comment: AMDEA


Why Appliance Registration


matters Paul Hide, chief executive of AMDEA, says the association’s Register My Appliance (RMA) website and portal to manufacturers registration pages has now been running for nearly 10 years


W


e’ve supported the registration of tens of thousands of additional


appliances and reached millions of households with our RMA messaging. Nowadays, with pretty much all appliances being sold via a digital sales transaction record we’re often asked if the promotion of appliance registration is still necessary and whether these campaigns drive the same strength of calls to action as they have in past years. AMDEA have just run an RMA campaign week


(January 23-27) and the impact, stakeholder support and household visits to our website have been some of the best we’ve ever experienced, demonstrating that this is still a valuable message, welcomed by appliance owners and our key stakeholder partners, especially Fire Brigades and the Government Offi ce of Product Safety and Standards. Our recent campaign, driven in the main via social media messaging, delivered over nine million impressions and a press reach of over 150 million. Over 40,000 consumers visited the RMA website during the campaign week. These statistics do not take into account the additional reach of messaging from over 20 regional fi re brigades and partners such as the Royal Society for Protection of Accidents, Citizens Advice, Domestic & General and the National Landlords Association. With over 130 million large appliances in UK


homes, one of our key objectives is encouraging the registration of existing appliances, and the registration of recently purchased second hand appliances. A survey, carried out by AMDEA to mark our recent Register My Appliance Week, showed a


12 | www.ierdaily.co.uk


cost of doing this rather than the free and simple act of registering. Thankfully, the need for appliance product


safety notifi cations and recalls are very rare, we are an industry with a strong record and reputation for safety. In the unlikely event of needing to contact appliance owners, recent safety notifi cations have resulted in locating over 80% of the appliances sold, even where sales go back more than 10 years. Registration data is proving to be a key


signifi cant surge in people thinking about buying a second-hand large domestic appliance. One in four (25%) of people say they are likely to consider buying a second-hand appliance online, compared to just one in six (16%) four years ago. For Millennials, two in fi ve (37%) are now likely


to buy pre-loved online, with the over 55s least likely at 12%. Many have already bought a large domestic appliance second hand. When respondents were asked what they


would do before installing or ‘adopting’ a second- hand appliance, only 20% said they would register the machine with the manufacturer in case of a recall. This is despite most manufacturers enabling simple and easy registration of older appliances up to 12 years old. Most (54%) said they would fi nd the manual


online, 42% would check installation instruction and 31% would even have it checked by a qualifi ed technician, presumably with the implied


March/April 2023


tool in hitting these strong contact rates and a pro-active industry approach is recognised and welcomed by regulators and Government offi cials helping us maintain a ‘light touch’ regulatory. It is certainly not in our (or arguably the householder’s) interests to have mandatory registration requirements as this would result in signifi cant retailer cost and administrative burden. Our pro-active industry record on promoting


RMA has always proved this requirement to be unnecessary. Retail/etail partners active support in encouraging product registration for new, second hand and existing appliances will help us maintain the regulatory status quo and keep your customers safe in the rare need for a safety intervention or recall.


¡For more information on Register My Appliance, go to: https://www. registermyappliance.org.uk/


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