beverage makers small appliances
Taste and style
Lifestyle trends keep on pushing the beverage sector, with a little help from great-looking products.
Coffee-drinking has been the dominant trend in beverage makers for several seasons now. While consumers’ interest in all-things-espresso-and- cappuccino shows no signs of diminishing – and good news for retailers – there are a few other strong trends beginning to dictate direction too. Underlining all of it is an apparent keenness to spend money on premium products and this is exactly where independents should be – looking to get ahead of the game in beverage products as well as the whole small electricals sector and encourage time-poor but invariably still cash-rich customers to spend.
One of the reasons why it seems that premium brands are starting to find favour again has to be down to exposure on TV programmes like MasterChef and Saturday Kitchen. Both are BBC so are prevented from actually naming any brands, but for some of the iconic and recognisable products (in terms of design or colour) – who needs an outright endorsement when they’ve had a few minutes airtime? Celebrity chefs have had a role to play too,
Sales Tips ✔
Keep an eye on TV food programmes, foodie magazines and weekend supplements to see what the latest cooking gossip is. There’s plenty of material out there, from celeb chefs on TV to reality dining shows to Big Brother. Magazines can be used to prop displays too so worth considering.
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Spot the trends and work that into the sale (eg healthy eating – important across most SKA sectors not just blenders, etc).
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Opt for a design and/or colour display too if you stock a range that can fit into a theme.
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Set some time aside for demos – these are beverage makers, so make beverages in them. Approach manufacturers for support on this.
either through direct endorsements with brands or by using products on TV cookery shows. Some of these food prep items fall into the beverage sector too, like blenders, and then there are ads featuring rather famous movie stars and coffee makers to put on the list too. Getting one more step ahead of the game involves ardent reading of food magazines, weekend supplements or just some Googling on who’s cooking what. That way, a store can make sure they have enough stock of products that make soup, ice cream or coffee to correspond with the latest culinary gossip.
“At the premium end, features ”
are key, so too longevity
That might be a step too far for an overstretched business. But getting a few of the latest foodie magazines can’t hurt – they can always form part of a display too.
IndependentElectricalRetailer 86 SalesTrainingGuide12
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