laundry
We’d advise taking the time to understand the key selling points of a brand/ product in order to meet customer requirements.
The market for laundry appliances has seen a continued increase in demand for freestanding models, with built-in models declining by two per cent in value of sales
improvements, environmental features such as the reduction in water usage or smart technology which allows the appliance to select the optimum wash programme. In addition, there is continual improvement in remote connectivity, and we are now starting to see more features, including safety features, being included within this smart technology, as well as the ability to link to home hub solutions. “On the back of increased demand for open plan living, design is also becoming more important, with features such as black doors, chrome finishes and LED displays enhancing the appearance of appliances. And of course, open plan living also means that appliances are continuing to get quieter. “The trend for larger capacity appliances also remains, with greater load capacity for households reducing washing frequency and therefore having environmental and cost benefits.”
Smart technology within the home has really started to take off, piquing the interest of the consumer and starting to drive the sales of washing machines and tumble dryers
Indesit’s Sara Bazely agrees, and makes the point that there’s a “green” upside to improving technology. “Technology in the laundry appliance market is constantly developing to make appliances more energy efficient. Energy efficiency is progressively popular with consumers and a key trend in the market. Appliance manufacturers are working hard to ensure laundry appliances boast energy-saving features, and this is likely to grow the value of laundry appliances. With utility bills continuing to rise, consumers are increasingly realising the importance of ‘eco-appliances’, as they begin to
understand the long-term benefit of saving on resources, and inevitably their household bills.”
A connected, energy-saving future Given the trends for connectivity and eco- friendly appliances, it seems reasonable to assume that the outlook for the market will continue to grow along these lines. According to Sara Bazely: “The future will continue to be about reducing resource consumption, protecting the environment and making life easier for the consumer. As consumer’s lives become ever busier, appliances that make life easier and household duties less of a chore are increasingly sought after. “Programmes and features that make the chore of laundry easier for consumers will continue to develop. Indesit prides itself on developing products that ease the pressures of modern-day life and ensures its laundry appliances consist of features and programmes that offer time saving laundry solutions to benefit families with busy schedules. Research has shown that consumers mainly use just two programmes on their washing machine, with 73 per cent admitting that they never pre-wash their laundry in the washing machine.” GDHA’s Stuart Netscher sees online as
having an increasing role to play. “More and more laundry sales are made online, so retailers need to have effective online strategies in order to meet consumers’ needs. The laundry market is often led by distress purchases, but consumers still want appliances that make their life easier and use the opportunity to upgrade, so the market will remain strong and is a great opportunity for retailers.”
Capitalising on consumer interest The major brands are keen to help retailers maximise sales, and there are a number of ways the smart retailer can ensure no opportunity goes begging. According to Steve Macdonald, arming your staff with all the necessary information is key. “The most important factor throughout the sales experience is to ensure that staff are armed with all the information they need to sell the product, and brand, effectively.
“When it comes to selling smart products, it’s beneficial to ensure connected products are fully functional in store and can be controlled via an app on a smart phone or tablet. This way, the customer can see how easily the innovative, connected functionalities can be used in their day to day life. “It’s also important to tailor tips and advice to show each individual how the product can make their own life easier, asking questions to find out what sort of home environment they live in and where the washing machine will be situated are a good start. “For example, if the appliance is going to be sited in an open-plan kitchen, then noise- levels will be a priority. Or if it’s a large family, then models that offer options such as ‘All-in- One’, where colours and whites can be washed together without the risk of colour run, will reduce the number of washes the buyer has to do.”
And never underestimate the power of a good product demonstration, as Sara Bazely explains: “Demonstrations are a must within the showroom, and certainly help the customer to fully understand an appliance before making a purchase. Demonstrations allow the customer to touch and feel the product, giving them the opportunity to make an informed purchase decision. The Indesit Push&Wash+Dry one- button system, available with the Indesit Innex Washer Dryer (XWDE 751480X W UK), is ideal for demonstrations. One touch of the dedicated button starts a mixed 30°C wash cycle, with a sensor dry finish, making the laundry process that little bit simpler. Ensuring a product is plugged in, allows the customer to use it on demonstration mode, giving the customer a moment to engage with the product and genuinely gauge how easy it is to use.” Hotpoint’s Jennifer Taylor agrees, and adds that getting to now your customer is vital. “In the retail space, good displays and demonstrations are a vital aspect for any retailer as they help the consumer understand the appliance better. It is important to remember that it may have been more than a decade since the customer last purchased a laundry appliance. “It is important for retailers to discuss with customers what it was about their last laundry appliance they liked and disliked. This gives the independent retailer the perfect opportunity to update the customer, and demonstrate their expertise, in explaining the new technology and programmes now available that will suit their individual needs. Offering demonstrations of these functions can help the customer make a more informed decision and encourage them to trade up. The customer service provided will also leave a lasting impression with the consumer, encouraging them to return in the future.”
24 |
www.innovativeelectricalretailing.co.uk
February / March 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 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32
