IFA International 2019 Day 6 Edition

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EXCLUSIVE INTERVIEW

AUSTRALIAN DISTRIBUTOR

COUNTS ON IFA FOR YEAR-

END BUY

Exclusive interview: Alberto Zamudio – general manager –

Amber Technology – on his key reasons for coming to IFA

Based in northern Sydney, with around 80 agencies in its portfolio,

Amber Technology is one of the largest distributors of AV and home

technology to various parts of Australasia bringing high-end consumer

electronics from Europe and other parts of the world into Australasian

markets. We asked Amber’s General Manager Alberto Zamudio how

IFA fits-in to his purchasing plan.

The initial communication for the end of

year season happens around one month

before I get to IFA. You have to get your

“ducks lined-up”. But it’s really at IFA where

you do your face-to-face communication,

finalising the range for Christmas, having

a look what’s available for next year, also

bringing in existing retailer customers and

exposing them to the brands and ranges

and getting their feedback.

What do you perceive as being the key

trends in your market?

Smart homes are becoming just as popular

in Australia and New Zealand as they are

in Europe and the US. People in Australasia

are forward-thinking, early-adopters. They

are impressively globally-minded, despite

their faraway location.

What have you been looking for at IFA this

year?

I am here to look primarily for new brands.

Headphones have been around for a while;

portable audio has been around for a while.

My whole focus has been on trying to

find something that’s different... lifestyle

design-centric. This, and voice control in

the connected home. These are really the

key things. We’ve made a couple of new

contacts that I am hoping to secure after

IFA, for a Christmas launch.

What new trends have you observed?

The whole focus on design is becoming key

– around headphones, around true wireless

audio, even soundbars. It can’t just be about

audio quality any more. Audio is one aspect

of it, but now, when products are becoming

exposed visibly in your living space, you

want them to look good. That applies from

soundbars right through to portable audio.

For one of the suppliers we deal with, One

For All, their digital antennas are now very

much focused on looks – you don’t want

those ugly rabbit ears hanging out of your

cabinet. So it’s very much about how it sits

in your living space – as a decorative piece,

not just an antenna. Even those mundane

little things that we take for granted,

antennas, remote controls... they’re

becoming very design-centric.

IT’S ALL

ABOUT KEY SELLING

FEATURES: HOW DO

WE MAKE IT EASIER

FOR A CUSTOMER

TO TAKE THE RIGHT

PRODUCT OFF THE

SHELF?

How has the retail experience changed in

recent years?

Coming from a wholesaler point of view,

it’s not just about bringing in a product,

working on a GP margin and selling it to a

retailer. It’s all about key selling features:

How do we make it easier for a customer

to take the right product off the shelf? So

we invest a lot in our merchandising. In

Australia in particular, retailers are also

adjusting their purse strings in the context

of staff availability, so much of the focus

now is on merchandising and experiential

store environments. But it’s the brands that

have to do the selling, as they are the “silent

salespeople” on the floor, and as space is

increasingly at a premium, the products

always have to add value

Alberto Zamudio

General Manager,

Amber Technology

www.ifa-international.org IFA International • Wednesday 11 September 2019

13

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