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RANGE REVIEW: CLEANING & LAUNDRY


“There has been a real push in recent years of people choosing products that match the look and colour of their kitchen without compromising on cleanliness. Our focus was on meeting this vision while maintaining an affordable price point.” Responses from customers have


been positive for Glide, and a key element of this comes from being able to use a product in a number of different ways, making versatility an important aspect of cleaning products. Gavin says: “We have had really positive feedback from both consumers and buyers and a real sense of excitement around the design and colours. We launched a tester campaign earlier in the year and are proud to say we had 100% customer satisfaction. We love hearing about the innovative ways that consumers are using their Glide. “Dishmatic


Glide has been


designed with non-scratch plastic bristles and blades which can effectively clean tough burnt on foods,” he adds. “Our objective whilst designing it was to create an innovative dish brush that is not only quick and easy to use on


dishes, pots and pans but also looks great and stays clean.” When marketing the product Gavin thinks the use of bright colours on display helps to draw the customer in. “We created packaging post launch that allows the product to hang or sit in a display tray alongside our Dishmatic


range


on shelf. The current Glide range comes in mixed trays of pink, blue and white – this creates excellent stand out on shelf in our yellow Dishmatic trays.”


Be ready to adapt


Cleaning windows is not often a favourite task and managing director of Avron, Vijay Sahdev believes consumers will always be interested in what makes the process hassle-free and less of a chore. He says: “The product was developed to offer an easy solution to cleaning windows in hard-to- reach places.


“By developing the flexible head, it even allows the user to reach windows that are difficult to access such as conservatories roof lights. The telescopic pole allows the user to reach areas over 4m high, without


any need of a ladder making it a very safe product to use.” In a world where working life takes centre stage over household tasks, Vijay says products that reduce the time it takes to clean are very effective, he says: “It hugely reduces time people spend cleaning their windows, in comparison to a hand-held window cleaner the telescopic window cleaner includes extendable 3.5m pole to reach higher surfaces, saving time as well as providing a safer solution by not having to use a ladder. “We have had a favourable


response, with emphasis on how easy it is to use the product, the light ergonomic design and the easy adaptability of being able to interchange the use of the mop and squeegee heads.” Similar to dish washing products, appearance is a big part of product innovation in the cleaning sector, Vijay adds: “It is important that we create a product that provides aesthetic appeal. By default, users expect usability and are seeking more than just functional use.” When it comes to merchandising of the products, Vijay says working


together with the retailer to create stand-out displays is an integral part of the process. For many retailers, floor space is at a premium, so efficient merchandising that showcases products effectively but also maximises every inch. “Part of our brand philosophy is to provide solutions to assist our retailers. We have created a FSDU, which sits on a small footprint within a store and comes with lockable wheels so is easily repositioned. “


The fast-paced nature of everyday life for the average person means cleaning and maintaining a home can tend to take a back seat in the list of priorities, so for products in this category to do well, they need to meet consumers’ needs: to help complete tasks more quickly, deliver excellent results, and be versatile enough to be used for a number of tasks – all whilst complementing the aesthetic and décor of the house. A big ask maybe, but time is of the essence for a large proprtion of consumers, and if the above criteria is met with new launches, this should help drive sales in the sector.


WHAT’S DRIVING SALES IN THE CLEANING & LAUNDRY SECTOR?


25% 34% 25% 16%


Product innovation making tasks quicker and easier,


Consumer demand for natu- ral/chemical-free alternatives,


www.diyweek.net


Specialist cleaning products- e.g for stains, mould, graffiti, etc


Nothing new - just demand for standard cleaning staples,


26 OCTOBER 2018 DIY WEEK 19


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