feature: SDA Smeg ECF01CR


Beko CaffeExperto Series CE6000 Fully Automatic Espresso


sales process. BSH’s Mr Green says: “They allow customers


Above Left: Vijay Bhardwa, Beko Above Right: Anna Batten, product manager, Smeg


The importance of display and demonstration Consumers today are more informed than ever before, and they have access to an overwhelming amount of information. This abundance of information creates a state of information overload, which can lead to confusion and indecision when making a purchase. Having the ability to display a product is not only important, but it is also a vital aspect of the


Supplier View


James Barton, SDA category director, RKW In the dynamic SDA market, innovation is pivotal for success. Consumers are constantly on the look out for the next best product, evident by the surge in popularity of air fryers in recent years. As consumer’s disposable income is increasingly being squeezed, innovation becomes crucial


in providing them with compelling reasons to invest in new products or consider replacing existing ones. It is essential for retailers to have a comprehensive range of products that suit a wide range of consumers needs and taste. However, it is equally important to obtain a balance by avoiding cluttering up their offering with an excessive number of choices at the same price point. By creating a well organised product range, retailers can ensure consumers have a smooth shopping journey by easily navigating through choices and making informed decisions. Additionally, having clear product descriptions online and strong POS in store can further assist the consumers in understanding the benefits of each product. By putting the consumer at the front of the buying process, retailers can effectively sell the concept of SDAs. Equally as important are product demonstrations – they allow consumers to experience the


product first hand and decide whether it will bring value into their homes. Retailers should ensure that demonstrations are interactive and easily accessible to capture as many consumers as possible


16 | www.ierdaily.co.uk


to interact with the products, observe their performance, and make an informed purchase decision. Well-executed displays and demonstrations capture attention, overcome concerns, and provide opportunities for upselling, ultimately enhancing sales and fostering brand loyalty.” Anna Batten, product manager, Smeg, says


it’s important to understand the needs of customers and tailor SDA products to suit their requirements. “The aim is to enhance the consumers


experience at home; therefore we need to identify key features and design aesthetics that would suit the individual consumers,” Ms Batten says. “We want consumers to feel at ease and confident in their appliances. Our award- winning SDA products are uniquely created with sophisticated designs and innovative technology that takes care of the hard work for the consumer.”


STRIX Dual Flo


Manufacturer support To assist retailers in capitalising on the SDA market, manufacturers provide customised training plans to educate retail staff about their product ranges. Beko’s Mr Bhardwaj says: “We offer engaging


point-of-sale materials that attract customer attention and emphasise key features. Our competitive pricing and incentives also ensure attractive prices and maximise profit margins.” Smeg’s Ms Batten says that the manufacturer


offers bespoke training on all of its SDA appliances to ensure that all key attributes are highlighted when selling them. “This ensures consumers are confident when


investing in our range of SDA products and are assured of the product benefits,” she adds. When users can see, touch, and interact with a


product, they gain a much better understanding of its features and benefits. Nigel Morrison, consumer & trade marketing manager at Melitta UK, says: “It’s imperative that the sales staff are fully trained and knowledgeable about the products in order to articulate clearly to customers about the unique user functions of each machine and assist with their decision making.” With the help of a well-trained member of staff, consumers can narrow down their options and make a more informed decision, which is tailored to their specific needs.


July/August 2023


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