PRODUCT FEATURE | Energy and water effi cient products The InSinkErator® 4N1


Touch tap dispenses filtered steaming hot water, filtered cold water and


regular hot and cold options


Smeg’s top performing new oven, from the Galileo Series features the Dolce Stil Novo design with OmniChef technology


consumers too.


In terms of the most desirable features, Hepworth adds that ease-of-use, self-cleaning functionality, and frost-free, are all popular. She, and other retailer respondents also note that the Neff Hide and Slide continues to be a top seller, however, both Lima Kitehcn’s MD, Elizabeth Pantling-Jones and Billingham Kitchen’s director, Frazer Goodwillie agree that trying to get customers to pay more for appliances isn’t straightforward. Pantling-Jones says their customers, want something that is ’not too fancy, or with too many features’.


“My experience is that consumers find it difficult to see how spending ‘more’ on their appliances will benefit them.”


On this point, Goodwillie notes that it would be useful to be able to demonstrate savings that can be made with eco-appliances in an appealing, visual way. Perhaps the Amdea Know Watt’s What could help here.


Built to last Hepworth adds: “Our clients want to buy once and buy as well as their budget allows. When investing in a sustainable kitchen, they want to future-proof and invest in a kitchen that is designed and built to last. On the question of how educated customers are, both Hepworth and Julia Steadman of Brandt Designs agree that many of their customers are. “However, a lot are happy with a mid-range choice being made for them. They trust us to choose an eco-friendly appliance for them that suits their budget and lifestyle,” Hepworth adds.


Steadman continues: “Given the volatility in the global supply chain and the availability


delays in appliance we are finding that


customers are generally well- informed about the importance of energy efficiency and new technological developments,


My experience is that consumers find it difficult to see how spending ‘more’ on their appliances will benefit them


Elizabeth Pantling-Jones, MD, Lima Kitchens


especially if they already have brand loyalty to a particular manufacturer.” Lima’s Pantling-Jones on the other hand, asserts that their customers are not educated. “Even with some research,” she says, “and transferring the features to benefits and understanding the multiple benefits to a more efficient appliance is not as straightforward as it should be for an end user.” D.A.D’s Williams adds: “I wouldn’t say they have loads of knowledge yet, the trend and demand on energy efficient products is new to them too and they are just trying to get up to speed with it.” Finally, we asked our retailer respondents about their sales process when it comes to selling energy efficient appliances.


Hepworth comments: “We spend a lot of time with them working out their priorities for their new space and how they want to use it and work out which options would suit them best Most clients


42


want the best quality they can afford. They will often make choices on capacity rather than ‘fancy functions’ e.g. how many people they cook for, how much space is needed in the fridge/ freezer or how big the washing machine drum is some of our clients are very well-educated and come to us having done a lot of research. Which? and Ethical Consumer are often starting


points of reference for them.” Steadman goes on: “We are very proud to have energy-efficient appliances in our showrooms so we can demonstrate their features and benefits in person. This is important if they are working to a set budget or have lifestyle demands which need to be factored in. We have found that honesty is the best policy with our customers so that we can find the right appliance. For example, I believe that every customer appreciates knowing about product warranties and parts availability as well as how established a brand is. We like to get granular about the project so that we can help the customer to hone down their options as it is easier to reframe a big-ticket purchase into an excellent value proposition over a lengthy time frame, especially if a client is keen to invest in their forever home or want to ensure that a buy to let property is kitted out with reliable appliances from the get-go.”


Amdea’s Know Watt’s What energy-saver calculator


£54 £37 £58


per year using the eco mode for every laundry load.


per year by always using the eco mode on a dishwasher.


a year choose rating ‘D’ over ‘G’ if replacing a fridge freezer.


£130 £108 £33 £20 £57


using a heat pump dryer instead of a condenser tumble dryer.


a year just by ensuring daily showers are no longer than five minutes.


a year by cooking a baked potato in a microwave once a week rather than in the oven.


a year using the fan rather than the conventional setting on an oven.


a year if you rely on sensor technology to detect half-load washes.


· January 2023


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