Launched in 1995, Energy Sistem is a Spanish tech company that has put its efforts behind a mission to make “difficult things happen in a simple way.” In that time, the company has seen its products reach five continents while selling over 30 million units.
While the brand has a wide ranging portfolio of products that includes mobile devices, e-readers, and MP3/MP4 players, their core rests in the audio space. From headphones, to speakers, to gaming headphones, tower systems, and other home audio products, Energy Sistem has a wide ranging collection of gorgeously designed gear that stands out in a certainly crowded market. But their products stand out for more than their good looks; they’re also incredibly well-priced with Bluetooth speakers coming in as low as 25 euros and over-ear cans that carry a 35 euro price tag. Even their tower speaker systems are eye-poppingly affordable with a multi-pack coming in at 300 euro, and some single towers checking in as low as 60 euro.
Whatever it is that attracts you to their products—be it price or the unique aesthetic—Energy Sistem is clearly making a name for itself. And the man leading the charge is CEO Daniel Havillio. Dealerscope recently had the opportunity to catch up with Havillio during IFA 2019, where Energy Sistem entered the gaming market for the first time with new headphones and speaker range products.
Dealerscope: What attracted you to the consumer tech world?
Havillio: The world of consumer electronics has always fascinated me. Since I was a little boy I have loved the world of computers, software and gadgets. Building them, deconstructing them, and generally discovering, trying and learning about them. I was always learning about new innovations in the computer world, which moved so quickly. I loved seeing how technological advances contributed to improving people's lives. And that passion for electronic products led to my interest in forming part of this sector over 14 years ago, and it is still a great privilege for me to work in this sector.
I was a customer of the brand before working in the company. I started my journey by developing products in the innovation and design department at Energy Sistem, a Spanish company with over 25 years’ experience specializing in manufacturing personal audio products designed for music lovers.
What's the most challenging part of your job?
To be present in such a globalized, changing and technologically advanced market is a great challenge for any company that competes with the large international companies in the sector. Agility and adaptability to the changes in the market is another constant challenge. It’s not enough to merely adapt to the changes, the aim is to anticipate them.
Energy Sistem Frame Speakers
One of the challenges in the current market is having a good omnichannel strategy that provides value to customers and users, and this is the key to achieving significant competitive advantages.
A passionate and committed team is the foundation for tackling any challenge, and placing the customer at the center of all our decisions to turn these challenges into opportunities is the way forward.
What do you think is the most important thing that you are working on right now, and why?
After over 25 years in the market, our current challenge at brand level is to consolidate as a European personal audio brand at an international level, meaning the internationalization strategy is a very important project that requires the active participation of all teams. To achieve this, we work to include various audio solutions in our catalogue that can cover all the needs of our international customers, while introducing them to the latest technology developments.
How is your industry being disrupted right now, and what are you doing to stay ahead that disruption?
Brands with history in the technology market are facing the emergence of new players, either more unknown brands with a small structure or large distribution brands, which offer products at very competitive prices and which, thanks to the globalization of e-commerce, can be bought from and delivered to anywhere in the world. This is where we have to endeavor to highlight the attributes that make us stand out from these products such as our design, the trust our brand conveys, and product and sound quality in our case. Values that mean the user can purchase your product for reasons beyond the price, and that offer a different product purchase and use experience.
SSG 5 SHOCK Gaming Headphones
The key is to offer more value than our competitors, before during and after sale. We also offer customers added value such as a 36 month guarantee, a 30 day trial, individual customer service and a loyalty club where users can benefit from exclusive special offers, discounts and prize draws.
Where do you see your industry heading in the next 5, 10 years?
The technology world is progressing very quickly and that’s what we love about our sector. New technologies like virtual reality, augmented reality, artificial intelligence and voice assistants are changing how we consume products, understand the digital world and even our daily habits. That’s why we will continue to focus our efforts on new technologies, as well as design and innovation, to achieve a differential position, leveraging all the benefits of these new technologies that are not mass products yet but will be in the next five to ten years; changing how we consume music without changing the essence of that need. Users will always want to listen to music on different devices and at different times, although they will do it in another way, with better quality, flexibility and even easier every time.
What advice do you have for retailers to help them better position your products to consumers?
Visibility, training, differentiation and content. These are the key factors to highlight at the point of sale. We have multiple solutions suited to the objective of exposing our clients to our products more effectively, both online and in the physical market. For us, it’s vital that the user is in contact with us and can experience our brand values from day one. That’s why we adapt to the customer’s needs and provide the best solution for their business, from interactive displays to promote the product experience at point of sale, to digital content such as videos and other tools that highlight the product online. A promotional strategy that suits the key campaigns of the year is also key to improving the positioning of products towards consumers.
As for training, we have point of sale managers who visit our customers, train sales staff so they have all the information they need on the product and improve presence in shops by attending to the specific needs of the customer.
It is fundamental to stress the added values that differentiate us from other brands at the point of purchase so that users choose our products instead of the alternatives available on the market, making the business more interesting and attractive for retailers.