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feature: tools of the trade


How to have better conversations with customers to maximise sales of products in taste and care


This month, in our ongoing series in which we speak to the biggest brands and manufacturers to get their advice on selling their appliances in your shops, we hear from Luke Harding, Head of Electrical Retail at AEG, who shows you how to have better conversations with your customers.


C


hoosing the right appliance can be a daunting experience for consumers


due to the subtle appliance variations across multiple brands. What product features do I need to look for? What are the benefits of these features? are some of the questions that most consumers will ask themselves. We need to understand the consumer pain points and introduce them to market leading technology that addresses their issues. We work collaboratively with retail partners


to identify and address consumer pain points in three distinct categories: Taste, Care and Wellbeing. Together, we aim to ensure that retailers can have better conversations with their consumers during the entire purchasing journey; providing regular training to strengthen staff product knowledge and ensuring that they are aware of key trends. Taste, for AEG, is about enabling our consumers to produce culinary excellence at home with our appliances guiding them through every step of the cooking process. As a nation, we're becoming more confident in the kitchen and as we expand our recipe repertoire, we're looking for technology that can help us create more challenging dishes with ease. Consumers want sophisticated appliances with innovative product features such as steam assisted cooking, food sensors and sous-vide. For AEG and its retailers, kitchen appliances are


the tools in creating restaurant quality food at home. Oven innovations such as our SenseCook technology combines both functionality and


responsive design, aspects which staff should be highlighting to consumers. This product knowledge coupled with retailers providing hands on experience, allows staff to demonstrate how the appliance can help enhance a consumer’s cooking experience. At AEG, we believe in Premium Care for your clothing. The average washing machine costs £300, but in the UK consumers spend at least £2000 on their wardrobe. How can retailers help consumers take better care of the clothes they love? By ensuring that store colleagues are ready and able to discuss specific product features and how those features will help resolve any issue consumers face. For instance, ironing is a household chore that many people dislike. The AEG 9000 Series Washer Dryer uses ProSteam technology to reduce wrinkles so consumers spend far less time ironing – addressing that pain point. Trends influence what consumers buy and


so we work collaboratively with retailers to identify consumer needs. In the laundry sector, we’ve noticed that consumers are becoming increasingly focused on sustainability and are willing to pay more for energy-efficient appliances. Thanks to a variety of innovations in technology and products, lower temperature washing and more energy-efficient appliances are now becoming the norm. We work hard to develop sustainable appliances that don’t compromise on quality such as our range of tumble dryers. With ProSense technology, our tumble dryers use advanced humidity and temperature sensors to adjust the drying time


14 | www.innovativeelectricalretailing.co.uk


and energy consumption for every load – whether it’s a day or a week’s worth of washing. This saves time and energy, while gently protecting the clothes that consumers love and wear every day. In the kitchen sector, food wastage has been a


key discussion point. There is a growing concern to preserve fresh produce for as long as possible to ensure that waste is kept to a minimum. We feel strongly about keeping food fresh and strive to innovate and provide a solution – our most popular being TwinTech technology. This is now featured in over 70% of our built-in and freestanding range of fridge freezers. TwinTech has been designed to prevent food from drying out with a unique cooling system which ensures that produce is stored at the optimum temperature and humidity level – keeping fruit and vegetables fresher for longer. As well as becoming more sustainable and mindful of food waste, consumers are also becoming increasingly concerned with ensuring that their clothes are cared for during all stages of a washing process. They want higher capacity machines and shorter programmes to fit into their busy lifestyle which demand quick wash and dry. With specialised cycles, it is becoming easier to wash special fabrics like wool and silk in washing machines. In summary, it’s essential for retailers to be adequately trained on product benefits, on how to showcase appliance features face to face in store and recognise key trends that will influence consumer buying decisions, only then will they be able to maximise sales.


September 2019


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