Laser reflects on record Christmas sales

Laser has reported a record Christmas sales period, largely driven by the success of its new multi-brand smarthome range, which will be expanded in 2020.

Laser managing director, Chris Lau said the company’s focus on the connected home has proven highly successful. “For us this is only the tip of the iceberg when it comes to smarthome and where we feel we can add value in this category. We continue to receive feedback from our retail partners and consumers alike about which products and technologies are resonating.

“This year we will expand our range and ensure we are delivering value and affordability. It is the value segment of the smart home category where we are seeing real growth, which reflects these smart products being everyday consumer items rather than a luxury or early trial product now.

“We are also in the process of reinvigorating other categories including our audio visual range, where we will see even more value and new technology in an otherwise mature category.”

The Laser team has also been growing with the number of staff doubling in the last four years and increasing by 25% in the last 12 months alone across sourcing and compliance, as well as field staff.

“We have invested heavily not just in our sales team, but our client support team to ensure we can service our retailers as effectively and efficiently as possible.

“We have always invested in ways to show our commitment to our bricks and mortar retailers, and this reflects that commitment. It can’t just be about getting the sale, we have to support through to sell-out.”

Throughout 2019, Laser also reviewed and restructured its sales team to ensure senior staff were the right fit to key accounts and broader retail partners.

“Heading into 2020, I am confident that we have the right balance in our sales team to grow existing partnerships as well as identify and deliver upon new sales channels and other opportunities including in commercial sales.

“We also worked with our key partners in 2019 to help them work through the consumer experience, consistent supply, price competitiveness, delivering a point of difference and addressing shrinkage. In response, we put more staff on the road, we have worked with retailers to develop bespoke and exclusive lines, and we assisted with theft prevention via RFID tracking.

“We believe we are very well positioned to continue our strong growth alongside our retail partners, by investing in these relationships and helping them to enhance the in-store experience they can deliver to consumers so that there is a point of difference when they are competing with online convenience and pricing.”

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