Close
 

Noel Leeming chief executive: “We do more than just sell boxes”

  • News
  • April 7, 2016
  • Sarah Dunn
Noel Leeming chief executive: “We do more than just sell boxes”

The inspiration for the 30-second TVC, Edwards says, came from a touching customer interaction referred to internally as “the Korean grandmother story”.  As Edwards tells it, a customer presented at Noel Leeming telling staff she’d been instructed to purchase a tablet by her son, who had moved to Korea. The tablet would allow her to enjoy pictures of her new Korean-born grandson.

The staff helped her pick out a tablet and then, in Noel Leeming’s instore “open learning” area, they taught her how to use it. Although the grandmother had never heard of Skype, the staff installed it for her. Following a quick tutorial, she was able to place a video call to her son. He accepted the call and, right there in the store, the woman saw her grandson for the first time.

“She cried tears of joy,” Edwards says. “You can go and buy a tablet, the lady could have got the pictures sent to her, but we were able to unlock the maximum out her device.”

The TVC itself follows a father who upgrades to a smartphone so he can keep in touch with his teenage daughter as she travels overseas. The advertisement shows Noel Leeming’s staff teaching him how to use it in store.

Asked whether the increased focus on services is a reflection of consumers struggling to keep up with successive waves of increasingly sophisticated technology on offer, Edwards says the services programme is not a direct reaction to customer demand - Noel Leeming has been working on the programme for five years now.

“We pride ourselves on trying to stay ahead of the needs of Kiwis,” Edwards says.

Although the majority of appliances sold by Noel Leeming are not ‘smart’ or Internet of Things-enabled, Edwards says New Zealanders are “a really eclectic group of individuals” who are eager to engage with complicated gadgets. He does see a growth opportunity for Noel Leeming’s service teams as customers seek to coordinate multiple IoT devices, but says extreme early adopters from tech hubs like San Francisco and New York are living amongst us, says Edwards. Noel Leeming services their needs as well as those of customers like the Korean grandmother.

“The world is becoming such a small place these days, it doesn’t matter if you’re living in Thames or Wairau Park or Waipukurau, you’re inspired by technology.”

Wearables continue to track tremendously well. Edwards is particularly proud of the relationship Noel Leeming has build up with Apple. He says when the Apple Watch was released a year ago, it was launched in Apple stores worldwide – except for New Zealand, where in lieu of an Apple store (which New Zealand still lacks), Noel Leeming had the honour.

The company also launched New Zealand’s first virtual reality headsets, Samsung Gear VR Innovator Edition, in June last year. Edwards says Samsung originally planned to avoid introducing the devices into New Zealand, but once they hit the Kiwi market, the first three shipments sold out.

Despite this success, Edwards isn’t tempted to try to replicate Dick Smith’s successful Move “fashtronics” strategy now that the Move stores are to close. “It’s not about having a specific standalone offer, it’s about an integrated offer,” he says.

The company has been steadily picking up staff from Dick Smith over the several years the rival electronics retailer has been in trouble. Edwards says it’s sad that a company with such rich heritage is closing its doors for good, but, on a positive note, he’s open to acquiring more of its former staff: “We’re always looking for more passionate experts.”

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 

Direct sales: How multi-level marketing works

  • News
  • April 18, 2019
  • Sarah Dunn
Direct sales: How multi-level marketing works

The $200 million-plus direct sales economy contains many lessons retailers can use. As part of a wider look at this thriving corner of retail, we created a quick explainer showing how this business model typically works.

Read more
 
 

Direct sales: Meet the upliners

  • News
  • April 18, 2019
  • Sarah Dunn
Direct sales: Meet the upliners

We profiled different participants in the direct sales industry to find out what retailers can learn from them. Meet Isagenix distributors Adam Nesbitt and Bianca Bathurst.

Read more
 
 

Direct sales: Meet the business builder

  • News
  • April 18, 2019
  • Sarah Dunn
Direct sales: Meet the business builder

As part of a wider story looking at what retailers can learn from the direct sales industry, we profiled Isagenix distributor Ben Frost.

Read more
 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 
News

Leveling up: Exploring multi-level marketing in New Zealand

Is the $200 million-plus direct sales economy retail by another name or something different? Regardless, what can we learn from it?

 
 

A spectrum of retailers

  • Opinion
  • April 18, 2019
  • David Farrell
A spectrum of retailers

In recognition of April being Autism Awareness Month, retail commentator Dave Farrell considers the role of those on the spectrum in retail.

Read more
 

How on-trend is your retail business?

  • Sponsored Content
  • April 18, 2019
  • Sponsored content
How on-trend is your retail business?

New insights from Visa highlight five evolving trends emerging from savvy retailers around the world. We’ve taken these global trends and looked at how they are playing out with merchants in New Zealand, and we’d now like to hear what you think of them.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}