Connected kitchen So, consumers are embracing tech such as steam cooking and induction, but what about more recent innovations like connected kitchen appliances? These products often steal the show at trade fairs like IFA but are people getting behind them, or are they putting them on the back burner? “Consumers are now accustomed to household features being


smart-enabled. Using an app or voice command is increasingly becoming the new normal,” says Miele’s Mr Hopper. “Smart homes benefit consumers by giving them ease of


control over their appliances anytime, anywhere, so cooks can monitor food from another location, and even turn the oven off from outside the house.” However, Creda’s Ms Pavet-Golding thinks connected cooking appliances have been something of a slow burn, telling Alert: “Connected use has been slower than expected in the cooking category, however consumers are becoming more aware of its benefits, like monitoring and controlling cooking processes remotely and remote diagnosis if there is a fault.” She adds: “Manufacturers are continuously adding more apps


to their software. Recipe guides that choose the correct program, temperature and duration for your chosen dish and use the exact amount of energy will be a key benefit for connected ovens. “We do expect connected models to be more mainstream once service and diagnostic solutions are made more available in the market, but this will take time – until the late 2020s.”


Sustainability Sustainability is a key marketing message in the appliance industry and GDHA’s Mr Dickson thinks it will remain so for the foreseeable future.


He tells Alert: “Sustainability will drive manufacturers’ new


product strategies in the next few years. We are now used to seeing the sustainability message across several MDA categories but it will gather pace as consumers become more aware of the benefits of buying reliable and sustainable products.”


Bosch Series 8 HMG7764B1B built-in oven with microwave function Mr Dickson adds: “Repairability is another area where we will


see improvements, as consumers readopt the “make do and mend” attitude from the middle of the last century.” We may not have a white Christmas this year, but kitchen appliance manufacturers are doing their best to ensure we have a green one.


‘


We enjoy working with retail partners on their own marketing plans’


GDHA’s head of marketing, Steve Dickson, on the support it can offer retailers when it comes to selling cooking appliances.


Training and understanding the products is hugely important for retailers in order to support consumers in choosing the right product for them.


Most manufacturers, including ourselves, have in-house


trainers who retailers can take advantage of to get first-hand experience of the products. At Glen Dimplex, we also have a fully-equipped showroom


where retailers can come and experience the products for themselves. We also enjoy working with retail partners on their own


marketing plans to support them and ensure our brand is included in any activity – providing photography, videos and written content to support them with web and above-the line activity. Retailers also need to make the most of the bespoke in-store


POS that is on offer from manufacturers like ourselves, which draws attention to our products, highlights key features and enhances the showroom floor. We currently have POS offerings on the Belling ComfortCook collection as well as the new Stoves DX.


Stoves DX FreedomFLEX induction cooking


Each element has been specifically designed to help the consumer not only learn about the product they are looking at but all the other options within that collection, presenting the retailer with a route to up-sell.


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