dishwashers Andrea adds that the popularity of
dishwashers is only likely to increase. “Dishwashers can make a real difference
to water and energy usage in the home, and contribute to the reduction of the household’s carbon footprint, all while whispering away quietly in the open-plan living space,” he says. “Dishwashers help to keep worktops clear and clutter-free, and do a better and more hygienic job than washing-up by hand, as the higher water temperature and detergent makes for cleaner dishes while the drying system negates the use of a tea towel which invariably harbours multiple bacteria. They are a perfect appliance for the modern home and family and they save a tremendous amount of time too.
Although we still need
to convince more mature first-time buyers of the great advantages of dishwashers, second and third generation owners would never want to be without one
“Whirlpool has observed among consumers
that key concerns when running their homes are ease of use, performance, energy efficiency and environmental impact. Products that offer these benefits are increasingly popular, and Whirlpool has invested heavily in developing products that meet all these consumer needs. It is important that the most powerful innovations are inspired by human behaviours and a real need.”
On the shop floor Communicating the advantages of dishwashers on the shop floor can help convert the proportion of the population who still don’t own a dishwasher. “The relatively low penetration of
dishwashers in the UK offers a real opportunity for the independent electrical retailer,” Andrea says. “With market penetration at only around 43%, it is important to note that for every five people who enter the showroom, three of them are unlikely to own a dishwasher. This means that there is a real opportunity for cross-selling, and educating the consumer on not only the economic and environmental benefits of owning a dishwasher, but also the options for the smaller kitchen, for those who believe they do not have the space for one.” Carolyn agrees: “Recognising a low penetration of dishwashers allows retailers to focus on showcasing these appliances in the retail space. Customers may be unaware of the new, advanced technology in dishwashers, so retailers can take advantage of this and concentrate on highlighting these features
April 2017
to potential buyers, as well as to those not currently considering a dishwasher purchase.” She adds: “LG believes in-store presentation and demonstrations are critical in bringing to life the latest technology and design features for consumers. At a time where the ‘smart home’ is gaining focus, the retail floor becomes a vital space for teaching consumers by means of demonstration.” Jamie believes that knowing the latest
features and benefits is also a core skill. “When displaying dishwashers, always make sure that there is a fully stacked model on show, highlighting key features such as cutlery trays, adjustable shelving and indoor salt dispensers,” he advises. “Demonstrate where you can. We always like to allow our customer to experience Miele through live demonstrations as much as possible; they are a key tool in getting messages across. I would also advise retailers to make sure that they stay on top of and know all of the innovative features; this will help them sell to a considered customer.” Matching a customer to the best product
for them, and seeing customer satisfaction as a result, is a major advantage for electrical retailers. “It is important to remember that every customer has different needs,” Andrea says. “Many consumers will tell you they believe there simply isn’t space for a dishwasher in their small kitchen, but it is important to inform them that there are an increasing number of models designed to fit perfectly into the compact spaces of the modern kitchen. “Highlight how far dishwasher design has come in the last few years too. Point out the improved flexibility of the new basket designs, the increasing capacities to be found and how the interior layout can be customised for each load.” He continues: “For those electrical retailers that benefit from passing consumers, such as in a busy thoroughfare, it might be found beneficial to offer a service for upgrading their dishwasher with the advantage of water and energy savings. They have access to fitting and installing dishwashers and it might lead to a new kitchen in time. It could be a worthy investment for future business, encouraging people through the door to discuss their needs and engaging them to understand future requirements too. “No matter what your business, training staff
and keeping them motivated and up-to-date with industry trends and new technologies is essential to achieving business sustainability, which will inevitably have a positive effect on performance and an impact on the bottom line. It is, therefore, vital to make the investment into improving staff knowledge at every opportunity, and ensure that the entire team is at the top of their game at the point of sale. Knowledge breeds enthusiasm and this passion then spills out at the point of sale, increasing sales conversion and profitability.”
Showing consumers the capacity and flexibility of modern dishwashers can help convince them that a dishwasher will fit in with a busy modern lifestyle
‘The future is bright’ The market looks set to continue its recent strong performance. Carolyn comments: “Dishwasher sales are
expected to continue to grow at a steady rate in the coming years, with a large contribution in sales coming from the replacement market. Despite the various factors and macro-economic events which are expected to impact larger purchases, the demand for home appliances tends to remain constant mainly because of the integral role they play in consumers’ everyday routines.” Premium appliances look especially well set, Jacqueline adds: “The outlook is definitely positive and we believe we will continue to see the market increasing, particularly at the premium end because recent figures show that value is increasing more year-on-year than volume, indicating that consumers are willing to spend more on better products.” Andrea is also optimistic for the category.
“The future is bright for the dishwasher,” he says. “Although we still need to convince more mature first-time buyers of the great advantages, second and third generation owners would never want to be without one. The youth of today has only known life with a dishwasher; they have grown up with dishwashers and won’t as readily accept a kitchen without one. What’s more, building regulations make it necessary for newly built homes to meet minimum water efficiency standards, which are becoming ever more stringent, and that means the dishwasher will play a major role in reducing water consumption in homes going forward.” With improvements in usability, with
increasing connectivity, flexibility and efficient energy usage, the dishwasher market looks in good health for the future.
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