garden power
Battery powered tools on the rise
HTX6500 Lifestyle HedgeTrimmer
The demand for garden power tools that offer a long battery life, efficiency and is also convenient is growing in the industry, with consumers looking for the same quality of petrol and electric run tools but with a less damaging effect on the environment.
this is due to the fast and efficient nature of their operation. With more consumers preferring to undertake do-it-yourself (DIY) activities within the garden, the demand for power tools inevitably will increase, and many businesses are seeing a larger amount of interest in battery powered products. EGO marketing director, Steve Roskell says the
T
company are seeing sales in this sector go from strength to strength: “Sales are strong and our range of tools is also increasing this year as we launch some exciting new products including two new mowers and a line trimmer featuring the world’s first automatic line winding system which we call POWERLOAD.
“EGO offers domestic and professional users greener, healthier alternatives that still provide all the power and performance of their traditional petrol counterparts,” he continues. “The world is waking up to the side effects of petrol power tools, particularly their effect on the environment.”
In terms of trends in the sector, Steve says: “We will continue to see a huge shift towards battery powered products. Longer run times and increased power levels now give gardening professionals a viable alternative to tools traditionally powered by a 2-stroke engine. Battery powered equipment does not produce any toxic fumes when used and also vibrates at a much lower level. In addition, these tools emit less noise, allowing jobs to be carried out in sensitive areas or at times that were once not possible with petrol.” Not only is battery powered garden tools more environmentally friendly, but money remains a large factor as to why customers are looking for a more cost effective alternative to their power tools, especially due to consumers tightening their belts as the uncertainty around
10 |
www.gardencentreupdate.com
he power tools market is the fastest growing space within the global garden and lawn tools market, and
Brexit looms: “Professional users will become more conscious about the cost of using petrol power tools. EGO recently conducted research which calculated the potential total cost of ownership of battery powered tools to be over 44% cheaper than petrol over a five-year period,” Steve says.
When bringing this information to your customers and to aid with the dubious ones who may not be so willing to make the switch, Steve says it is imperative that businesses have all the sales staff understand the product and its benefits thoroughly - “let them test out the products themselves if needed!” he urges.
Drive consumer interest WOLF-Garten divisional sales manager, Mark Hewett has also seen increased sale with lithium- ion battery, as he says the benefits of battery technology are becoming clearer to the masses. “We have seen the LionPower 72v range become particularly popular thanks to its quick charge time and the high 72v battery output adding real world performance gains,” says Mark. “The flexibility and performance of the models with lightweight usability along with the speed at which the products can be recharged is alleviating consumers concerns on real-world usability. For example, our 72v system can recharge 80% in 45 minutes and a full recharge in an hour.”
However in terms of merchandising these products, Mark believes that not only does the staff need to be armed with the correct knowledge, but customers need to be able to touch and feel the products for themselves. He says: “Placing the product in the hands of the consumers and demonstrating the benefits along with good in-store POS and displays will set retailers on the right path. With five dedicated merchandising experts working with our retail partners we have found that these displays help drive consumer interest in shops.”
Due to the successes in battery technology, Henton & Chattell managing director, Peter Chaloner says Cobra Garden Machinery are continuing to invest and broaden the range offered. “Over dozen new products are being released through the season, new mowers, hedge trimmers, scarifier and spreaders will be available this year. The new MX3440V is a cordless 34cm li-ion powered mower, which is ideal for the typical UK smaller garden. Ample power is provided from the 40v battery and powerful electric motor. Our new range of spreaders and sweepers are also very welcome additions to the range,” says Peter. “The 2018 season will go down in gm retailers’ memories along with 1976 and 1995, as one of the worst trading years,” he continues. “The Beast from the East slowed the start to season, hitting the UK twice in quick succession. Then following a short growing period, we started to be affected by drought. A tough year combined with diminishing consumer confidence. Many retailers have excess stocks as a consequence, so the impact for manufacturers runs into 2019.” Peter feels social media is a key element in
translating information to new customers, as well as reaching a larger audience, he says: “More and more retailers are making greater use of social media in their marketing campaigns along with ‘pay per click’ advertising. When looking ahead, Peter feels this new technology will only continue to grow in the garden industry, as a new wave of gardeners hold up their tools with pride: “We see the 2018 season as the exception rather than the norm, so we remain optimistic that 2019 will be a more typical season. The aging demographics of the UK population mean there is an increasing number of keen gardeners, which potentially will enlarge the market. Products that deliver convenience, ease of use and save time are key product features,” he says.
GCU January/February 2019
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24
