tools of the trade Home on the range


This month we kick off a new series in which we speak to the biggest brands and manufacturers to get their advice on selling their appliances in your shops. First up is Steve Dickson, Head of Category for range cooking at Belling,


Stoves and New World, who shares his thoughts with us on the ways the independent retailer can maximise sales of range cookers.


I


t’s been a tough few years for retail, with many well-known brands vanishing from sight. New technologies are both


driving and reinforcing a change in the way consumers shop, enabling them to shop at home, at work and a million places in between – even allowing them to compare prices and read product reviews whilst stood on the shop floor. The impact these changes have had on independent electrical retailers has been well documented, so looking for ways to stay competitive is vital. As a ‘big ticket’ item and a more considered purchase, range cookers offer independents an opportunity to compete with larger retailers, by offering their time, service and expertise. However, the reality is that range cookers are a


large domestic appliance and so they eat up the square footage that is often at a real premium for the independent. So how can retailers make their range cooker displays work hard for them? Firstly, there’s plenty of choice in the range


cooker sector, but it’s important to look beyond the latest gadgetry and focus on what sells. And in range cooking, consumers’ top priorities are good looks and cleanability. Range cookers remain an aspirational purchase, so style, finish, build quality and functionality are key factors. Make sure you stock both a traditional and a contemporary model, to appeal to both types of consumer. And don’t be afraid to display something in a bold colour. On an aesthetic level, colour has always been more readily embraced on a range cooker and this continues to be the case. And, even if the consumer eventually orders their appliance in good old black or stainless steel, don’t underestimate the power of that hot pink or jalapeno red display model in starting the conversation and drawing the eye. Stocking some small appliances in matching shades can really help bring the colour to life and allow the consumer to imagine it in their home. Consumers shopping for a range cooker


are looking for more capacity, but more cavities mean more cleaning, so cleanability is important. Pointing out easy cleaning features, such as removable interior furniture, raised cast


18 | www.innovativeelectricalretailing.co.uk May / June 2019


iron pan supports, wipe clean gas-through- glass or induction hobs, is an important way of reassuring the consumer that the appliance is going to make their life easier, not harder. From a size perspective, 90cm dual fuel models dominate the range cooker sector, so it’[s important this size and fuel type features on your stock list. However, it’s important to showcase other fuel types and, with the popularity of induction models continuing to rise, it’s worth having an induction model on your list. It’s a great technology to demonstrate in-store and one which rarely fails to impress when it’s showcased. Demonstration is something the internet, or multiple retailers, often cannot deliver, so it’s a simple thing that can really give an independent the edge. The most important step in selling range


cookers - and one which marries well with the superior customer service often offered by independents – is the ability to ask the right questions and build a rapport with the customers. How often do they cook? What type of cuisine do they prefer? How many are they cooking for? The answers to these questions will help you match the customer to the right product and the right number of cavities. Somebody who favours Asian cuisine would, for example, probably be impressed by a high wattage Powerwok burner, whilst healthy eaters and skilled cooks might favour steam and infuse functions and meat probes. Those with a smaller kitchen who entertain occasionally, are likely to be drawn to a 90cm


model with the ability to split the main cavity when required. Keen chefs will be interested in the range of cooking function on offer and how easily they can switch from one mode to another. In range cooking, there is something for everyone and plenty of opportunities to encourage consumers to ‘trade up’. Most people shopping for a range cooker are shopping for a range cooker. But that doesn’t mean it isn’t possible to convert a customer who has come in looking for a freestanding, or even a built-in appliance. Range cooker brands have been slow to capitalise on the advances made in the built-in appliances sector, but this is changing. Rather than seeing built-in as a threat, we look at the rise of these appliances as an opportunity for the range cooker sector. Technologies previously now only available on built-in appliances are now widely available on range cookers. Crucially, independents need to work closely with manufacturers. There are incentives and support packages available to those willing to hold multiple displays. These can include marketing and promotional support, discounts and access to exclusive events and competitions, as well as added- value, on-going, consumer benefits such as enhanced warranty and service packages and owner membership clubs. For retailers who get to know their customer and ensure their range cooker stock list is on- point there are plenty of revenue opportunities to be capitalised on.


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