ANALYSIS: COUNTER-TOP COOKING Home Appliances
Smeg’s MOC1/02 Microwaves are out now. The MOC01 is a straight microwave as opposed to the 02 which offers the addition of air fry, combination oven and grill. The MC01 version is shown.
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“We’re seeing this colour and trend-led demand across wider SDA category as more homes expand their countertop cooking appliances. The vast Salter offering really encompasses this move towards the SDA market becoming more colourful as consumers demand a pop of fun to brighten their kitchen.” Niamh Griffiths, Senior Marketing Exec - SDA, Smeg UK, notes how there is also strong opportunity for cross-selling, as countertop cooking appliances naturally sit alongside other premium small appliances and accessories, helping to drive increased basket value.
Opportunities for retailers In store, small cooking appliances really benefit from being switched on and shown to customers, as “demonstrating just how quick, easy and fuss-free they are can help bring new consumers into the category, while also encouraging existing users to trade up to newer, more feature-rich models”, Mr Vassiloulis from RKW says.
Giving out free food samples of anything cooked can also entice customers, and demos
can be filmed and shared online, utilising social media channels to boost awareness of the product and retailer. Our expert from Bluestem says that for those without access to physical demonstrations, product videos can be a useful tool. “Bluestem Group provides a bank of product videos that retailers can display in-store or upload to their websites or social media channels. These videos serve as a ‘silent salesman,’ showcasing product features and demonstrating how to use the product effectively.
They add that stock levels are an important factor in securing sales, as customers are more likely to make a purchase when they know they can walk away with their new appliance the same day. Bluestem Group is proud to offer a range of delivery options including next day services to store or direct to the customer. Cello’s Mr Rourke also talks about what the company can provide in terms of both in-store and online marketing material - decorated trestle tables, coordinated shelving displays, FSDU’s and brand bays. “Those with a strong online presence can take advantage
The Salter VertiCook is compact and space-saving and reduces cluttered countertops. It can be easily stored away but still cooks the same amount of food as a traditional dual basket air fryer. It is versatile with the ability to cook with four layers.
of our extensive image gallery, video guides, enhanced content, UK based Aftersales Service and flexible fulfilment options from full pallets to Direct Dispatch,” he adds. With a final thought that we thought was
a nice one to end on, Cello’s Mr Rourke concludes: “With most UK households regularly purchasing small appliances, the category offers consistent demand, SDA is on the bounce-back to becoming a tremendously exciting space to be in.”
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