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feature: healthy cooking


portions and watching our food intakes.” Nick Platt believes connectivity will also


play a part in the next wave of healthy eating appliances. “Of course, smart technologies also remain high up on the agenda. With developments that add ease to everyday life, connected ovens continue to trend. Whether that be through Wi-Fi connectivity or smart features which allow users to check on the contents of their oven remotely, there are an abundance of ways that smart features are making their way into buyer’s homes. “Having cooking appliances with added


cooking functions, like steam, or connectivity, such as app-control, provides up-selling opportunities. It’s not just about leaning on trends that mean customers are willing to pay more for appliances, as features such as connectivity can now come at a relatively low cost.” So how do retailers cash in on the


opportunities afforded by consumer demand for healthy eating? Chris George advocates live demos. “As consumers becoming increasingly more concerned with healthy living, consumer demonstrations are a great way to highlight innovative technologies that your products feature like steam for example. Through “hands on” experience, consumers remain engaged and build a connection with the appliance, as well as gain a unique insight into how to best utilize product features. “Regular staff training sessions can help


strengthen product knowledge to ensure that the health benefits of cooking with, for example sous vide, are articulated to consumers.” Jane Rylands is of similar mind. “As with


any technology, seeing is believing, so knowledgeable demonstration is the key to getting people to understand the benefits. cooking with steam is still a fairly new concept in UK households, so it’s important to get people to understand the benefits. For example, when you have sampled a salmon fillet or vegetables


cooked in a steam oven, you can really taste the difference from traditional cooking techniques. Retailers and manufacturers need to work hard to communicate this difference – perhaps supplying recipes or pointing consumers to their online recipe content - and convince consumers that the trade up to steam would broaden their cooking options and improve results.” Finally, being aware of key consumer demand


is key to shaping the retailer’s response, as Catherine Balderson explains. “It is always a good idea for retailers to keep up with the latest trends and use them to grab the attention of the consumer in store. For example, retailers could create exciting displays with a healthy angle to entice potential customers to find out more. Perhaps stock a fridge freezer with empty packaging cartons to demonstrate the abundance of space available. Once you have the consumer’s attention, it presents an opportunity to explain the flexible storage and advanced technologies available within the fridge freezer, which preserve fresh fruit and


20 | www.innovativeelectricalretailing.co.uk


vegetables for longer and keep them looking and tasting their best. “Attractive and relevant displays and demonstrations are a vital aspect for any independent retailer, as they help the consumer to understand the appliance better and it is through education that the market will expand and in turn, promote product innovation. “By presenting the appliance in a kitchen


setting, and demonstrating its functionality, it makes it easier for the customer to relate to, and realise the benefits of steam appliances. The retailer has the advantage, and can use the opportunity to demonstrate their knowledge and expertise. Offering and engaging the consumer with a demonstration helps the customer experience steam cooking first- hand and to make a more informed decision. Demonstrating the versatility of the appliance is essential and can do so much more than just steam vegetables and fish. Steam can be used to cook eggs, defrosting, keeping food warm, cooking roasts, poultry and so much more.”


September 2019


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