Premium appliance brand AEG is working with electrical retailers to provide in-store cooking demonstrations, as well as help with digital marketing.
Speaking exclusively to ERT at the kbb Birmingham show, Chris George (pictured), marketing director of the UK and Ireland at Electrolux, which owns AEG, said: “Last year was our pilot year for that – we started looking at independent electrical retailers. We send in a team of two who do live cooking demos of our ovens and hobs for a day – we’re very targeted on how we do it. If we’re committing to going in, we need to make sure that we’ve got the support of the retailer to drive traffic in on the day.
“We’re prioritising our Premier Partners, but we’re more than happy to work with anyone to make sure that where our products are being sold there’s a really good representation.”
He added: “We’ve run education sessions for independent retailers, where we take them through the basics of setting up a website and using social media to drive traffic to their sites or stores. It’s really important that we don’t just talk about what we’re doing, but that we make sure that retailers can facilitate something on their side. If they’re not fully up to speed, or capable, how can we help them to embrace digital?”
Gordon Dawson, Electrolux UK and Ireland kitchen channel head, told ERT: “We make it as easy for the retailer as possible – there’s a huge number of assets we can provide, so they can put things on Facebook and Instagram and in the local press.”
Commenting on the state of the market, Mr Dawson said: “If you look at some of the GfK market data, it’s slightly behind where it was last year, but if you look at where AEG is – and where Electrolux is as a company – our 2017 results came out recently – we’re still growing within the market. It feels like we’re in a really good place and taking share.”
Added Mr George: “From an Electrolux point of view, it’s a multi-brand strategy. In the UK, having AEG and Zanussi to bridge that gap all the way from mass [market] to premium puts us in a really good place to offer a good combination – both from a retailer point of view and a consumer perspective. With the economy being the way that it is, it’s important that we’re able to offer really good value at every price point – Zanussi helps us to do that.”
• AEG used kbb Birmingham 2018 to launch its new AEG Installer app, which is aimed to support kitchen installers.
The free app, which is suitable for both iOS and Android devices, allows kitchen installers to scan or search a range of AEG kitchen appliances to find the correct and fastest way of installing them. By entering the product number code, model or product name, or by scanning the barcode with a smart device camera, installation instructions are provided on how to fit the appliance.
Said Patrick Le Corre, Electrolux’s senior vice-president, major appliances, EMEA: “AEG is the first to offer this unique support to the kitchen business and puts us in a very advantageous position ahead of the competition when it comes to best-in-class installation. Initial feedback has been extremely positive and we are looking into extending the app to include more functionality and content.”