ELECTROLUX: MICHAEL WHITE THE ERT INTERVIEW
‘We are being as flexible as we can in this tough market’
Michael White, Channel Manager for Electrical Retail Independents at Electrolux Group, chats to
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s inflation reaches its apex and consumer confidence well below what is needed from a business perspective, Electrolux has given some insight into how business has been for the company during this turbulent time. “Our independent electrical retailers are a huge part of our business here at Electrolux and have been one of the key reasons the past year has been such a success,” explains Michael White, Channel Manager for Electrical Retail Independents at Electrolux Group. “With that in mind, I’m proud to say that our independent channel has remained strong in what has been a very tough market across the industry. “We are continuing to adapt to the ongoing changes that we’re seeing in the industry through a variety of channels, which we ensure are accessible to our partners and that benefit our customers. As we continue to drive brand awareness, we have enjoyed the many opportunities to engage with our independent retail partners at tradeshows, conferences, and local group meetings.” Mr White adds that in
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order to continue with the on-going success, Electrolux will continue to carefully monitor its product pricing and promotions, to make sure that it is being as flexible as it can within its independent electrical retail network.
Flexibility is the key word in that, in this time of the TikTok and Instagram generation – you either stay ahead or get left behind. To stay ahead of the market and focus more on its AEG brand, Mr White says that the company has used tradeshows and other events to promote its innovative technologies.
“At the CIH Euronics Showcase in April this year, we launched our premium AEG Matt Black range,” adds Mr White. “This range seamlessly integrates our most innovative technologies with
ERT about the company’s highlights of 2023 and its plans for the year ahead.
Live cooking at the CIH Euronics Showcase earlier this year
sophisticated design, bringing a tactile and elegant finish to products in our Taste category. “The collection is part of our Mastery Range and features the 7000 SteamCrisp Oven and 8000 Integrated Wine Cooler, both of which bring style and substance to the kitchen. Throughout the process of designing this collection we made sure each appliance featured enhancements that would benefit consumers and be the perfect fit for every kitchen, such as the tempered glass which includes stain resistant and anti-fingerprint properties of the surface.
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