Why consumer experience is imperative.

Electrolux Home Products (AEG, Electrolux, Westinghouse, Kelvinator, Chef, Simpson, Dishlex and BeefEater Barbecues), sales director, Michael Doyle says new cooking and refrigeration products have stimulated growth for 2016 so far as he outlines the opportunities and threats facing the industry.

How has the first half of 2016 been for your business?

The first half of 2016 has seen good market share growth for us on the back of exceptionally well-received product launches late last year. The most notable of these were in Westinghouse cooking and refrigeration and there were new model Dishlex dishwashers that also stimulated this growth. We’ve also conducted a high-profile Westinghouse advertising campaign and increased our brand marketing activities and our key customers can see that this has been a good investment for them as well as Electrolux.


What are your predictions for the second half of the year?

The second half of this year will start with a short stall around the forthcoming federal election but then we see further growth on the back of more new product launches, most notably in Electrolux refrigeration and cooking. We are also seeing increased appliance sales for kitchen fit-outs as a flow-on effect of the residential apartment building boom that has occurred in the major cities in recent years.

What opportunities do you see for the electrical retailing industry?

There are always opportunities for the electrical retailing industry particularly in the area of consumer engagement. The Electrolux strategy is to create a ‘remarkable consumer experience’ and this revolves around the pre- and post-purchase area. There is also an opportunity for more collaboration between suppliers and retailers and Electrolux is engaging with key customers for our mutual benefit. This is particularly so in forecast planning so we can both carry leaner inventory but create more stock turns.

What threats are currently present in the industry?

The biggest threat currently facing the industry which we have some control over is to disregard the opportunities mentioned above – especially in the area of consumer engagement. We all know that consumers do most of their product research online now but it is essential that we make them still value the retail ‘experience’ of ‘touch and feel’ and the chance to talk to experts who will either endorse their choice or convince them of a better option. This is the key to the Electrolux strategy of creating a ‘remarkable consumer experience’.

What is your favourite product for 2016 so far?

My favourite product is the new Westinghouse Flexspace refrigerator model range. Consumers have really engaged with this product and, among a host of features, I believe is the adjustable door shelving that more than anything has won their hearts… and mine.