you know, we've been selling in in UAE for a few years through a distributor, and now we're really happy to be able to have a direct, a direct selling model and. And. So shy of one year.
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LifestyleTranscript
00:00You know, we've been selling in UAA for a few years through a distributor and now we're
00:05really happy to be able to have a direct selling model.
00:14So shy of one year, congratulations today we sold 23 new products.
00:19This is like beyond wow, you know, in a way.
00:25You had a mission statement, everything at Shark Ninja resolves around solving consumer
00:29problems and making a positive impact.
00:33What would be your top priorities in your role and how do you envision marketing and
00:40innovation moving forward?
00:42Yeah, well, I think, you know, in our company at this point, we make a very wide variety
00:48of incredible products, a lot of different categories, we're present in a lot of different
00:53markets around the world, but I don't think that people really know our brand very well.
00:59So they're very familiar with some of our products in many markets, you know, we've
01:02got beautiful air fryers and cripple, you know, vacuum cleaners and the like and all
01:08sorts of, you know, amazing devices.
01:10But brand itself, you know, Shark Ninja and Shark and Ninja individually are not extremely
01:16well known.
01:17So my goal is to expand the knowledge and the understanding of brand, helping people
01:22to understand, you know, what our product range looks like, you know, how we as a company
01:28are bringing innovation and design to consumers and solving consumer problems.
01:34And I think that, you know, innovation for us is an incredible opportunity for us to
01:39solve those problems, but also for us to tell stories, you know, we seek, you know, all
01:44kinds of opportunities to create new products with new features and new benefits, you know,
01:49all the time.
01:50You know, we're always trying to reinvent the new products that we're bringing to market
01:54for 23 today, you know, all are built on innovations that come from consumer insights.
02:02And that's one of the important things that we really try to focus on is to understand
02:07the behaviors of consumers in their homes.
02:11And again, trying to solve the problems that they have, sometimes in many cases, problems
02:16that they don't even recognize and really have, you know.
02:20All of our innovations are really consumer centric and super focused and driven by consumer
02:25needs.
02:26Awesome.
02:27You know, one thing that I didn't hear today, although it is somehow embedded is the AI
02:33conversation.
02:34But before I jump there, having spent most of my life in the US, the brand is so strong
02:40in the US.
02:41I've moved to the Middle East for the past 15 years, I forgot the brand itself.
02:47So, you know, being reminded of the brand, I think it's something extremely relevant
02:52to the consumers so that they build this relationship.
02:55And it's very refreshing to hear that you have plans now to be in the UAE and building
03:00these.
03:01Yeah, we really are growing the business there now.
03:02I mean, it's, you know, overall, from a global standpoint, we have three different pillars
03:07of growth.
03:08Geo expansion is obviously the one that's most relevant to this discussion.
03:13You know, we've been selling in the UAE for a few years through a distributor, and now
03:18we're really happy to be able to have a direct selling model in the market and be able to
03:24deliver to our consumers and our retailers.
03:27So we're really excited, starting in October, to be much more present in the market in the
03:31US.
03:32Fantastic.
03:33Going now to the AI conversation, you know, all the innovation is based on insights.
03:38Like you rightly so, you read every comment on social media, on a product, all of that.
03:44That leads to a wealth of data that can be relevant to becoming information.
03:51So how is this part of your product cycle and innovation?
03:56It's an incredibly important part of our product cycle.
03:58Actually, before any product hits the market, we do over a minimum of a thousand in-home
04:05usability tests.
04:06So every product that we've got is extensively tested.
04:10All products are based, built on insights that come from the consumer in terms of their
04:15experience with the product, their use of the product, their understanding of the interface
04:23of the product, how the features and benefits work.
04:26So we take all of the insights that we get from those usability tests and leverage them
04:30before we launch a product.
04:32Once we launch a product, the reviews are their goal for us because that's when we start
04:37to get real, true feedback in market from the actual consumers we want to hear from.
04:44And we want to capture all that data and leverage it to improve every product we've got coming
04:50for the future.
04:51And, you know, you mentioned AI.
04:52Yeah, AI has been a useful tool for us to help us capture and process a lot of that
04:57data and really start to sort out and understand things, you know, understand, you know, recurring
05:04problems, understanding, you know, things that are delighters, things that, you know,
05:08get people really excited about the product so that we can leverage that in our marketing
05:12and communications and obviously, you know, bring the things that are working the best
05:17for consumers, the things that make them happiest into all of our products as we go forward.
05:22Fantastic.
05:23I have my last question.
05:24I have a comment, you know, localization, and here I'm not talking about localizing
05:29the language, but localizing to the region itself.
05:33You know, Ramadan is one of our largest events in this, in the region, right, globally, but
05:40local in the region is something that is huge.
05:43So what are some of the efforts or even Mother's Day?
05:46It's celebrated at a different date than in India and your products speak to the consumer
05:52at home primarily.
05:53What are some of the, you know, plans to activate events, product launches based on this event?
06:03Any kind of locally, culturally relevant events like Ramadan, like Mother's Day or any others
06:10in the calendar, that, you know, that understanding of the local calendar becomes incredibly important
06:16to us as a company.
06:17You know, on a global basis, we have lots of different campaigns and we're running lots
06:21of marketing materials, but it really comes down to impacting the local consumer and the
06:26local market, and that's what's very meaningful for us.
06:28So in the case of a Ramadan, you know, celebrating the different aspects of the culture, celebrating
06:34the food, the cuisine that is consumed, you know, at the appropriate time, you know, that's
06:40what's important to us for Mother's Day, you know, the appropriate gifting, you know, on
06:44a local level, that's what's really important.
06:47So we need that local understanding from the local marketing team, the local business
06:52team to help ensure that we can connect with the consumer in the best possible way in every
06:57local market where we operate around the world.
07:00Fantastic.
07:01And truly, not because I'm from the Middle East, but, you know, it's a very young generation,
07:06very mobile generation in terms of like you have the expatriates living in the region
07:12and the traditional families.
07:15So you're serving to absolutely, you are serving to the bachelors, the, you know, the couples,
07:26but also the larger families because, you know, Middle Eastern is said to have a bigger,
07:31you know, and it was so refreshing to see the line of products that you're offering
07:36that are pretty much serving all these needs.
07:40Our goal is to serve consumers at the end of the day, and we do think in terms of different
07:45household types, you know, different ways that people, you know, live together.
07:50And we do, you know, try to serve everybody's needs in the best possible way, whether you're
07:55a large family or a small family or a single or, you know, a group of people living together,
08:00we just want to make sure that we're solving the problems as best as possible.
08:03Is there anything you would like to share with our audience in the region?
08:07I think that we're really excited to bring our products to the region in a new and different
08:13way to have a much more engaged relationship with the consumer through our retailers at
08:18the region.
08:19I think it's going to be a great learning experience for us on a global basis to begin
08:24to serve the consumers in the Middle East in a better way.
08:28And we're really excited about the opportunity of aid and market share and to do everything
08:33we can to reach as many people as possible.
08:36Do we see activations coming in this end of, before end 2024?
08:41Absolutely.
08:42Yeah.
08:43Yeah.
08:44We're going to be coming into the market in October and really pushing hard with some
08:48really exciting events that we're thrilled to be able to host at.
08:52Adam, thank you very much.
08:53Best of luck.
08:55I think the region is waiting for you guys.
08:58Can't wait to get there.