Mr Fischer, SIBIRGroup Ltd. stands for positive Swiss values and is strongly positioned in the medium customer segment. What makes SIBIR so successful in this area?
The key to success can be found in our ability to offer high-quality products and services that meet the needs of our customers. SIBIR stands for reliability, quality and customer proximity, which is particularly appreciated in Switzerland. Our nationwide all-brand repair service is a prime example of this. It gives our customers the confidence of knowing that their appliances will be repaired quickly and competently, regardless of the brand. These values are firmly rooted in our company culture and make us a trustworthy partner for real estate customers, private customers and the specialist trade.
You mention the all-brand repair service. What role does this service play in your brand and product strategy?
The all-brand repair service is a central element of our strategy. It enables us to maintain and repair a wide range of appliances, regardless of the brand. This creates trust among our customers, as they know that they can rely on us, no matter the appliance they own. Moreover, this service bolsters our position on the market as a full-service provider. SIBIR offers its own appliances through specialist retailers and maintains an exclusive sales partnership with Gorenje.
What’s more, V-ZUG is our parent company. How do you ensure that a clear distinction is made in brand perception?
V-ZUG stands for high-end quality and is an established brand in the premium segment. Besides the property business, V-ZUG is well established in the private customer segment in Switzerland. By contrast, SIBIR is primarily focused on the medium segment and works mainly with commercial and private property managers. To ensure a clear distinction, we apply a differentiated communication strategy and address the different target groups in a deliberate manner. However, we also work closely together to make use of synergies – without diluting the individual brand identities.
What about Gorenje?
Gorenje is a highly successful and rapidly growing company in Europe that offers high quality at very attractive prices in the entry-level segment in particular. This entry level is a perfect complement to our portfolio with SIBIR and V-ZUG. Under the Gorenje brand, we appeal to real estate customers who seek a cost-effective solution of above-average quality. The partnership with Gorenje allows us to build a significant presence in the low-priced segment as well as stay true to our brand values, such as reliability and quality.
With SIBIR, V-ZUG and Gorenje, you therefore cover the entire customer segment?
At least a very large and interesting section. The three brands address different market segments that supplement each other brilliantly. This segmentation offers the full range from affordable quality to the highest requirements on design and functionality. This way, we can ideally satisfy the individual needs of our customers and be successful in three segments.
What role do specialist retail partners play in your brand and product strategy?
Specialist retail partners are very important to us, since they are the first point of contact for many of our customers. It is these partners who represent our products and services on site and maintain direct customer relationships. That is why we attach great importance to close partnerships built on trust. We are currently working with more than 50 official “SIBIR service partners”, who we support with training, marketing materials, special conditions and a first-class customer service. This means they are ideally equipped to represent our products and services and inspire customers.
What is your future strategy to continue to position SIBIR successfully on the market?
It is based on four pillars: innovation, quality, customer proximity and digitalisation. We will continue to invest in innovative products and services that meet the changing needs of our customers. Quality will always be at the heart of what we do, and we will work on further developing our position as a reliable partner in the area of real estate and the specialist trade.
