feature: tools of the trade
Maximising sales of built-in cooking appliances
This month, in our new series in which we speak to the biggest brands and manufacturers to get their advice on selling their appliances in your shops, we hear from Marco Falaschetti, Marketing Director, Whirlpool UK Appliances Limited, on the best way to maximise sales of built-in cooking appliances.
T
he built-in cooking appliance category has witnessed a significant
increase in popularity over recent years. As well as offering a combination of both functionality and flexibility, they allow consumers to create a seamless and integrated blend of furniture and appliances, achieving a highly functional, yet stylish, kitchen. With the growing popularity of built-in cooking appliances, it’s important for independent retailers to extend their knowledge in this category and have a range of built-in cooking appliances available for their customers to see. Whirlpool UK Appliances Limited is the parent company to KitchenAid, Whirlpool, Hotpoint and Indesit. This four brand solution meets the demands of each and every consumer, offering solutions to cover a variety of homes. Each of the four Whirlpool UK brands offer a complete range of built-in cooking appliances that are available to independent retailers, ensuring that there is a full built-in cooking collection available at every price-point of the market, to suit each and every customer that walks through the door. For example, KitchenAid is a luxury appliance manufacturer, producing major domestic appliances that feature the very best in design and performance. High-quality materials evoke style and elegance in the kitchen, with every aspect of KitchenAid appliances designed and refined to offer the user an unmatched cooking experience. While entry-level brand Indesit strives to make everyday home life easier with reliable and practical appliances that save time, money and effort. Indesit appliances are budget- friendly, easy to use and offer the solutions that consumers need to make daily life more pleasant. The co-ordinating design of a suite of built-in
cooking appliances means that it attracts attention effortlessly within the showroom. We encourage independent retailers to display built-in appliances in a kitchen setting. By doing this, customers are encouraged to visualise products in an environment that they can relate to. It is vital that appliances are given the attention that they deserve, achieved by positioning them in a way that will easily catch the eye of customers.
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www.innovativeelectricalretailing.co.uk July / August 2019 As well as being striking and attracting
attention, the co-ordinating design of a built-in suite of appliances can provide significant add-on revenues. Customers might enter the showroom just looking to purchasing a single built-in oven, without knowing they can also purchase a built-in microwave, warming drawer and coffee machine from the same range to match perfectly. Displaying appliances next to one another, in a sought-after bank formation, for example, will without doubt attract attention and encourage potential customers to trade up to more than just an oven. It is also important for retailers to have
an extensive knowledge of the products on display, to be able to demonstrate that they go beyond a well-crafted exterior, offering advanced technology and functionality too. Independent retailers should take advantage of training opportunities from manufacturers so that they are confident in their product knowledge when talking to customers. Whirlpool UK Appliances Limited is committed
to continuously improving its products, training and support for independent retailers. The company offers a plethora of marketing and training support, putting retailers in the best position to inform, educate, enthuse and engage every customer that comes through the door. Whirlpool UK has a dedicated training
team and regularly hosts trade partners at the company’s Showcase in Peterborough.
Furthermore, Whirlpool UK also encourages retailers to take up the opportunity and arrange for the training team to visit your showroom to bring your team up to date. This will pay dividends with the enthusiasm it will generate for staff. By taking up the training and support offered by Whirlpool UK, retailers’ sales teams are able to demonstrate their product knowledge, expertise and understanding of the wide variety of products and technologies that are currently available, in turn helping to drive sales and improve customer loyalty. For those who struggle to find time to partake in training days, Whirlpool UK has invested in and developed an interactive educational tool, which serves as a vital knowledge base for retailers to access training on various product categories. The platform provides detailed information and demonstration modes across both built-in and freestanding ranges. What’s more, the online platform can be completed at a time that suits the individual, with the advantage of staying on site while accessing vital training and information. Whirlpool UK has developed and
strengthened its logistics service, in an effort to further support its trade partners. In addition to providing support to retailers by extending home delivery to a full seven-day service, Whirlpool UK has extended the cut-off time for next-day delivery to 1800 hours. For consumers, this provides a complete solution and service from the point of purchase through to the final installation. For retailers, this offers a considerable advantage, ensuring that they are able to compete in today’s ever-challenging white goods trading environment. In addition, retailers are further supported
with promotional campaigns that offer additional incentives to help close the sale. These include materials such as engaging videos, in-depth information with jargon- free language and detailed point of sale materials. Retailers should make the most of all the tools and assets available to them from manufacturers in order to maximise sales.
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