refrigeration
freestanding appliances within the overall design; often with a freestanding range cooker as the alternative option. Most US or French door cooling appliances need to be plumbed-in to the water supply, so they are rarely distress or repeat purchases, and therefore need to be planned into the entire layout in advance. “Always on-show, the side-by-side makes a
statement in any kitchen and the French door style, with wide opening central doors and double freezer drawers beneath has become a highly on-trend appliance.” Talking points and benefits Communicating product benefits at store level is a multi-tiered effort; from the way products are displayed to showing off the latest technical innovations, retailers have lots to consider to make the most of the market. “It is clear that the trend for side-by-sides is
still growing apace and we recommend that the best way to promote these products is by demonstrating them in a showroom,” Owain suggests. “They are always a talking point, and
Consumers are willing
to invest more in appliances that complement their busy lifestyles
their genuine benefits, such as no frost cooling, always justify the premium costs attached to these iconic products.” Having well-trained staff who can turn
features into benefits for the end consumer are also essential. “We always advise retailers, both new and established, to invest time in training their staff,” says Gino. “This can help them stand out from competitors simply by being able to offer the best possible advice. Confidence in knowing the product and its technology are paramount. “While consumers are often interested in the special features an appliance has to offer, you can also make a real difference in- store by sharing some handy tips for fridge and freezer maintenance. It’s a great way to show that your interest extends beyond the initial purchase. For example, Bicarbonate of soda is a great, cheap and efficient cleaning solution. Dissolve in hot water and use to clean inside the unit.” Steve agrees that communicating benefits at store level is crucial. “Retailers and designers need to work closely with manufacturers to keep up to date with the latest innovations in the cooling sector,” he says. “They will then be able to answer consumer’s questions and help them to find a cooling appliance that will meet their needs. Is it big enough? Does it offer enough storage? Is it flexible enough to enable more space to be created inside when larger items
Premium features such as connectivity are becoming more familiar, thanks to innovations from manufacturers including Hoover
need storing? Crucially, retailers need to be able to translate the latest innovations into tangible benefits for the end consumer.”
Looking ahead For a strong market which is already demonstrating growth, manufacturers are also optimistic about future prospects. Gino comments: “We will continue to see the combi fridge freezer become more popular and people replacing their under counter products with units that offer more capacity and are more ergonomic, so you don’t have to continually bend down to store or remove your groceries. “The American market is also showing
signs of growth, with people looking to make a style statement in their kitchen.”
Steve also anticipates more consumers to see the advantages of premium features. “We expect the refrigeration market to continue to grow, with sales of large capacity models that offer more net space increasing in popularity,” he says. “We also anticipate that models that offer luxury features such as water dispensers will do well as consumers are willing to invest more in appliances that complement their busy lifestyles.” Chris is optimistic that new opportunities will
grow from the next, connected generation. “The refrigeration market is constantly evolving and we expect it to further improve over the coming years with the younger generation opting for appliances with Wi-Fi connectivity,” he says. “We expect there will also be more demand for larger, more statement appliances which match other appliances in the kitchen.”
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www.innovativeelectricalretailing.co.uk
July/August 2016
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