feature: SDA
Elite Air Fryer Pizza Oven from RKW
Strix Aqua Optima Aurora Hot Chilled
time and energy, making it an essential kitchen appliance for those who value their time. The kitchen machine also includes an integrated scale, adding to its convenience.”
Boosting your SDA sales Having products with unique USPs to deliver against unfulfilled consumer needs is one thing, but effectively communicating these at the point of purchase to ensure shoppers understand the key features and benefits is another. Strix’s Ms Curtis says: “A first step would
be to maximise the product range and offer something that meets the key needs and tastes of shoppers, allowing choice at different price points and clear trade-ups to cater for varying needs. “It’s also about highlighting the product
features and benefits both in-store and online to make the shopper experience clear and consistent.”
One of the most important aspects of selling
a product is understanding the needs and preferences of your customers. “To provide them with the best shopping experience, it is crucial to focus on the specific
factors that matter to them,” BSH’s Mr Green says. “This approach allows you to offer a more tailored selection of options, which can help maintain customer engagement, patience, and potentially, purchasing power. “Once you have a clear understanding of their
requirements, you can leverage your expertise as a retailer to recommend a product that meets those needs. By providing personalised recommendations and attentive service, you can cultivate a loyal customer base that will continue to choose your store for years to come. So, if you want to succeed as a retailer, prioritise your customers’ needs above all else.” When investing into a mid to higher
end product, Smeg says it understand that consumers prefer to see models in person to fully emphasis the innovative features of the products. “It is important to have the various product
types and colours on display so that consumers can choose the perfect appliance for them,” Smeg’s Mr Davies says. Building rapport is key, as this allows you to unlock challenges or frustrations unique to the customer and then focus on pairing that person with the right product. “Focusing on the key benefits of the products
and tying them into what shoppers are looking for whilst keeping the sales messaging simple yet inspiring, is key,” says Strix’s Ms Curtis. “It also helps to consider any seasonality or adjacent category placement that can help drive basket value. Our products all come with educational packaging to bring their respective benefits to life, but if space is tight then having sales-enabling signage like strut cards, on- product stickers or CDUs can enhance the shopper experience.”
Smeg EGF03RD 30 |
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Don’t forget the demo Display and demonstration at the point-of-sale plays a crucial part in the consumers purchase decision, especially for new innovations.
RKW’s Mr Barton says: “Given that the average consumers spends only 20 seconds evaluating a product, capturing their attention in this short window is essential. “Product demonstrations allow the consumer
to experience the product first hand and decide whether it will bring value into their homes. Retailers should ensure that demonstrations are interactive and easily accessible to capture as many consumers as possible.” For smaller appliances, like coffee machines, it is important for consumers to choose the right product spec for them. “With a variety of colours and functions, demonstrating our smaller appliances can contribute to a consumers decision to purchase,” Smeg’s Mr Davies says. “For example, consumers wanting to purchase
a luxury coffee machine for a perfectly brewed coffee will want to ensure that they purchase the correct type of machine for them whether this be our Lavazza Pod, Bean to Cup, Espresso or Drip Filter coffee machines.” BSH’s Mr Green points out that consumers
today are more informed than ever before, and they have access to an overwhelming amount of information. “This abundance of information creates a
state of information overload, which can lead to confusion and indecision when making a purchase,” he says. “Having the ability to demonstrate a product is not only important, but it is also a vital aspect of the sales process. When users can see, touch, and interact with a product, they gain a much better understanding of its features and benefits.” Knowledgeable sales staff are essential in helping consumers navigate through the plethora of information and choices available to them. With the help of a well-trained member of staff, consumers can narrow down their options and make a more informed decision, which is tailored to their specific needs.
Winter 2023/24
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