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domestic appliances refrigeration


Intelligent food preservation


Customers are spoilt for choice when it comes to refrigeration, with high-tech features available across all sectors of the market.


The refrigeration sector has seen a huge advancement in technological development over the past year, as manufacturers saw a decline in distress purchases and a trend for cautious consumer spending. In order to tempt customers to trade up, they launched a range of new and improved models packed with high- tech features and designed in the latest luxury finishes.


The biggest change was the shortening of the gap between basic and top-spec models, as added benefits such as ice makers, humidity controlled compartments and LED lighting became more readily available across all sectors of the market. Food preservation has hit an all-time high in terms of consumer awareness, with 3D Cooling and Multi Air Flow to help keep food fresh for longer. The key message from the retailer should be that consumers could save money in the long term by investing in a state-of-the-art appliance that will prevent unnecessary food wastage.


Size matters Refrigeration is growing, literally, as more and more manufacturers launch three and four door models to compete with the declining side-by- side market. This was down 17.9% in volume


Sales Tips ✔


Find out your customer’s needs – do they require more storage for fresh or frozen food?; what space do they have for the new appliance?; do they want freestanding or integrated?





Flag up the long-term savings that can be made by investing in an energy efficient A+, A++ or A+++ model.





Explain the benefits of humidity control and 0˚C compartments – food can last up to three times’ longer, preventing food wastage and saving money.





Display the appliances in a modern kitchen setting, as this will help the customer to visualise it in their own home.





Attend manufacturer’s training initiatives to make sure you’re up to speed on all the latest features and functions.





Discuss the advantages of trading up to a model with a well-designed interior featuring deep door storage, safety glass shelves, LED lighting and ice maker.





Use PoS material to highlight key features and functions.


and 8% in value in 2010; a trend that has concerned many retailers. Two-door models with fridge top, freezer bottom are still the most sought-after however and these are responsible for a large percentage of the distress purchase market. These saw a healthy rise in volume last year with a 7.4% increase. Value was also up 6.3%.


Consumers looking for integrated refrigeration would do well to consider a matching tall larder fridge and freezer, which can be installed next to each other to create a side-by-side look but with a much more generous capacity. This is ideal for large families and those looking for a sleek,


IndependentElectricalRetailer 60 SalesTrainingGuide12


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