news A
Belling announces consumer cashback campaign for Sensicare collection
ppliance manufacturer Belling has unveiled a major consumer campaign to support its recently launched
Sensicare laundry collection. The three-month campaign is aimed at creating consumer
awareness and demand for the Sensicare collection and underlining Belling’s ‘Inside Every Great Home’ message. The campaign, running from April 1 to June 30, features a cashback scheme, offering up to £100 back on selected Sensicare washing machines, tumble dryers and dishwashers. The company adds that retailers will benefit from extensive in-store
merchandising, on and offline trade advertising, digital remarketing and an increased online presence, including social media targeting. The cashback scheme will be run via the Belling website, with incentives of between £30 and £100 depending on the product. Belling’s parent company Glen Dimplex Home Appliances commercial director Jonathan Casley said: “Belling is so much more than just a cooking brand and the launch of our Sensicare collection has further broadened our offering in terms of home appliances. With this in mind we have evolved our strapline to ‘Inside every great home’ to show how serious we are about becoming the mid-market home appliance brand of choice. “This campaign will reach
out to those who are already familiar with, and loyal to, the Belling brand and introduce it to a new raft of consumers. Laundry products are not always an aspirational purchase – more often they are a distress purchase – so the cashback scheme will hopefully soften the blow of unplanned expenditure.” More details on the cashback scheme are available from www.
belling.co.uk/cashback/trade.
Hughes in Dereham comes to rescue of local primary school
H
ughes Electrical in Dereham came to the rescue of a local primary school when it was having problems with its
own bake off. The two ovens in the food technology room at Mattishall Primary
School started to cause problems with food being either half cooked or not cooked at all - so teacher Claire Findlay put out an SOS to local firms which was immediately answered by Hughes. Claire said: “At the school we deem cooking to be an essential part of our curriculum as it has so much to offer children: measuring, speaking and listening, sharing, working together and reading recipes to name a few of the life skills it supports.” Hughes Dereham branch manager Andrew Royston added: “As a local company we like to support the communities we work in whenever we can and so are delighted to have been able to support Claire and the team at Mattishall Primary School. “Thanks to the generosity of our friends at Hoover we were able to supply and install the two brand new ovens at no cost to the school and hope they will help pupils learn food technology skills for many years to come.” Claire commented: “We were overwhelmed by this generous offer and the staff and children would like to say a huge thank you to Hughes for its generosity. We can all enjoy cooking in school again.”
Nearly one third of consumers not registering new electrical appliances, research reveals
C
ampaigning charity Electrical Safety First has announced that it has partnered with Beko plc UK to explore consumer
attitudes around product registration. Research revealed that despite a number of high profile safety notices
and product recalls issued last year, nearly half of all consumers who purchased an electrical item in the last 12 months did not register their purchase, Electrical Safety First says. In 2016 alone, 61 recall notices were issued for electrical products in the
UK. Registration is one of the main ways to contact consumers directly in case of a safety concern, such as a product recall. Without registering, millions of British consumers could be unwittingly putting themselves and their homes at risk if they continue to use a recalled product. The research shows some interesting shifts in consumer trends,
Electrical Safety First adds. For example, only 9% of consumers said that they were worried about giving personal information to manufacturers - a marked decrease in the levels of concerns about sharing personal information compared to three years ago. In a 2014 report by Electrical Safety First, three times as many consumers reported sharing their personal details with manufacturers as a concern. Instead, consumer
6 |
www.innovativeelectricalretailing.co.uk
apathy was the problem, with the main reasons for not registering being: “I forgot to register”, “I didn’t know I could register” and “I don’t see the point”. Given the numbers of people not registering their appliances, it’s
no surprise that the success rate of recalls is low, Electrical Safety First notes. Previous research undertaken by the charity shows that the success rate is rarely more than 10% to 20%, despite the huge risks of electrical shock, fire or even death that faulty electrical items can present. Electrical Safety First head of communications Emma Drackford said:
“This research makes it clear that there is a lot of work ahead to shift consumer attitudes on product registration. Although some attitudes have changed towards marketing, a concerning amount of consumers are still apathetic towards registering their electrical products. We’re urging consumers to be aware of registration as an essential step when purchasing an electrical product. “It is great to have Beko Plc on board funding research for this important
product safety area. We would like to see all manufacturers promoting product registration with their customers and ensuring registration is a simple and straightforward process.”
April 2017
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 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44
