Interview with an official distributor in Bilbao (Spain)

Here we are in Bilbao, a city in the north of Spain, in the Basque Country. This time we are going to interview Mr. Carlos García Saldaña, owner of several BED’S shops. These shops have formed part of the official KEYTON distribution network for four years.

“I first heard about KEYTON massage chairs from your representative in the area in Spring 2002. The representative encouraged me to exhibit the chairs at a local trade fair in our town. We attended the “Expo Bodas” fair where they were very well-received by the public, and that was when I started stocking the massage chairs in my three shops”.

How would you describe your shops? How does the KEYTON business line fit in with the other furniture you sell?
Mine is a medium-high level business and the shops focus on the health, rest and well-being of my customers, whilst offering them good service and loyalty. With KEYTON massage chairs, I know I’m selling a product in which quality plays a leading role and that’s what I get across to my customers.

Who buys KEYTON products in your shops? Are they already customers of yours or do they come looking for the massage chairs?
In my experience, a few people come to try out and to buy a KEYTON massage chair on their own initiative.

The others are customers who discover them in the shop. Here we should highlight the work of my salespersons, who deal with people who come into the shops to sit down and try out the massage chairs, giving them advice and making them aware that this product is the best there is for their health and quality of life. One-off advertising campaigns in the national and local media are very important, as they make Keyton better known to our customers.

Another important factor in raising awareness about massage chairs is participating in trade fairs. We attend two Fairs at the BEC in Baracaldo every year, the first in May (Expo Ocio – Expo Vacaciones) and the second in November (Expo – Bodas). At each of these fairs we take a 240m2 stand and have at least 7 chairs on display. These events really are the perfect occasion for informing end users about KEYTON massage chairs and where they can buy them if they can’t do so there and then. We invite everyone to sit down to show them how good they could feel in their own living rooms and enjoy a real massage whenever they want. At our KEYTON stand we create an exclusive relaxation area and consolidate the brand.

I would like to thank you for giving us the chance to visit the factory and see the KEYTON chair manufacturing process first hand. This enhances our presentation of the product to the customers by showing our conviction in the product we are selling. There’s very little I can tell you about improving the product, as I think both the technology and design are perfect. Perhaps you could increase the range of leather colours, make them lighter or fit the improvements made to the top-of-the range chair to chairs that our customers have already acquired to enjoy in their homes.