The newly-appointed Head of CE at Samsung Australia, Phil Gaut, has told retailers to be focused on growing value – not discounting – through peak period activity such as Black Friday and Christmas.
Gaut is a 12-year veteran with the Samsung business and successfully doubled the size of the company’s display and monitor business over his recent six-year tenure.
Gaut commenced the new role on 1 April.
“My first four weeks have been very positive. I am super lucky to have an amazing brand behind me with fantastic products. Every single meeting I have had with retailers so far has been very welcoming and keen to understand how we can do more together.
“I want Samsung to represent the highest value it can across its ‘peak periods’ and I recognise that is about partnership with retailers. I am a big believer in retail partnerships and making them work – I look forward to sitting down and continuing my conversations with retailers so we can have amazing peak periods together.
“If I look at the numbers anecdotally, our Average Selling Prices (ASPs) for the last three Black Fridays have increased every single year in the monitor and TV business. Black Friday is not the season for discounting, I see it as the start of Christmas planning and rollout. I see Black Friday as a great opportunity for retailers to kickstart one of the biggest peak periods of the year and generate value. My message to retailers is – for goodness sake – don’t waste such a fantastic opportunity to grow your business and the category.
“One of my key goals leading up to 1 January is success over the peak periods including increased market share in the television business and driving positive value as there is currently a lot of dilution in the TV category. Part of my job is to make sure that the retailers drive value propositions during those peak periods.
“I have visited a lot of retailers already and I have had very positive responses so far. I am seeing a real focus from retailers around driving dollar margin rather than percentage margin and making sure that their next six months creates value as well.”