Ian Nicholson, Sales and Marketing Director
Despite the gloomy economic outlook and market predictions for last year, 2011 has been a hugely successful year for Bosch Small Appliances.
Over the past twelve months, the company has introduced several innovative products, launched its premier stockist scheme for independent retailers; received many product awards and won the coveted Total Excellence and Quality (TEQ) customer service award for the third year running.
Bosch has established a formidable reputation for its high-performance vacuum cleaners in the Which? independent industry-wide tests— equaling or beating rivals in test after test and gaining several “best-buy” accolades in the process.
Other product ranges have received similar accolades. Its highly-acclaimed Premier Protect Design steam generator iron (TDS3540GB) was named best small-appliance technical innovation at this year’s Independent Business Awards, while the outstanding Styline kettle (TWK8631GB) picked up the House Beautiful gold award in November, and was the highest scoring kettle in March Which? Best Buy list.
Rather than resting on these considerable laurels, in September Bosch renewed its small-appliance website adding extra product information via new rich media video and images as part of a continuous process of improvements to enhance the consumer experience online.
During November and December Bosch ran an extensive press campaign to advertise the Bosch small appliance range. With the headline “Just what you’d expect from Bosch….” the brand ad featured in home interest magazines and quality newspapers, and was supplemented by specific garment care and food prep product ads.
In September 2011 BSH launched the “Premier Stockist” scheme, designed exclusively for independents. The objective of the scheme was to gain permanent Bosch Small Appliance displays in key independent retailers, with over 100 dealers established in 2011 and a firm focus on growth for SDA in 2012. To achieve this, significant investment was made in display stands and POS for Premier Stockist members.
“Our ultimate goal is to expand the opportunities for the consumer to see our excellent product ranges and our partnership with independent retailers is a perfect way to make this happen,” said Bosch Consumer Products Sales and Marketing Director Ian Nicholson.
“We are continually looking at ways to improve the customer experience instore, and maintain the same level of quality and innovation in the future. We will build on the success of this past year in 2012 so our customers can expect to see the launch of more exciting new products, innovative designs and advanced technologies.”
