John Winning, CEO and founder of Appliances Online says when a company is driven by passion and not profits – it makes all the difference. If retailers want to say ahead of the curve, they need to listen to their customers and forget about what the others are doing.
“We don’t see them (Kogan.com) as a competitor – we try to compete with ourselves,” says Winning, following Kogan’s recent launch of its appliances range. “Most other online retailers are more like sales engines. They like selling and then it’s a bit of a headache to get the product to the customer, but that’s where our job starts. Our focus at Appliances Online is on providing the best shopping experience in the world, which means giving the most competitive price possible, having a great website, providing an unbelievable delivery experience and then looking after our customers when something goes wrong (as shocking as it is for a retailer to want to care for a customer post sale), which I think is where a lot of retailers fall short.”
John Winning says Appliances Online are passionate about “putting its customer first,” which the dynamic CEO has been widely quoted on. The company came 9th in Power Retail’s Top 100 list in The 2017 E-Commerce Leaders Playbook, beating last year’s 11th place ranking. Winning Group’s Appliances Online is a great example of an Australian business that has continued to adapt and evolve to a changing competitive market and one that prides itself on good customer service.
“A more competitive retail market will ultimately give customers more power, which means retailers will need to put their customer first if they want to be successful, which is great. We never worry too much about what our competition is doing – we listen to our customers about what they want from us and spend our time internally executing this. Customers have so many tools at their disposal for researching, reviews and testimonials – they will choose to shop with retailers that not only offer great prices but the best experience and exceptional customer service, which we absolutely back ourselves to do.”
So why do customers keep coming back to Appliances Online?
Winning says when a company is driven by passion and not profits – it makes all the difference.
“We love our customers and our customers love us because we have spent over a decade looking after them in ways that others wouldn’t because they are driven by profits not passion. If a customer chooses to shop with a competitor after dealing with Appliances Online, then we have no one to blame but ourselves. Others may blame a competitive landscape but we would blame ourselves. The only thing we focus on is our relationship with our customers and aren’t worried about what’s happening outside of that.”