dishwashers
“New technology within the AEG ProClean range also ensures crockery is always dried perfectly. Ten minutes before the end of the cycle, the door of the dishwasher automatically opens to allow natural air to circulate. This saves time, lowers energy costs and leaves crockery spotless.” Of course, busy lives and the impact on
the environment also figures in consumers’ calculations when looking to purchase or replace a dishwasher, as Lucy Dunstan, product manager at Smeg UK, explains. “In today’s society, our customers are living increasingly busy lives, juggling a multitude of tasks. It is important that everyday chores can be completed as quick and easy as possible. That’s why several of our models feature an innovative 27-minute quick cycle programme, as well as a variety of additional bonus features such as flexi baskets, slimline models and the like. “With energy bills continuing to rise, we
have seen a trend for consumers becoming increasingly eco-conscious. As such, we are noticing that customers are opting for dishwashers with energy efficient eco programmes. For example, our DF613PX freestanding model is a popular choice thanks to its A +++ energy rating and eco programmes. These optimise the performance of the machine whilst minimising the amount of water and power required. Similarly, our innovative ‘FlexiZones’ allow users to wash just half a load, using less water, power and energy, without compromising on the end result. Ideal for those who don’t always fill a whole dishwasher before washing! It also features pioneering Enersave technology – a function which opens the door a few centimetres at the end of the drying cycle to ensure perfectly finished plates and glassware, which can save up to 20% of energy compared to a class A appliance. Genius!” With all this in mind then, how best can
retailers grow their dishwasher sales and make sure that consumers are aware of the benefits of ownership, not just on household bills but also for the environment? BSH’s Alex Lucas has
Free standing dishwashers have their place
this to offer. “All of our dishwashers look more attractive when they’re switched on and the display comes to life. Some of our dishwashers also have internal lights, but obviously these only work if the dishwasher is powered up. So, in my opinion, if retailers can power up the dishwashers in-store, they’ve got more of a chance of impressing the consumer and selling one. At BSH we have made it easy for retailers because all our dishwashers feature a demonstration mode.” Nick Fletcher, marketing manager at HiSense, points out that retailers must make sure product differentiators are clearly explained. ““Home appliances can often look aesthetically similar to one another. As a result, retailers have the challenge of reinvigorating the shopping process for consumers and helping to inform buyers of feature and spec differences across product ranges (and brands) in terms of the real benefits that they can offer and reasons to upgrade. For example, a feature such as Auto Dry, which removes the need to hand-dry washed items before they are stored away, or the ability to clean up to 16 place settings in one load can bring a dishwasher and its technology innovations to life. “Online-only retailers must overcome the challenge that consumers are unable to touch
Not just a dishwasher but also an object of beauty 22 |
www.innovativeelectricalretailing.co.uk
and feel the quality of the appliances. There are a number of techniques that retailers can use to help bring the product to life online including; high quality images and videos (of the product and in situ), sizing visuals, feature videos and new digital tools such as augmented reality - which can place an appliance into a kitchen environment to assist customers in visualising an appliance in their own home. “For retailers with an instore presence, helping customers visualise how the product may fit into their own home – e.g. placing integrated dishwashers within a kitchen showroom environment or showing the range of variants, across their omni-channels, can benefit the purchasing decision.” Whirlpool’s Charles Bernstein circles back to consumer education. “Educating the consumer is key to increasing sales and household penetration of dishwashers. Of all domestic appliances, the dishwasher suffers the most from consumer misconceptions, with many consumers still believing a dishwasher is wasteful, extravagant and inefficient. In turn, these misconceptions inevitably influence the growth and decline of the market. “Today, few consumers would choose to wash their clothes by hand, and yet over half of all UK households are still spending a great deal of time, effort, and water, hand- washing dishes. Many consumers believe that washing up by hand is more convenient and economical. However, research conducted by Bonn University found that a Whirlpool dishwasher enables the consumer to clean over 156 items using just six litres of water, compared to the average of 103 litres of water used to wash 140 items by hand. “Compare the amount of water used to wash dishes by hand and immediately, it is clear that in the course of a year, the homeowner could save thousands of litres of water and produce significant savings on energy bills too. The dishwasher is the perfect appliance for long- term tangible ‘green’ benefits.”
April 2019
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