Appliance Retailer April-May 2019

APPLIANCE

NOW IN ITS 23RD YEAR

RETAILER

THE BUSINESS MAGAZINE FOR THE CONSUMER ELECTRONICS INDUSTRY

/// APRIL / MAY 2019

GARMENT CARE STEAM STATIONS BECOME PREFERRED DUE TO CONVENIENCE

LAUNDRY FRONT LOADERS, HEAT PUMP DRYERS GAIN POPULARITY

DISHWASHERS IMPROVEMENTS IN CAPACITY, EFFICIENCY AND CONNECTIVITY

A U S T R A L I A ’ S E N E R G Y

H I G H E S T

R A T I N G

5.5 Energy Star Rating. No other Australian Refrigerator has a higher Energy Star Rating.

The black 453L Bottom Mount fridge from Hisense is perfect for energy conscious homes that don’t want to compromise on style.

See how Hisense can change your home – engineeredforefficiency.hisense.com.au

As at March 2019, HR6BMFF453B

EDITORʼS NOTE AR Appliance Retailer is published by The Intermedia Group Pty Ltd ABN 940 025 836 82 41 Bridge Road, Glebe NSW 2037 Australia P 02 9660 2113 | F 02 9660 4419 E appliance@intermedia.com.au W www.intermedia.com.au ISSN: 1328-1852

Weathering the retail storm

H

alf-year sales results from retailers painted a clear picture of the current retail climate in Australia – stormy with little sunshine

Managing Director Simon Grover Editorial Director James Wells james@intermedia.com.au

on the radar.

Overseas stores are driving sales growth for Harvey Norman, with the retailer reporting record offshore revenue of over A$1 billion, kudos to Singapore and Malaysia in particular.

With Australian franchisee sales on the decline, Gerry Harvey confirmed his long-term goal for offshore profit to account for 50% of group profit. Over at JB Hi-Fi, local sales are also weakening, although The Good Guys is experiencing sales growth year-on-year.

But Myer may be one to watch with a clear and recurring message from CEO, John King – “we have to place the customer first, in every decision we make and every action we take”.

Perhaps somewhat clichéd, but as pointed out by our new Retail Insider, the most important and unchanging component of a retail business is the customer (Read more on page 19).

There was an improvement in first half sales for Myer, attributed to strong online growth, more targeted and relevant marketing, as well as improved service and store layouts.

Myer is also putting more attention on its ‘Only at Myer’ brands with more than 20 new brands arriving in store this summer to meet customer expectations for constant newness. There are also

Deputy Editor Emily Bencic ebencic@intermedia.com.au Features Editor Kymberly Martin kymberly@intermedia.com.au General Manager – Sales Rod Riley rod@intermedia.com.au Art Director Alyssa Coundouris Prepress Tony Willson Production Manager Jacqui Cooper jacqui@intermedia.com.au Head of Circulation Chris Blacklock Subscriptions Ph 1800 651 422

Average Net Distribution Per Issue: 5,435 AMAA/CAB Yearly Audit Period ending 31st March 2018.

several ‘customer first’ pilots to improve service, layouts, ranging and the appearance of stores, along with better store communications and product knowledge.

King’s decisiveness has led to a focus on reducing business costs that do not directly benefit the customer or enhance their shopping experience.

Myer recently reviewed its store management structure and culled 50 administrative and management roles “to align its structure more closely with its customers” and improve the financial performance of the business.

Shortly after, Myer announced its decision to discontinue stocking Apple products in stores and online, as it was unable to reach commercial terms that were in the best interests of the company and shareholders.

“Myer will not chase unprofitable sales and this decision is also about ensuring space in our stores is utilised in the most productive and effective way,” the company said.

King acknowledges that there is a lot of work to be done but continues to assure shareholders the department store is on the right path with the right people to refine the customer experience.

Deputy Editor Emily Bencic

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[ON THE COVER]

CHANGING THE WAY WE THINK ABOUT IRONING

The new Tefal IXEO All-In-One Solution is in a league of its own and shows the way towards the future of highefficiency steaming and lightweight ironing. Designed in France, the new all-in-one garment care solution features a patented integrated smart board that offers perfect ergonomics with adjustable height and angles for all purposes. Powerful yet gentle enough for all types of garments, IXEO features a super lightweight iron-head that makes it versatile enough for both ironing and steaming. The main unit and steam head are also detachable to steam and sanitise all around the house with minimal effort.

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Appliance Retailer April / May 2019

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VOLUME 25 / ISSUE #2

IN THIS ISSUE EDITOR’S NOTE

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Weathering the retail storm

Taking action to put the customer first

NEWS

06

Sharp shakes up marketing structure; Shriro appoints new commercial manager Consolidates Business Solutions and Consumer Electronics teams; Brings over 15 years of industry experience

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Mitsubishi Heavy Industries relocates head office; Winning Group appoints new head of partner relationships More suited to the expanding company’s changing needs; From Appliances Online business

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Camera House undertakes brand refresh

With the rise of online shopping and a changing retail landscape

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Rawsons steps up showroom offering

By undertaking major renovations

FEATURES

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Dishwashers Feature

The downward trend in average unit prices has prompted early replacement sales, while home renovations continue to benefit the category as kitchens remain a priority.

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Garment Care Feature

As consumers opt for wrinklefree or easy iron clothing, the task of ironing becomes rarer in Australian households. Steam stations are now becoming the preferred option as a time-saving alternative.

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Laundry Feature

Front loaders are closing the gap over their top load companions. Improved technology and more noise around the smart home are predicted to assist in further sales growth.

WHAT’S HOT

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Pick of the crop

Samsung QLED TV, Hisense Bottom Mount Refrigerator, and more

41 www.applianceretailer.com.au

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AR NEWS

SHARP SHAKES UP MARKETING STRUCTURE Sharp Australia has confirmed several role changes in its marketing division, after a decision to consolidate the Business Solutions and Consumer Electronics teams under a new company restructure.

Former national marketing manager of the consumer division, Halim Saliman has been appointed head of marketing and business planning of the combined department. He is managing three teams as a result of the restructure; business planning, product marketing, and marketing communications.

“After 14 years working for Sharp in the consumer electronics team, I am excited by the next challenge,” Saliman said. “By consolidating our marketing departments, we are able to combine the team’s strength in business planning, focus on the image and branding of the organisation as a whole, and strategise more efficiently by having the various teams work cohesively with one another.”

Michelle Rochford has been appointed to marketing communications manager across the business solutions and consumer electronics department.

Sharp head of marketing and business planning, Halim Saliman

Rochford joined Sharp’s Business Solutions marketing team in May 2018, to strengthen brand awareness and improve communications with its dealer networks. Her role change will now see her building Sharp’s profile by managing marketing communications across both Business Solutions and Consumer Electronics.

With the departure of head of consumer electronics, Hans De Jong, Greg Hendriks will step in as consumer electronics business manager, while Sharp continues to seek a replacement.

Hendriks will be responsible for

managing CE sales operations, expanding CE sales channels, while also strengthening partnerships with retailers.

Sharp Australia managing director, Hitoshi Kagawa wished De Jong all the best in his future endeavours, and thanked him for his service to the organisation.

“Hans was an asset to our team and was always driven to achieve and exceed expectations. He had a strong presence in the company and has certainly left a positive mark. On behalf of Sharp, we extend our gratitude for his hard work and dedication to our company and wish him great success in his future ventures.”

Shriro appoints new commercial manager Shriro has welcomed former Winning Appliances Commercial general manager, Brad Street as the divisional manager of its commercial business. He brings over 15 years of experience building and leading commercial sales teams.

In his new role, he will focus on forging stronger relationships with sales teams, communicating a clear direction to Shriro’s merchant partners and end users, as well as building a consistent brand voice in the market through marketing communications, thought leadership, events, sponsorship and public relations.

Commenting on his appointment, Street told Appliance Retailer, “It's fantastic to get a fresh beginning in the commercial landscape. I started my commercial appliance career at Fisher & Paykel, working my way from account level up to NSW state manager and I was 6

Appliance Retailer April / May 2019

Shriro commercial divisional manager, Brad Street

very fortunate to be brought across to Winning Appliances Commercial, which has given me a different view on the other side of the fence.

“I have decided that the time is right to go back to the supplier side and apply the skills that I have acquired during my time at Winnings. It has been nearly eight years since I have been in a similar role and I am relishing the challenge.

“I feel that there is massive potential for Shriro in the marketplace and with my experience, we can make this felt. In my time at Winnings, I have learnt that having a positive working relationship with key partners is fundamental to sales success. One cannot work without the other. We need to focus our product offering in the market, ensuring that we can add a positive and dynamic brand for our partners.

“The reason that I took this position is that I like a challenge. We have much to do to work on our brand positioning and perception in the commercial landscape and market. Shriro is extremely committed to turning this around and I believe we have a bright future ahead of us.

“The commercial team offer an abundance of commercial experience and I am really looking forward to supporting them to make our brands gain back the positioning they deserve.”

Electrolux celebrates 100th birthday with 70 new products Electrolux Home Products (EHP) celebrated its centenary with 200 staff and retail partners from Australia and New Zealand at the Royal Botanical Gardens in Sydney.

EHP director of sales, Michael Doyle, confirmed that over 70 new Electroluxbranded products will be released to the market across six key product categories – representing a first for the brand.

“We have never launched this many premium products in such a short period of time,” Doyle said.

“You will see Electrolux at our strongest and proudest – along with the new portfolio of product is a fully integrated campaign which builds and amplifies through each of the key touchpoints and also supported with in store training and new in store displays.

“This will be Electrolux at our very best as we celebrate 100 years and our Swedish heritage. We will celebrate by launching new dark stainless steel appliances – a complete home offering aligned styling with ovens, cooktops, rangehoods, refrigerators and a new assortment of laundry products – a breadth of range never seen before under the Electrolux brand. More importantly, a range of products and features with

the consumer experience top of mind at every touchpoint.”

EHP director of marketing, Richelle Barker, explained that the new marketing strategy titled ‘Swedish Thinking, Better Living’ was built around key consumer insights.

“Based on research, Australian consumers now see Swedish as ‘purposeful design’, ‘progressive’, ‘innovative’, ‘authentic’ and ‘premium’ – this is why we are celebrating 100 years of Swedish thinking today.

“The re-launch of Electrolux does not just include the new product range, we are crafting a new brand – with a new brand position, new visual brand identity and a new campaign that can

Mike Putt (Electrolux), Terry Smart (The Good Guys), Dan Arler (Electrolux) and Kay Spencer (Narta)

be authentically owned by Electrolux, and can truly set us apart as a distinct, desirable and premium brand. We have looked at consumer insights in four areas, product design, campaign messaging, brand positioning and also a path to purchase study. Based on these insights we promise to deliver a cutting edge campaign driven through media, digital, PR and our partnerships. We will deliver brand new digital point of sale, a clear consumer benefit.”

Electrolux managing director for Australia and New Zealand, Mike Putt, thanked the retailers for their role in supporting the Electrolux brand.

“This celebration would simply not be possible without the support of our customers. So on behalf of all of us at Electrolux, I want to say thank you to each of you, your teams and your companies. Thank you for your support and your business – it is very much appreciated, I can promise you and we do not take it for granted. We know you have options, and we are very grateful that you choose to support Electrolux.”

MIELE OPENS LARGEST WAREHOUSE OUTSIDE OF GERMANY Miele has committed to a major investment in its local distribution chain with two new Australian warehouse openings in 2019, including the largest centre outside of its German headquarters.

The new 17,000 square metre Sydney site, located at 60 Wallgrove Road, Eastern Creek, opened in March and features a state-of-the-art office, technical workshop, warehouse operational area and large clearance centre, to allow for the relocation and upgrade of Miele’s Rosehill warehouse, which the company had outgrown.

It follows the opening of a new 7,000 square metre Brisbane warehouse at 11 Litsea Street, Export Park earlier this year. The Brisbane purpose-built warehouse has allowed for the consolidation of a number of Miele locations and services under one roof.

Miele Australia and New Zealand head of logistics, Mark Skrzypiec explains that steps have been taken to ensure that the two new warehouses live up to this brand promise and continue to improve customer service and operations.

“We have been given a great opportunity to expand our warehouses, refine their process and enhance our set

up internally. This will allow us to continue to build on our brand promise ‘Immer Besser’ and move closer towards ensuring faster delivery times for customers in metro areas.”

Miele has leased its Sydney warehouse from Australian property developer, Mirvac, who it has worked closely with to enhance the overall layout and design.

Both warehouses will be servicing the general public via their technical workshop and clearance centre.

The new Sydney warehouse site at Eastern Creek

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AR NEWS

Inside the Mitsubishi Heavy Industries head office in Sydney’s Regents Park

MITSUBISHI HEAVY INDUSTRIES RELOCATES HEAD OFFICE Mitsubishi Heavy Industries AirConditioners Australia (MHIAA) has moved its head office to new premises in Regents Park in western Sydney from Kingsgrove in south Sydney.

The move signals the beginning of the next stage of MHIAA’s continued success. During a company address MHIAA managing director, Yuji Ito said the new space offers improved facilities which are more suited to the expanding company’s changing needs.

The most exciting feature of the new premises is the state-of-the-art showroom and training facility, known

as Innovation Park, MHIAA Solution Centre. MHIAA collaborated with the Sydney-based design company, the Design Team to bring this space to life.

“Innovation is in our DNA and is central to both our organisation and the development of our solutions. It allows us to push boundaries and meet the needs of our customers,” Ito said.

MHIAA worked with Powerhouse Group for the design and build of the new office space and Marshall Air for all air conditioning installations.

“With our new office, we also wanted to showcase our proud Japanese heritage

and looked to Japanese and industrial influences. Japan represents innovation and a customer-centric approach and what better way to impress customers than by making use of some of their design principles and philosophies?” he added.

“We believe that our location in Regents Park will enable us to perform at an even higher capacity and provide our customers with the same standard of quality they have come to know and love from MHIAA.” MHIAA’s head office relocation coincides with the company’s 20th anniversary celebration this year.

Winning Group appoints new head of partner relationships Appliances Online head of partner relationships, Todd Gibbons has been appointed to Winning Group head of partner relationships.

Winning Group CEO, John Winning commented, “We are delighted to announce Todd’s appointment and are confident that through his extensive knowledge and experience, our supply partners will continue to benefit and grow alongside the group’s growth, which is over 20%.

“The continued development of our systems over the past five years, has allowed for Winning Appliances Buying and Appliances Online PRM teams to be brought back together as one division. This exciting initiative will bring 8

Appliance Retailer April / May 2019

Winning Group head of partner relationships, Todd Gibbons

efficiencies for our suppliers in regards to clear points of accountability and contact, as well as from a processing perspective.”

Gibbons commented, “I am excited to commence in the position and I am confident that with our centralised approach, our suppliers will be able to further leverage the Winning Group’s efficiencies and opportunities more than ever before. I look forward to continue working closely with our valued partners”.

Todd joined the business in July 2016 with almost 20 years sales and marketing experience, working with leading technology and telecommunications brands including Fujitsu, HP, IBM, BT Global Services, Telstra, Pursuit Lead, and most recently Alive Mobile.

Ecovacs brings in new country manager Ecovacs has welcomed Karen Powell to head its Australian and New Zealand business, following the departure of Damian Commane. Powell brings over 20 years of experience launching and managing brands within the IT, telco and consumer electronics sectors. Prior to Ecovacs, she was senior director of sales at Jabra and country manager for B&O Play.

Eocvacs general manager of APAC, Steve Lee said, “Karen has a strong

Ecovacs Australia and New Zealand country manager, Karen Powell

proven track record and senior leadership background in the ANZ market and has successfully worked for a number of multinational companies building brands such as B&O, Jabra and Sony Ericsson for many years.

“This appointment ties in with us looking to further improve our quality of business across APAC and to focus on a more collaborative, transparent and data driven model.”

Powell added, “I am excited to lead Ecovacs Robotics into the next stage of business growth in Australia and New Zealand. We have established a strong foundation and I look forward to introducing more Australians to the benefits of robotics in their home and showcasing the wide range of innovative solutions available in the Ecovacs range.”

Ecovacs robotic vacuum cleaners and robotic window cleaners are currently available at retailers including Godfreys, JB Hi-Fi, Bunnings Warehouse, Aldi, Bing Lee and others. The company will soon launch into the New Zealand market through 2019.

GLEM GAS APPOINTS NEW SALES AGENTS Glem Gas has appointed RMS Agencies to represent the Glem and Emilia brands in regional Victoria.

Working with long-time Glem Gas Victorian state manager, James Higgins, the new sales agents will commence from March, covering all of the state’s regional locations.

Glem Gas Australasia managing director, David Gilmore said, “The RMS team of Ryan Ford and Travis Horswell bring a wealth of experience to Glem Gas locally. We recognise that regional centres are generally very

Ryan Ford from RMS Agencies

receptive to gas cooking solutions, particularly in Victoria.

“We are looking forward to working with Ryan and Travis to provide more excellent service to our Victorian customers as we continue to grow our appliance offering.”

Horswell has been with RMS Agencies since its inception, with more than 15 years of wholesale and retail experience managing brands including Kenwood and Vax. Ford has experience in consumer electronics and retail, working with RMS Agencies since 2003.

Travis Horswell from RMS Agencies

Myer CEO John King

MYER ANNOUNCES JOB CUTS AT HEAD OFFICE Myer has confirmed 50 job cuts from its administrative and management team, including its group general manager for marketing, Andrew Egan, following a thorough review of its store management structure and a further review of the store support office.

“We have identified opportunities to align more closely with our customers, with streamlined roles, clearer accountabilities and improved efficiency,” a Myer spokesperson said.

“We have to place the customer first, in every decision we make and every action we take. As a result of this, a number of administrative and management roles will be leaving the business to align our structure more closely with our customers.

“This will ensure we operate in a more efficient manner to improve the financial performance of the business and to deliver shareholder value.

“We will be providing every support to the team members leaving the business, and we thank them for the significant contribution they have made. There are no changes to the number of team members on the floor or service hours.

“We thank Andrew for his contribution to Myer and, particularly to our marketing and advertising teams. He led the successful launch of Myer’s ‘My Store’ campaign as well as our recent Christmas and Myer Sale campaigns. We wish him all the best for the future.”

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AR NEWS

BSR GROUP WELCOMES NEW SYDNEY-BASED MEMBER

Prestige Appliances Chatswood in Sydney's Lower North Shore

BSR Group has welcomed its newest member to the group, Prestige Appliances Chatswood in Sydney’s Lower North Shore.

Joining as a premium cooking and appliance member, Prestige Appliances will enjoy the many benefits associated with being part of a national buying group, whilst maintaining their local brand and identity, BSR Group CEO, Graeme Cunningham told Appliance Retailer.

“We are excited to welcome Franz, Christine and the Prestige Appliances brand into our group. They are

outstanding retailers, who optimise what our group stands for,” he said.

“They operate a wonderful business, built on the back of hard work, excellent customer service and a deep connection to their local community. We very much look forward to supporting them in the many ways our group can as they continue to service their local community now and well into the future.

“We are committed to providing support for local independent retailers, looking to compete in today’s ever evolving retail landscape.”

Prestige Appliances Chatswood store owner, Franz Josef Rupp said the appliance retail business was established in 1987 as Chatswood Appliances Centre with three departments – sales, repair and parts.

“We purchased the business as a going concern in 2005 and have operated for the last 10 years as an independent appliance retailer.

“In the ever-changing marketplace over the last couple of years it became apparent that more importers, distributors and manufacturers did not want to deal with small independent privately owned retailers. This resulted in our decision to approach the BSR Group with the intentions of joining them as a member of their cooking specialist stores.

“We recently joined Betta Home Living (BSR Group) as a member store (cooking specialist) whilst still remaining a kitchen and laundry specialist retailer.

We will continue to trade as Prestige Appliances Chatswood and Prestige Appliances online.

“In addition to most Betta cooking and laundry core brands, we will continue to sell and represent selected exclusive brands such as Bora, Bertazzoni, La Germania, V-Zug and Elica, to name a few.”

HARVEY NORMAN COMMERCIAL VICTORIA GIVES HELPING HAND Harvey Norman Commercial Victoria has taken part in the $8 million redevelopment of Melbourne City Missions’ Frontyard Youth Services to create a worldfirst 24 hour service for young people experiencing, or at risk of, homelessness.

Harvey Norman Commercial Victoria is one of the key suppliers to the project, along with support from Melbourne City Mission, the Victorian Government, and philanthropists including The Peter and Lyndy White Foundation, and the Property Industry Foundation.

Harvey Norman Commercial Victoria director, Glenda Bailey commented, “We are delighted to have been introduced as a supply partner of the redevelopment of Frontyard. With our strong commercial relationship with Built, we recognised the support this project would provide to our local youth community.”

A large consortium of consultants and suppliers in the property industry, 10

Appliance Retailer April / May 2019

Labor Minister Martin Foley visits Frontyard before renovation

through the property industry foundation, are donating their services and resources to the Frontyard redevelopment.

The pro-bono consultant team who has made the redevelopment possible include Case Meallin, Built, Fender Katsalidis, NDY, Wood & Grieve Engineers, Hendry

Group, Slattery, Ashurst, Urbis, Equitable Access Solutions and Irwinconsult.

Suppliers who have donated materials to this project include Harvey Norman, Highbury Plumbing, Haydens Ceiling & Partitions, Signorino Tiles, and Taubmans Paint.

ACCC puts electrical retailers on alert Retailers selling electrical consumers are being appliances and whitegoods properly informed and will be a key enforcement receiving the benefits priority for the ACCC in touted by many of these 2019 with concerns that programs,” Sims said. many manufacturers and The ACCC will also large retailers are not continue to advocate for complying with consumer changes which benefit guarantee laws, chairman, consumers, including much ACCC chairman, Rod Sims Rod Sims said at the annual higher maximum penalties Committee for Economic for corporations which Development Australia (CEDA). breach the consumer law. Maximum “Electrical and whitegoods products penalties for each breach are now the are the second most complained about greater of $10 million, or three times the industry after motor vehicles,” he said. benefit from the breach or, if the benefit “Last year we received nearly 9,000 cannot be calculated, 10% of the annual contacts about electrical appliances Australian sales turnover. and whitegoods, with three quarters of “We believe that Parliament, in those relating to break downs or other changing the law, intended that in certain quality issues.” cases in future we will see penalties of over Customer loyalty schemes will be $100 million for breaches of consumer law. another new priority, with the ACCC “A new advocacy priority for us is to closely examining the use of any personal introduce a prohibition of unfair contract data collected, whether consumers receive terms. At present, when a contact term the benefits promised, and the impact on is declared to be unfair by a court, it is competing firms and new entrants. void but no penalty applies. We believe it “While these customer loyalty is time to prohibit unfair terms and apply schemes are ubiquitous across many a penalty for their inclusion in standard sectors, questions arise about whether form contracts.”

Amazon promises 500 new permanent jobs Amazon has announced that it will be creating 500 new permanent jobs in its fulfilment network over the next year, starting at its Dandenong South facility in Victoria.

Amazon Australia director of operations, Robert Bruce said, “We are committed to being a great employer in Australia and, as we grow our local operations, we will be transitioning the majority of the associates to full time permanent employees with competitive pay and benefits, as we have done in other places where we operate around the world.

“We know the important role that associates play at the heart of Amazon’s fulfilment success and we are excited to bring these new job opportunities to the operations team in Australia as our network grows due to customer demand.”

Employees will receive Amazon benefits, including the pay range for level one associates starting from a base rate of $28 per hour for ordinary

hours. Associates will receive penalty and overtime loadings in line with the award, up to six weeks of paid parental leave and access to heavily subsidised comprehensive healthcare, including medical, dental, and vision coverage.

From 2020, permanent associates will have access to Career Choice, which prepays 95% of associates’ tuition for courses in high-demand fields, whether those jobs are at Amazon or another company.

Amazon will be creating 500 new permanent jobs in its fulfilment network

Qantas Frequent Flyer Rewards Room

QANTAS OPENS POP-UP STORE Qantas Frequent Flyer has opened its first bricks and mortar store in Melbourne’s Domestic Terminal One – the Frequent Flyer Rewards Room – giving members the opportunity to earn Qantas Points simply for window shopping, use points on purchases in store, and learn more about the program.

The Rewards Room stocks a range of items, including Bose noise cancelling headphones, Fitbit wearables, Lego sets, as well as Qantas merchandise. Qantas program partner, Dyson will be offering Supersonic hair dryer demonstrations, giving members a fresh look in the experience zone before they fly or head home.

Qantas Loyalty CEO, Olivia Wirth said, “Qantas Frequent Flyers love earning and using points when they shop and the Rewards Room gives members travelling through Melbourne a new retail experience where they can enjoy exclusive retail rewards simply for being a member.

“We know our members love to shop, so we expect the ‘points for window shopping’ will encourage our customers to visit the store to talk to one of our experts about how they can make the most of their membership or indulge in some retail therapy.

“Melbourne is one of the busiest airport terminals in our network – and the city has a reputation for being Australia’s shopping capital – so it made sense to choose Melbourne for our first airport store.”

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AR RETAIL PROFILE

Camera House undertakes brand refresh amid changing landscape your tyres or hold the back of the kid’s seat whilst they struggle to learn to ride. We are fortunate because we can act humbly, locally, and personally. We pride ourselves on the relationships we build with customers by encouraging and facilitating usage and participation.”

MAINTAINING RELEVANCE

Catering to enthusiasts at Midland, Western Australia

BY EMILY BENCIC

W

ith the rise of online shopping and a changing retail landscape, specialty camera retailer, Camera House, has refreshed its brand with a new tagline, ‘You’re Always Welcome at Camera House’. General manager, Paul Rogers said the tagline is based on findings that consumers shop with speciality retailers over online players because of the trust and genuine advice provided.

“Selling a customer a box at a price point can lead to a customer who ultimately hasn’t selected the appropriate camera to suit their specific needs,” Rogers told Appliance Retailer.

“We don’t sell fridges or flat panels and with such reliance on a single category, we won’t make money unless our customers keep using their camera gear and coming back into store to print their favourite image or to learn about the latest and greatest lens.

“Our team are all experts and their enthusiasm is accessible rather than exclusive. We wanted to capture the feeling of inclusion that we get every day in Camera House with our new tagline.”

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Appliance Retailer April / May 2019

ONLINE IMPACT

Rogers acknowledges the influx of online competitors but is confident that the customer journey, including personalised training, delivered by Camera House is tough to mimic online.

“Our bespoke approach is the key to success. Customers are entirely comfortable coming into our stores for advice around a new shooting challenge, or to bounce ideas and be inspired by our experts,” he said.

“Holistically, we are more like the local bicycle shop who will pump up

There is no doubt that smartphones, with their increasingly advanced camera functionality, have taken a big slice from the digital camera market and Rogers said the business is now competing for pocket space.

“Margins are eroding and customers now have access to global prices that they fall back on in a more fully informed transaction. There are now suppliers offering product directly to customers,” he said.

“Demand for increasing sophistication in camera hardware demands significant research and development (R&D) dollars and suppliers are committed to chasing advancement in order to simply hold ground and maintain relevance.

“The broader market seems to have missed that the customer is after the experience rather than the transaction.

Whilst cameras are discretionary purchase, they are optional and not a necessity, they are a hobby as much as a fashion statement.

A proud legacy – Adelaide PhotoCo

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1–3: Investing in the future of camera retailing in Toowoomba, Queensland

“We need to refocus on what is truly at the heart of the camera industry – people enjoying themselves in a quest for truth and beauty. If we can bring a little of that to the forefront of decisions, at the very least, we will be doing something we love and having a good time doing it.”

CUSTOMER INSIGHTS

Rogers said Camera House is committed to a culture built around its relationship with its customers, and is honing its customer centric approach using innovative and lateral approaches.

“We are resourcing our internal toolkit to enhance our ability to understand and predict what customers are likely to be looking for next, whether that is an experience or an offer. Data driven hypotheses are offered to customers with only one agenda – to surprise and delight them.

“We are utilising external data to provide context around the state of the industry and the retail market, trends and innovation that work well in other regions, as well as possible pitfalls to avoid when managing our investment in the ongoing health of our business.

With more than 60 stores around Australia, Camera House is the largest independent camera retail group.

Stores are independently owned and operated and members own parent company and distribution business, Raleru and the Camera House brand.

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We don’t sell fridges or flat panels and with such reliance on a single category, we won’t make money unless our customers keep using their camera gear and coming back into store.

”

“We are incorporating best practice from other industries, such as the wine industry, into our approach.

It’s amazing how similarly customers behave. Some are enthusiasts and define themselves by their purchase, some default to price, some are brand loyalist and many are simply looking for a functional solution.

“We are investing in systems and processes via IT efficiencies and headcount to enhance our efficiency.

More importantly than all of this, we are asking for and welcoming feedback – and using it.”

Camera House general manager, Paul Rogers

GROWTH AREAS

As in most categories, product growth in the camera market continues to be driven by newness. Currently, there is a myriad of new mirrorless full frame cameras being released by the major brands and associated lens sales, according to Rogers.

“These new products provoke a surge in camera usage and services, such as training and printing. We see a massive interest in 4K and 8K video technologies in the pro and prosumer space and this will cascade into consumer land,” he said.

And on a final note: “In 2019, our attention will be on becoming more agile, more efficient and more focused. We hold a responsibility to our customers that we don’t take lightly. Our ability to respond to change is our responsibility.

The only constant is change itself. We know that customer’s preferences will be ever evolving. Whilst we may be using slightly different methods and seeing new camera features, as long as customers keep taking more photos and demanding better quality, we will continue pointing them in the right direction.” AR www.applianceretailer.com.au

13

AR NEWS

Rawsons steps up showroom offering

BY EMILY BENCIC

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Appliance Retailer April / May 2019

DURING THE BATHROOM RENOVATION, RAWSONS

PARTNERED WITH WEBER AUSTRALIA TO PRODUCE

SOUTH AUSTRALIA’S ONLY WEBER STORE CONCEPT, MEASURING MORE THAN 250 SQUARE METRES TO

CATER FOR INDOOR/OUTDOOR WEBER BBQ DISPLAYS.

S

pecialist appliance and bathroom retailer, Rawsons Appliances has been trading as an independent family business for 73 years and has been located at its current site in Plympton, South Australia, since 1984. Since then, the retailer has made efforts to acquire the house next door to its showroom and was successful in doing so in 2017.

Upon acquisition, Rawsons commenced construction of transforming the existing 1950s home into a dedicated Abey product showroom, showcasing a full Gessi range of products – a first in Australian retail.

“We toured the Gessi Milan showroom and Abey Melbourne showroom seeking inspiration to do justice in showcasing these brands,” Rawsons sales director, Jon Pysing said.

Rawsons collaborated with Cosentino Spain to provide the backdrop for Gessi, using Dekton, Silestone and Sensa product.

“Cosentino, like Abey were seeking a more central location to highlight the architectural, design and specification community. The façade of the existing house was re-designed then clad using Dekton material. Believed to be the first such project in Australia finished using Dekton. The interior showcases more Cosentino product in several working shower and bathroom areas. Gessi ranges including Eleganza, Cono, Rettangolo K, Wellness and the exclusive Gessi Sistema 316,” he said.

Planning included this year’s release of the exclusive Gessi Inciso bathroomware, unveiled by famed New York architect David Rockwell, at EuroCucina 2018.

“This bathroom showcase opened just before Christmas and has since played host to SA KBDI, Cosentino’s launch of the new world range Stonika with over 200 guests and already many kitchen, architecture and building companies with alfresco dining spaces allowing for more relaxed and casual networking events,” he said.

During the bathroom renovation, Rawsons partnered with Weber Australia to produce South Australia’s only Weber store concept, measuring more than 250 square metres to cater for indoor/outdoor Weber BBQ displays. Every Weber BBQ is showcased including premium gas, Weber Q range, charcoal and newly released electric pulse, as well as all Weber BBQ accessories.

A full alfresco working area allows for constant in store cooking demonstrations, both planned and spontaneous.

Clients can see and use any of the range of over 50 different models of Weber BBQs. “Both Gessi and Weber sit alongside Rawsons historical brands such as Gaggenau, Miele, Smeg, Franke, Neff, Bora and Liebherr. The pillar of the two showrooms is that only products from worldwide manufacturers responsible for making their own products are part of the range. To that end Gessi and Weber are welcome additions to the Rawsons family,” he said. AR www.applianceretailer.com.au

15

AR NEWS

A NEW ERA FOR BANG & OLUFSEN Bang & Olufsen (B&O) recently relaunched its Bondi Junction flagship in Sydney’s eastern suburbs as part of MJ Group’s renewed vision for the brand.

MJ Group was appointed the exclusive distributor of B&O in Australia and New Zealand in October 2018.

MJ Group managing director Michael Ostergaard told Appliance Retailer they had to either take ownership of the mono-brand stores or start with no stores. “This was the hard reality we faced,” he said.

“We knew we could not leave the Sydney store, given its location, and we knew we had a strong and passionate team who had been with the brand for many years and would underpin our future success. So we decided to relaunch the existing store and embark on a holistic brand-building exercise.

“By working very closely with Bang & Olufsen, we planned the new vision for the business and its launch to the local market, while showing our commitment to our customers. We have invested in the new store, refreshing the look and feel to align with the global relaunch of the brand, to provide

our customers with the opportunity to experience all the products across the range of speakers, televisions, headphones and portables.”

Ostergaard described the move as a new era for the brand in the Australian market and said MJ Group will continue to create a “buzz” beyond the store opening event. When it comes to the premium audio space, he recognises that the Australian market is mature towards the consumption of lifestyle and luxury goods.

“We understand that our customers want a specialised shopping experience, which we have tailored in the relaunch of our flagship store in Westfield Bondi Junction,” he said.

“Consumers are increasingly upwardly mobile and they seek out convenience in their way of living and products that cater to that. Our Flexible Living collection of design-centric multi-room wireless speakers addresses this. Beosound 1 and Beosound 2 speakers, for example, are now equipped with Google Voice.”

MJ Group is committed to finding retail partners to open mono-brand stores in Australia and New Zealand.

MJ Group managing director Michael Ostergaard

“The past has rewarded us with experience and knowledge about how to identify good retail partners and work with them. With our entry (MJ Group) into this market, we will reconnect with customers with our new stores and regain our reputation within the Australian and New Zealand market as the leader in luxury lifestyle audio and audio-visual equipment for their homes and on-thego,” he said.

Kmart, Ikea and Myer win in customer satisfaction

Roy Morgan has announced its Customer Satisfaction Awards for 2018 across 14 retail categories with first time winner, Kmart, taking out ‘Discount Department Store of the Year’ award. The Furniture/ Electrical Store of the Year’ award went to Ikea.

There were repeat winners including Myer as ‘Department Store of the Year, Bunnings for ‘Hardware Store 16

Appliance Retailer April / May 2019

of the Year’ while ‘Sports Store of the Year’ went to Rebel. The Reject Shop confirmed its dominance as the ‘Discount Variety Store of the Year’ for the seventh year running.

According to Roy Morgan CEO, Michele Levine, retail faces significant challenges as technological disruption led by online shopping giant Amazon transform the way Australians shop.

“A high level of customer service is a sure fire way for more specialised retailers to thrive in this challenging environment,” she said. “The winners have all provided unmatched levels of customer satisfaction in their chosen categories setting a benchmark for competitors to strive to match.”

Businesses such as Myer, Bunnings, Rebel, Foodland and The Reject Shop have built on existing high levels of customer satisfaction to win consecutive awards, but particular plaudits must go to first time winners Discount Drug Stores, Ikea and Kmart, Levine said.

“Many predict 2019 will be a challenging year for retail as the decline in home prices leaves some consumers with fewer dollars to spend.

By recognising the importance of customer satisfaction in locking in repeat business, and invaluable word-of-mouth recommendations, our retail winners have gained a leg-up on the competition through their own hard work.”

The Harvey Norman Commercial team

Harvey Norman Commercial hosts customers at Annual Race Day Harvey Norman Commercial was host to more than 300 key customers at a lavish cocktail event at the Skyline Room at Flemington Racecourse in Melbourne on March 2. Among the attendees were senior executives from Abey, Arisit, Asko, BSH, De’Longhi, Electrolux, Fisher & Paykel, LG Professional, Miele, Shriro, Smeg, Technika and Zip Industries.

Harvey Norman Commercial Project Division director, Glenda Bailey said, “The 38 degree weather did not dampen our spirits when we hosted our Annual Race Day for our builders, developers, plumbers and architects.

“Welcome drinks were on hand for arrival and the delicious Middle Eastern spread was created by award-winning chef and restaurateur

Shane Delia from the esteemed Maha restaurant, working alongside dessert extraordinaire Darren Purchese who served up bespoke sweet creations.

“We served mojitos and espresso martinis and the DJ had over 300 guests dancing the afternoon away.

“Thank you to our MC Catty Price and Kode Group for helping coordinate such an amazing event.”

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AR NEWS

PetCube Bites HD camera

PETTECC TO EXPAND PRODUCT RANGE Pettecc, founded by long-term consumer electronics and imaging executive, Dave Marshall has partnered with Australia and New Zealand retailers and loyalty programs to create a category wide approach to the connected pet market.

This includes exclusive distribution rights for Petcube, Pettecc, Petoneer, Petronics, Biotraka, iFetch, Wagz and Petble as launch partners since September 2018, with more brands being released in May this year.

With excellent sales into the festive season, Pettecc’s range is now available

in over 400 retail stores in Australia including Harvey Noman, Petbarn, JB Hi-Fi and the Qantas store. Each month more stores are introducing this category.

With the total pet market worth in excess of $13 billion in Australia in 2018 – three times the size of the baby market – the connected pet category is expected to grow rapidly over the next two years.

The Pettecc offering includes smart cameras, smart treaters, smart feeders, smart fountains, smart GPS trackers and smart pet toys like the Petronics Mousr to launch in Australia as a world-first in May.

Australia has the highest pet ownership of any country at 63% of households and with changes in apartment regulations by state governments allowing pets in rental accommodation without landlord intervention, that number is likely to increase significantly.

“Australians and New Zealanders are so passionate about their pets, the opportunity to deliver products that will enhance the life of pets in happiness and potential longevity is exciting for us,” Pettecc creator and managing director, Dave Marshall said.

Kogan Marketplace offers over 100,000 products Kogan Marketplace has now launched with more than 100,000 products available to Kogan.com customers from brands including Microsoft, Breville, SodaStream and Philips, among many others.

Kogan confirmed that many leading retailers have already signed up to participate, selling thousands of products through Kogan.com, with the number set to grow with the official launch of the Kogan Marketplace Platform.

Kogan.com director of marketplace, Lazar Monin said, “Our mission is to make the most in-demand products and services more affordable for all Australians. The launch of Kogan Marketplace is a win-win-win for everyone. Retailers on the Kogan Marketplace Platform will get market-leading infrastructure and the ability to offer their goods to the Kogan Community. With today’s launch, there are now over 100,000 products available to purchase on Kogan. com — meaning customers have more choice than ever before.”

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Appliance Retailer April / May 2019

THE RETAIL INSIDER AR

The Shopping Experience in 2019 - What Customers Want

I

In this age of technological advancement, self-serve checkouts and e-commerce, one aspect of retail remains unchanged: the customer.

n last month’s article, we outlined the indicators signaling a positive future for retail, and some initiatives retailers should adopt in order to stay relevant and evolve in line with trends. As important as the many and various aspects of a commercial entity are, the most important and unchanging component of a retail business is the customer, and ensuring you’re meeting their needs and wants. And in order to meet their desires, you must know what they are.

Regular research is undertaken examining consumers, and while it’s an inexact science, enough consistencies can be extracted to formulate a clear understanding of your customer, and therefore a strategy to ensure you’re meeting their requirements.

Because of the variances in merchandise, there is no ‘one size fits all’ solution. For example, a fitting room is only relevant for a fashion retailer, but there are some ‘non-negotiables’ which transfer across all retail, and are particularly relevant to appliance merchants.

Here are some consistent ideals extracted from consumer surveys which paint a clear picture of what you need to do to ensure your business remains relevant and modern in giving your valued customers the shopping experience they yearn for. Whilst some of these ideals may seem obvious, it’s important to review your business regularly and ensure you’re providing your customers a memorable and professional shopping experience.

Visible Staff: Your staff must be visible. Customers want in-person service they can’t get online, and they don’t want to have to search the aisles for a sales person. This is crucial to differentiating your store from the one-dimensional online shopping experience.

Knowledgeable Staff: Keep staff updated via regular training sessions on products and consumer trends.

RETAIL CUSTOMER SERVICE

Ensure your sales staff are well trained in customer service and empowered to make the customer experience outstanding. When in doubt, look up the solution together with the customer.

Nobody’s perfect, and it’s better to find out than to guess.

Merchandising: We’ve all heard the old saying ‘Retail is detail’, and this is relevant to the showroom floor.

Customers want a broad range of choices, recognisable brands, and products which are ticketed, priced, clean and workable.

A detailed product sheet attached to a large appliance becomes a priceless tool as a ‘silent salesman’.

The Experience: It’s not just about products anymore: it’s about the total shopping experience. Your customers crave personalisation, education, clear signage, entertainment and enlightenment. Retailers providing a pleasant shopping experience are the ones who are enjoying success and securing their future.

Fast, Easy Transaction: Once the sale is secured, it’s imperative that the transaction is fast and easy.

This includes payment options, delivery or pick up choices and clear communication throughout.

After Sales Communication: Particularly with large major appliance purchases, stay in touch. A follow up phone call a week after the transaction to ensure everything is ok is priceless.

This goes a long way to ensuring this consumer becomes a repeat customer and an advocate for your business.

A recent survey by Market Track demonstrated consumers still prefer instore purchasing over online, particularly for big-ticket categories such as major appliances (85 percent). Many retailers spend significant amounts of money and time on marketing, trying to get customers through their doors. All marketing ceases when the consumer enters your shop and your showroom and staff become the face of your brand. AR www.applianceretailer.com.au

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AR DISHWASHERS

Price and efficiency remain top considerations

D

BY EMILY BENCIC

ishwashers registered another year of robust volume and value growth in Australia, according to Euromonitor data for 2018.

“The current downward trend in average unit prices has prompted early replacement sales of dishwashers and facilitated healthy volume growth,” Euromonitor senior analyst, Jorge Rosas said.

“Home renovations in Australia continue to benefit the dishwasher category as kitchens remain a priority for consumers when renovating. The category also continued to see further improvements in dishwasher capacity, water and energy efficiency as well as in connectivity features.”

According to BIS Oxford Economics data, around 55% of Australian households have a dishwasher and that figure has remained between 50% and 60% over the past decade with a product life cycle of around 10 years. Dishwasher ownership peaks in households with pre-school children (67%) and empty nesters (66%).

20

Appliance Retailer April / May 2019

The data also revealed that 29% of those surveyed use their dishwasher three to five times per week, while one in four households use their dishwasher daily.

Interestingly, when purchasing a new dishwasher, around 60% of consumers have a brand or two in mind with over 90% of these customers proceeding to purchase one of those brands. The top three considerations in the purchase decision are price, energy and water efficiency and brand reputation.

Bosch dishwashers received the highest Net Promotor Score (NPS) followed by Miele and Fisher & Paykel, meaning customers of those brands are strong advocates and are comfortable recommending them to friends.

Bosch was also named the world’s number one brand for dishwashers by Euromonitor in retail volume sales in 2018.

Despite the rise in online shopping, dishwashers continue to be dominated by the in-store experience at 85% to 15% in the latest survey. AR

Quick Facts

• The current downward trend in average unit prices has prompted early replacement sales • Around 55% of Australian households have a dishwasher • One in four households use their dishwasher daily • The top three considerations in the purchase decision are price, energy and water efficiency and brand reputation

SMEG

“

Olivia Anderson National Marketing Manager The premium sector of the dishwasher category is being eroded by an increasing influx of cheap, inferior product, Smeg’s Olivia Anderson said.

The premium sector of the dishwasher category is being eroded by an increasing influx of cheap, inferior product.

“Unlike high quality European appliances recognised for their longevity and ongoing high performance, cheaper appliances – as low as $200 for a dishwasher – are made with predominantly plastic parts that have no durability. The poor quality and performance of these machines can also dent consumer confidence in the category overall,” she said.

”

Consumers expect sophisticated technology to deliver improved wash performance and save water and energy costs. “Australians’ love of entertaining means there is also high demand for increased capacity,” she said.

Smeg’s latest models feature Planetary Wash technology with unique wash arm that ensures all areas and contents of the dishwasher are thoroughly cleaned. This improves washing performance by 60% compared to regular models, according to Anderson.

“Our five stage filtration eliminates the need to rinse plates before loading. Coarse and fine filters trap food particles and prevent them from re-entering the wash system – which ensures the water circulating within the machines is clean at all times,” she said.

“With Enersave, the door opens slightly automatically at the end of the cycle. This aids drying, producing a perfect result, while saving energy.

“The Removable Flexi Duo Tray introduces true flexibility to the dishwasher with two separate adjustable and removable trays that can be reconfigured to accommodate cutlery, ladles, bulky utensils and small cups, leaving two baskets beneath for dinnerware, pans and dishes.”

Smeg’s Planetary Wash models feature six star WELS rating and four star energy rating with just 9.7 litres of water used for a full 15 place setting wash. The Planetary wash arm rotates in opposite direction around two axes, ensuring a dense wash pattern and the most intensive wash action. AR

Smeg DWAFI6D15T Diamond Series 60cm Fully Integrated Dishwasher `` Planetary Wash technology `` 15 place settings `` Six-star WELS and four-star energy MEPS ratings `` Half load flexi zone `` Active Acquastop safety system RRP: $2,790

www.applianceretailer.com.au

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AR DISHWASHERS

LG

Brad Reed Senior Marketing Manager – Home Appliances Dishwashers have transitioned from a ’nice to have’ appliance in the typical Australian home to a ‘must-have’, according to LG’s Brad Reed, and as such manufacturers are catering for a wider range of consumer price points, features, sizes and design requirements.

“Consumers are looking for reliable wash technology for good results and great designs to fit in with increasingly sophisticated kitchen layouts,” he said.

“It is no longer enough for brands to have a dishwasher that just does the dishes. As technology improves, so must all aspects of the home appliance itself from how it looks on the outside to how it operates inside and even how it tackles the task at hand.”

The strongest trend in this category is the continual developments in visual appearance of products and the co-ordination of colours and materials to fit in with other kitchen appliances and décor. This is closely followed by home appliances becoming smarter and more connected.

“

LG is introducing a range of QuadWash dishwashers this year with a steam feature, known as TrueSteam.

”

“Our 2018 LG QuadWash dishwasher models feature LG SmartThinQ technology, which allow users to start or monitor the dishwasher from a smartphone using the LG SmartThinQ app.

“LG is introducing a range of QuadWash dishwashers this year with a steam feature, known as TrueSteam. The LG TrueSteam technology introduces steam into the wash cycle at certain critical times to loosen hard based food items and aid in fast drying,” Reed said.

The hero product is the LG QuadWash in matte black, which combines both contemporary elegance and wash performance inside the minimalist exterior. The LG QuadWash in matte black features an auto-door open feature and height adjustable cutlery rack. AR

LG QuadWash Dishwasher XD3A13MB

`` Bottom spray arm mechanism with four rotating blades to clean dishes from multiple angles `` Inverter Direct Drive Motor `` EasyRack Plus enables users to adjust the height of the upper rack `` SmartThinQ technology to download new wash cycles, diagnose problems and more RRP: $1,549 22

Appliance Retailer April / May 2019

BOSCH

“

Martin Szymiczek Product Manager – Dishwashing Australian consumers are looking for innovative products with sleek displays and designs, and are willing to invest in a brand that reinforces quality and reliability, Bosch’s Martin Szymiczek said.

“Spacious, open plan layouts where kitchens fit seamlessly into living and dining spaces continue to gain popularity, meaning that customers need to take design elements into consideration when purchasing appliances,” he said. “Consumers are also seeking to reduce time and energy spent cleaning up in the kitchen, while saving on utility costs.”

Another key consideration is noise levels, especially in open plan kitchen environments or where the dishwasher is located close to bedrooms. “Bosch dishwashers feature advanced noise-dampening insulation and technology designed especially to keep the dishwasher quiet and achieve optimal wash performance,” he said.

However, there are some consumers that simply choose a dishwasher based on a price point but Szymiczek said consumers need to be advised as to which models will benefit them most in the long term. “When purchasing a dishwasher, consideration needs to be made in regards to the right capacity and features to suit the living situation and family needs,” he said.

Bosch dishwashers are amongst the most efficient in the world, offering the cleaning power of 3,600 litres from just 12 litres of water.

”

When asked about new technologies and features, DosageAssist, unique to Bosch, maximises the effectiveness of the detergent tablet by dropping it into a specially engineered tray targeted by water jets, resulting in a tablet that dissolves evenly for superior cleaning performance and a quieter wash.

He said Bosch dishwashers are amongst the most efficient in the world, offering the cleaning power of 3,600 litres from just 12 litres of water. Thanks to the memory function, Bosch dishwashers remember the last program used, so the dishwasher can be loaded and users simply hit start. Bosch is introducing a new line-up of Series 6J dishwashers (SMS66JI01A, SMU66JS01A, SMI66JS01A, SMV66JX01A). Available in all design types, they will fit into any household kitchen design plan.

They are made in Germany and feature advanced technology and wash options. AR

Bosch Series 6J ActiveWater Dishwasher

`` 5 star WELS water rating and 4 star energy rating `` 14 place settings `` Six wash programs – two auto programs and four specialised programs `` EcoSilence Drive quiet and energy efficient brushless motor `` ActiveWater automatic load adjustment RRP: $1,399

www.applianceretailer.com.au

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AR DISHWASHERS

MIELE

Elisha Pritchard Product Manager – Dishwasher & Refrigeration The dishwasher category is continually evolving as many brands want a piece of the pie, Miele’s Elisha Pritchard said. “As a result, creating unique features is becoming challenging; however, Miele continues to focus on perfecting the finer details to ensure we drive innovation within this category.”

The most important factor for any dishwasher, apart from successfully cleaning the dishes, is to ensure each dish is perfectly dry, according to Pritchard, with many dishwashers leaving a film or layer of residue on completion.

“

“Miele has mastered the perfect dry with our patented AutoOpen drying feature. The dishwasher door opens automatically at the end of the programmed wash cycle, enabling the dishes to dry completely without using excessive power,” she said.

The most important factor for any dishwasher, apart from successfully cleaning the dishes, is to ensure each dish is perfectly dry.

The volume of promotions running concurrently was named as a challenge for the dishwasher category. “Many brands are offering dishwasher tablet giveaways and excessive dollars off as an ongoing promotion, to the point where this becomes the norm price within the category. At Miele, we continue to provide premium dishwashers and deliver value for innovation to the market.”

”

Miele G6897 SCVi XXL K2O Fully Integrated Dishwasher

`` Fully integrated fascia `` Knock to open `` Clear text display `` AutoOpen drying RRP: $3,699

Another key challenge is premium energy costs, which have certainly had an impact across the board for appliances. “Select Miele dishwashers feature FlexiTimer with EcoStart – where the dishwasher automatically selects and operates within the cheapest electricity tariff every time. In addition, using the Miele Eco wash programs further reduces electricity consumption by adjusting temperatures and contact times,” she said.

A feature to watch is how flexibility and efficiency are being incorporated into the dishwasher with a focus on saving time and effort, whilst still delivering the same perfect clean and dry result.

The hero Miele fully integrated dishwasher offers 15 place settings, 11 wash programs with an Eco wash option, 4.5 star energy rating and 3D+ cutlery tray. AR

MIELE PROMOTION

Miele plans on implementing a promotional calendar throughout 2019 to drive sales of freestanding, built under and integrated dishwasher models.

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Appliance Retailer April / May 2019

ELECTROLUX GROUP

AEG 60cm Fully Integrated Dishwasher with Comfortlift FSE83806P

Mark Kampmann Category Manager – Fabric Care & Dish Care

AEG

`` Glass program in combination with SoftGrip and SoftSpikes protects glassware `` Improved tub design using inverter motor technology `` ExtraSilent program noise level of 40 dB(A) `` AirDry technology maximises drying performance with natural airflow

Consumers want more control over their kitchen aesthetic so there is a move to integrated or semi-integrated dishwashers, according to Mark Kampmann. “This enables consumers to create a more seamless space and completely customise their kitchen design,” he said.

AEG’s AirDry technology maximises drying performance by automatically opening 10cm when the cycle is complete. The AirDry technology enables moisture to leave the dishwasher and natural airflow into the machine to speed up the drying process.

AEG’s ComfortLift dishwasher allows users to gently slide and lift the lower basket upwards.

With ComfortRails users smoothly slide the basket into place to load and unload.

Electrolux

In response to the desire for seamless and consistent kitchen and home appliance aesthetics, Electrolux has launched a full kitchen suite in dark stainless steel which includes 70 products across cooking, laundry and dish care.

“Inspired by 100 years of Swedish thinking, this new range offers a sleek and sophisticated look, combined with intuitive technology and seamless functionality,” Mark Kampmann said.

Like the AEG hero dishwasher, the new Electrolux dishwasher includes the world's first ComfortLift technology and AirDry technology.

Westinghouse

Busy families have high demands from their dishwasher so features such as a generous capacity, adjustable baskets and cutlery trays are key considerations.

“With Westinghouse dishwashers offering a 15-place setting capacity, consumers can spend less time washing up and more time with their family,” Mark Kampmann said.

RRP: $2,299

Electrolux Dark Stainless Steel Built-Under ComfortLift Dishwasher ESF8735RKX

`` FlexiSpray arm and five spray levels `` TimeSaver option cuts the length of selected cycle times and makes dishes ready at a time that suits `` Wash a full load in up to 50% less time with the Eco, FlexiWash and Intensive programs `` 44dBA operation noise level RRP: $1,999

Westinghouse Stainless Steel Freestanding Dishwasher WSF6608X

`` Flexible cutlery tray safely fits long knives and other larger items `` Hygiene option, ideal for chopping boards, knives and baby products `` 30-minute program for lightly soiled dishes `` Height adjustable upper basket can be easily lifted even when fully loaded RRP: $1,189

The Westinghouse Time Save 50-minute program is ideal for washing load after load to get dishes clean quickly. Its generous capacity can wash up to 15-place settings. AR www.applianceretailer.com.au

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AR DISHWASHERS

ARISTON

Andrea Gunn National Sales & Marketing Manager In the kitchen appliance market, the dishwasher category appears to experience the least amount of new technology and innovation, according to Ariston’s Andrea Gunn.

“Aside from lack of innovation, there is an ongoing issue of declining ASPs starting at the premium end of the market which then has a domino effect on all other price points,” she said.

Glem Electronic Stainless Steel Dishwasher GDW25SS `` 12 place settings `` 4.5 star rating `` Half load feature `` Delay start RRP: $699

Despite this, Gunn has seen manufacturers continually focusing on improving water and energy efficiency, whilst not compromising on performance.

“Our hero dishwasher, the Ariston LFO3C22XAUS, uses only 9.7 litres of water on a normal wash cycle.

This model is the perfect combination of outstanding cleaning performance with flexible loading to maximise each load,” she said. AR

“

Aside from lack of innovation, there is an ongoing issue of declining ASPs starting at the premium end of the market.

”

`` 5.5 Star WELS Rating `` Quiet operation at only 42dB(A) `` Zone Wash technology focuses cleaning power on a selected rack `` Turbo option reduces the duration of main programs while maintaining washing and drying performance levels RRP: $1,099 Appliance Retailer April / May 2019

David Gilmore Managing Director David Gilmore from Glem Gas likened dishwashers to soft drinks – “they seem to be sold everywhere, including supermarkets, hardware stores and online appliance stores to see who can sell for the lowest price,” was his view.

“There is a clear split between entry and premium price points. The barriers to entering the dishwasher category are low with manufacturers willing to supply anyone with an order. However, with the cost of warranty service remaining same regardless of the selling price, it is risky business if a dishwasher has a problem,” he said.

In terms of product design, there is a trend toward increasing the number of place settings to improve star ratings and strengthen the marketing story, according to Gilmore. “Some of the premium brands have done a great job on ergonomics and design, including clever rack designs that cater for different sized dishes and glasses, while maximising load capacity,” he said.

Ariston 60cm Freestanding Dishwasher LFO3C22XAUS

26

GLEM GAS

When it comes to challenges facing the category, Gilmore said changes in the housing market, economic conditions, and consumer spending is not unique to dishwashers, but could pose challenges to ongoing category performance.

“Dishwashers have always been a fairly consistent performing category. We will maintain competitive pricing and we will be using dishwashers to build on our cooking appliance sales for our Glem Gas and Emilia brands,” he said. AR

FROM THE FLOOR

Mark Banovich from Elite Appliances

T

here is an education job to do when it comes to dishwasher sales on the shop floor, according to Elite Appliances managing director, Mark Banovich.

“All dishwashers will wash plates, but how well, how efficiently and how conveniently is what matters. We need to educate our customers on the features and benefits of the product so they get what they want, rather than a product that slots into a certain price bracket,” he said.

“It is important, as an industry, that we do not have name brands in a race to the bottom, we honour our commitments to our clients by providing them with what they pay for without confusing them in what they get under certain brand names. At the end of the day you get what you pay for.”

As a cooking specialist retailer, Elite Appliances has seen the move to fully integrated and built under dishwasher models to coincide with a new kitchen renovation or replace an existing dishwasher.

“For a new renovation, it is all about the design of the kitchen more than seeing the dishwasher so integrated is generally the way to go, especially in the more bespoke demographic. Freestanding units are still a big part of the market in the sub $1,000 price point for us,” he said.

Manufacturers are also moving to black steel or dark steel finishes to complement darker kitchens with metallic finishes and textures coming into vogue. When it comes to technology, self-dosing dishwashers are a popular choice for their efficiency and being environmentally friendly and Banovich expects heat pump technology to flow through to the dishwasher category in an era of trying to keep electricity consumption low.

As for his pick of the crop – “AEG’s ComfortLift has certainly made a splash with its ergonomics and ease of use. One of my favourites is the Gaggenau 400 Series dishwasher with push to open technology, telescopic bottom rack, Zeolith drying and fantastic lighting make it a true stand out.”

There are pros and cons to dishwasher promotions, according to Banovich, as cash-off incentives often just put the dishwasher where

“

It is important, as an industry, that we do not have name brands in a race to the bottom...

”

it needs to be in the market and as a result, customers then just wait for the next special and do not consider a dishwasher with unique features and benefits that sells on its own merit.

“Consumers are more educated on products due to the internet, but bricks-and-mortar stores are a necessity for customers to touch and feel the products they choose and make sure they get what they pay for. It is our job as consultants to make sure we win them over with in-store displays, service and rapport,” he said.

And on a final note, “Customers are becoming more brand conscious with younger generations wanting that aspirational purchase much younger than when their parents or grandparents could afford it. This means we have to better market ourselves through a multitude of different mediums, whether it be digital/online or more traditional TV or print advertising and constantly challenge ourselves to find the right blend.” AR www.applianceretailer.com.au

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AR GARMENT CARE

Quick Facts

• Garment care remained stable in unit terms but dropped in value by 2.2% • Average unit prices for irons also declined in 2018 • Improvements in laundry detergent, softeners and fabric fresheners helped consumers minimise the amount of ironing at home

Iron sales see slowdown

BY EMILY BENCIC

T

he garment care category, incorporating irons and steam stations, remained stable in unit terms, increasing by a slight 0.5% but dropped in value by 2.2%, according to GfK data for the 12 months to January 2019.

Data from Euromonitor confirmed the decline in volume and value terms for irons, while average unit prices also declined in 2018.

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“Changing household habits were an important factor behind the ongoing declines seen in the category,” Euromonitor senior analyst, Jorge Rosas said.

“As consumers opt for wrinkle-free or easy iron clothing, the task of ironing becomes rarer in Australian households.

Furthermore, improvements in laundry detergent formulas, softeners and fabric fresheners also helped consumers minimise the amount of ironing at home.

“On the other hand, for consumers that iron regularly at home, steam stations continued to be the preferred option due to convenience and time-saving factors.”

Sunbeam has claimed a 20% value increase and 50% volume increase for garment steamers for the year to September 2018. “Sunbeam is continuing to grow market share in the steamer category, up 95% year-on-year,” category manager, Daniel Aylward said. AR

gaining traction. “Being free of the tedious activity of doing laundry and pressing clothes is now as simple as a tap of the phone,” she said.

Braun’s world-first FreeGlide 3D soleplate inspired by snowboard design with rounded and bevelled edges to help the iron glide effortlessly over buttons and zippers. “Combined with the unique scratch-resistant EloxalPlus coating, 360 degree glideability is guaranteed, allowing wrinkles to be smoothed out in a flash,” she said.

Braun CareStyle Compact

`` Vertical design takes up 50% less space than other Braun steam stations `` World-first FreeGlide 3D soleplate `` Smart iCare mode protects clothes with a safe temperature `` Eco mode for delicate fabrics and to save more than 30% energy compared to the highest setting RRP: $299

With the rise of urban living and more consumers seeking compact solutions to save time and space, the hero iron from Braun is the CareStyle Compact that merges the traditional iron and steam station into one solution. The iron sits vertically on the base in order to achieve the smallest footprint possible without compromising on performance. AR

“

Braun’s world-first FreeGlide 3D soleplate inspired by snowboard design, sports rounded and bevelled edges to help the iron glide effortlessly over buttons and zippers.

”

DE’LONGHI

Mei Lai Category Manager With an increased awareness of social and ecological impacts of disposable fast fashion, consumers are being mindful of their purchases and choosing environmentally-conscious fabrics in an attempt to limit their wardrobe's effect on the planet, De’Longhi’s Mei Lai said. It's also something consumers are willing to pay a premium for, as they actively try to make changes to their lifestyle to benefit the environment.

“This trend has seen the fashion industry ‘go back to nature’, sourcing natural materials from plants, the ocean and food waste to produce sustainable textiles,” she said.

“It is important for these new textiles to be clearly and adequately labelled to ensure fabrics are washed, ironed and steamed at the appropriate temperature. Innovation across the steam station category has seen the release of products that help consumers take the guesswork out of ironing,” Another trend noted by Lai was the emergence of apps such as ‘Laundromap’ offering on-demand professional dry cleaning and laundry service

BRAUN PROMOTION

Braun is launching the new compact steam station with an extensive instore, promotional and training program. During the Mother’s Day period, customers will receive a 100-day money back guarantee. Dedicated product POS and brochures will also be available as educational pieces.

www.applianceretailer.com.au

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AR GARMENT CARE

Tefal IXEO All-InOne Solution

`` Smart Board with 30 degree angle designed for both ironing and steaming `` Height adjustable dual vertical supports `` Handheld steam head is 50% lighter than a traditional steam iron `` Safe to use on all fabrics including silk RRP: $499.95

Consumers are also becoming more conscious with their purchase decision as they want to contribute to waste reduction movements and tidy up their living space. “As a result, it is more likely for a consumer to purchase a better quality garment care product that can last for longer.”

High efficiency steam and effective ironing without the hassle of handling and storage remain key trends. “For the tech driven generation, the most common frustrations are with inconvenient storage or bulky and heavy appliances that are cumbersome and awkward to handle.”

Traditional garment care products face the challenge of reaching volumes of the past due to the macroeconomic situation and changes in buying behaviour, according to Hsu. “The shift in volume versus value shows that consumers are willing to spend more on a single product in order to the get the high quality and technological innovations that are important to them, as opposed to something cheap that won’t

“

TEFAL PROMOTION

For the launch of IXEO, Tefal will introduce a digital communication campaign with online advertising and strong social media activities.

There will be two additional linen care campaigns in the second half of 2019 for the Turbopro steam iron and Tefal steam generators.

TEFAL

Noel Hsu Senior Product Manager Garment steamers are seeing a continued rise in popularity due to lifestyle changes and a cultural shift in both the personal and professional lives of many consumers, Tefal’s Noel Hsu said.

“Certain workplaces no longer have strict dress codes in terms of needing a crisply ironed suit and shirt, and work wear is becoming more casual.

This means that a traditional iron and ironing board aren’t as strictly necessary as they have been in the past, opening up the way for new solutions to linen care, such as garment steamers,” he said.

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Appliance Retailer April / May 2019

Consumers are also becoming more conscious with their purchase decision as they want to contribute to waste reduction movements and tidy up their living space.

”

necessarily to the job as they require it, nor have the longevity of a higher quality product.

“These factors also prove that the market is maturing and is increasingly discerning when making a purchase. Consumers will only be looking to purchase again to replace a broken product, or to upgrade when their needs change.”

Tefal is offering the first all-in-one ironing and steaming solution in Australia. IXEO brings together the benefits of an iron and steamer, complete with an exclusive and patented built-in smart board that can function in multiple positions for versatility and ergonomic use. Used in the vertical position, this allows for the movement and use of a standard garment steamer. The horizontal position emulates a traditional ironing board, without setting up a separate board. The intelligent steam head of IXEO features smart protect technology, which offers the ideal amount of steam and ideal soleplate temperature. AR

MIELE

Melissa Taylor Assistant Product Manager As consumers become more time-poor, Miele’s Melissa Taylor said it is important to have a complete laundry solution to save time without compromising on quality.

SPECTRUM BRANDS

Eileen Armenian Assistant Product Manager – Home Appliances Spectrum Brands continues to grow its share of the garment care category and claims to be the highest growth brand in the space, according to Eileen Armenian.

Russell Hobbs Smooth IQ Pearl Glide RHC100

`` 83% smoother glide `` Three times more durable `` 145g steam shot `` 40g Continuous Steam `` 2400 watts RRP: $79.95

“Although the traditional steam iron category has faced a plateau through recent years, we have still managed to grow the Russell Hobbs brand by bringing exciting innovation to the space.

This category is a focus for the Spectrum Brands business, with investment across R&D and NPD to continue delivering exciting propositions to our consumers,” she said.

“Combine a Miele washing machine and tumble dryer with the Miele FashionMaster all-in-one system – a combination of hand iron, steam generator, steam jet and ironing table – to achieve professional results from home,” she said.

As for trends, consumers are seeking efficiency and perfect results from laundry appliances, whether garments are for work or leisure. “The FashionMaster makes ironing garments quicker, easier and more consistent than ever before.”

The Miele FashionMaster offers high steam pressure to ensure exceptional ironing results on all textiles. From delicate silk blouses and dense linen jackets, to difficult items with sequins, embroidery and appliqués, the FashionMaster decreases every item and saves time.

The Steam Jet has been designed for gently smoothing hanging garments such as jackets, dresses or even curtains. It can also be used when the FashionMaster is folded away. AR

Consumers continue to look for ways to reduce the amount of time they spend ironing. “Our approach to meeting this trend is to offer innovative products at affordable prices that help breeze through ironing faster,” she said.

However, cultural shifts are putting pressure on the category. “With more consumers adopting sport-inspired apparel, business-casual office wear and easy iron shirts, it is likely the category will continue to face challenges in the future. However, this is also a great opportunity to understand consumer trends and bring innovation to meet these trends.”

The launch of the Russell Hobbs Smooth IQ Pearl Glide steam iron brings new soleplate technology to the category. Leveraging learnings from the Remington haircare business, Russell Hobbs is introducing a new pearl infused, high-grade ceramic soleplate with strong claims around glideability and durability. Featuring a pearl infused ceramic soleplate with 83% smoother glide compared to Russell Hobbs standard ceramic soleplate, the iron is designed to steam through ironing quickly. AR

Miele FashionMaster Ironing System

`` All-in-one system `` Unique honeycomb soleplate `` Steam jet for gently smoothing hanging garments `` Interchangeable brush attachment RRP: $2,299

MIELE PROMOTION

Consumers purchasing a Miele washing machine and tumble dryer as a package will also receive an additional $200 saving when combined with the Miele FashionMaster ironing system.

www.applianceretailer.com.au

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AR LAUNDRY

Laundry takes pride of space

BY KYMBERLY MARTIN

F

ront loaders are continuing to close the gap over their top load companions. Top loaders account for 53% of the market compared to front loaders on 43%. In 2010, the share was top loaders on 67% and front loaders with 31%.

By 2014, it had moved to top loaders 61% versus front loaders with 37%, according to household survey data from BIS Oxford Economics.

“We are probably a few years away from a split market, particularly on the back of the unprecedented surge in multi-unit development commencements from 2016 along with the likely preference for front loaders,” associate director, Paul Giles said.

Front loaders peak in popularity across households with children up to 17 years with above 50% penetration. The average household runs just over four loads of washing per week, rising to six loads in households with children up to 17 years.

And 80% of new washing machine purchases are driven by replacing broken or work units.

“In terms of brands, Bosch washing machines received the highest Net Promoter Score (NPS) across our survey, ahead of LG, Samsung and Fisher & Paykel, meaning consumers of those brands are strong brand promoters and are comfortable recommending them to friends and colleagues. In terms of clothes dryers, Bosch also leads the NPS analysis, ahead of LG and Miele,” he said.

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Appliance Retailer April / May 2019

Quick Facts

• Top loaders account for 53% of the market compared to front loaders on 43% • The average household runs just over four loads of washing per week • 80% of new washing machine purchases are driven by replacing broken or work units • New products, improved technology and more noise around connectivity will head sales growth

Around 96% of Australian households own a washing machine.

In 2018, laundry appliances experienced healthy growth in units and value terms.

Automatic washer/dryers and automatic dryers continued to lead the category experiencing the fastest growth in the sector, according to the latest data from Euromonitor. “Front loaders washing machines remain a popular and growing choice for Australians with increased sales driven by factors such as improved energy and water efficiency, quietness and gentler fabric treatment,” senior analyst Jorge Rosas said.

As manufacturers innovate in the front loader space, average unit prices continued to decrease and this has become another incentive for consumers. “The trend towards large capacity washing machines is strong with manufacturers releasing 10kg+ capacity washing machines in both top loader and front loader formats,” Rosas said.

One retailer predicting growth in the category this year is Bing Lee with deputy general manager, Peter Harris pointing to new products, improved technology and more noise around connectivity and the smart home heading sales growth. “Front load washers and heat pump dryers are growing in popularity,” he said, with features such as auto dosing and a move to matching washers and dryers also gaining attention. Read more about his observation of the category on page 40. AR

“

Consumers are increasingly concerned by rising energy costs and, as a result, are looking for appliances with minimal energy consumption and reduced impact on their hip pocket.

”

HISENSE

Andre Iannuzzi Head of Marketing Consumers’ appetite for premium, ecofriendly home appliances is continuing to grow, particularly in the laundry space, according to Hisense’s Andre Iannuzzi. “Consumers are increasingly concerned by rising energy costs and, as a result, are looking for appliances with minimal energy consumption and reduced impact on their hip pocket. With this in mind, our focus is on developing laundry products that are engineered for efficiency, providing consumers with high quality, cost-effective washer options that use innovative technology to meet the everchanging needs of Australian households.”

The strongest trend to emerge is the mounting demand for smart, eco-friendly appliances, he said. “Consumers are actively looking for energy efficiency when purchasing items for their laundries, and recognise the economic benefit of investing in an energy saving product in order to reduce costs on utility bills.”

Hisense Front Load Washing Machine HWFL1014V

`` 10kg capacity `` 15 wash programs `` 15-minute Quick Wash setting `` Safety features include child lock, balance control, anti-foam and electronic spin speed management

In today’s fast-paced world, it’s all about convenience. Features like 15-minute Quick Wash, Favourite Mode, or Delay Function that allow the machine to work to the consumer’s schedule.

“These important innovations put power back in the consumers’ hands so we can expect future products to be built with this in mind. At Hisense we’re continuing to invest in product innovation to create laundry solutions that are intuitive and engineered for efficiency and will be sharing more detail on this in the months ahead.” AR

RRP: $1,099

In response to this, Hisense is expanding its range to include laundry products that feature high energy star ratings, such as the recently launched 10kg front load washing machine, which features a 4-star energy and 4.5-star water ratings.

As a manufacturer, Hisense understands the need to be ahead of consumer expectations and is constantly innovating, trialing and testing new features to meet changing consumer needs.

“There is plenty of innovation happening in this space and laundries are set to become more technologically advanced and interconnected than ever before.”

The company expects more growth opportunities within the laundry space and will be expanding its offering alongside a strong presence in refrigeration. www.applianceretailer.com.au

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“

LG

Brad Reed Senior Marketing Manager – Home Appliances

One of the most significant trends is larger capacity appliances in the same size footprint with added features and competitive prices that deliver more value to consumers.

With Australians leading busier lives consumers are looking for appliances that can carry some of that load by providing an easier and more personalised experience, LG’s Brad Reed said.

“Washing is one of those household tasks where new feature inclusions like smart technology and design/form factor does just that. We have developed the LG TwinWash range which will do two separate types of washes in individual machines at the same time which is a great solution for households with a mixed variety of washing needs.” Reed said there is also increasing demand for energy efficient dryers.

One of the most significant trends is larger capacity appliances in the same size footprint with added features and competitive prices that deliver more value to consumers. “New wash features in our laundry products, such as the 15kg/8kg front load Washer Dryer Combo with True Steam for a variety of wash and refresh functions helps expand consumer options in the laundry. Adding to this trend is the emergence of ‘smart’ technology into the home and increasingly this is applicable to laundry products as well.” He said the laundry category is becoming increasingly intelligent,

”

LG TwinWash Washing Machine 1712155 `` 17.5kg wash load with two separate washers in one system `` 2kg Twin Mini designed for smaller wash loads `` 6 Motion Wash Technology `` Inverter Direct Drive motor RRP: $3,299

with greater integration of Smart ThinQ into LG products, a technology that allows the user to remotely start and monitor wash progress, track energy consumption, troubleshoot issues and download a speciality wash cycle.

More examples of smart technology is evident in the new LG 9-star energy rated condenser dryers that use heat pump technology. “By developing more energy efficient technology in our heat pump dryers, the machine uses a fraction of the energy to dry clothes, making it lighter on electricity usage and ultimately the environment.”

LG has expanded the TwinWash range that houses two separate washes in one system with the flexibility to handle a variety of washing needs. The recently released 2kg TwinWash Mini allows smaller capacity front load machines to become TwinWash compatible with six models now in the range. AR 34

Appliance Retailer April / May 2019

HITACHI

Mark Beard Marketing Manager – Consumer Products The overall laundry market has remained relatively stable, according to Hitachi’s Mark Beard. “There is a growing demand for larger capacity washing machines as consumers look to spend less time in the laundry.” He said Hitachi caters to this category trend with 10kg, 13kg and 20kg models.

“

Hitachi Top Load Washing Machine SF-100XAV

`` 10kg capacity `` Compact footprint at just 590mm wide `` Toughened glass lid with soft-close function `` Four button control panel RRP: $1,099

If space is a challenge the 10kg model, while big on washing performance, is compact enough for small laundries or apartments.

”

“If space is a challenge the 10kg model, while big on washing performance, is compact enough for small laundries or apartments. Its slim 590mm wide dimensions allow for fitting into tight spaces without compromising on washing needs.”

As for new technology, Beard said while washing machines are designed to keep clothes clean, some areas of the wash tub cannot be easily reached by

conventional cleaning. “Hitachi’s auto self-clean function can be activated so that with every load the washing machine automatically cleans itself.”

The SF-100XAV 10kg top load washing machine suits areas where space is a premium. It features a soft closing toughened glass lid, auto self-clean, four button control panel with the UK Allergy seal of approval. AR www.applianceretailer.com.au

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AR LAUNDRY

BOSCH

“

Nilouka Roland Product Manager Consumers have higher standards when it comes to energy efficiency, convenience and environmental impact, and Bosch recognises there is long-term pay-off to investing in energy and resource efficient washing machines and dryers, Bosch’s Nilouka Roland said.

“Australians are seeking washing machines and dryers that offer flexibility and quality results while saving time, energy and water. Bosch is committed to delivering innovative technology and design, and our range of laundry appliances provide consumers with solutions to get the best washing and drying results, without compromise.”

Technology that benefits the whole family is a big deciding factor when looking at purchasing laundry appliances. Innovative features like VarioPerfect, for example, allows for choosing between saving time or energy, special programs for different types of fabrics or stains, and Bosch i-DOS technology which automatically doses the precise amount of laundry detergent required for the wash.

Bosch heat pump dryers are the latest innovation and are designed to work without conventional heating, using 50% less energy than a condenser dryer.

Bosch Series 8 Heat Pump Dryer WTW87565AU

`` 7-star energy rating `` Sensitive Drying system `` SelfCleaning condenser `` ComfortControl intuitive user interface RRP: $2,629

”

Roland said one mistake that people make when buying laundry appliances is simply looking at the price without taking into consideration the technology, innovative programs or the size of the washer or dryer and how these can impact on performance and suitability of the appliance based on family or living situations.

“The most important things to consider when purchasing a laundry appliance comes back to individual circumstances, and factors such as how many people live in the household, as this will determine how large or small the capacity needs to be. Our customers are also looking for more efficient laundry appliances to minimise impact on the environment and cut down costs. We understand it can be overwhelming for customers buying new laundry appliances with the vast array of functions from varying brands. Working out the customers’ lifestyle needs and wants before deciding on a suitable appliance is very important.”

Within the dryer category, Bosch heat pump dryers are the latest innovation and are designed to work without conventional heating, using 50% less energy than a condenser dryer, making these among the most economical dryers in Australia.

They are also gentler on delicate fabrics with AutoDry sensors to protect against over-drying and shrinkage.

In combo appliances, the Bosch Series 6 Washer Dryer washes 8kg of laundry with 4.5 star water efficiency and dries 2kg of laundry in 60 minutes.

The AirCondensation technology makes this model one of the most water-efficient dryers in the combination washer dryer category, Roland said.

Bosch also offers washing machine and dryer pedestals and storage drawers for elderly consumers or those who have difficulty bending down. AR

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Appliance Retailer April / May 2019

MIELE

Rachel Lewis Senior Product Manager – Laundry Care The laundry is increasingly becoming a more stylish and functional room, combining efficient appliances, ample storage and design trends that reflect the household owners. A well-planned laundry has energy efficient and quality appliances, either stacked for a space saving solution or side-byside to maximise bench space, according to Miele’s Rachel Lewis.

When it comes to trends, consumers are seeking efficient solutions to minimise laundry time, as long as this does not compromise on wash results.

Consumers also want convenience, Lewis said, with TwinDos automatic detergent dispensing and programs for the most diverse range of fabrics helping deliver on this attribute. “Independent tests confirmed that TwinDos delivers on the properties that are most important to consumers including stain removal, degree of whiteness, anti-greying and dosing accuracy.”

MIELE PROMOTION

A complimentary six-month supply of TwinDos detergent is attached to the purchase of the Miele WCE670 top load washing machine.

Consumers buying a Miele washing machine and dryer together save $200 when bought in the same purchase.

Miele Top Load Washing Machine WCE330 `` 8kg capacity `` Single Wash option for smaller loads and individual items `` Matching heat pump dryer available `` CapDosing with Miele portioned capsules RRP: $2,199

“

Independent tests confirmed that TwinDos delivers on the properties that are most important to consumers including stain removal, degree of whiteness, antigreying and dosing accuracy.

”

Steam care is also gaining in popularity, particularly as consumers understand that it can minimise ironing time by up to 50%, or make ironing completely unnecessary, she said.

Miele continues to innovate with an example of this in the honeycomb drum that ensures enough water is used to saturate each fibre of the garment load. Depending on the absorbency of the fabric, this can be as little as one to two litres of water per kilogram of laundry. The newly released WCE 330 washing machine with PowerWash 2.0 and WCE 670 washing machine with TwinDos are bringing innovation to the mid segment of the portfolio. The WCE 670 features TwinDos automatic detergent dispensing, while the WCE 330 features PowerWash 2.0 with Single Wash. The matching dryer, the TCE 630, is an 8kg heat pump dryer that boasts a 10-star energy rating. AR www.applianceretailer.com.au

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AR LAUNDRY

“

Euromaid has released a new range of premium front load washing machines in 7kg, 8kg and 9kg capacities with an inverter motor.

”

He said front load models are leading the way in sales in line with market trends, slightly outperforming top load washers which are scheduled for a refresh.

“Glen Dimplex recognises there is a requirement for a diverse range of products to help satisfy the variety of needs demanded by Australian households, from large foot-print laundries to studio apartments and granny flats.”

Euromaid 9kg Front Load Washing Machine EBFW900BK `` QuietDrive inverter technology `` Three-way compartment detergent drawer `` 15 wash programs `` Also available in white RRP: $1,099

Sharvell said the popularity of laundry renovations has been driven by reality TV home improvement shows, and it has become fashionable to have various colours other than white, such as charcoal, silver, stainless steel, red or matte black that offer an alternative appearance to the laundry décor.

“We are seeing a continued shift in the laundry appliance purchases, with online growth versus bricks and mortar and consumers find the convenience of selecting and having an appliance delivered the next day beneficial.”

The laundry line-up from Euromaid, Baumatic and Lemair comprises washing machines from 5kg to 10kg, and clothes dryers from 4.5kg to 7kg, with selected models for stacking or hanging.

Darren Sharvell Product Manager

Euromaid has released a new range of premium front load washing machines in 7kg, 8kg and 9kg capacities with an inverter motor. Each carry a quiet wash cycle, 15 programs including a 12-minute quick wash, time delay in one-hour increments, 330mm door opening, child lock and a control panel with touch operation. The range is rounded out with a front load washer/dryer combo in 8kg and 4.5kg capacity, each with 11 wash programs.

The washer category is one of the most competitive in the MDA space with most brands utilising various drivers to differentiate their products in the market, Glen Dimplex’s Darren Sharvell said. “This includes special wash programs, quieter operation and energy saving.

Inverter motors have become increasingly popular due to their durability and overall performance.”

Within the dryer line-up are new heat pump and condenser models, as well as vented dryers in various capacities. “The popularity and market traction of heat pump dryers continues to drive growth predominately due to their energy efficiency, and gentle action on clothes,” he said.

Glen Dimplex will release more heat pump models later this year. AR

GLEN DIMPLEX

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Appliance Retailer April / May 2019

ELECTROLUX

Mark Kampmann Category Manager – Fabric Care & Dish Care Consumers are continuously looking for ways they can live more sustainably at home and this extends into the laundry category, Mark Kampmann said.

“Electrolux, one of our key brands, is driven by Swedish principals of design and innovation for better living. Our goal is to continue creating even more efficient, high-performance appliances, which help consumers and customers to live better lives, save money and reduce their environmental footprint. Across all our laundry brands which include Electrolux, AEG and Simpson, we encourage consumers to wash less, wash using cooler water, and ultimately take care of their clothes.”

The new Electrolux washing machines that will be released in August include intuitive and intelligent SensorWash technology, developed to keep colours bright, whites startling and blacks dark.

The smart sensors automatically detect soil and detergent levels and will adjust the washing time for optimal, energy-efficient results that reduce unnecessary wear on fabrics.

AEG’s latest dryers include a unique AbsoluteCare System that precisely controls the movement and temperature of the drying drum. This technology ensures every fabric gets the right drum action and temperature to dry it completely, while preserving a quality look and feel. The hero product within the range is the UltimateCare 800 Series 10kg washer with Wi-Fi connectivity using the Electrolux app and the Woolmark Blue certification for safe washing of hand-wash only woollens. The dryers will be launched in September. AR

Siemens iQ800 Washing Machine WM14W790AU

`` 9kg capacity `` 4.5 star water and energy efficiency ratings `` SensoFresh removes odours from delicate and non-washable clothing in under 45 minutes `` Automatic load detection RRP: $1,999

“

SensoFresh washing machine technology marks the latest revolution in laundry care for Siemens.

”

SIEMENS HOME APPLIANCES Emma Bradley Brand Manager

SensoFresh washing machine technology marks the latest revolution in laundry care for Siemens.

This is a feature on the iQ800 that enables odours to be removed from delicate and non-washable clothing in under 45 minutes.

“For the first time consumers can effectively remove odours from clothes at home, without the necessity of washing in water. Powered by active oxygen, this program is time-saving, money-saving, and a must-have convenience for discerning customers,” Emma Bradley said.

AEG 9000 Series 8kg Heat Pump Dryer T9DBA866C

`` AbsoluteCare System for precise movement control of the drying drum `` ProSense humidity and temperature sensors `` Woolmark Blue accredited `` 8-star energy rating RRP: $2,299

The iQ800 9kg washing machine with SensoFresh is the hero product and comes with 14 wash programs, HydroSafe and child lock. AR

SIEMENS PROMOTION

A $700 cashback on a washer and dryer pair is valid from May 1 to June 30, 2019. Each model will attract a cashback of between $100 and $300 and customers purchasing a washing machine and dryer pair will receive an additional $200 cashback.

www.applianceretailer.com.au

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AR LAUNDRY

FROM THE FLOOR

Peter Harris from bing lee

2

018 was an up and down year for the laundry category, according to Peter Harris. “From my understanding by looking at sales data and talking to suppliers the category started strongly but sales took a bit of a dive in the middle of the year which is traditionally seen as a good time for laundry sales.” He said the back end of the year was strong and believes 2019 will be solid as new products and improved technology hit the market.

“I am predicting good growth and increased ASPs. Bing Lee has certainly invested in improving displays and increased staff training to help consumers get the best product for their needs.”

Front load washers are growing in popularity along with heat pump dryers, reflecting consumer demand for products that are water and energy efficient while looking after their clothes.

“As more people move towards heat pump dryers Beko has a product that has the best of both worlds with RapiDry, a hybrid type tumble dryer which merges conventional heater and heat pump technology. Consumers are also looking for larger capacity machines and the new Fisher & Paykel 12kg washer has used new technology that brings a 12kg machine into a compact underbench size,” he said.

Auto dosing washing machines are in demand, providing a practical solution for consumer needs.

“Auto dosing eliminates using the wrong amount of liquid which is a common issue and can cause a poor wash result. This feature saves money and is better for the environment. The other technology that has been around for a while but is becoming more mainstream is steam options. This is a great feature to refresh delicate or very lightly soiled garments.

“We have also seen twin load washer options grow in the market with LG TwinWash, Haier TwinTasker and Samsung FlexWash and LG is continuing to expand its range. The add garment feature is now more of a standard feature in front load washers giving consumers another reason to move away from a top load.”

Connectivity is another new technology starting to be incorporated in new laundry products as the benefits from a connected appliance become more tangible and a real incentive for consumers, he said.

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Appliance Retailer April / May 2019

“

Any time a supplier or retailer can help sell up the range with some sort of value-add the consumer, manufacturer and retailer wins.

”

Features like extra wash functions and remote start wash options too are becoming part of the connected appliance appeal.

The final piece of technology that consumers are finding more common in front load washers is a genuine quick wash option. In the past a quick wash in a front load was for lightly soiled garments and a light load but technology is improving and consumers are getting a proper quick wash in a front load machine for a genuine load of washing.

As there will always be a need for laundry products, consumer promotions are a great way to try and upsell the range and give consumers an added advantage over and above the benefits of buying premium products. “Any time a supplier or retailer can help sell up the range with some sort of value-add the consumer, manufacturer and retailer wins.”

As laundry becomes an integral part of home designs, a matching washer and dryer is more aspirational than previously, Harris said. In the past, these were usually stacked but are now placed side by side as part of the look and feel of their newly designed laundry.

“Premium European brands like Miele and Asko have been the first choice for these types of consumers over the years, brands like Fisher & Paykel with their designed to match range and Electrolux with their new E100 range are following the trend. Asko is raising the benchmark higher again with a new range of very sleek looking stainless steel appliances coming to market later this year,” Harris said. AR

WHAT'S HOT AR

Hisense Black Steel 453L Bottom Mount Refrigerator The new Hisense bottom mount refrigerator features a 5.5 star energy rating, making it one of the most energy efficient refrigerators on the Australian market. Utilising a vacuum insulation panel (VIP), the refrigerator achieves one of the highest levels of insulation performance with very low thermal conductivity, coupled with an advanced Inverter Compressor Motor to ensure minimal temperature fluctuation, quiet operation and energy efficiency. Other features include reversible doors and counter depth design, multi-function touch control panel, interior LED lighting and nine-interchangeable shelves for ease of use. In addition, Multi Air Flow Cooling allows for an even distribution of air and temperature consistency and Holiday Power Saving Mode helps minimise energy costs.

RRP: $1,699

Hisense: 1800 447 367

Dyson V11 Cord-Free Vacuum

Dyson has released its latest and most intelligent cord-free vacuum, the V11, with an on-board LCD screen that shows the selected power mode and remaining run time, as well as reminds users when to clean the filters and notifies of any blockages. The Dyson V11 vacuum cleaner has three microprocessors that monitor performance up to 8,000 times a second. One microprocessor is located in the dynamic load sensor (DLS) inside the cleaner head, one in the digital motor and one in the battery. There are three cleaning modes – auto mode, boost mode for intensive cleaning and eco mode for longer cleans of up to 60 minutes on all floor types.

RRP: From $1,099

Dyson: 1800 239 766

Samsung Q900 QLED 8K TV 65-inch

The introduction of QLED 8K breaks new ground for Samsung’s ultra-premium TV and home entertainment offering. The range also includes 75-inch and 82-inch models to meet demand for larger screen formats. The Samsung QLED 8K integrates HDR10+ and Ultra Bright III to manage the TV’s contrast and colour, optimising brightness levels and minimising the impact of glare and reflection. AI Upscaling uses the power of machine learning to analyse and upscale content to 8K resolution through a streaming service, set-top box, HDMI, USB or even mobile mirroring. Additional features include One Clear Cable, Ambient Mode, One Remote and Smart TV enhancements.

RRP: $9,999

Samsung: 1300 362 603 www.applianceretailer.com.au

41

AR WHAT'S HOT

LG SL10YG Soundbar

Extending its partnership with high-resolution audio pioneers, Meridian, the new LG soundbar range delivers striking sound quality, a sleek design and Google Assistant compatibility. The flagship SL10YG soundbar offers between 440 watts and 570 watts of total sound power and between 3.1.2 to 5.1.2 channels. Meridian’s Upmix technologies take two-channel audio and virtual upgrades to create a multi-channel experience, resulting in balanced tones and distortion-free delivery. The soundbar also supports Dolby Atmos for a multi-directional immersive sound experience. The SL10YG has Google Assistant built in, along with Wi-Fi connectivity.

RRP: $1,699

LG: 1300 542 273

Fisher & Paykel 12kg Front Load Washing Machine This new front load washer has 14 different fabric care cycles, including quick, bulky and handwash. ActiveIntelligence technology senses the size of load and level of soiling and adjusts to the ideal wash cycle time. This works in conjunction with auto-dose that dispenses the right amount of detergent. Fisher & Paykel’s specially designed cushioned drum provides a gentle, effective washing action that protects clothes, while delivering an optimal wash performance. There is also a matching 9kg heat pump dryer with an 8-star energy rating.

RRP: $2,299

Fisher & Paykel: 1300 650 590

Smeg Blast Chiller

Smeg has released Australia’s first domestic Blast Chiller that rapidly and safely changes the temperature of cooked food. The benefits are said to be threefold for those who like to cook ahead, with a huge reduction in harmful bacteria and extending the life of stored foods while retaining texture, aroma and nutrients in stored foods. The Blast Chiller also features deep freezing, defrosting, low temperature cooking, delay/start, temperature hold, beverage chilling, proving and sanitising functions. Part of the Dolce Stil Novo premium kitchen collection, designed and made in Italy with signature Eclipse black opaque glass oven doors.

RRP: $7,490

Smeg: 02 8667 4888 42

Appliance Retailer April / May 2019

COMPANY INDEX AR COMPANY

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READERSHIP GROUPS

Amazon...............................................................................................................11 Ariston.................................................................................................................26 Australian Competition and Consumer Commission.......................................11 Bang & Olufsen...................................................................................................16 Bing Lee..............................................................................................................40 BIS Oxford Economics................................................................................. 20, 32 Bosch............................................................................................................ 23, 36 BSR Group...........................................................................................................10 Camera House............................................................................................. 12, 13 De’Longhi...........................................................................................................29 Dyson..................................................................................................................41 Ecovacs..................................................................................................................9 Electrolux................................................................................................. 7, 25, 39 Elite Appliances..................................................................................................27 Euromonitor........................................................................................... 20, 28, 32 Fisher & Paykel....................................................................................................42 GfK.......................................................................................................................28 Glem Gas.........................................................................................................9, 26 Glen Dimplex......................................................................................................38 Groupe SEB.........................................................................................................30 Harvey Norman........................................................................................... 10, 17 Hisense................................................................................................. IFC, 33, 41 Hitachi.................................................................................................................35 IKEA.....................................................................................................................16 Kmart..................................................................................................................16 Kogan..................................................................................................................18 LG........................................................................................................... 22, 34, 42 Miele.................................................................................................. 7, 24, 31, 37 Mitsubishi Electric...........................................................................................OBC Mitsubishi Heavy Industries................................................................................8

Sunbeam.............................................................................................................28

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Copyright © 2019 - The Intermedia Group Pty Ltd.

Myer................................................................................................................9, 16 Pettecc.................................................................................................................18 Qantas.................................................................................................................11 QLS Group...........................................................................................................17 Rawsons ...................................................................................................... 14, 15 Samsung.............................................................................................................41 Siemens..............................................................................................................39 Sharp.....................................................................................................................6 Shriro....................................................................................................................6 Smeg............................................................................................................ 21, 42 Spectrum Brands................................................................................................31

www.applianceretailer.com.au

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Made in Japan

IED CUS TISF TO SA

2018

S ER M

MR-WX500C INVERTER MULTI DRAWER

MO ST

The Versatile Multi Drawer

4.0

RE RS FRI GERATO

REFRIGERATOR

230L

VERSA DRAWER

33L 1696 mm

ICE DRAWER

23L

FREEZER DRAWER

116L

VEGETABLE DRAWER

98L 650mm

Compact Dimensions

Vegetable Drawer

The Versa Drawer offers the ultimate functionality in preserving food quality without losing moisture and taste.

It features three functions, supercool, hot and soft freezing.

The MR-WX500C is designed with a reduced height and width, to easily fit into a compact fridge cavity of 660mm width.

VitaLED lighting system slows down the wilting process, keeping fruit and vegetables crisper and fresher for longer.

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For more information on ranging our products please contact the national retail manager

10 Year Compressor Warranty Inverter Mitsubishi Electric refrigerators are backed by a comprehensive 10 year compressor and 5 years parts and labour warranty.

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MITS

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10 YEAR PAR T

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Versa Drawer

Phone: (02) 9684 7777