feature: SDA Mr Fredriksson says: “It can be used in three


different ways – as a cordless upright stick vacuum cleaner, in extended reach mode and as a handheld cleaner and dual power mode delivers up to 40 minutes run-time.”


‘‘ If possible,


demonstrations could really improve sales


Dave Matthews, SDA business director


at Hoover, adds: “Vacuums that provide multifunctional features, such as removable handhelds and adjustable floorheads, will continue to be a benefit to consumers who want to spend as little time as possible


Quiet Mark on kettles Thanks to the manufacturers of Quiet Mark-certified kettle and coffee machines, you can even brew while you Zoom! Simon Gosling, chief marketing officer at Quiet Mark, says: “Quiet Mark’s team of acousticians conduct extensive testing in Quiet Mark’s specialist acoustic test lab, which has been designed to be representative of a real home environment, with the reflective surfaces found in a modern kitchen, has also shown that proficient performing kettles, from an acoustic standpoint, comprise generally of a broadband sound (flat across all frequency spectrum) and benefit from being slightly weighted towards the mid-low and low- frequency range (everything below 500Hz). “This frequency distribution translates


into a perception of ‘richness’, showing that the unit is sufficiently powerful, whilst minimising its ‘sharpness’, which typically relates to an excess of high-end frequencies.” Mr Gosling says sharpness is an attribute commonly related to disruption and annoyance. Tonal components (frequency bands that are more than 6dB above frequency bands directly above or below), can often become a source of disturbance too.


He says: “Quiet Mark does the science.


The distinctive purple Q logo on a product means it’s one of the quietest available on the market. “With the growth of working from home, consumers need to create the most productive and peaceful domestic soundscapes. Quiet Mark makes it easier for them to do so.”


30 | www.ierdaily.co.uk


cleaning without sacrificing quality.” Mr Matthews says that Hoover’s range of H-PURIFIERS is a perfect way to ensure a healthy environment at home, as the collection features real-time multi-sensors alerts and provides 360° air purification. Gary Sharp, SDA sales director at RKW, says that eating habits have also changed during the pandemic, with healthy eating driving the air frying and grill markets. “Toaster sales growth was higher than kettle


growth, and we have speculated that being at home has driven the distress purchase market,” he says. Rangemaster ventured into the SDA


category for the first time last year, with the launch of its breakfast collection, which consisted of two toasters and a kettle. Iskender Diker, Rangemaster’s director of sales and marketing, says: “As an established British brand, Rangemaster knows the importance of listening to customers’ feedback and requirements; doing so has allowed us to introduce a new collection to satisfy the growing demand for high-quality products at a sensible price. The new Classic Collection is designed to


further complement our range cookers by co- ordinating on-trend matt colours – slate grey, black and cream – with a traditional kettle and a range of toasters.” Displays set the difference between online and in store and so are very important; customers often feel more comfortable when making a considered purchase if they’re able to see what they’re buying.


Smeg’s Mr Davies says: “Point of sale and colour swatches can also help enabling customers to see all options available, even if they don’t have the space to display all models. If possible, demonstrations could really improve sales, showing customers the ease of use as well as the design and colour really sets the bar high for retailers. BSH’s Mr Green agrees that product demonstrations always show product in the best light. “If there isn’t space or it’s not practical to demonstrate, having product on the shop floor for consumers to pick up makes a positive difference too,” he says. RKW’s Mr Sharp adds: “We recommend that


retailers display all their co-ordinated products together to highlight the range width to the consumer. This will drive repeat visits as consumers buy into collections.” It’s imperative that 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. The future is looking bright for the sector


as lockdowns lift and the new normal starts to bed in. There is evidence that many people will continue to work from home, or at least work more flexibly, so the importance of having convenient, efficient and reliable food preparation products will remain. Consumers will hopefully start to feel more confident about the future and that will have a knock-on effect in them wanting to invest in their homes.


May & June 2021


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