INDUSTRY INSIGHT TRENDS


know and what we can do, to ensure we maximise any opportunity that is there.


For example, we know that people still want to research products before purchase, and we are certainly experiencing an increased appetite for outdoor cooking here in the barbecue sector. We have recently seen an uplift in online searches for barbecues and their accessories, indicating that consumers are using their time at home to research their next barbecue or accessory purchase. Hence, we need to make sure


we’re still arming them with all the knowledge they need to make their choice, even if they can’t get their hands on their chosen product yet. We must work together to establish a strong online presence which can still showcase product expertise and bring to life the in-store journey that consumers would usually experience,


to


capitalise


OUTDOOR LIVING REDISCOVERING THE


POSSIBILITIES OF


Whilst current trading conditions are arguably the most challenging any of us have ever experienced, never before has there been such heightened interest in outdoor living. Here, Chris Trewhitt, marketing director Western Europe at Weber, explains how current restrictions are encouraging consumers to see outdoor living and cooking in a new light


U


sually at this time of year, we would all be focused on preparing for the beginning of the summer season,


looking at how to make the most of POS and visual displays to capture consumers’ attention on sunny days and determining the best ways to cross-sell outdoor living products. This year is different. Covid-19 has placed us all in uncharted territory. With doors currently closed, we no longer have the usual tools at our


12 DIY WEEK APRIL 2020


disposal to maximise the potential summer surge. Knowledgeable staff can no longer share their expertise, consumers cannot get ’hands on’ with products before purchase and enticing displays cannot capitalise on fleeting opportunities to upsell. However, with consumers now confined to their homes and own outdoor space, many are experiencing a rejuvenated interest in outdoor living. Whilst the seasonal uplift may not follow the pattern of previous years, the outdoor living opportunity is still present.


Government restrictions, teamed with the recent good weather, has meant an increasing number of consumers are looking to enjoy the full potential of their outdoor space. From spending more time outdoors exercising, entertaining the kids or dining alfresco; to finally getting round to giving the garden a makeover or learning a new skill, people want to use their new found time at home wisely. We therefore need to work together


to navigate through these testing times and focus on what we do


on conversion opportunities when retailers can reopen. Those retailers with strong delivery capabilities that adhere to social distancing and government guidelines, may already be able to start catering for this demand. We also know that many people


are currently experiencing a fresh enthusiasm for learning something new or upskilling. We must therefore harness our own passion for our products to help cater for this need, in order to maintain brand loyalty and engagement during these difficult times. For example, here at Weber we are encouraging our customers to get more creative with their barbecue cooking whilst at home. We’re


launching a series of


inspiring videos across our social media platforms where our Head Grill Master help our customers get more creative with their barbecue cooking whilst at home and we’ll continue to update our extensive online


collection ‘Barbecue of


barbecue tips covering topics such as


Fakeaways’,


recipes and ‘Store


Cupboard Saviours’ and ‘Gourmet Grilling.’ Our aftersales team are also still on hand via email and telephone to provide our customers with support if and when they need it. Whilst there are still hurdles ahead, by staying in tune with consumers’ needs and continuing to support and engage with them where we can, we can begin to overcome some of the challenges ahead of us. Here at Weber, we are focused on supporting our stockists and customers in the best way we know how, helping to create a nation of brilliant barbecuers and we look forward to being able to see some of these new found grill skills in action soon.


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