November 2019
ertonline.co.uk
Above: The Cosmopolis Teal range kettle and toaster from Beko.
Left:
KitchenAid’s 4.8 Litre
Stand Mixer (Empire Red)
45
The Stoves Richmond Deluxe (900DF Hot Jalapeno) range cooker
kitchen design, a range cooker is something you can build your kitchen around as it acts as a centrepiece and adds a touch of theatre.
“As our nation’s love of cookery shows no sign of slowing down, these more contemporary and professional-styled ranges with multiple cooking capabilities are becoming increasing sought after and will continue to grow in popularity.”
Designer cooker hood brand, AIRUNO, says that MDAs featuring smart technology will be the ‘must have’ items this Christmas and, in the extraction market, this means hob-to-hood technology, which enables the hob to control the hood wirelessly, adjusting extraction speeds automatically and leaving consumers free to concentrate on cooking the turkey or entertaining guests. Geoff Baker, Chairman of AIRUNO, comments: “Hob-to-hood technology also ensures the hood never works harder – or for longer – than is necessary, minimising energy consumption and
reducing household bills, which can only be good news around the expensive Christmas period.”
Bring the showroom to life Product demonstrations
are the best way that
retailers can show off the benefits of small domestic appliances in-store. Customers looking to purchase an SDA product will be keen to know and understand the finite details of the appliance prior to purchase. In the run-up to Christmas, retailers should consider hosting a cooking event to really bring their showroom to life and engage the local community. Not only this, but attractive window displays during the festive season are important to help grab the consumer’s attention and encourage them in-store. Hotpoint’s Ms Balderson says: “Creative retailer displays are most effective in gaining consumer interest and encouraging sales. It is vital that appliances are given the attention they deserve, so retailers should position them in a way that will catch
the eye of the customer. This is just as important for freestanding appliances too, such as fridge freezers and dishwashers.”
Keeping cool From a cooling perspective, side-by-side and multi- door fridge freezers
offering greater storage to
families and are always big sellers in the run-up to the Christmas period.
Steve Dickson, Head of Product Marketing at Glen Dimplex Home Appliances, says: “In addition to
capacity, consumers are impressed by food
preservation features, particularly with the current focus on reducing waste. “Total No Frost appliances require no defrosting and improve air circulation within the fridge. Our 70cm Stoves FD70189 French door fridge freezer features a preservation door, allowing users to control the temperature of air in the food compartment to keep food at optimum temperatures.”
What will Black Friday mean for pre-Christmas sales this year?
Introduced into the UK in 2010, Black Friday has become a challenge to Christmas sales as the most revered marketing ruse of the year. During the event in 2018, Brits spent over £7 billion. There is no doubt that Back Friday
has had an impact on the electrical retailing industry, but manufacturers have conflicted opinions on the impact.
Hotpoint’s Ms Balderson says: “Despite now making a name for itself as a key period in the UK’s retail calendar, research suggests that promotions such as Black Friday have a relatively minimal impact on sales of MDA. “Consumers tend to either purchase a new appliance as a replacement for an old or broken model that they currently
own, or will purchase one as part of a kitchen renovation. As a result, this suggests that consumers will buy an appliance as and when they require one, and it is therefore unlikely that they would wait until Black Friday at a very specific time of the year.” David Palmer, LG’s Product Specialist, Home Appliances, adds: “As
one of the most anticipated sales events in the retail calendar with increased hype around consumer spending, we expect Black Friday to have a significant impact on MDA and SDA sales. With many retailers already hinting at their Black Friday deals and many more to be confirmed, we expect an uplift in sales both online and in-store.”
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