Laundry
Among the key considerations for consumers of washing machines are energy ratings, capacity and convenience
washing to adapt time and water, achieving the optimum use of power, water and time.” Twarita notes: “Among the most recent
trends, the spotlight is on longevity. Over the past decade, the lifespan of white goods has fallen to cater for a greater demand for cheap household appliances. Now, build quality and performance are once again priorities. This explains why low-impact features such as our Smart Drive motor (SD Motor) are becoming increasingly indispensable. We understand the need for a product that lasts and are offering a 10-year warranty on the SD Motor of our Intelius washing machines.” She adds: “We’ve also seen a greater focus
on hygiene, which we’ve addressed with our trademark Antibacterial Treatment (ABT). ABT is used on the gasket and detergent drawer and has been proven to eliminate more than 99.8% of bacteria so the washing machine stays hygienic and clean after every use.”
Braun
Braun’s TexStyle TS765A Iron combines innovative technology and design for the highest level of performance. Its unique Saphir soleplate, which is up to four times harder than stainless steel, ensures durability and perfect gliding results, while its powerful 200g/min steam shot ensures fast and effective crease removal. The TS765A boasts a pre-moisturizing precision tip which allows better penetration of steam into the garment and includes a large 400ml water tank, water spray, anti-drip system and 2.5m powercord for efficient ironing with optimum results. Additionally, the auto shut-off feature ensures ultimate user safety.
u
www.braunhousehold.co.uk u 0239 239 2392
Generating steaming sales Groupe SEB UK linencare marketing manager Emmanuel Couppey says: “Commenting specifically on the garment care market, throughout 2014 we have seen a steady growth in both steam irons and steam generators categories. On a year-on-year basis, the total linen care market has increased by 10% in value. Total steam irons have increased by 5% in value and steam generators have increased by a whopping 26% in value.” He explains: “The introduction of consumer friendly innovations such as cordless steam irons and automatic settings steam generators have directly contributed to that growth. Importantly, we’ve noticed retailers clearly showing a will to try new things to attract new customers. Partly this is because since the demise of Comet, there is now a decent share of sales to gain. Also, we believe that the industry realises that this category has the potential to grow rapidly by meeting consumer needs and communicating them effectively. “For example: only 58% of the British population know what a steam generator is and the benefits they bring,” Emmanuel says. “Consumers do not really understand what wattage or bar pressure means and how this translates into a steam generators performance. By simply saying this product will halve the time of your ironing session, the interest of the consumer is increased.” Stuart comments: “To make a sale, retailers not only need to know their products inside out – they really need to appeal to the considerations of the individual buyer. Do they want to save money and reduce running costs? Do they want to make a stand- out feature of their laundry appliances? By establishing the exact buying parameters early on, the retailer can better advise the customer and talk them through the relevant functions.” He adds: “In terms of display, colour is such an important factor when selecting an appliance, as it is becoming increasingly popular for consumers to colour match. With this in mind, Gorenje’s Colour Edition washers and dryers will be ideal for retailers seeking to create attention grabbing displays.”
Twarita agrees: “People tend to choose their
laundry appliances on the spot, often without exploring all options available. Retailers therefore must ensure they understand the needs of the consumer, while knowing their way around the product’s features and benefits. Communicating these benefits to customers is key: information should be accessible and jargon-free.
Consider your website
layout and navigation from the eye of the consumer - it could well make the difference in numbers at the end of the month
“Elaborate shop floor displays are no longer enough to encourage sales,” she continues. “New technologies offer retailers more innovative platforms to reach their audiences than ever before. Consider your website layout and navigation from the eye of the consumer - it could well make the difference in numbers at the end of the month.” Steve adds: “Retailers should, where possible, have demonstration models in store to show the appliance in action. It can also be helpful to have figures at hand to enable a consumer to understand the cost benefits of higher energy ratings and lower water consumption.” Emmanuel is positive about future
developments. He says: “We see an exceptionally bright future for this market with new advanced technologies and thinking coming on steam which will bring real consumer benefits and generate incremental retail sales.” Twarita is equally optimistic. She comments:
“We’re expecting a growth in the home laundry market in 2015, with spending power rising as the economy regains its feet. We expect sales of larger 8kg capacity models to continue to increase, as they offer better value to consumers, while smaller capacity goods will drive the volumes.”
30 |
www.innovativeelectricalretailing.co.uk
March 2015
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32