irons and steam generators small appliances
Steaming ahead
Steam generators are sustaining the growth of the irons market. Their market positioning and product characteristics make them a perfect fit for an independent’s product portfolio.
For the majority of customers buying an iron is a necessity not a treat. It’s likely to be a distress purchase because their current model has broken down, so they are unlikely to spend much time or consideration on purchasing a replacement. And yet with two and half hours a week – on average – spent ironing, consumers shouldn’t need much convincing that buying a good iron is an essential investment. In 2010, the irons category saw a 4% volume decline, however the premium steam generator segment increased by 1%, taking 25% of the market value. This fact clearly indicates where there is growth in this market, what products capture consumers’ interest and where they are prepared to invest. Importantly steam generators are not the primary focus of supermarkets so price competition is not so keen in this category.
The needs and the choices To many consumers, traditional irons are still the most familiar option. Few people in their early twenties will see an expensive iron as a priority. However, when they come to buy their first replacement iron, their considerations have often changed.
As they learn – either from their friends or first- hand experience – about the benefits of steam generators and see their results – sooner or later they decide to upgrade their ironing tool. Time-pressured professionals and parents of large families are usually first to undergo the conversion.
A pressurised steam generator delivers at least SalesTrainingGuide12 93 IndependentElectricalRetailer Sales Tips ✔
Ask the customer about their lifestyle, domestic arrangements and ironing needs. Then match them with suitable products.
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Demonstrate to the customer the model’s key features which make ironing faster and easier: fast heat-up, non-stick soleplate, powerful steam output, large capacity water tanks and constant refill (steam generators only).
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Educate your customers about the latest technological developments in irons and what benefits they offer to them. Help dispel any myths (e.g. steam generators too bulky on the board and in storage – there are compact models now and ones that lock, enabling easier carrying to storage) and generally trade them up, either to a premium end traditional iron or a steam generator.
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Introduce early in the conversation the higher-priced products which are equipped with a number of winning features. Your product knowledge (backed up by supporting material, DVDs, demos, etc, from suppliers), should help you to trade up time-poor customers to better models.
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Stock a broad range of products and price points as there will always be customers looking for the cheaper end too.
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