As it refreshes strategy.
The new Electrolux Home Products (EHP) Australia sales strategy is reflected in the recent appointment of Chris Coen in the newly created role of general manager retail sales. Coen, who was formerly national sales manager retail at EHP, will continue to report to sales director, Michael Doyle.
Coen will assume responsibility for AEG and BeefEater, while directing a specialist product training team headed up by national training and CRM manager, Matthew Ahern.
Coen, who has a Bachelor of Commerce degree majoring in Marketing, has gained respect on both sides of the whitegoods industry. He achieved numerous sales distinctions during his six years at a major national retailer prior to joining EHP in June 2006 and continuing to excel as a sales executive.
“Product training and specialised sales service is essential in modern-day appliance retailing,” he said. “The specialised sales teams will allow EHP to provide an equally dedicated focus on its core major appliances business and the remainder of its brand stable.”
Coen says product training in the modern environment is paramount and he believes Ahern’s dedicated product training team, which will support all EHP brands, is a first for the local industry.
The newly-opened Electrolux Experience Centre in EHP’s head office at Mascot, adjacent to Sydney Airport, is a vital cog in the new strategy. Coen says that, among other functions, the facility will be open for product training after hours and weekends by appointment.
In addition to the hands-on product training EHP offers retailers and its own sales teams, Ahern’s team will design, compile and despatch all supporting materials for its product trainers and sales force across the country.
Michael Doyle says initiatives such as this and Coen’s appointment and new responsibilities is the reason why Electrolux has maintained its market share over many years, despite “relentless competition”.
“We have managed that because, among other things, we continue to evolve as a business and these recent changes acknowledge that consumers have increasing power and more information at their fingertips than ever before,” Doyle said.
“This is why product training is so important and consumers must feel they will still derive value by physically visiting retail stores and inspecting products. At the same time, in view of EHP’s expanded brand portfolio, our retail customer relationships have never been more important and Electrolux has shown it will do whatever is needed to keep building those relationships.”