Samsung and Anson’s Appliance Center: A lifetime partnership

The appliance industry is a business that goes through partnerships. A brand can only reach a wide market if it is carried by dealers. On the other hand, a dealer can only be successful if it opens itself to different brands. This is the partnership between high-end brand, Samsung, and pioneer appliance dealer, Anson’s Appliance Center.

Samsung has long been polishing itself as a brand offering high-end appliances and electronics. Now, it is one of the in-demand brands that offers the best quality at the best price. However, the brand does not take its success for granted. Samsung still continues to strive and challenge itself into becoming a better brand through the partnership with one of the most established appliance dealers in the country.

According to Spencer Shim, president of Samsung Electronics Philippines Corp., Anson’s is one of the valued industry partners that is a bridge to ensuring that Samsung’s cutting-edge products ultimately reach the end-users. Anson’s has been carrying Samsung since the beginning and given that the center has been around for 40 years, it occupies a vital role in Samsung’s success. "Anson’s is one of the dealers who is able to enhance Samsung’s image and it is a key for us to reach the high-end customers," Shim elaborated.

During an interview, assistant operations manager, Kenneth Keng, tells how Samsung and Anson’s partnership was formed several years ago. "The recent years was rather fortunate because just as we were buffing up our high-end image with new products, Samsung was also starting to emphasize on quality," Keng said.

Through this partnership, Samsung has launched innovative marketing programs that include branding strategies, product know-hows, and easy payment plans. "We train our salesmen to be completely familiar with the Samsung products. So by having very qualified people who can answer every question a customer asks, therefore, we can further endorse the product," explained Joanne Ng, assistant operations manager of Anson’s.

When it comes to other programs that are in-line with the partnership, Keng mentioned that Anson’s and Samsung are working closely in terms of pricing strategies. "We have a zero installment plan not only for Samsung but for other products as well," said Ng. The partnership, however, allows Samsung to be the first to be aware of any pricing reactions done by other brands. In other words, all initiatives come from Anson’s.

Aside from marketing programs and pricing strategies, backroom support is given to Samsung. Through this, the brand has a better chance to further improve its products since Anson’s are considered the pioneer experts in the appliance industry.

"One thing that’s good about Anson’s being around this long is that it gives the company perspective," Keng said. "We know what we want and we know what we need. We’ve been looking at a lot of automating techniques and we have been working with Samsung in terms of back-office logistics. So we coordinate with them the kind of items the customer wants," he added.

The partnership between Samsung and Anson’s is definitely a mutual business relationship that Keng and Ng believe will continue for years to come. "They are almost like family to us. This partnership is a longterm relationship," Ng said.

Samsung, an actively growing brand, and Anson’s, the appliance center with an undeniable heritage, are two companies merging their expertise and services to cater to one goal — giving what the customer wants and needs by enhancing their lifestyle with high-quality appliances.

"When you sell an appliance, you have to make a certain connection with the customer. When somebody buys a refrigerator or a television, that becomes a part of the customer’s life for several years and it was bought from us — that kind of connection is what you don’t really see in other industries and we’re happy to provide that," expressed Keng.

Samsung products are available at Anson’s Appliance Center with branches in Ayala Center Makati, The Landmark, Robinsons Galleria, Alabang Town Center, and Binondo Manila.