connected appliances
Care and Cold Wash and apply these to the appliance by simply touching the smartphone on the NFC Tag On symbol. "This Smart technology can help manufacturers to make products last longer by updating features. For example, should you have a child in the years after buying a washing machine, by using the LG Smart Laundry app and smartphone you can simply download a new BabyWear wash programme.” She adds: “Smart Diagnosis is a feature which enables LG appliances to troubleshoot technical issues by transmitting a signal over the phone using the same NFC technology. By holding a smartphone close to the power button on the LG appliance, it will detect and analyse the special tones which are emitted to provide a diagnosis. This not only saves time but reduces the inconvenience and costs of engineering call outs.” With the growth of connectivity in general, it is only a matter of time before the market spreads. “The growth of the smartphone and tablet means that the consumer is increasingly getting switched on to connected technology and smart devices are increasingly becoming a ‘normal’ feature in our homes,” Jennifer explains. “From televisions to sound systems, and smart heating and security systems, the truly smart home is now fully available to the consumer, albeit still at the top end of the market. Smart home appliances are simply the latest thing to jump on the smart home bandwagon.
Whirlpool included a demonstration of how a potential ‘kitchen of the future’ might look on its stand at Eurocucina this year “The younger generation is constantly
connected to the Internet by way of smart phones and tablets, and the Internet of Things is continually growing. With the ability to control audio-visual equipment through connected devices already having made its way to an increasingly wider market, the ability to control your kitchen appliances is a natural next step. The older, ‘grey-pound’ generation who can invest in the technology, is looking for things that make their lives easier, as well as to increase their safety and security.”
Bring the benefits to life So how can retailers convert the increasingly aware public into buyers? Demonstration of features and communicating benefits are core to the market. “To hear and read about connected appliances is one thing, yet to experience them working is completely different,” suggests BSH Home Appliances marketing manager Sean Liddle. “This is where the true value lies in being able to sell connected appliances, and the improved lifestyle they can bring. Retailers should focus on how they can bring to life the ease-of-use and benefits of connected appliances by demonstrating with live appliances in-store. Retailers should be confident with using tablets and any apps to create a seamless environment for consumers to see how connected appliances will enhance their life.” Jennifer adds that retailers are increasingly
going to need to be prepared to talk to consumers about smart appliances. “With
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the consumer now expecting to see smart home products and appliances in store, as the technology becomes ever more talked about, the retailer who does not keep up with the changing times, and chooses not to take the step into connectivity, is likely to be already missing out,” she says. “Connected appliances offer innovation that brings genuine lifestyle benefits and crucial economic improvements that are real upsell opportunities for the retailer.” She continues: “This is a great opportunity
for the entrepreneurial independent kitchen retailer. The technology cannot be demonstrated on the internet and therefore must be demonstrated on the shop floor. It provides an immense opportunity to engage and connect with the consumer. However, in order to be prepared for connected technology in the kitchen, and be able to explain the benefits of the technology to the consumer, the retailer must first fully understand the raft of features and benefits that the products offer.”
That includes using demo modes to offer demonstrations, as well as showing consumers how to use the various manufacturer apps and the information they can see when using them. “It is imperative to have products displayed in a setting that is relevant to your audience, and wired for demonstration,” Jennifer adds. “Let the consumer take control; show them the benefits, and what a difference it will make to their lives and the savings it offers on time and resources.
July/August 2016
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