floorcare and steam cleaning domestic appliances
The convenience factor
Cylinders have taken on the role of everyone's favourite vacuum cleaner, while steam or 'deep' cleaning remains a niche but growing area.
Traditional cleaners
The market is split into 'upright' and 'cylinder' models, with upright traditionally taking the larger share of sales and carrying the higher price tag. Within the product area, there is a choice between bagless and bagged, the latter offering some opportunity for add-on sales in- store. But bagless has for some time been proving the more popular choice, through sheer convenience.
It has been less easy though to predict whether uprights or cylinders would prove to be the long- term favourite.
This last year has brought the market the closest it's been to seeing cylinders win the day. That could have proved an welcome move, indicating the market was on a downturn if lower-priced cylinders were on the up. But it was actually premium bagless cylinders that created the sales interest and helped the floorcare market to one of the largest increases in average prices ever recorded in the product area – up by over £12 to £99.08 year-on-year. This was because bagless cylinders sold 14% more products than the previous year, while uprights dropped by around 8%. Uprights still represent
✔ Sales Tips Selling floorcare is all about
understanding what your customer needs – small house/flat/bungalow? Compact cylinder or lightweight upright the best choice. A mix of hardwood or laminate floors and carpets? Many models now cater for different floor surfaces so check the product details.
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Pets or allergies? Steer the customer towards ‘pet’ models or those with built- in filters. Steam cleaners another good choice for 'deep' cleaning.
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Large house/family with mix of floor surfaces? A good option might be to suggest an upright for use downstairs (where the heavy-duty traffic is more likely to occur) and a cylinder upstairs. Good for the stairs and smaller rooms like bathrooms.
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Bagged versus bagless? Down to personal choice but the convenience factor of bagless has to be a winner.
around a third of the market, but cylinders aren't far behind at 30%. Product development
Manufacturers are underlining this move to cylinders by developing more products in that sector than uprights, but likewise they aren't neglecting uprights either. They see upright bagless models, which command the highest prices, as well worth worth getting behind – bringing in the sales and profit. Whether premium cylinders or uprights, the key consumer benefits are a combination of revolutionary technology and improved functionality – anything that can answer the consumer's demand to ‘please make my life easier.’
IndependentElectricalRetailer 78 SalesTrainingGuide12
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