Glen Dimplex Home Appliances (GDHA) has always prided itself in its close relationship with retailers and never is that relationship more important than when new products are introduced, which require retailers to be trained on innovative new features and functions. In addition, the current economic uncertainty means it is vital for manufacturers to equip their retail partners with as many tools as possible to help secure sales.
With all this in mind, and following the successful launch of its new Stoves Richmond and Sterling Deluxe range cooker collections plus new built-in collections across both the Stoves and Belling brands, the last 12 months have seen GDHA put a number of measures, and significant investment, in place to help provide additional support and training for independent retailers and kitchen specialists.
GDHA’s Area Sales Managers, working within the Independent Sales Team, have provided bespoke training for retailers to help them understand the new technology on the appliances.
With innovations on the Deluxe range cooker collections including the first application of Bluetooth technology on a range cooker; the market leading Proflex cavity splitter which converts the large 79L Titan Oven on 90cm appliances into two separate Equiflowfan ovens; and accessories such as Steam & Infuse – which allows consumers to achieve healthier, tastier cooking more quickly, there was a lot of knowledge for the ASMs to impart.
As well as the personal, tailored training, GDHA has created a host of training videos, POS materials and online support which can be used by retailers and consumers alike, as well as offering training days at its Prescot showroom. Bespoke trade brochures for new product launches have also been produced.
In addition to the on-going training, GDHA created a new independent retailer support initiative – Elite Retailers. The scheme, which is open to independent retailers that display a minimum of six range cookers across GDHA’s Belling, Stoves and Britannia brands, offers a host of financial and support benefits, including increased training, high-tech display stands, improved margins and rebates.
GDHA’s ASMs visit each Elite Retailer at least once a month to develop bespoke training for the retailer and its staff, as well as exclusive promotional activities, such as cooker hood and cashback promotions and extended warranties for consumers, alongside staff incentives and competitions. Each Elite Retailer also receives improved online presence on the brand websites.
And to make the retailers’ lives easier the exclusive Elite Retailers displays include a Hero display stand, incorporating a 10″ touchscreen which plays videos of key features and benefits of the range cookers to support the retailer in communicating with the consumer.
Investment in the scheme is expected to exceed £500,000 over a 12-18 month period, but the investment is paying off for both GDHA and the retailers, with Elite Retailers recording an average sales increase of GDHA brand range cookers of more than 20% in the first three months.
Kitchen Specialists have also been prioritised by GDHA, with the formation of a dedicated Kitchen Specialist Sales Team to work closely with customers and provide tailored support across GDHA’s premium brands and products and help.
GDHA’s manufacturing site in Prescot also boasts a fully equipped showroom and live cook area which has been used for a number of retailer demonstrations and training sessions, with the company making the facilities available to all retailers.