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Irons & steam generators
the market has struggled. There are no products,” but that more often now
signs of this changing, with consumers consumers have recognised ironing is a
continuing to choose one end of the chore better served by a good performing
market or the other.” product with high steam output. “And so
Jamie Lennox, managing director at they’ll pay for the product,” he says.
Home-tek, says there is a definite split Home-tek is offering infomercials of
between the consumer who is happy with its new electronic travel iron/garment
a ‘disposable’ product they can buy from steamer (see Products to Watch) for
a supermarket and the consumer who use as in-store demos.
wants a quality branded product. “This Raj Tut, assistant product
latter consumer seems prepared to save manager at Groupe SEB for
their cash and trade up to a better linencare says promotion and price
model,” he says. “We don’t see the pre- can lead consumers to purchase a
Christmas period being affected too particular iron. “However, there are
Morphy Richards
much, as irons are more of a distress consumers trading up in irons and steam
Jet Steam Elite
purchase.” generators to get better results,” he says.
Mags Siddle, category consumer “Mothers with families are willing to invest significant, while Susana Richardson,
manager for garment care at Morphy in a steam generator as they know they senior customer marketing manager for
Richards, agrees the credit crunch does will get what they paid for. Students and garment care at Philips, says there is a
have a lot to answer for and not just in first time home owners may go for the need to further define the different types
this sector. But that when your iron basic iron that ‘does the job’. Brand also of product within steam generators
breaks, you still have to replace it. The plays a big part – consumers usually themselves – namely, between
question is, how does the consumer change their iron every two years, so pressurised and non-pressurised models.
react? “What has certainly been seen some will go for the same brand they had “Education remains an opportunity for
recently is a shift in consumer behaviour. before.” growth of steam generators but retailers
Today’s shoppers are much more savvy It will be interesting to see if that rather need to communicate to customers the
about what they want, for the price they rapid product cycle continues at the same difference between a pressurised steam
want to pay,” she says. “They’ll review rate after we turn the corner in the generator and a non-pressurised steam
promotions and compare many more economic slowdown. generator,” she says. “By promoting
offers and retailers than ever before. And Steam generators have always needed pressurised steam generators, retailers
so retailers and manufacturers need to that extra bit of help in educating
work much harder to ensure that their consumers as to their benefits and this
Polti Forever Intelligent INOX
product range offers competitive value for will need to continue, especially for new
money, at a price that today’s consumers purchasers. Mags Siddle at Morphy
are prepared to pay.” Richards says signposts in-store highlight
benefits but retailers should look towards
Communication and the web too. “It is known that consumers
education will research their next purchase on the
Ian Nicholson at BSH says to internet prior to that purchase, and so it is
ensure sales growth every brand key for retailers to ensure their website
has to see that product offers great information about the different
development provides a real sorts of garment care products they offer,”
USP versus its competitors. she says.
“That’s how to survive in the Ian Nicholson at BSH says
highly competitive irons communication on-pack is also
market,” he says. “There is
no doubt that there is
increasing retail pressure to “As well as bar pressure,
provide promotional support for all
lines.”
key features in steam
The consumer profile of who buys what
generators tend to focus on
iron doesn’t really seem to have changed
much, although we might be seeing a
the ease of use, such as
temporary blip with a classic steam
continuous filling, larger
generator consumer opting for a steam
iron, for current economic reasons alone.
water tanks, convenient cord
Jamie Lennox at Home-tek says there
will always be “the bargain hunters who
storage and handle locks”
buy the ‘pile it high’ sell it cheap’
December 2009 The Independent Electrical Retailer 33
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