October 2023
ertonline.co.uk
SharkNinja’s new products
Almost all appliance brands included smart connectivity at IFA 2023. So the question is, what’s the next step? Personalisation. And the LG MoodUP Instaview Freezer is a perfect example – where users can change the panels and the lighting of their refrigerator. Elsewhere, with the LG THINQ UP 2.0 concept, users can also create their own wash program and save it as their personal wash cycle for future use. Taking cooking to new levels of perfection as Haier has done with the ID Series featuring a unique style and the exclusive Bionicook technology. With the ID Series, you can not only view what’s cooking in your oven with its built-in camera, but also see it on your phone or TV, and even on the built-in screen on the oven’s facia. This technology is opening up the options to meet the needs of a truly personalised household.
IFA 2023 Opening Press Conference Combine this with AI, assisting in noting
your trends on laundry, cooking and cleaning, which enables the ID Series to update the software on your connected appliances as you would update the apps on your phone. AI functionality improves the efficiency of, for example, a more effective wash cycle so that it uses less energy while still giving you a great wash. Haier’s hOn app is great; it allows users to get the most out of their Candy washing machine. Increasing innovation and enhancing sustainability credentials means almost all brands are now adopting a policy where a percentage of all products are made utilising recycled materials. Both LG and Samsung were championing this at IFA. Taking the initiative a step further, linking these credentials into the aspirational brand qualities, many consumers are now looking for in a true premium brand.
Headline sponsor There was one brand at IFA this year that you simply could not miss – Hisense. Its lanyard branding was very clever, and it adorned the neck of almost everyone at the show thanks to its headline sponsorship. Global President, Fisher Yu, gave the show’s opening keynote where he announced Hisense’s sponsorship of the EURO 2024 football tournament – due to be held in Germany.
A brand that not only makes TVs but also appliances and applications, it’s easy for Hisense customers to integrate their devices
across the home. With VIDAA at the heart of the ecosystem, the interface can act as the hub of the household with the TV screen acting as the focus of the living space. With VIDAA now connected to 22 million devices, the task for Hisense is perhaps slightly easier than it may be for other brands in the CE sector. The next step is how to monetise this conversion and integration with responsive and predictive AI to further enhance the user’s experience. It’s fair to say that the outlook for retailers is exciting, with increasingly more innovation in all categories and an enhanced social responsibility tone that now takes on many more subject matters. For those that choose to ignore the IFA trends, do so at your own risk, as these will inevitably become standard across most categories within the year. I believe it is crucial for the success of all within the industry to embrace, understand and develop these trends to create more meaningful conversations with consumers in the future.
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