Energy and water effi cient products | PRODUCT FEATURE
The Elica Sleek 2.0@ Built-In Cooker Hood has an energy- efficiency class A rating
The Kuppersbusch energy-efficient K-Series.5 CBD6550.0 Compact Steam Oven has 37 functions
saving calculator created in collaboration with
Youreko, which encourages customers to buy as high on the energy rating scale as they can afford, as running costs can now be more critical than the purchase price as consumers brace for higher energy bills this winter. Hide adds: “We want to stress that modern technology using eco settings will not compromise performance. The eco-setting is the standard to which all new machines are tested. Selecting it saves energy and water, which add up to real money savings over a year. Know Watt’s What is full of money-saving advice from our experts, who know these products inside out.”
Sustainable efficiency But although money saving is important for many, it shouldn’t be the primary, or only focus for most retailers. For those businesses operating at the more premium end of the market, customers inevitably won’t have the same concerns about paying the bills, however, according to Fisher & Paykel’s market product manager Jo Jackson, sustainability and energy efficiency are still priorities for their homes. “These consumers want to know they are investing in products that are not overly reliant on energy consumption, plus are sustainably made.” She adds: “A sustainability journey may start with personal preference – but there are areas of change that can be influenced. For example, some may prefer the open flame of a gas hob, but an induction hob is more eco-friendly as it uses much less energy whilst being extremely controllable and intuitive. It’s about changing our habits for the better whilst still enjoying the experience of cooking at home.” As well as great energy ratings and water-saving features, customers are considering the impact on climate change when making a purchase, according to Miele UK’s category manager – cooking, Tom Hopper. He says: “More than ever, therefore, customers are expecting manufacturers to make a significant contribution towards a solution. As a family-owned company now in its fourth generation, Miele is rising to its responsibilities and since 2021, Miele is CO2 neutral across all its locations.” He, along with many of our other manufacturer contributors for this piece, agreed that customers are absolutely looking to invest in appliances that last for longer and save money in the long run. As we move into the future, and raw materials become scarcer, it’s likely that endurance and load tests such as these will become more commonplace and even more stringent as suppliers look to further extend the life of their appliances. We may also see a situation in the future where manufacturers have to
January 2023 ·
ensure their appliances are fully recyclable, so key materials can be recovered and used again. With a few words on what retailers and designers should bear in mind when selling energy efficient appliances, Vijay Bhardwaj, marketing director at Beko plc UK & Ireland, comments: “Although aesthetics are
important to
homeowners, designers must also consider a number of other factors that are vital to consumers when working on a kitchen project, including the quality of the cooking appliances.
“Creating a kitchen comes at a cost and consumers are always looking to invest in appliances that are built to last. With Beko’s new
10-year consumers are parts offered
guarantee, added
Consumers want to know they are investing in products that are not overly reliant on energy consumption plus are sustainably made
Jo Jackson, market product manager at Fisher & Paykel
peace of mind and reassurance when purchasing home appliances. By offering such a strong parts guarantee to their customers, Beko are showcasing their confidence in the durability and quality of appliances. “In addition to the durability of appliances, designers also need to ensure selected appliances feature unique technologies that meet consumers’ needs, whilst also helping to reduce their energy consumption.” So, the benefits to consumers are clear – they can save money and feel good about doing their small bit to save the planet, but what are the benefits to retailers? Why should you sell energy-efficient appliances over other, less efficient ones?
The right margins Firstly, there tends to be more margin in it, as they are usually a bit more expensive. Secondly, it’s just the
Top selling tips
• Ask the right questions to determine the customer’s priorities
• Make sure you have a budget to work from
• Ensure you’re educated on the eco-credentials and all functionality
• Make sure you can demonstrate as many appliances as possible
• Recommendations matter – consumers value recommendations and reviews so it’s worth directing your customer towards these, especially if you’re trying to convince them to trade up
future. With regulations being updated regularly to reflect new climate targets, appliances will have to become increasingly efficient. Finally, you can feel good that you’re selling something that is useful and that will offer genuine, tangible benefits to the customer and the planet. In addition, new, energy efficient appliances are likely to feature the newest and best technology and will therefore offer the opportunity for upselling based on that, as well as the eco-credentials. Fisher & Paykel’s Jackson
adds: “Brands at the premium end will also come with additional benefits that will help retailers and showrooms to sell in their longevity to the consumer. This is particularly important when specifying the
‘full suite’ in which all key appliances are from the same manufacturer. Fisher & Paykel offers a 5-year manufacturer’s warranty on all appliances.” Quooker UK’s MD,Stephen Johnson adds that it’s important for consumers to see actual results from their energy-efficient appliances. “With a Quooker tap,” he comments, “users are able to boil the exact quantity of water needed, whether it’s for a cup of tea or for a large pan. When using a kettle, on the other hand, one of the most common mistakes people make is boiling more water than is required. Not only does this mean that millions of litres of water are wasted every year, but also that a huge amount of energy is used unnecessarily to boil water that is often re-boiled or tipped down the sink.” We also asked a selection of retailers which features their customers most desire when it comes to appliances, whether their customers are indeed prepared to spend more initially to save in the future, and how retailers best sell the features and functionality of eco-friendly appliances. Zoe Hepworth, marketing manager at Sheffield Sustainable Kitchens, comments: “Our clients generally want a brand they recognise that isn’t too expensive. A lot of clients talk about energy efficiency as being the reason they are making the switch from gas to induction hob. For some customers, this is a significant part of their new sustainable kitchen. They want to invest in a new sustainable space that functions well, as well as being made sustainably and designed and built to last.” Duncan Williams, national account manager for D.A.D. says he actively promotes energy efficiency and energy efficient appliances with retailers and that it’s something he is regularly asked about by
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