July/August 2024
ertonline.co.uk
For example, the consumer research showed people didn’t like the way dust flies everywhere when you empty the vacuum – so the new Unlimited 10 has an easy-empty dust box with compress slider. They also wanted superior cleaning of any debris and on any kind of floor, so this too was a focus, with the new model offering 99.9 per cent pick-up of even the smallest particles. Its MicroClean Technology cleans ‘beyond the visible’, detecting and then indicating if the vacuumed surfaces are 100 per cent clean or not.
mess, allowing the public to put the Aqua to the ultimate test! Working with celebrity ambassador Helen Skelton, it generated a huge amount of interest and press coverage, so we know the appetite for the Aqua is out there.”
Improved POS “Electrical retailers have always been important to Bosch in communicating the messages behind our products,” continues Ms King. “Retailers have a unique access to different consumers, so whatever the profile of your clientele, we’ve got a range of products to suit.” The brand is in the process of working with on a new POS concept that is intended to re- enforce Bosch as a top cordless handstick player. It aims to showcase a full offering across all price points, including premium. Better consumer choice will not only serve consumers but drive sales to retailers too. “We know that our improved POS brings an
increase in conversion and the newly designed displays are designed to promote sell-out strategy and excellence for retail customers,” explains Ms King. “We’ve deliberately taken a premium approach, as this increases the average spend of the shopper. And multiple cordless models will be in each POS line-up to help retailers with trading up.” In comparison with the previous design, the new displays have a great deal more stopping power, engaging the customer with clear messaging about the features of each appliance and how these increase as you move to the next price point. Customers can easily
compare and contrast the models themselves, but this is then backed up with sales specialists in store to offer support with conversion.
“The Unlimited 10 sits at the premium end of our line-up, so to complement its outstanding performance, it has a number of features designed to make cleaning more intuitive,” continues Ms King. “It has a smart usage guide displayed on the handle’s full-colour TFT display and an intelligent Auto Mode to ensure the cleaner is working at optimum efficiency.”
Solutions for changing needs “Where once the vacuum used to be pushed round the floors once a week, now cordless models mean consumers simply grab it and clean up as they go,” concludes Ms King. “At Bosch, we’re remaining at the forefront of changing consumer habits and reacting with products like Unlimited 7 Aqua and the upcoming Unlimited 10 to both meet and exceed their needs. We want to partner with retailers to ensure consumers know we’ve got their back when it comes to cleaning – and to make Bosch their number one choice when purchasing the next model.”
A new hero product The upcoming star of the Bosch cordless portfolio is the new Unlimited 10, which is
launching in September.
“Once again, we’re listening to our consumers and we know they want performance from their vacuum – and powerful performance is what the Unlimited 10 is all about,” says Ms King. “What’s more, this is the first product we’ve delivered wholly through consumer research, with every part of the development process put in the front of consumers to take in their feedback.”
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