laundry


Irons and steam generators can appeal to different customers depending on their needs – whether than is speed and efficiency, or best performance “When consumers are faced with a wide


total sales of built-in MDA appliances


reaching £513 million,” she says. “We expect to see continued improvement in the housing market this year, and therefore the same should be forecasted for sales of built-in appliances.” Jennifer has also noted the changing living


trends which are affecting the market. “Open- plan living remains popular with the consumer, with 59% of new kitchens opening up to another room in the home,” she says. “As a result, we are seeing more and more consumers using their appliances to create a style statement in the kitchen, with manufacturers investing heavily into the design and appearance of their freestanding appliances.” Gabriella also sees opportunity across a range of market segments and price points. “We’ve seen the humble washing machine become ‘smart’ and interactive with light-up panels and quiet motors being introduced over recent years,” she explains. “Many manufacturers have begun to replace buttons and dials with LCD touch screen panels for more precise control. This suits the tech-savvy demographics who not only want their appliances to wash their clothes, but to also give them the choice of when to schedule the start time, tailor cycles to the fabric of the garments and of course, to also look good in the home. There is a huge market for this and it seems to be growing. “On the flip side of this, brands with a


more simple and affordable offering are rapidly growing in popularity, as there is also a large demographic who just want a basic washing machine that simply just washes. If


18 | www.innovativeelectricalretailing.co.uk


manufacturers can continue to fine tune their offerings to their target markets, I see no reason as to why both trends can’t grow steadily side by side and suit all needs.”


Making the sale Being there to offer advice and inspiration is an important step to making a sale, especially with an improving online experience to compete against. “With the sales of laundry appliances in the middle of the market generally being a distress purchase, and with the huge growth in online sales, the appliance retailer certainly has their work cut out,” says Jennifer. “Further, recent research predicts that online sales of major domestic appliances will outperform the average market development, at the expense of the smaller traditional retail outlets in 2017. “An incredible 75% of domestic appliance


purchasing journeys now begin online. To combat the online competition, the independent kitchen and electrical retailer must position themselves as a destination for inspiration, advice and great service, ensuring they are at the forefront of the consumer’s mind when it comes to purchasing a laundry appliance. It is highly important to have a strong website, which clearly displays product information, pricing and delivery options, if available, to ensure you are available to those consumers who choose to make a snap purchasing decision online.” Guiding the consumer through a busy


market is key.


variety of choice, we need to make it easier for them to narrow their decision down to two or three products,” advises Gabriella. “Regardless of whether you think all of the washing machines you stock are brilliant, the buyer wants help to make their decision; they want to hear why one is ultimately better than the other. Give them your personal recommendations, explain the features that you like and why. It’s this personal approach that makes consumers still come into store.


Make sure your products


are clearly displayed with their features and benefits at the forefront as opposed to price


“In-store displays and point of sale (POS), if


strong and clear, can do the first part of the sales process for you. Make sure your products are clearly displayed with their features and benefits at the forefront as opposed to price. Buyers can often come into store looking to make a price-led decision but are often swayed to spend more on a model that will ultimately offer them more benefits.” Matching consumers to appliances which


deliver key benefits is an important skill. Ros expands: “Retailers should engage customers by talking to them about the features and


March 2017


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