March 2019 ertonline.co.uk


Cordless has become the number one choice for consumers


The Blaupunkt bluebot xsmart robot vacuum cleaner


Trade Marketing for UK and Eire, Hoover Candy


By Philip Jones, Head of


By the close of 2018, cordless models accounted for 52.7 per cent of the market; an impressive seven per cent increase from the same figures in 2017 (according to a GfK floorcare report from December). A big reason for this is that consumer perceptions of cordless


models have changed significantly. Where a few years ago ‘cordless’ represented a new and exciting technology, it is now more widely accepted and trusted, even by those with a preference for uprights. This is reflected in the market share. Since this format has been available for a number of years, consumers and retailers expect more from this style of vacuum. However, there’s also an opportunity for innovation within the corded sector. Our strategy is to create multi-functional lift-out models which tick the box for every consumer. These can be used as traditional vacuums for those who prefer an upright, but they can also convert into different modes for lightweight, yet powerful cleaning to provide the best of both worlds.


Talking tech


Consumers want cordless models that offer the same performance as


corded lines, so


manufacturers have been working hard to deliver this. This year, for example, we have brought to market the UK’s highest-rated three-in-one upright vacuum.


The Hoover H-Lift 700 Pets (HL700P) scores A+AAA in the energy, hard floor, carpet and emissions categories respectively and can quickly and easily convert into lift-out and motorised stick formats.


How can retailers make the most of this? To showcase the usability of cordless vacuums, in-store demonstrations are essential. Once the customer has completed their online research and settled on a cordless product, they come in store for reassurance that the product can be just as effective as their existing model. To help convince buyers, it’s key that all models are clearly visible and easily accessible, so people feel confident to try them out. Retailers should endeavour to recreate life- like situations, such as rice on the floor or crumbs trodden into carpet. Conditions like these mean users can give the products a real road test and see how effective they could be in their day-to-day lives.


Finally, it may sound straight forward, but


retailers need to make sure that the vacuums available to test are all charged. It’s something very simple, but this can make all the difference between a consumer making a purchase or going elsewhere.


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People like to buy from people they trust and independent stores are often seen as pillars of the community. Consumers rely on the expertise and knowledge that independent retailers can provide and a robot sale also means more opportunity for accessory sales than standard vacuum cleaners, with replacement brushes and cleaning heads, magnetic strips (contain robot cleaning area), HEPA filters, floor mopping cloth and much more. The Blaupunkt range of robotic vacuum cleaners are available from Exertis.


The Hoover H-Free C300 vacuum


Hoover’s H-Lift 700


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