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That guy that posted about the sh1tty Homark set me thinking on something that I’d been thinking about for a while anyways and I only want to run it past you guys.
As you know I want to expand on repairs@ into it being capable of doing a whole lot more, one of the ideas I came up with was to be able to sell replacement appliances. Obviously we don’t really don’t want to do this on a national scale ourselves, too much hassle and on the distribution fron there as John says, it’s a nightmare. However, I do think that we could partner up with the likes of Euronics to steer customers to better products, preferably ones serviced by the indies, for people to buy locally.
It may also be a way to get ISE into those sorts of retailers in the medium to long term.
That’s only the bare bones of the thought though. Comments?
K.
Re: Dangerous Thinking…
One problem is that many of the guys already sell appliances from home or wherever. Thats the market we are tapping to sell the ISE brand.
Therefore if we want to expand the range of ISE appliances, we should not introduce our route to market to other manufacturers.
KevinRe: Dangerous Thinking…
Yes, very true but we are unlikely to have a full range available anytime soon, dishwasher and washer… perhaps a tumble dryer, yes, but not ovens etc. or cookers, or refrigeration and so on.
Obviously it needs some thought put into it and I’m only floating the notion, not the execution.
K.
Re: Dangerous Thinking…
Once we prove our ‘route to market’ as you put it (or brand support as i put it) then why not stick with what we are trying to build. We need to show our agents that a full range of ISE appliances was always our intention and end game. Other manufacturers products may answer a short term problem for our guys to be able to offer a more complete range of appliances but it does nothing to build the IES brand or retain service work for our own independent guys in the long run, which is the ethos that our brand is built upon. I say lets not confuse the guys lets just stick to what we are building and develope and allow natural growth to occurr with regards our services and product range.
Sean
Re: Dangerous Thinking…
Kev and Sean, it’s about opening doors to our brand (and no, I haven’t spoken to Ken about this ;))
If we can push sales towards Independent retailers for products we don’t currently have and gain their favour then they are far more likely to replace those products with ISE appliances when they become available I would think as well as sell the current washer ?
Dave.
Now we’ll have a short break for the quiz of the day which is…
Guess who’s been selling for a living… 😆
Yes it’s all about making the indies more aware of the brand in general and using the same repairs@ ideaology to do it. Worked once, dunno why it shouldn’t again.
Apart form that Dave’s spot on and as I said, this is not short termism by any stretch. But grand designs apart, why shouldn’t we earn from others getting product recommendations from UKW?
K.
Re: Dangerous Thinking…
I am already asked when we are going to put other appliances alongside the ISE, ie dish and tumble.
We won’t need to use any other method other than to tell people we have them, to start selling them.
Why would any buying group want this route to market, they will have to protect the many shops that are already their customers, as most of them have had to “buy” into it.
Whilst I realise this is only “knocking the idea about”, I can’t see this working for ISE at all.
Kevin
Re: Dangerous Thinking…
Yes I know.
I think you may be getting the wrong end of the stick here. I’m not talking about selling through the troops selling ISE, I’m talking about using the likes of CIH or whatever to generate a revenue stream for UKW.
ISE will happen in time anyway. Time is both the problem as well as an advantage depending on how you use it. The point being that we do not have the products to sell under the ISE banner as yet, nor are we laible to have doe some considerable time and therefore it makes sense to use the time between not having the means to fulfill the requests and having an ISE solution to generate revenue and possibly a few supporters along the way.
Like I said, just a thought and a possible opportunity.
K.
Re: Dangerous Thinking…
I really belive that we would be sending out a very dangerous signal that we are starting to loose faith in our own brand. Remember we control tech info, spares and who gets the servicing work with ISE and at decent rates too. We would not be able to do this with any other brand.
We would also be sending out the message to CDA & Beko that we are not as commited to ISE as we had led them to believe this does not bode well when we are already more than aware that they are considering dumping our machines onto the market which could have the potential to blow us out of the water.
It is not merely a case of doing right by our corporate trading partners rather it is more important to consider our own credibility if we do not stand by this deal we may never be taken seriousley by any other manufacturer in the future that we may want to deal with. It is all to do with the track record that we are building for our brand
Dont loose heart, dont allow yourself to be distracted from the job in hand. We can already see that the idea is sound, that’s why others are trying to copy us A) Gorenje B) Qualtex
I firmly believe that if WE put half the effort into ISE that we do into seeking out and investigating new projects we would be a lot further down the road towards ISE being a success.
Hi Guys,
I have had a good think and a chat to Sean and Ken on this one, below are my thoughts.
The most important thing ISE has is its channel to market therefore the thought of us cogging the channel with competitor brands does concern me.
However, where the general public requests a product recommendation for a category of product not currently supplied under the ISE brand and we pass them on to a wholesaler or manufacturer we should get a kick back.
I would put in one word of caution on being seen to overtly wholesale, in that it will undermine the impartiality of the UKW site.
My strategy would be to recommend products inculding ISE neutrally, thus channelling requests to selected wholesalers pay us covert commisions rather than opennly entering the jungle of on line appliance retailing.
Having written this it opens a further question,
Should ISE sell on line and pay UKW commision on referals rather than our current thinking of UKW handling the sale?
Cheers
john
derbyhoppy wrote:Should ISE sell on line and pay UKW commision on referals rather than our current thinking of UKW handling the sale?
Not really as almost without exception UKW has steered the sale to the local agent, with good reason, rather than try to profit from the sale as it builds a network and a lot of trust that we’re not out to shaft the sellers.
As for alternative appliance sales, basically the same thing. The notion is kinda like saying, “check here to find your local seller that can supply you with a machine” and you do a search much like repairs@ but on that one we earn per sale/referral.
K.
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