ELECTROLUX: MICHAEL WHITE THE ERT INTERVIEW


October 2023 ertonline.co.uk


The AEG Matt Black range. Left: EcoLine on the AEG stand at IFA last month


16 He goes on: “Now more than ever the UK


retail market is seeing a period of political and economic uncertainty, despite the recent fall in inflation. Electrolux Group and AEG have remained strong while the industry has faced such rapid developments and challenges. “As customer confidence continues to be challenged, we must be reactive in our approach to helping customers and provide value for our partners and retailers.” Mr White reveals that the company has exciting plans ahead for the peak trading season that will provide “incredible value” for retailers and customers. “So, although there’s no question when it comes to the fact that it has been a tough market, we remain optimistic and want to continue working closely with our independent retailers to drive value for money and ensure there is a genuine offer across all three of our categories for customers to benefit. “We believe


that with change comes


opportunity and looking ahead, we will continue to engage with our partners and our customers; our field teams are out there to support our retailers and provide them with the right opportunities, so that we can continue to grow our partnership and provide solutions to challenges they may face.”


CIH Partner Program In the previous interview Mr White did with ERT back in March, he announced the launch of the incentivised Electrolux CIH Partner Program – a simple and effective commercial structure


New General Manager, Sara Erman


which invites its independent retailers, that are members of the Euronics association, to partner with Electrolux for innovation, sustainability and growth. Members of the Partner Program are supported by enhanced rebate, display deals, promotional collateral and marketing plans to not only drive customer engagement but also brand awareness as the company looks ahead to a prosperous 2024. “Our CIH Partner Program has been a huge success,” says Mr White, “and we’ve been overjoyed with the engagement level from the independent retail network. The number of indie retailers that have joined the Program has exceeded any expectations we had


anticipated, and we continue to encourage others to join when we visit retailer group meetings, trade shows and events to ensure our customers know we are a company that encourages and supports independent retailing in all corners of the UK.


“As we look ahead, we plan to continue our build on the Program through the next


two


quarters as we bring onboard more partners ready for 2024 and the years beyond. We are constantly encouraging retailers to sign up as it’s an exciting time here at Electrolux and AEG and we’re looking forward to welcoming retailers to the Program.” Looking to the future, Mr White outlines some of Electrolux’s plans and ideas. While this year the brand’s key focus has been to ensure it is providing customers with the tools to make it easier for them to choose the right solutions for better living, it will continue to do this into 2024 and beyond. The company’s new General Manager, Sara Erman (left), who started in August, said she plans to further accelerate the growth the Electrolux brands have seen in recent years. Mr White concludes: “We will also continue


the hard work we’ve put in towards achieving our ambitious climate goals as part of our sustainability framework, For the Better 2030. This framework continues to drive our business towards climate


neutrality and circularity


between 2020 and 2030 and across the value chain by 2050, all of which will help us achieve a ‘Better Company, Better Solutions and Better Living’ within society.”


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