3 years ago

Week-end Edition - Day 2 & 3 - IFA International

  • Text
  • Products
  • Appliances
  • Berlin
  • Washing
  • Consumer
  • Vacuum
  • September
  • Electronics
  • Cleaners
  • Loewe


Trade Talk New Retail Concepts and Effective Cross-Selling EK/servicegroup leverages the “greatest show on earth” to the benefit of its members PRESS CORNER THE CRITICAL EYE – AND COMMENTS OF THE MEDIA AT IFA Each day in IFA International, we will be bringing you feedback from media at the show, helping buyers and manufacturers get a better understanding of how they work at IFA. The EK/servicegroup has a unique selling proposition as it combines all the advantages of buying groups operating in different sectors. We asked Lutz Burneleit – Director – Home Appliances – how the group creates advantages for its members. We work in different business fields, which allows cross-selling. Additionally, we offer an integrated service portfolio for our customers. Our shop concepts are very worthwhile and successful. It is always important to be in contrast to other competitors. Therefore we also provide our customers with our private labels, which have a very high margin. You have been a close partner of IFA for a long time. Why? How is this evolving? There are several reasons. The IFA is one of the most important shows worldwide. We have been a partner since the IFA started to offer household appliances. Another point is that you can successfully network with other people from all the different companies. It is always a pleasure to be at the IFA and further on we will stay a partner of the IFA. What are you seeing as being the key trends in appliances in general? The most important thing is still energy saving, since connected home gets more and more important. We see this as one of our priorities to provide our traders with different services and support them on this topic. What are the most exciting new categories for inciting sales in retail, and what are the "sweet spots"? The most exciting new categories include food preparation, because there is a growing market in Europe. It becomes more and Lutz Burneleit Director – Home Appliances Our team is looking for new trends, new products and special offers more important, even among the young people. The other category is vacuum cleaners. We have these new small robots, which clean your floor. How does your purchasing team leverage IFA? Our team is looking for new trends, new products and special offers. They discuss new strategies and use the opportunity to network and also place orders. AN AMERICAN IN BERLIN Andrea Smith is a broadcast and digital technology journalist based in the USA. She’s been attending IFA for three years, and says she “loves coming to the show”. We asked Andrea what she thought were the hottest topics this year The Internet of Things continues to dominate, as does connected home devices and wearable technology, including techenabled clothing. What are the hottest product categories? Smart fitness gadgets and smartwatches, smartphones, curved displays and smart kitchen appliances. Possibly UHD TV. Any tips for a breakthrough name, service or application at IFA? While I'm expecting the wearable tech space to be huge, I'm also watching the 3D printing space heat up, particularly as companies start offering machines that 3D print food. Do you think vendors / manufacturers should change the way they communicate to the industry? If so, how? Journalists have very little time to see and report on everything they want to cover. I think vendors need to be aware of that and manage presentations better. Of course marketing and splashy news conferences are important, but for individual meetings, it’s important to show the products and let them speak for themselves. Always give out as much information as possible so a reporter has all he or she needs to write their story. How important is IFA for you in your information gathering process and what do you find are the most useful aspects in this respect? Andrea Smith Broadcast & Digital Technology journalist I love coming to IFA even though not all the products shown are for the US market. It gives me a sense of the trends and what to expect from the CE manufacturers. I go to some of the press conferences at the show but really enjoy just walking the halls – and there are many! – To chat with companies about products that catch my eye. What are your favourite aspects of the show in general? I love walking around and getting lost in the halls. The people at the show are very friendly and clearly love technology which creates a common bond. For me, it’s a little more relaxed than other tech shows. Here I am less focused on the breaking news and latest releases and more enjoy the other products that don’t always get a big splashy launch. Also, there’s great beer! IFA International • Saturday 6 th & Sunday 7 th September 2014 17

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