laundry benefits of the appliance, for example
the large capacity, 15 minute quick wash, quiet noise level, and more. The importance of a laundry appliance also needs to be highlighted by the retailer. Laundry appliances shouldn’t be seen as an ‘add on’ to the kitchen as it is something which will be used on a regular basis by the customer.” Lisa agrees that matching consumer needs
to the right product for them is essential. “Talk to your customer and find out what their washing needs are,” she advises. “Do they need a machine for large loads? What functions, such as a quick wash, are essential to them and what type of fabrics do they frequently wash? From here retailers can match the specific needs of the customer to the perfect appliance for them, whether it is a machine with a large drum capacity, a quick wash option or special wool or silk programmes.”
Small but perfectly formed An important part of the laundry market is to be found in small domestic appliances such as irons and steam generators, with the focus on different benefits for different consumers once more relevant. Groupe SEB linen care marketing manager
Caroline Ross comments: “Research tells us that there are three types of linen care
consumer: ‘essential’ ironers looking for a simple solution; those looking to tackle large loads on a regular basis who want a solution to make the task ‘fast and easy’; and those seeking ‘perfect results’, fast. “Ultimately, the shopper is always at our
heart. So we've listened to this insight and developed our comprehensive new linen care range to provide a solution to meet every consumer's need. Not only that, but we are the first brand to make maintenance easy with a removable scale collector on both steam irons and high pressure steam generators.” Specific features are designed with
customer flexibility in mind, such as steam irons with a built-in water tank and corded or cordless models. “The ideal upgrade from a traditional steam
iron, Tefal steam generators are designed for consumers looking to tackle bigger ironing loads faster,” says Caroline. “With a larger water tank than a steam iron, Tefal steam generators allow greater autonomy. Filter cartridges prevent limescale build-up, so users can power through their ironing with no loss of steam performance. “Designed to cut consumers’ ironing time in half, Tefal high pressure steam generators promise professional results, fast. The key difference – and the reason they
are so efficient – is an integrated boiler. This transforms water into high pressure steam, penetrating the fabric more deeply to remove creases more quickly. Built-in smart technology provides one, three or five preset ironing levels (Synthetic, Silk, Wool, Cotton and Linen) ensuring the optimal balance of heat and steam for flawless results, while the auto shut-off system eliminates the risk of burning.”
To combat the online
competition, the independent kitchen and electrical retailer must position themselves as a destination for inspiration, advice and great service
The company also focuses on the customer
journey in its POS. “Groupe SEB has a strong promotional calendar in place covering key periods,” Caroline explains. “It’s important to provide POSM on linen care as it can be a complex category to understand with so many features. It is therefore vital that retailers use this resource at point of purchase to maximise sales. “The company has recently developed a new consumer leaflet which is a guide to help shoppers to choose the right ironing solution for them.”
Market outlook There is continued potential growth to be sought out, with new innovations and reasons to trade up supplementing the replacement market.
“Since 2008 the washing machine market has seen sustained growth, rising from total sales of £792 million to £988 million in 2016, and this trend is expected to continue in 2017,” says Laura. “2016 marked the first time that total sales of laundry products reached pre-recession levels, and despite economic uncertainty, 2017 looks positive, particularly as the housing market gradually improves.” Gabriella is also optimistic that developing
Newer innovations in the market, such as Samsung’s AddWash which allows users to add additional items during the cycle, give retailers another talking point on the shop floor
technology will offer more opportunities. “The laundry market will continue to grow steadily,” she says. “After all, these are products with a shelf life, and are also often replaced to suit a new kitchen or ‘look’. We expect to see intelligent washers take their technology to the next level. We are already seeing this with brands such as Samsung who are looking to turn their models into technical pieces of art. More and more products will be designed to ‘think’ for us, ultimately saving us time which is so precious in our hectic world. “With styling and technology developing in leaps and bounds, it’s an exciting time to be a manufacturer in this field.”
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www.innovativeelectricalretailing.co.uk
March 2017
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