kbb Birmingham 2020: ‘Vital to stay ahead of the curve’, says Samsung

Exhibitor interview: Daniel Harvie, vice-president and head of home appliances, UK and Ireland, Samsung


Q: Why should retailers come to shows like this? What are the benefits to them?

A: Events such as the kbb show are a fantastic opportunity to experience first-hand innovations in the kitchen, bedroom and bathroom arenas, and gain unparalleled knowledge on how consumers will use the products that are being showcased.

A lot has happened in the two years since the last kbb show, especially at Samsung, where our technology is ever evolving. Therefore, for retailers it is vital that they stay ahead of the curve by being immersed in the latest innovations from the industry. This then gives retailers the opportunity to understand consumer demand and helps build to a compelling sales pitch.

Customers are changing and so are their tastes and what they want from a kitchen. What was the norm five years ago is not the norm now for a whole new age of consumers.

From an appliance perspective, we at Samsung are determined to be at the forefront of anticipating these changing consumer trends. And our retail partners are selling and designing for a new breed of client that knows a lot more and expects a lot more from us all. So to be at a show like kbb is a sure-fire way to show key retailers in the sector that Samsung is on-trend.


Q: How do you view the health of the UK KBB market? In what ways could it improve and how can the industry improve it?

A: Recent times have been challenging for all industries in the UK market, but at Samsung we evolve and change, as we are agile and recognise trends quickly. It is this that has made it possible for us to continually strengthen our business in recent years.

Although the UK KBB market is competitive, there is plenty of opportunity in the market for those who can adapt to the shift in trends. This is even being reflected in showrooms and retailers who are realising these opportunities themselves.

People will always want kitchens and so it is down to when – and what they want that is key. Innovation and efficiency are therefore fundamental to our product development strategy, as they enable us to offer appliances that add value and functionality for retailers and consumers alike. This is where the combination of outstanding product, from a well-loved brand with the training, support, and margin creation, is vital. It ensures confidence is retained across retailers engaged in the brand and the sales opportunity it provides them for their consumers.


Q: How do you think the relationship between supplier and customer is changing? 

A: Samsung realised that it needed to provide a good supply service to its independent retailers, so made the decision to work closely with Waterline Distribution to help provide a fluid and time-efficient delivery service.

Our relationship with the retailer then becomes focused on providing support, training, education and product demonstrations, so that when customers make an order, we can rely on our distributor, Waterline, to handle stock and delivery so that is arrives exactly when our customers require it.

Using Waterline Distribution then enables us as supplier to engage with our customers directly and have more valuable time with them, so that we can maximise on-boarding for our products that will help enhance revenue.

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