refrigeration


function, the space can be utilised for frozen or fresh food depending on the consumers’ needs at that exact period of time. “The exclusive Cool Switch function, a feature


of the Indesit chest freezer (OS 1A 250 H 2 UK.1), allows the user to convert the appliance from freezer temperature to refrigerator temperature in just one turn, perfect for consumers looking for a flexible appliance. What’s more, the easy to use Flexi Rack allows users to tailor the space to their exact needs and requirements. The dedicated rack makes it convenient for storing tall items or ensuring that smaller items stay immediately accessible and visible.” Jennifer Taylor, Head of Brand at Hotpoint, echoes Luke Harding’s thoughts. “Research has found that in the UK, around 10 million tonnes of food is wasted per year, and a staggering 71 per cent of this is attributed to households. Projects and campaigns have worked to increase awareness of this, and consumer attitudes towards domestic food waste are changing as a result. “Hotpoint has found that two thirds of the


British public worry about food waste and has subsequently launched its Fresh Thinking for Forgotten Food campaign. The campaign launched in 2018 and is in partnership with brand ambassador Jamie Oliver. The campaign encourages consumers to think differently about their leftovers, turning the most commonly wasted ingredients into tasty dishes, to decrease levels of domestic food waste that is still edible sent to landfill sites. “The campaign is inspired by Hotpoint’s


Day-1 refrigeration technology, which encompasses a series of innovations that keep food fresh for longer by ensuring optimal storage of fresh fruit and vegetables. Day-1 uses multi-temperature storage zones, technologies


Chest freezers remain popular with consumers who like to buy and store in bulk


that keep bacteria at bay and fast temperature recovery after the door has been opened. “Fresh fruit and vegetables are one of the most common food groups that UK consumers waste. This is often as a result of premature ripening, which is caused by ethylene. Ethylene is produced by foods such as tomatoes, pears and avocados and can encourage early ripening of ethylene sensitive food such as broccoli and lettuce. In response to this, Hotpoint has developed the Active Fresh Filter, as part of Day-1 technology, which absorbs ethylene in the fridge to help maintain first day freshness of ethylene sensitive food for up to 13 days.”


Only as good as your last (point of) sale Given increased consumer awareness of the importance of fresh food, healthy living and the environment, how do retailers best go about improving sales? Stuart Netscher has this to offer. “Key appliances need to be prominently displayed with sufficient space for consumers to interact with them, opening doors and examining shelves etc. In addition, they should be connected to power and displayed with all the relevant POS and pricing. It’s crucial that all members of staff have a high level of product knowledge and are able to explain and demonstrate key features and functions and translate them into direct consumers benefits.” Luke Harding acknowledges the challenges


but says demonstration is key. “Displaying refrigeration appliances can be challenging, particularly with built-in models. However, there are lots of interesting technologies within our AEG products that can be visibly demonstrated to consumers. “A great example of this is our unique


CustomFlex design, which boasts a unique inner-door modular storage system. This is made up of moveable clips and a range of clear boxes in a variety of shapes and sizes.


No longer just somewhere to keep your food cool - appliances such as the Whirlpool Supreme Built-in fridge freezer are now design pieces in themselves


February / March 2019


“The door compartments can be changed and moved in a matter of seconds, giving the consumer complete flexibility to organise


their fridge the way they like. This can be very easily demonstrated and is something that the consumer can interact with too.” James Picollo believes a focus on your staff will pay dividends. “No matter what your business, motivating and training staff, while keeping them up-to-date with industry trends and new technologies, is essential in achieving business sustainability. This will inevitably have a positive effect on business performance and an impact on the bottom line. It is, therefore, vital to make the investment into improving staff knowledge at every opportunity, ensuring that the entire team is at the top of their game at the point of sale. Knowledge breeds enthusiasm and this passion then spills out at the point of sale, increasing sales conversion and importantly the bottom line.” Finally, Sara Bazely points out that “Cooling appliances are largely part of a replacement market, 67 per cent of cooling appliances purchased are replacement products, with only 33 per cent of consumers admitting to planning ahead for their new cooling appliance purchase. “For this reason, it may have been some time since the consumer last purchased a cooling appliance. Therefore, they may not be aware of all the technical advances available that contribute to a highly efficient and versatile appliance. It is important for retailers to take time to demonstrate how users can benefit from the enhanced interior design and new technology available in cooling appliances today. “It is essential for retailers to move beyond


the ‘look’ of the appliance and open the door and point out the hidden benefits. Intriguing displays and product demonstrations are a must within a showroom and are a great way to engage the customer. Independent electrical retailers should consider stocking fridge freezers with empty pizza boxes, bottles, or exciting party food to demonstrate the abundance of space available. A simple label on the front of the appliance can encourage the consumer to look inside and find out more.”


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