ANALYSIS: FLOORCARE Home Appliances


February 2021 ertonline.co.uk


Pictured here in handheld and below in full-assembly,


Hoover’s Steam Capsule 2-in-1


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Hoover says that its Steam Capsule 2-in-1


removes up to 99.9 per cent of germs and bacteria, without the use of harmful chemicals. Whilst the steam mop cleans and sanitises floors, it can easily be converted into a scrubbing nozzle for tough stains, or into a handheld unit for above floor cleaning using the hose and accessories. And if we’re talking antibacterial


technology, we must also go back to vacuums and mention the RS60 from ROIDMI – with its proven antiviral benefits. The RS60 adds a patented ZiWei


Novoron ION antibacterial sterilising system within the brush roller, dust separator and filter system to help eliminate bacteria and other biological pathogens on contact. The technology builds on the


proven antimicrobial and antiviral properties of silver ion nanoparticles (NCBI white paper) that the manufacturer, alongside two Japanese tech-giants, developed into a long- lasting surface treatment for the vital air-contact points of the RS60 cleaner.


Try before you buy Of course, ensuring consumers can engage with these products to witness the benefits for themselves has not been easy in the past year. Data has shown spikes in sales when non- essential shops have been allowed to


re-open; however, the shift to online sales has been noticeable and those true omni-channel retailers have been reaping the benefits. Floorcare is a category with higher propensity to be brought in store. Ultimately, some form of demonstration is essential to ensure consumers can understand the level of manoeuvrability and performance of a product, as well as other features such as sound. Mr McCormick advises that retailers


should continue to develop their online offering to ensure they don’t miss out, further supported by premium online content, virtual reality and the use of social media and influencers. “I’m absolutely certain that a store


environment will remain,” he says, “but it’s going to have to provide experiences that online can’t – such as areas to try products, one-to-one sales advice, and an environment that inspires future and cross sales opportunities into other categories; these make buying in store just as competitive.” Mr Foulstone adds: “Floorcare is such


a demonstrable category so you really need to be on top of your game. With some retailers’ doors currently closed it’s down to who can tell the best stories, whether it’s audio, image or video, and they’d need to rely on their communities even more to help tell these stories and spread the word.”


Mr Speake from Smartwares agrees, focusing


on the importance of user reviews when it comes to floorcare products in a rapidly growing online market. Mr Johnson makes another very good point.


“Buying habits are very much dictated by the lockdown situation at this time. But there are still plenty of people strolling the high street for exercise or driving by to pick up a take-away,” he says, “so it remains vital to keep window frontages fresh and enticing. You can also reinforce the message that you are still ‘open for business’ by making a big window splash of your website address and there are also plenty of ways to remain proactive through social media.”


Morphy Richards 1600w 12-in-1 Steam Cleaner


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