THE ERT INTERVIEW SMEG
14
Independents’ day
Continuing its support for independent retailers, Smeg has been investing in new displays, demo areas, training and a wider support package for its key partners across the UK. “Smeg is a unique brand with an extensive product portfolio, which is why we are investing in specialist independent stores,” explains Kris Horley and John Davies. They talk exclusively to Jack Cheeseman.
T
he retail landscape has witnessed widespread turbulence recently, which has been well documented. During the pandemic the market saw a huge shift to online shopping, and everything from replacement appliances to full kitchen renovations boomed in demand. In 2019, online accounted for around 30 per cent of the electrical durables market, according to GfK. This rose to a peak of 75 per cent in April 2020.. Last year, however, with the relaxation of restrictions, consumers returned back into stores; online and in-store sales equalised at around 50 per cent share each. And both retailers and manufacturers were capitalising on this change. Smeg has continued to invest in its independent electrical retail partners to help display and sell its products, encouraging consumers back into physical retail environments to discover its ranges and their features and benefits. Some of the investment is delivered in the form of new store fitouts, enhanced displays and kitchen
demo areas. Working with key retailers, Smeg’s Premio Partnership scheme focuses closely on this area, giving its team more time to focus on building mutual and sustainable business growth in the form of enhanced training and in-store demonstrations. The scheme is all about building solid relationships and growing a network of the brand’s best-in-class regional retailers to enable them to offer a point of difference in the marketplace. Smeg’s Home Economists have been deployed all over to host live cooking and product demo events at various partner stores to really bring these places alive for consumers. It brings excitement and the brand believes it truly supports how consumers like to shop experientially – not just finding a product and price ticket on the shelf. “We invest in the transformation of our partner stores because we believe in the individual service that independents can provide,” comments Kris Horley, Head of Independent Kitchen and Electrical Retail at Smeg UK. “Smeg retailers are not just stockists – we truly value them as an extension of our family.”
One the other side, there’s the consumer – always looking for inspiration and solutions to suit the way they live. “Smeg really is a unique brand,” adds John Davies, Head of Marketing at Smeg UK. “We have a very tactile product portfolio, and consumers often need to see and understand the premium features they possess – brought to life with in-depth product knowledge.” Mr Davies continues: “The consumer awareness of Smeg is a tremendous asset, a single brand with both contemporary and nostalgic identities, which is a great thing for retailers to tap in to when it leads to aspirational consumers looking to purchase for their home. “At the heart of our brand we are an independent family-run business, supported by a network of strong subsidiaries around the world. This mirrors the independent retailers we serve, sharing the same values and aims for personal service and support. “We value these partnerships and we always do the right thing by our dealers. We’re in this for the long term, and it’s important that our partners feel supported by us.”
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