Home Appliances COOK LIKE A PRO


and user prompts, automatic programmes, menu cooking and smart innovations also help to make the appliances easy to operate and offer real benefits to consumers’ lifestyles, rather than gimmicks.” The Generation 7000 range took six years to develop and there were 200 test homes trialling the new appliances to help determine the features that were included in the final line-up. New features of top-of-the-range models include, something unseen in Pyrolytic ovens, the FoodView feature, where an HD camera within the oven allows users to keep an eye on and manage their food while it cooks, from their mobile phone. “Another new innovation exclusive to Miele


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is TasteControl, allowing food to remain in the oven without overcooking,” Mr Pooley continues. “At the end of the cooking programme, the oven door automatically opens slightly and reduces the internal temperature very quickly. An additional KeepWarm option ensures food stays warm without drying out or over cooking, until it is ready to be served.” But the smart solutions don’t stop there. Caple


recently joined forces with the makers of Meater+ to introduce a seriously smart solution when it comes to cooking meat. The first ever wireless meat and fish probe thermometer features a built-in Bluetooth repeater and pairs up with the dedicated app on a smartphone, tablet or computer. By placing the fully charged probe into the centre of the meat or fish in the oven, you can tap the ‘Setup Cook’ icon on the app to determine what you want to cook – beef, poultry, fish, lamb or pork. Select the results you want to achieve and press ‘Start Cook’. The app will estimate cooking and meat resting time.


Seeing is believing


While all these various cooking technologies allow the average consumer to try their hand at some Gordon Ramsay or Nigella Lawson recipes, practice makes perfect and learning about kitchen appliances


KitchenAid runs a cookery school at the KitchenAid London Experience Store to give consumers the perfect insight professional home cooking.


into


Retailers should consider following the manufacturer’s lead and hosting their own interactive demonstration. This will give customers a unique opportunity to get to know the appliances on display. There are many quick and easy recipes that demonstrate the main functions and features of major domestic appliances, with perfect results every time. Says KitchenAid’s Lee Collett: “Organising a cooking event will really bring your showroom to life; it’s more memorable and relatable to how consumers use their kitchens at home. The atmosphere could be similar to that of a dinner party, where there will be socialising with current and new customers, with the appliances working in the background. “We support and offer retailers bespoke training opportunities, which are informative, interactive and tailored to individual preferences. This allows


Ms Geraghty comments: “This enables us to


While all these various cooking technologies allow the average consumer to try their hand at some Gordon Ramsay or Nigella Lawson recipes, practice makes perfect and learning about kitchen appliances begins in the retailer’s showroom.


support the retailer within their showroom and create a connected living experience that is easy to interact with.”


While cooking-up a masterpiece in the kitchen, extraction appliances are important to remember, like the Wi-Fi enabled NEFF N90 ceiling hood; it detects the amount of steam and smells using a sensor attached to the motor and automatically sets the most effective power level to extract it. Meanwhile, the iQ500 ceiling hood from Siemens can be controlled via the manufacturer’s Home Connect app, or even with their voice with popular home hubs like Amazon Alexa.


“In our experience, retailers that can demonstrate live appliances usually have success in selling further up the range to their customers,” says Shaun English, Independent Retail Director, BSH Home Appliances. “It also creates more discussion points in-store and brings the products to life much better than a video or image on a website.


“BSH works with its retail partners to organise joint cookery events and we will also supply a qualified home economist. The feedback we receive from these events is that the average selling price is increased as a result, putting more through the retailer’s till.”


KitchenAid’s downdraft extraction hob.


begins in the retailer’s showroom. In order to secure the sale, retailers need to grab the consumer’s attention and 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. When selling the idea of connected living in particular, demonstrate how appliances can talk to each other and make consumers’ lives easier. Samsung’s SmartThings platform offers consumers one point of entry to control a multitude of devices.


Consumer research has shown that strong product knowledge amongst in-store staff and their ability to make recommendations based on understanding the customer’s requirements are the best ways to motivate a sale.


“Range cookers remain an aspirational purchase, so it’s important to stock both traditional and contemporary models, to appeal to both types of consumer,” adds Stoves’ Ms Rylands. “And don’t be afraid to display something in a bold colour!


“Demonstration is something the internet, or often multiple retailers, cannot deliver, so it’s a simple thing that can really give an independent the edge.”


KitchenAid’s downdraft extraction unit (above) and its ventilated induction hob (right).


retailers to understand KitchenAid appliances in greater depth, imparts knowledge and generates inspiration for retailers at the point of sale. “Consumers looking to purchase from a luxury


appliance brand often expect a luxury shopping experience. It’s important to showcase a brand’s ethos in store, to make customers feel comfortable and to help them decide whether the appliances suit their lifestyle.”


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