PRODUCT FEATURE | Energy and water effi cient products
SWITCHED ON to efficiency
We explore how retailers can use energy-efficient and water saving features to sell higher-value kitchen products while also educating consumers. Francesca Seden reports
Beko’s built-in cooking range features the brand’s Split&Cook® technology
Franke’s Minerva Helix 4-in-1 Electronic tap range can dispense 100°C boiling or filtered cold water
many families across the country, energy- efficiency is more important than ever. Trusted independent retailers are well-placed to advise consumers on the available technology, which will save the customer money on their bills, while making life easier and more convenient. One stumbling block with this technology though is that it often comes with a higher initial outlay, which can be off-putting to cash-strapped homeowners. However, as ASKO national account manager, Stuart Wilson, notes, “as of the 1st October 2022, the average price per kWh of electricity was 52p, which has risen from 20p back in November 2021 - a staggering 157% increase.” So, you might think it’s an easy sell to get consumers to trade up. Asko’s Wilson believes that customers are now looking for products that are going to save them money over time and opting to invest in higher-value appliances that do exactly that. But how can you convince consumers to part with their hard-earned cash and opt for something with better eco-credentials, and what features are preferred when it comes to energy-efficiency? Firstly, you can be safe in the knowledge that consumers do care about their home’s energy performance. According to a survey by the Home Builders Federation, 73% of respondents are worried about this.
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Education and demonstration are key to convincing consumers of the benefits, and, according to the Association of Manufacturers of Domestic Appliances (Amdea) chief executive Paul Hide, customers now expect to be informed on the cost of running appliances. “Retailers who don’t focus on the sustainability message as a priority are likely to lose customers to those who do,” he says. In fact, Amdea has worked out that consumers are missing out on savings of up to £500 a year, and so has created a campaign to help consumers make the best choice when purchasing a new appliance and offers industry expert advice on how to save money on utility bills by maximising the sustainable features built into appliances.
For example, choosing the eco-setting for every wash on a washing machine and dishwasher can save £90 a year. Using the eco-button is just one of the simple tips that could reduce bills by around 20% when households will be paying electricity charges 80% higher than a year ago (18.9p/kWh) at 34p/kWh. Retailers can direct customers to Amdea’s ‘Know
Watt’s What’ campaign site, where they can find lots of useful information, as well as a handy money-
40 · January 2023
ith the cost-of-living crisis hitting families hard and the concurrent energy crisis a major worry for so
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