Reinvigorating UK Heritage Brands with Digital
Speed and connectivity fuelling comeback of British homeware brand
In South Africa it’s beer fridges. In South Korea it’s garment steamers, and in Kuwait - tea urns. It may sound rather cryptic. But the type of Swan homeware product a country buys can say a lot about its cultural preferences. And if you were around in the 1980s in the UK, the mention of a Teasmade may well spark some nostalgic memories.
Scaling fast; furiously innovating
The 90-year-old British heritage brand has been on an extraordinary journey – from inventing the first electric immersion element in water, to its heyday in the 1980s (with two thousand employees selling two million kettles a year), followed by more turbulent times of acquisition and intense competition. But, more like a phoenix than its namesake, it’s now is having somewhat of a renaissance – with innovative creations like kooky orange kettles and lilac toasters to thank.
Owner and Managing Director, Rob Wileman, had his first job at Swan back in 1986. Four years ago, he brought back the brand. He remembers sending telexes as part of his responsibilities. But, these days PCs with Intel® Core™ processors have given Swan the speed and connectivity needed to operate a business that’s scaling fast and furiously innovating.
“Laptops are massively important to my 50-strong commercial team,” says Rob Wileman. “When the pandemic hit, we were a fairly small group of 28, and everything turned on its head. We scrabbled together to find laptops in drawers, invest in new ones, and it was all hands-on deck working from home. We didn’t know how to deal with it, so laptops kept us going. They enabled us to carry on; we wouldn’t have existed without them, let alone grow as we have. We actually felt more together, apart.”
Sales & satisfaction
Intel have anticipated these trends and have incorporated connectivity and speed into their new laptops on Intel vPro® with Evo™ designs. Recent Intel research1 shows that 77% of full-time employees believe PC devices are a critical factor in their engagement and daily work. This research also recognises how the right devices are critical for customer satisfaction (69%), revenue growth (62%), and employee retention (55%). Laptops on Intel vPro® allow users to create flexible environments; the choice of laptop or 2-in-1, touchscreen functionality, and advanced features for connecting to peripherals and displays.
Swan’s warehouse in Stone, Staffordshire, is at the frontline of customer satisfaction and revenue growth. With eight thousand pallets of products ready and waiting, PCs are powering consumers’ insatiable thirst for rapid product delivery. From fulfilling orders on the packing line and managing workflow and stock, to assuring quality control, Intel-powered PCs are the silent engines behind the gargantuan daily logistical tasks. One wrong move and Melissa in Merseyside might end up with an air fryer, instead of a Nordic cordless kettle.
Speed & Security
“Some of our fridges, for example, are delivered the very same day,” adds Rob Wileman. “Speed is therefore essential; we have to keep up. Cybersecurity can be a pinch point. As everything is automated, this is a big concern for us going forward.”
And Swan’s MD is not alone. 85% of technology leaders in a recent survey2 reported that cybersecurity is more important than before the pandemic. The new Intel vPro® platform offers peace of mind with the world’s most comprehensive hardware-based security for businesses3, with protections for remote users and reduced interruptions, thanks to critical updates during off hours.
Always on
For Swan’s customer service teams though, there’s no such thing as ‘off hours’ – they’re on hand to answer queries on email or live chat from their laptops anytime and from anywhere. Social media is another department that relies heavily on PCs for speed and constant connectivity to Swan’s community, according to Swan’s Marketing Director, David Foulstone.
“During Covid, our team used their laptops to keep our community going. It’s much easier to run social media accounts from laptops not phones, contrary to popular belief. Dealing with many daily interactions as we are, we can be more reactive typing from a PC keyboard than a phone or a tablet. We are growing so fast; we are always looking for the best technology to allow us to scale.”
In 1933, Swan’s invention of the electric immersion element allowed the creation of the kettle. Ninety years later, tastes may have changed. But the brand’s innovative spirit lives on – with talk of a more techy Teasmade complete with a phone charger and speaker coming soon.
Laptops on Intel vPro® with Evo™ designs are engineered to maximise productivity. Advanced technologies and sleek, ultra-mobile form factors allow professionals to be productive in more places, based on how they actually work. And because even minor interruptions can derail productivity while on-the-go, hardware-based security features keep you protected while remote support capabilities ensure that IT has got your back, no matter where you’re working.
3 In Windows-based PCs, based on unique features and IOActive testing (commissioned by Intel; as of April 2021) comparing Intel® Hardware Shield security capabilities with corresponding technologies in AMD Ryzen Pro-based systems. Visit www.intel.com/11thgenvpro for details. No product or component can be absolutely secure. Results may vary.