Tower T13014RG
alongside kettles and milk frothers, with quality functionality,” Mr Barton says. RKW also distributes coffee machine ranges
from Lavazza and Smeg. Beko’s key coffee machine models are bean-
to-cup and there are three such products in the range. Beko’s Mr Bhardwaj says: “Whilst each model contains its own unique features, Beko’s bean- to-cup coffee machines have the same set of core functions. “Every machine has a large removable
water tank, which can be easily unclipped and refilled directly from the tap, and an auto rinse programme that prevents any build-up, guaranteeing a tasty cup of coffee every time. “Beko’s machines also boast an impressive 19 bar pressure enabling users to achieve a barista-style, full-bodied single or double-shot espresso. Finally, every model features a pre-
brewing system and a one-touch LCD control panel where users can easily choose between functions.” For the last 70 years, Scandinavian brand
ASKO has been designing and developing premium kitchen, laundry, and professional high quality appliances. Stuart Wilson, national account manager
at ASKO, says: “ASKO’s Craft coffee machine (CM8477B) has been designed for those seeking barista-quality coffee in the comfort of their own home. “What makes our coffee machine so special
is that you can enjoy up to 16 different beverages and 12 different types of coffee, allowing consumers to explore an array of flavours and combinations. From espresso shots, café latte, latte macchiato, cappuccino and hot chocolate, the Craft coffee machine has it all.”
Siemens TQ907GB3
ASKO Amb Kitchen Craft coffee machine CM8477B
Don’t forget the demo! Seeing the coffee machine in action is the most important thing of all. For consumers to understand the capabilities of the appliance, nothing beats seeing it working, trying out the functions and – of course – tasting the results. BSH’s Mr Rolt says: “It also helps them to narrow
down their choices between different models, as they’re far more likely to choose a machine from which they’ve tried the coffee. “After this, they begin to visualise how they will use it daily in their own kitchens, which is key to them making the purchase.” There’s no doubt that coffee demonstrations are
extremely important at the point-of-sale. Beko’s Mr Bhardwaj says: “Whilst the majority of consumer journeys start online, many customers seek the reassurance of seeing a product in store before committing to a purchase. “Displaying and demonstrating working appliances gives consumers a clear insight into the functionalities of a product, allowing them to assess which model is the best fit for their personal needs. It is also important that stores showcase products in a clear, user-friendly manner so that users can see how the appliance would work in their personal space.” When selling coffee machines in-store, staff should be well versed in standout technologies, trade-up options, and benefits to the customer. Staff should endeavour to find out relevant
information from the customer, including the type of coffee they like to make, how many people are in their home, the size of the machine etc. Melitta UK’s Mr Morrison adds: “This also includes the importance of clear, eye-catching display and demonstration at the point-of-sale to grab attention and help convert sales.”
March/April 2023
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