HOME appliance brand Blomberg has joined forces with ERT for a new initiative that’s part of the magazine’s ongoing Turning Point campaign to ensure a healthy and dynamic future for the electrical retailing industry.
Launching this month, the partnership involves a nationwide tour of four Euronics stores and will offer insights into the opportunities and the challenges that Euronics Agents are facing in today’s market.
As Blomberg freestanding appliances are exclusive to Euronics Agents, the brand offers a unique point of difference on the high street. Its close working relationship with Combined Independents (Holdings) Ltd (CIH), part of Euronics, Europe’s largest electrical buying group, allows for a strong understanding of the market, what sells and what consumers are looking for from an independent store.
During each store visit, to be covered editorially by ERT, the Blomberg team will identify bespoke product training for staff and provide category advice and the latest information on relevant promotions and trade marketing. Recommendations will also be made on improving in-store and out-of-store communication, and tips on how to get the best out of their digital strategy, including website and social media accounts.
The Blomberg team and ERT will then revisit the stores later this year to look at how the activity has affected sales and consumer feedback in-store.
Participating stores are Appliance Spares Direct in Blackpool, Lancashire; Kevin Farish in Dumfries, Scotland; Peter Rhodes in Market Rasen, Lincolnshire and John Mitchell Electrical in Braintree, Essex.
Said Blomberg channel manager for independents, Steve Naylor (pictured): “We’re thrilled to launch this partnership with ERT. As Blomberg is an exclusive brand only available to Euronics Agents, Turning Point is definitely close to our hearts and we want to demonstrate how agents of all sizes and locations can benefit from making small adjustments to their appliance range and how their staff are trained to sell product benefits.”
Added Mr Naylor: “2018 is a big year for Blomberg and this initiative forms an important part of our plans to work more closely with Euronics Agents.”
Commenting on the partnership, ERT editor Sean Hannam said: “ERT is the leading magazine in the electrical retailing sector and our Turning Point campaign is leading the way in raising standards and best practice across retailers and suppliers. We’re delighted that Blomberg has recognised ERT’s efforts and is teaming up with us for this exciting new initiative. Turning Point is vital for ensuring a healthy and dynamic future for our industry.”
