July/August 2018 ertonline.co.uk


W


ith sales of connected appliances at an all-time high in the


UK, the smart kitchen, as part of an overall smart-home ecosystem, is fast becoming a reality and all the signs are that demand is only going to grow over the next few years. And although research from techUK highlights that 77 per cent of the UK is currently ‘aware’ of the connected home, other surveys have found that there is a considerable lack of knowledge among consumers as to how it will work for them and the benefits it will bring them. That’s why the trusted electrical retailer is ideally placed to shine in such a potentially daunting area as smart appliances. Although sales are still in the early days, figures from GfK highlight the leading position that the UK has when it comes to selling smart appliances. Norbert Herzog, GfK’s strategic insights manager, says that the UK smart-appliance market was worth £400 million over the 12 months to the end of March 2018 – up 39 per cent in value and 64 per cent by volume year on year.


Connectivity was introduced earlier in many other markets and is only now making its way into every appliance category sector. Washing machines are certainly leading the way within connected appliances. The growth of connected appliances, however, is not limited to any


one product sector. Each manufacturer is taking a different first step into the field.


Consumers increasingly want their kitchen appliances to do more, including task delegation, as well as saving them time, energy and money – and all with exceptional levels of performance. Consumers are beginning to understand the great benefits that connected appliances bring to their everyday lives and that by removing the possibility for human error, and delegating the choices to the appliance, greater savings on resources can be made. There is no doubt that independent electrical retailers are in a strong position, as smart appliances need to be talked about and presented in an appropriate manner – this is one category that online retailers will not be able to do justice to.


Catherine Balderson, Whirlpool’s brand manager, says: “The independent electrical retail sector is important for the growth of the connected appliance market as a result of the knowledge and advice retailers can offer to consumers, as well as being able to demonstrate connected appliances – something internet retailing cannot offer.”


Connected


Hoover was the first to launch a complete range of fully connected kitchen appliances in the UK, back in 2015. The initial collection, which allowed remote control of appliances, comprised a fridge-freezer, oven, hob, hood, washing machine and dishwasher.


Steve Macdonald, Hoover Candy’s marketing director of freestanding, says: “Connected tech is the biggest innovation on the market, so we’re now building it into all of our products. While the smart capability is there, we always ensure the product can also be used in the traditional way, so that everyone in the household can feel comfortable using every appliance. It’s all about caring for the whole family.” Donald Shepherd, Beko’s marketing director, says customers who want


Connected tech is the biggest innovation on the market, so we’re now building it into all of our products. While the smart capability is there, we always ensure the product can also be used in the traditional way, so that everyone in the household can feel comfortable using every appliance


Steve Macdonald, marketing director of freestanding, Hoover Candy Hoover washer dryer ››


to invest in a ‘kitchen of the future’ have high expectations, and store staff should ensure they are well versed on the latest trends and technology to build confidence with their clients. “It’s important to offer an installation service and make sure everything is working as it should,” he says. Independent electrical retailers have a superb opportunity with these changing times to garner new and future sales opportunities. Connected appliances offer innovations that bring genuine lifestyle benefits and crucial economic improvements to the consumer, which are real upsell opportunities for the retailer. Whirlpool’s Ms Balderson says: “Investment in


training is key for


those electrical retailers who are looking to sell smart appliances. Many consumers may be under the impression that smart technology is a gimmick. However, with the right training, staff can easily switch consumers on to the incredibly valuable lifestyle benefits the appliances offer.” Recent research has shown that consumers looking to purchase high- ticket items, such as appliances, have been favouring the webrooming


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Hoover Vision smart oven


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