In our Influencers series run in conjunction with Appliance Retailer magazine, Current.com.au speaks to the industry leaders, big brands and well-known identities that have helped shape the electrical retail industry in 2013.
Marc Cheah, national marketing manager at Fujitsu General talks about the unpredictable nature of the seasonal category, and why retailers should focus on creating a good sales experience for customers — especially if they're trying to sell air conditioning products as a necessity.
How has the first half of 2013 been for your business?
The summer of 2013 was strong for Fujitsu General. The air conditioning industry is heavily influenced by climatic conditions and the last season highlighted that Australia’s weather patterns are increasingly unpredictable. A dynamic outdoor climate means there is an increased need to control the indoor climate as much as possible.
What are your predictions for the second half of the year?
Despite operating in a continually tough business environment, Fujitsu General anticipates a strong sales performance. This will be influenced by an upturn in the housing industry and consumers increasingly seeing air conditioning as more of a necessity rather than a luxury.
What opportunities do you see for the electrical retailing industry?
There are opportunities for retailers in terms of focusing on categories that generate a solid return on investment. Air conditioning units don’t take up a lot of floor space and generate good revenue for their allocated footprint. Each new season also presents retailers with opportunities to educate consumers on the best climate control solutions for their home; and that air conditioning is one of the most cost efficient forms of heating available.
What threats are currently present in the industry?
Retailers risk being limited to one-off sales by continuing to focus on price instead of product features that best deliver against consumers’ needs. Retailers should be focused on developing relationships for repeat purchase and word-of-mouth referrals. Tailoring the shopping experience to consumer needs could earn a larger sale, as well as a longterm loyal customer.
What is your favourite product of 2013 so far?
From Fujitsu General, the Designer Range with Human Sensor Control is great. It suits most interior styles and helps manage energy consumption with the sensor detector. Personally, I’m enjoying the iPhone 5, particularly the intuitive interface, its overall processing speed and, of course, the apps I can download. It’s a good tool for work and play.