floorcare
models accounted for 52.7 per cent of the market, an impressive 7 per cent increase from the same figures in 2017. “Consumer perceptions of cordless models have changed. Where a few years ago they represented a new and exciting technology, cordless is now more widely accepted and trusted, even by those with a preference for uprights and this is reflected in the market share. “Since this format has been available for a number of years, consumers and retailers expect more from this style of vacuum. For the market to continue to favour cordless, manufacturers must innovate to launch more powerful and versatile models that can replace a traditional corded vacuum.” Interestingly however, there may also
be room for the corded sector to stage a comeback, as she explains: “However, there’s also an opportunity for innovation within the corded sector. Our strategy is to create multi- functional lift-out models which tick the box for every consumer. These can be used as traditional vacuums for those who prefer an upright model, but they can also convert into different modes for lightweight, yet powerful cleaning to provide the best of both worlds.”
Consumers clean
differently to how they did before. At one time, people would have put aside a day for cleaning. But as lifestyles and consumer interests have changed, people don’t want to spend their precious free time cleaning
Justin Binks agrees, on the back of SEBO’s
experience of the current market for corded appliances. “At SEBO we have seen a trend back towards corded machines. Customers are finding that cordless vacuum cleaners do not offer the performance, continuous power and durability of corded machines, that they believed they were getting. Current cordless machines cannot replace a ‘proper’ vacuum cleaner in many homes, because of the short battery life. I would recommend any retailer to establish with a potential customer what their expectations and requirements are, to sell them the correct machine – so that they retain their loyalty and confidence in the future.”
Helping the consumer and improving sales When it comes to selling floorcare appliances, there are a number of practical steps retailers can take make sure the process goes smoothly,
Lightweight and hassle-free, cordless appliances are set to dominate the market in 2019
as Novia Imm explains. “If a consumer walks into store looking for a cordless vacuum cleaner and none are available to test because the batteries need to be charged, they may well walk out again. Retailers should always make sure that a few of the models are charged and ready to clean. “I think store staff need a little more understanding of how the floorcare market has changed. As we have already discussed, consumers are cleaning differently, so how they shop and what they want has changed. My feeling is that some retailers don’t necessarily have the tools to understand what differentiates cordless products from each other and clearly explain which one would best suit the consumers’ needs. “In the past it was quite clear: this vacuum is 1,800 watts, this one is 2,200 watts, that’s the difference. When store staff start talking about ampere hours and volts, I think they get a bit confused. “The solution is training. Retailers need to call on manufacturers to make sure their staff are thoroughly trained so that they can talk confidently and knowledgeably about the various features and benefits. “Finally, cordless vacuum cleaners often come with accessories. Retailers don’t always show accessories because they get stolen. I understand this, but there may be a solution where accessories are shown within the display so that consumers have a clearer idea of what is available.” Making sure the customer sees the appliance in action is an important factor to consider, as Sue Lovedale explains. “To showcase the usability of cordless vacuums, in store demonstrations are essential. Once the
customer has completed their online research and settled on a cordless product, they come in store for reassurance that the product can be just as effective as their existing model. “To help convince buyers, it’s key that all models are clearly visible and easily accessible, so consumers feel confident to try them out. “Retailers should endeavour to recreate life-
like situations, like rice on the floor or crumbs trodden into carpet. Conditions like these mean users can give the products a real road test and see how effective they could be in their day-to-day lives. “Finally, it may sound straightforward,
but retailers need to make sure that the vacuums available to test are all charged. It’s something very simple, but this can make all the difference between a consumer making a purchase or going elsewhere.”
The outlook for 2019 So with a steady 2018 behind them, what do the manufacturers expect 2019 to deliver from a growth perspective? Sue Lovedale doesn’t see much change: “In terms of volume growth, we expect 2019 to be much the same as 2018 and remain steady, with few significant highs or lows.” However, there are always opportunities if
the retailer is alive to the possibilities of trading up, as she concludes: “The coming year does present an
opportunity to encourage customers to trade up to a higher spec model. As the general public becomes more familiar with cordless models, retailers can push manufacturers that are innovating at a higher level and highlight specific benefits each model has to help them care for their home.”
February / March 2019
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