SDA update If you don’t use a product, it’s going to be
thrown out or packed away. The amount of blenders, or fryers, or slow cookers, out there that have never been used, it’s mad. Here you have everything in a nice, compact setup, and it’s all controlled by app.”
Market trends So where are SDA products seeing growth? “Spiralizing is a huge trend at the moment as it allows consumers to create healthy alternatives to pasta with its ability to turn a wide range of vegetables into a variety of spiral, noodles and ribbons,” says Alex. “To capitalise on this great opportunity we recently launched our first ever Electric Spiralizer which helps to make healthy, nutritious meals with ease.” Lucy comments: “The recent trend for home smoothie creation continues, and sales of our blenders continue to thrive, proving popular for both fitness fanatics and commuters alike. Current trends for mixing and matching of colourways, retro and statement designs, and products with a curvy aesthetic are also having a collective positive impact on the market.” The fashion-conscious customer is an
important part of the marketplace, given SDAs are frequently out on display in the kitchen. “Tefal and internationally acclaimed design studio Seymourpowell have collaborated to launch the Tefal Maison Breakfast range,” Dominik comments. “Designed with a nostalgic nod to the past with modern day needs in mind, the set comprises a stylish stainless steel kettle and toaster in four colours: Chalkboard Black, Oatmeal Grey, Sage Green and Pomegranate Red. “Nowadays, with gastronomic culture being one of life’s luxuries, Seymourpowell has combined homely charm with the latest technology to create Maison Breakfast. Whilst it hints at aesthetics from the 1950s, with iconic retro touches and a brushed stainless steel finish, it also encompasses the technology and clean lines for today’s contemporary home.” He adds: “Our kitchens are no longer associated with chores, instead they are used for family time and entertaining. In light of this, the range is à-la-mode and with such varied colours available, there is a Maison set to fit comfortably in any kitchen.” Juicing remains a popular pastime for those looking to inject more vegetables into their diet. “The trend for juicing is continuing,” Alex says. “To take advantage of this Kenwood recently launched the PureJuice, a brand new slow press juicer designed to unlock the maximum amount of vitamins, nutrients and enzymes from fruits and vegetables. “The slow press juicer has a high extraction
rate, working at less than 50 rotations per minute, slowly squeezing and pressing fruits
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and vegetables. This results in nutritional juice with preserved goodness, enzymes, antioxidants and micronutrients for maximum health benefits.”
We want people to realise
that you can cook using fresh ingredients and it doesn’t take you a long time and it doesn’t have to be hard
Witt is encouraging retailers to demonstrate its Juicepresso slow juicers with a tailored package. Bo explains: “When the retailer signs up to our Juicepresso smoothie and slow juicer package, they get two juicers with 50% off, an additional four juicers, and we supply fruit and vegetables for four days of juicing in store. So they make juice live in store. All the ingredients come in a box, and you make fresh juice for your customers. You have to demonstrate why a quality slow juicer costs more than a cheap one, because you get a better result. And, you put more money in your till. “Take a person coming into your store to
buy a replacement fridge freezer because their old one packed in, and you give them a little glass of fresh juice while they’re there. They aren’t going to talk to their friends and family about the replacement fridge freezer. They remember being in store and the experience. “If you as a retailer, as a store, don’t have
relevance, why should they come? Consumers can buy online, they don’t have to leave the house. You, as a retailer, can create relevance, because you can’t get this experience online.”
The in-store experience Alex agrees that making the in-store experience a compelling one is essential. “Organise demonstrations,” he suggests. “The chance for consumers to interact with products is a very compelling route to purchase. This was proved as long ago as 1950, when Kenwood launched its first Chef at the Ideal Home Exhibition. The principle is as true today as it ever was, and Kenwood has a team of demonstrators all over the country. “Allow plenty of time before a
demonstration to set up and prepare the food so that everything you need is at hand. The demonstration area must be clean and tidy at all times. During the demonstration, speak clearly and slowly and take time to demonstrate the key features, ensuring that you highlight what makes the product unique. Ensure customers taste the end result.” Display is also important. Alex adds: “It is crucial that the cooking appliances are presented by range, with products from the same lines grouped together to highlight their style credentials, creating eye-catching displays.” Dominik comments: “In store merchandising and range display of coordinated kitchen small appliances is essential. “Merchandising is not a secret ability
that few retailers have; it is rather a set of basic skills that can be learnt. Knowing how to implement effective merchandising techniques ensures that customers are attracted to the merchandise and make a purchase. It drives multiple sales, particularly of coordinated appliances.” Lucy agrees. “Smeg has a plethora of POS assets on hand for retailers, from videos and brochures to ‘how to’ guides,” she says. “Training, demonstrations and dedicated display stands are also available. Maximising product displays using lifestyle sets is extremely effective, and showcasing several different products from the same colourway is a good way to upsell to a customer, who is perhaps initially only looking for a single replacement product (such as a kettle or toaster), to a complete range of matching SDAs.”
Witt’s MyCook Touch is designed to cook over 200 recipes, step by step, to allow less skilled or time poor cooks to make meals from scratch
October 2016
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