PIZZA IN THE SPOTLIGHT

That is what Lars Jødahl, category director for white goods at Power International, says when we meet him and Norway's sales manager for white goods, Joakim Hagen, at the PowerUp MDA training fair in the week before Easter.

At Gardermoen, the chain has gathered 700 participants from Norway, Sweden, Denmark and Finland, which is a new record.

– Much of the value of PowerUp lies in experiencing the company's culture, and in meeting colleagues from across the Nordic region. The groups are divided by country for learning in the local language, but the participants meet socially in the evenings, says Lars Jødahl.

He believes many appreciate having AEG's new pizza oven demonstrated by a professional pizza chef.

– There are not many ovens that can withstand temperatures of 340 degrees, says Jødahl, highlighting that some older models can now also receive software updates via Wi-Fi, giving access to the pizza programme.

From course to shop

Norway's sales manager, Joakim Hagen, describes the journey from course to customer: first the salespeople learn, then the products are sent out, and the knowledge is used in the shop display.

– It is crucial that we can show the functions, Hagen tells the trade magazine Elektronikkbransjen.

– How good is Power at demonstrating the products in use?

– It happens, especially where there are kitchen displays. That is where buns are baked and pizzas are cooked, says Hagen.

Jødahl adds that they want to work with suppliers who come into the store and cook food. Such activities are noticeable in sales.

– When customers see what is possible, sales often increase in stores that run live demos, says Hagen.

Local drive brings results

The activities are managed locally by store managers and department heads.

– This very much happens locally in the store, initiated by the store itself. If a manager is engaged, the execution becomes greater, says Hagen.

The chain highlights good examples, to show what is possible to do locally.

Hagen says the entire major domestic appliances category is characterised by more technology, smart and useful functions, and a great deal of automation. Auto-programming in washing machines means the customer can put in the laundry, and the machine takes care of the rest.

– The appliances take care of the clothes, the washing and the food, so that the customer does not need to know too much. The customer wants to save time, keep things simple and get the best possible result. Our job is to ensure that the sales staff know this, so they can show the functions to the customer, says Hagen.

Supplier of the year named

Electrolux took the win in the supplier of the year awards, with the highest score ever recorded in Power's training programme. It is the course participants themselves who choose the winner through their feedback, with the votes from all four training days added together.

Lars Jødahl says this year’s winning result was unusually strong, and believes there are several reasons why Electrolux has been so successful in the training context.

– They are very good at explaining things, and they are also very good out in the stores. I think they gain a lot from the fact that the course participants already know a great deal about the products.

Joakim Hagen highlights the suppliers’ efforts in general during the training days.

– They do a fantastic job, speak with enthusiasm and are good at explaining.

Power wants suppliers to stay close to the stores beyond the training courses as well. Hagen says that in-store presence brings tangible benefits, for both sales staff and customers.

– We very clearly see that this works. The fact that they are out in the field, show their face and contribute with training and good customer benefits, brings great value. They are extremely skilled in their field, and we therefore want to facilitate more of this type of local activity, Hagen tells the trade magazine Elektronikkbransjen.