barbequing


Get your centre off to a smoking start


It may still be winter, but for those of us in the trade, the peak barbecue season begins now. Here, Chris Trewhitt, marketing director Western Europe at Weber, advises how Garden Centres can capitalise on the growth of outdoor cooking in the UK


the enormous selling and revenue increasing opportunities. There can be no doubt that interest in barbecuing across the UK is increasing. Our research has shown that the majority of Weber owners now consider themselves a fanatic or strongly enjoy barbecuing. As you would expect this also coincides with the UK public increasing barbecuing more often. The great news for retailers is that as a result of this, barbecues are becoming more of a considered purchase. Whilst we’ll always see those impulse, ‘quick the sun’s out’ purchases, more consumers are seeing their barbecue as an investment. In fact, an increasing number of those who are being bitten by the barbecue bug are ‘trading up’ to invest in premium products.


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So how can garden centres capitalise on this? There is no such thing as ‘one grill fits all’ when it comes to barbecues. Everyone is looking for something different. These considerations could include fuel type, level of portability, or ability to cater for larger numbers – there are a great number of permeations and each consumer is an individual. Retailers who know their product are able to match their customer’s needs with the right barbecue and thus convert sales opportunities. Weber provides support to its retailer partners with free ‘hands on’ training courses, allowing attendees to cook various food on Weber barbecues. As well as in-depth product knowledge, this arms retail staff with credible stories, borne out of their own experience, to use whilst selling. We’ll also be launching a free online training portal later this year to help further support our stockists. Training is also vital to upselling and with more people considering


themselves ‘grill masters’ and investing in their barbecues, accessories offer the perfect opportunity. Whether its essentials such as briquettes, cleaning kits to keep the new grill in optimum condition or even a barbecue compatible pizza stone, there are numerous options for additional sales. Just as important as training, is consumers being able to experience products in action. We believe this is crucial to truly discover what’s possible with barbecuing and for potential customers to know which grill is the right one for them. That’s why we are offering both


18 | www.gardencentreupdate.com


ith consumers now beginning to turn their thoughts to the year ahead, this presents a fantastic opportunity for garden centres to get set-up for the season and take advantage of


demonstrations and hands-on barbecue courses across garden centres in the UK in 2020.


An elevated shopping experience can also help to convert those consumers who are prepared to invest more in their barbecue of choice. We see that our retail partners who both utilise POS and invest the time in maintaining the merchandising their displays have the greatest success. It really can make all the difference. In addition, our premium shop installations are proven not only help to attract the eye but can also help to answer customer questions on the spot and further entice them into all the world of barbecuing has to offer.


This year will also see significant development in smart tech within the barbecuing sector. Consumers are demanding smart technology and the benefits it brings in all aspects of their lives, and barbecuing is no exception. 2020 will see the launch of smart products such as the Weber Connect, which uses cloud based technology to offer a ‘guided grilling assistant’ via your smartphone; providing step-by-step guidance on everything from setup and meal-prep, to smart tips and custom food doneness alerts, even an ‘ETA’ on when food will be done. Another key trend in barbecuing for 2020 will be smoking and the use of wood pellet barbecues. Pellet grills offer ease of use unlike any other barbecue as well as delivering great flavour. Our new SmokeFire barbecue, the only pellet grill with the ability to set high heat searing temperatures of up to 315°C as well as keep perfect ‘Low n Slow’ conditions, will offer even further choice to consumers. With barbecuing increasing in popularity and exciting innovative products coming to market, there is no denying that the barbecuing sector will continue to be big business in the UK. The opportunity is certainly there for the taking and we’re looking forward to capitalising on this with our retailer partners.


GCU January/February 2020


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