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November 2020 ertonline.co.uk


Seeing is believing While all these various cooking technologies allow the average consumer to try their hand at some fancy recipes, practice makes perfect and learning about kitchen appliances begins in the retailer’s showroom. In order to secure the sale, retailers need to present all the benefits of a product – and demonstration is key to this. Consumers want their imaginations sparked


and experiential showrooms offer a great way of doing this. However, as Mr English from BSH comments: “It’s


Right: Steam & Infuse feature from Stoves. Bottom left: Rangemaster’s NEXUS Steam function. Bottom middle: Amica’s P16544STK induction hob. Bottom right: The Aria microwave from Indesit.


Induction Induction hobs have been reported as the top hob choice in the UK, winning 41 per cent of favour amongst consumers, according to research. There are now various types of induction hobs available in an array of dimensions. The latest range of Hotpoint induction hobs


benefit from a variety of easy-to-use functions and flexible options to make cooking a fast, efficient, pleasurable and healthy experience. The Hotpoint black glass 60 cm induction hob has four cooking zones and 18 different power levels, ensuring each dish being prepared can be precisely controlled. The new hob also benefits from the Flexi Space function. This enables the two cooking


zones on the left hand side of the hob to be


combined and used as one, to accommodate large pots, which is ideal for using up leftovers. Induction might seem like old news, but it still


seems like magic to anyone new to the concept. Popularity means prices have fallen, making the technology more approachable. Amica’s P16544STK has four zones with nine


power levels, boosters on each zone, left and right bridging, and timers on each zone. Special features include ‘Stop and Go’ that allows the user to stop and restart cooking without resetting, ‘Heat Maintainer’ that holds soup and sauces at serving temperature, and overheat and overflow detection so a pan cannot boil over.


obviously an extremely difficult time for retailers. We have worked with our retailers to provide virtual training and support on virtual events. “There is no substitute for seeing the


appliances in action and sampling the food they cook. Live demonstrations allow consumers to see all the key features and benefits of our cooking appliances and create discussion points in store. In our experience, retailers that can demonstrate live appliances usually have success in selling further up the range to their customers. “Demonstrations aren’t always possible, but as


a minimum appliances should be live, so consumers can sample the interface and get an idea of the options available to them.” Hotpoint’s Ms Garner says that while cookery


events may not be possible at the moment… “it’s important to remember that the pandemic won’t last forever. Use quieter times to make plans for the future of your showroom and look forward with optimism for your future customers.”


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