June 2024 ertonline.co.uk Rangemaster’s Elise Luxe 110cm induction range cooker.


Beko’s AirFry oven.


“We highly recommend that retailers invest time with our award-winning training team,” he adds. “Comprehensive training ensures that store colleagues possess in-depth product knowledge, and by combining live demonstrations as well, retailers can create an immersive and persuasive shopping experience that showcases the unique advantages of Miele’s premium appliances.”


Where style and performance converge Elsewhere, Rangemaster has recently introduced a special edition of its Elise induction range cooker in Slate with new Antique Brass trim. “Elise has a French feel, and the chic design update complements the trend for warm metallics in the kitchen,” says Emma Cowley, Marketing Manager for Rangemaster.


“It has proven very popular,


so we have now extended the Elise Luxe line-up to include the Antique Brass trim as an option on dual fuel models as well as the Stainless Steel finish. The professional-style appliance can offer a softly romantic French-inspired look with the Stainless Steel and Antique Brass trim, or a bolder statement in Slate and Brass.” Following a preview at KBB Birmingham in


March, Rangemaster is also launching two new range cooker families for the first time in five years. Its Estel Deluxe and Edge Deluxe induction models will be available from August; they offer distinct designs and colours to suit a wide range of kitchen styles.


Ms Cowley adds: “Consumers want to buy what they can see, so it’s important to consider the breadth of products retailers have on display. We know it can be hard for consumers to visualise how a 90cm range cooker might look in their kitchen if there is only a 110cm model in store – but we understand that space for large appliances is limited. “By working with manufacturers on display design, retailers can find creative ways to show more than one size, fuel type and colour, allowing consumers to see various possibilities.” Alternatively, Beko offers its extensive MDA


premium ranges – which includes Blomberg’s washing machines featuring SpinSave technology. This delivers up to 35 per cent energy saving on everyday wash programmes. Head of Product Marketing at Beko Plc, Salah Sun, says: “By improving detergent


Rangemaster’s Estel Deluxe 90cm induction.


dissolution early in the wash cycle through re-engineered drum movements, Blomberg’s SpinSave technology reduces the amount of heat required for optimal washing performance, resulting in more enhanced energy savings on all everyday wash programmes.” Beko is introducing several additions to its MDA line-up


this year. First is its Beko A-20 per cent AquaTech washing machine which promises gentle, yet powerful cleaning performance paired with enhanced energy efficiency. It is also launching its new Beko A-20 per cent Heat Pump dishwasher, featuring advanced dishwashing technology while also reducing energy consumption.


In its hob range, Beko is introducing SafeCook, which monitors food temperatures and detects water levels in pots and pans, automatically stopping cooking to prevent overcooking or burning. “Several key economic trends are shaping the home appliances market,” explains Mr Sun. “While inflation rates are showing signs of easing, the lingering impact of past inflation continues to negatively affect consumer sentiment. “This has resulted in a contraction in the higher end of the market, coupled with a continued downward trend in average retail prices since December 2023. However, the MDA market is experiencing significant development in terms of product design and functionality. Mr Sun recommends that to effectively showcase and demonstrate products, retailers should focus on creating an engaging and informative experience for customers in store. This can be achieved through creating interactive displays, he says, which creates a hands-on experience, and live demonstrations are also key to showcase products’ key features and functionalities.


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