September 2023
ertonline.co.uk
develop the Revival over the next year with hopefully some exciting partnerships. Roberts caters to different consumer tastes. Some people love the bright and bold features of the Revival as statement pieces in their homes, while others may want something more complementary that sits subtly in the background. When we introduced fabric coverings on our clock radios it gave us another avenue to explore. This offers a more homely feel – still in a huge range of colours – which is a bit more in-keeping with the look and feel of other bedside products. I’d like to think that our quality and reliability is also what we’re known for; it’s what made us appealing to independent retail in the first place. And that certainly hasn’t changed while I was away. We are on a journey to broaden our appeal and ensure we remain relevant to the next generation; as we start developing more smart functionalities and compatibility with streaming services I think we’ll naturally expose ourselves to a different consumer.
Q: There can be a lot of doom and gloom headlines about the current retail landscape; what are your views on high street trading at the moment? OW: Like every sector in recent years, consumer electronics has suffered, and this market relies a lot more on discretionary spend compared to others, so those larger luxury purchases are continually under review by consumers. One of the other things that we’ve noticed is that retailers are a little reluctant to invest in stock to the same levels they would have done three or four years ago. Because there is just no certainty anymore. Confidence is slowly improving but I think we still have a way to go. People still yearn for that hands-on tactile experience in
store where they can see
something for what it really is, especially if they’re spending good money on a product that’s going to sit in their home. For this reason I
Top to bottom: Revival iStream Berry Red; Zen Plus Digital Alarm Clock DAB+ Radio; Revival Uno Bluetooth; the new Play 11.
think there is a resurgence in high street trading with independent stores being busier than ever, and long may that continue. I think a lot of consumers have been caught out making purchases online because the internet is good at making products look wonderful, yet sometimes they’re not as good as they look on the screen, which is another reason why high street stores are crucial.
Owen Watters met with ERT Editor, Jack Cheeseman, at the Roberts HQ in Surrey
17
Q: What is your vision for Roberts going forward in the coming years? OW: Right now it’s about getting back to basics, being true to our promise and doing what we’ve always been good at. We do things that other brands don’t; we always go the extra mile for the customer and we are unapologetic and fastidious with our attention to detail. It’s all about the product – if it’s got the Roberts name on it, it’s got to exceed the consumer’s expectations. Music
is something that
excites and
energises people, and us getting radio back on the agenda is something that’s very important. By engaging more with the retail trade and being more visible with our branding we will achieve that. As part of that, we’re going to be partnering with radio broadcasters so consumers will start to hear more about Roberts and will be able to win Roberts devices in a number of different ways in the coming months. So that’s quite exciting. Radio still remains really close to consumers and there’s a real comfort in it; I think the pandemic probably exaggerated that – it was a fantastic companion for a lot of people of all ages, and it still is. As long as that continues, radio will remain relevant.
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