feature: built-in appliances
the worktops can often be magnified in a small kitchen. A slimline dishwasher is the perfect companion for a compact space, and measuring just the width of an average tea towel, it can store all the dishes waiting to be washed and then after washing, keeping them tidy until the user is ready to put them away. “The Indesit fully-integrated slimline
dishwasher (DSIO 3T224 E Z UK) offers busy families a compact everyday solution to cleaning the dishes. The dishwasher benefits from Indesit’s dedicated Push&Go cycle which offers exceptional results, without pre-washing. It also features nine programmes, as well as boasting an efficient ‘A++’ energy rating.” So how can retailers capitalise on this growth and sell more? According to Nick Platt, the showroom should display built-in units as part of a larger kitchen set up. “Showrooms are essential when it comes to selling built-in appliances. Where space is available, premium and high- end products should be showcased in a kitchen set up. Unlike freestanding appliances, built-in models look completely different once in place. This is especially applicable with high-end products as it can be difficult to envision them in a kitchen if you only see them boxed or unfitted.
July / August 2019
“If, as a retailer, you stock premium collections,
having them displayed together in a showroom can help with upselling too. If a customer is in the market for a new oven, but likes the aesthetic of the oven, hob and cooker hood from the same range, they may consider a larger purchase.” Sara Bazeley stresses the importance of selling the benefits to customers. “Intriguing displays are important within a showroom, as they catch the eye of the consumer. However, it is essential that retailers move beyond the ‘look’ of appliances and point out the hidden benefits to their customers. 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. “Built-in suites of cooking appliances, such
as the Indesit Aria built-in range, give retailers the opportunity to provide ‘add-on’ sales. For example, if a customer purchases the Indesit Aria single electric oven (KFW 3844 H IX), this can be teamed with the Aria microwave oven with grill (MWI 3443 IX). As kitchens continue to slim down, the combination of a built-in
single oven and a built-in microwave oven are becoming an increasingly popular choice with the consumer, as they offer greater functionality than purchasing a double oven. “Retailers should also consider dressing appliances so that customers are able to visualise how they would look in real life situations. For example, placing artificial food in a built-in refrigerator or crockery in a dishwasher always attracts attention. This immediately demonstrates the abundance of space available. “It is imperative that retailers take up manufacturers’ training opportunities, so that they are in the best position to inform, educate, enthuse and engage every customer that comes through the door. Indesit has a dedicated training team and regularly hosts trade partners at the company’s Showcase in Peterborough. Indesit also offers an E-Learning platform, which enables retailers to access training on all product categories. The programme supports the retailer with appliances that offer demonstration modes across both built-in and freestanding ranges. This enables the retailer to offer product demonstrations, turning the showroom into a place where the consumer can be educated and inspired.”
www.innovativeelectricalretailing.co.uk | 21
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
