buying only because of the smart feature. “With cooling, the advantages are still not


fully developed – smart technology needs to offer a real consumer benefit and we’re not fully seeing this in cooling yet.” Looking ahead, with life in the UK returning


to normal after an unprecedented and challenging time, it’s expected that we will see people entertaining more. Hisense’s Mr Fletcher says: “Busier households mean a need for additional storage requirements and we believe that this will offer room for the refrigeration market to really thrive.” There is no doubt that in-store, relevant


displays and product demonstrations are vital for retailers so they may engage the consumer, to explain why the appliance is relevant to them and to help them understand the appliance better. Hotpoint’s Ms Garner says: “Retailers should


ensure the appliance is showcased beautifully – it encourages customers to open the door to see what’s inside and engage with the appliance. Refrigeration appliances can be sterile, if they are not working or dressed. Try to plug in the appliance to at least get the lighting operational. “Dress the refrigerator with empty milk containers, food cartons and boxes, which show how well the interior design works, how flexible it is and how it may be customised.” For shoppers coming into stores, it may


have been some time since the consumer last purchased a fridge-freezer therefore, they may not be aware of all the technical advances available that contribute to a highly efficient and versatile appliance. Charmaine Warner, Indesit’s brand manager,


says: “It is important for retailers to take time to demonstrate, physically or virtually, how users can benefit from the enhanced interior design and new technology available in cooling and freezing appliances today.” On the shop floor, it’s important that staff


are at the top of their game, as consumers are better informed than ever, and they want to buy the product that best suits their needs.


Keep it cool Summer’s here and while it’s a time for strawberries & cream, picnics in the park and BBQs in the backyard, it’s also a prime time for keeping food cool and fresh. With working from home, for many, becoming part of the #NewNormal our kitchens are doubling up as our offices, so a quiet fridge is all the more a necessity. Simon Gosling, chief marketing officer at Quiet Mark, says: “Since launching in 2011, Quiet


Mark’s expert team of acousticians have assessed decibel levels for hundreds of fridges, freezers and fridge freezers ranging in decibel levels from as high as 50dB to as low as 34dB, with only those at the very lowest end of the scale for their category receiving the Quiet Mark. “Exclusively, only 25% of the refrigeration models on the market are eligible for the Quiet


Mark certification and whilst 16dB variance may not sound like a big difference, you’d be surprised. Due to the way decibels are calculated with a logarithmic scale, if you decided to buy a 50dB appliance over the quieter 34dB version, this would sound 3.5 times louder.” For more information, visit www.quietmark.com.


May & June 2021 www.ierdaily.co.uk | 25


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