Bosch CTL7181B0


Bosch HSG7584B1


Mr Davies. “For example, our cream Victoria range cooker is not only available as a 60cm, 90cm, 100cm or a 110cm but customers also have the choice between a gas or induction hob.” At BSH, Mr McLauchlan says that steam continues to be an important feature, as adding moisture to the cooking environment enhances culinary outcomes. “We recognise the importance of steam and its influence on cooking, which is why we are actively working on integrating steam functionality into more models,” he says. In terms of online presence, Glen Dimplex’s


Mr Dickson, says retailers need to use enhanced, rich content to really bring the products to life. “It can be difficult for a consumer to choose a major domestic appliance like a cooker online as there is so much out there and it is a significant purchase,” Mr Dickson says. “So, utilise the photography and video content that manufacturers make available to stand out from the crowd. “In the showroom, it is all about having as wide a range of products available as possible and really using POS to share information on features, functions and benefits – and nothing beats the personal touch so it is imperative that retailers ensure their staff are up to date on the latest industry and brand offerings and can offer real insight into individual products.” Maurizio Severgnini, managing director


at Bertazzoni UK, says it’s vital for shopfloor staff to take time to learn about a brand and its products, so they can sell effectively and manufacturers should assist with this process. “So long as appliances are in the right


setting, they can be talked through by focusing on the features that deliver the benefits,” Mr Severgnini says. “Retailers should never underestimate the


Winter 2023/24


and understanding their specific requirements is crucial. “For instance, if they frequently cook


Above: ASKO Oven Craft ocsm8487b


value of the personal touch, too – a little can go a long way and any investment made in order to deliver a thorough and positive experience will help generate both repeat and return business.”


And don’t forget the demo… There is no doubt that the cooker category is ideal for demonstration and there are a number of tips that manufacturers have, so that retailers can capitalise on sales. “Experience is the best seller,” Miele’s Mr Hopper says. “We encourage retailers to create interactive Miele displays, letting customers feel the quality and see the innovation. “Where this isn’t possible, our pre-purchase courses at our experience centres are a valuable resource for retailers and consumers alike. Training is key, and we’re invested in equipping our retail partners with the knowledge they need to succeed.” When it comes to selling ovens, having live


products on display is essential, especially as they are becoming more electronic. BSH’s Mr McLauchlan says: “This allows


customers to witness the appliance in action and enables demonstrations of its functions. Engaging with customers, asking questions,


Sunday roasts or have a large family, they may require a different type of oven compared to someone who primarily reheats meals or uses a microwave. By understanding their expectations, we can offer them the most suitable product.” Smeg recommends a focus on product training. “At our Smeg showroom, we offer Inspire courses to empower sales teams and help them gain a better understanding of our products to sell their key features. To book onto an Inspire day, email sales@smeguk.com,” Smeg’s Mr Davies says. “It is important to have physical displays


where staff can demonstrate the key features of Smeg range cookers. For example, having customers open both a Smeg cooker door and a competitor cooker door will allow them to immediately notice and feel the build quality behind Smeg products.” Understanding the products is key – there is little point telling customers about the functions on the cooker if you can’t then give them examples of how they would use that function and what the benefit of it is. Glen Dimplex’s Mr Dickson says: “We


currently have POS offerings on Belling ComfortCook collection as well as the new Stoves Deluxe.


“Each element has been specifically


designed to help the consumer not only learn about the product they are looking at but all the other options within that collection, presenting the retailer with a route to up-sell. “We are in the process of developing more


opportunities for in-store training to educate key retail of staff about our products and their features, functions and benefits.”


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