domestic appliances home laundry
Bigger and greener
With new water and energy saving models to choose from, many customers could be tempted to trade up.
The home laundry sector performed well in both volume and value last year, which is great news for the independent retailer. Traditionally a replacement market big on distress purchases, washing machines were up 4.4% in volume and 5.8% in value, thanks to a raft of new technology that tempted consumers to trade up.
Washers
This new wave of washing machines are bigger and better than ever; designed to last with a host of energy and water-saving features and functions. However, retailers would do well to offer both ends of the spectrum; basic models for first-time buyers and distress purchases and high-tech machines for design-savvy professionals and families.
Easy to use features are still high on the customer’s wishlist, along with timesaving programmes and a large capacity in order to wash more, less often. Garment care is also a big priority so highlight any specialist wash programmes such as Woolmark, delicates or hand wash options.
✔ Sales Tips ✔
Find out how the customer uses their current laundry products – how often do they use them, how much do they wash, which programmes do they use – and recommend a number of appliances to suit.
Demonstrate the latest products to show how easy they are to use and how much laundry you can fit inside the larger 9kg and 10kg models.
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Point out the benefits of an energy efficient appliance – they will save money in the long run by reducing their water and energy consumption.
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Ask if they have a water meter, as they could make significant savings by switching to a model with low water consumption.
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Make sure you have a range of styles and finishes for the consumer to choose from. This way you will appeal to the widest market possible.
Instead of assuming they will have to replace their washing machine every few years, today’s customer expects quality and longevity, so they should be keen to make an investment in a product that will stand the test of time. Large capacities are a good selling point for families, so focus on the latest 8kg, 9kg and 10kg models, most of which still fit into the same footprint as a standard 6kg or 7kg appliance. Other programmes to mention include antibacterial cycles for baby clothes, extra rinse options for sensitive skin, built-in stain removal, anti-crease functions for less ironing and sports programmes for football or rugby kits. Energy efficiency and low water consumption are also big news right now, so make sure you have
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Explain the latest eco features such as sensor washing and drying in a clear, concise manner.
IndependentElectricalRetailer 64
Use PoS material to help the customer compare the benefits of different models.
SalesTrainingGuide12
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