.
Q: In your new role, how will you ensure that premium brand image remains here in the UK market? DH: We are clear that the success of Smeg is reliant on our design-led principles, and the best businesses remain true to their principles. The exciting thing for me is that we have a “reachable desirability”, allowing for many UK households to proudly own a Smeg machine. The breadth of our product range is vast. We’ve got a wonderful collection of small
domestic appliances where we have an incredible breakfast business and an authority to perform well in the coffee machine segment – given our Italian heritage. But while we see so much success in this area, it’s worth noting that at the heart of Smeg is a cooking business centred around larger appliances, and we intend to not lose sight of this.
Cooking is both a practical day-to-day task (I would know, I have three children under 10!) but more than that it can also be an enjoyable experience involving friends and family. The kitchen is the heartbeat of every Italian home and we strive to emphasise that message here in the UK market with the design of our appliances and places in which they are sold. It is paramount that that friendly, homely message comes across in retail stores. >>
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