feature: floorcare
Since the launch of Miele’s Blizzard CX1 bagless vacuum cleaner in 2017, we have been able to meet demand for both bagged and bagless cleaners. We offer a variety of models such as our Cat & Dog range, which come with a turbo brush - ideal for removing pet hair and fluff from carpets and upholstery." So how do retailers ensure they’re making the most of the floorcare sales opportunities which come their way? Sophie Jones believes putting the product into the potential customer’s hand is key. “Given the importance placed on versatility and weight, consumers should be encouraged to engage with products on the shop floor — to try them out and feel how heavy they are. Retailers should therefore remove any potential barriers that might prevent interaction. For example, a few of the models should be charged and ready to clean. If the cordless vacuum cleaner comes with accessories, they should be shown within the display so that consumers have a clearer idea of what is available. “Due to the range of innovations and
developments in the market, knowledgeable sales staff are key in helping consumers narrow down their choices. With the connected consumer now at a point of information overload, having a trained member of staff able to help them make the right choice for their needs is priceless.” Catrin Davies agrees. “In store demonstrations
are essential. Once the customer has completed their online research and has settled on a cordless or a corded product, they come in
while others centre the sale and importance on being cordless and the associated battery life. “It is imperative that retailers invest in the training opportunities available from manufacturers, and ensure there is a selection of working models on display with generous product information and point-of-sale material in their showroom. This will enable the retailer to advise the consumer, when comparing models and brands, so they can choose the best floorcare product to meet their needs. “A large number of CIH members have embraced the full extent of cordless floorcare appliances available, featuring the products in their online offering and investing in instore displays to draw attention to their floorcare ranges.” And finally, what about the RVC market?
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 people feel confident to try them out.” James Aldridge is a proponent of good
product training. “A vital opportunity is available to independent retailers in the floorcare market with the range of different benefits available from manufacturers to satisfy every choosy consumer’s needs. For example, some manufactures focus on power, with others putting the emphasis on motor technology,
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Geoff Johnson asks retailers to invest a little now to reap rewards in the future. “As this is still an emerging category in the UK, increased marketing investment needs to be implemented to promote the category. Retailers should focus on creation of good online and social media explanatory content, so potential consumers see and understand how RVCs can improve the quality of their lives and why it’s worth spending hard-earned money on the RVC. “Demonstration areas need to be invested in for
in store usage, so consumers can see how the RVC navigates across different floor surfaces. Retailers should also use the excellent demonstration videos available which explain clearly how a RVC goes to work while the consumers can rest easy knowing the RVC is cleaning their home while they are at work or socialising.”
July / August 2019
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