The Pen | Jan Engels CEO D.Engels

ElectroCook, culture in the kitchen

I myself can only talk about cooking in an illegal way. After all, I do not possess any certificate or degree that would empower me to treat this culture with authority. This domain I approach as an amateur cook, literally as an enthusiast.

Here in the United States of Cultures, we are not a "one size fits all. Although some leading countries, or the policy makers in those countries, prefer to see it differently. It makes sense that a Finn and a Portuguese think differently, live differently, doesn't it? One in the far North, long winters, cold temperatures. The other in the South, high temperatures almost all year long. Thousands of kilometers between them. But the service we offer them should be the same?

Whereas we used to see Asian manufacturers copying products at times, today we see that this practice has stopped. More to the point, manufacturers from those countries have started to develop and market adapted products themselves. And with success. They have also realized that the market is very different, even within national borders. They respond to this very well. Unlike the big, often Western brands, which stubbornly stick to local methods.

Especially in the battle against online competition, human contact and customized service are also strong assets. Standing up to online service and prices is not easy. But how is it possible for an independent kitchen retailer to agree to let his customers order the kitchen from him, but go elsewhere to buy the appliances? Who buys a car without rims? That's cutting into your own skin, isn't it? Feel free to adjust your sales strategy such that both kitchen and appliances are ordered from you! Customers really won't run from this.

Service is of ultimate importance. But there's a big difference between saying we do it and actually doing it. And let's face it: service is not the same for everyone. We live in Belgium, a small country, and even here there are different cultures. If we then look at Europe by extension, the contrast is even greater. There are already so many countries in the European Union, forgetting the European countries that are not part of it, that it is too crazy to believe that service is identical for everyone.

We notice every year during Batibouw and during the Keukentech fair, which we organize ourselves, that personal contact is very important. Therein lies the great advantage over online providers. Personal contact and the service, adapted to local cultures, that we offer!

Good luck!