Appliance Retailer - April 2017

APPLIANCE

NOW IN ITS 21ST YEAR

RETAILER

THE BUSINESS MAGAZINE FOR THE CONSUMER ELECTRONICS INDUSTRY

/// APRIL 2017

HOME AUTOMATION SMARTPHONE CONNECTIVITY FUELS GROWTH

FLOORCARE

+

STICK VACS CLEAN UP SALES

Schweigen launches NEW kitchen range WITH COOKERS, OVENS, COOKTOPS AND RANGEHOODS

GARMENT CARE

STEAM STATIONS ASSIST A FLAT MARKET

LAUNDRY WASHER/DRYER COMBOS PROVE TO BE POPULAR

Your favourites look newer for longer

Discover a gentler clean at lower temperatures.

The innovative Ultramix™ from Electrolux, cares for your clothes by premixing water and detergent before the beginning of the cycle so your favourites look vibrant and newer for longer. electroluxlife.com.au

EDITORIAL 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 Managing Director Simon Grover Editorial Director James Wells james@intermedia.com.au 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: 5,634 AMAA/CAB Publisher Statement Period ending September 2016

WHO IS PREMIUMISING? Ask Asko

O

n paper, the decision

by Asko to invite 20 of Australia’s top buyers and retailers to a series of events in its spiritual home of Stockholm seemed like a gamble. Fierce competitors from Harvey Norman, The Good Guys and some of the larger influential tentacles from the Narta group all sitting together on a bus would worry most suppliers, but the head of the local subsidiary, Crt Prasnikar, thought it was worth the risk particularly when you are the leading subsidiary for the brand – globally.

The reaction from all retailers in attendance at the Pro Home Laundry event was unanimous with immediate glowing reviews describing the launch as the ‘best ever’ and the products as ‘the most beautiful on the market’. And that was before they unveiled a new range of dishwashers.

The crescendo of the launch was gradually built on the day prior to the major launch when the group was brought together to identify the key aspects and values of Scandinavian design. In a discussion with Jon Carlehed, Asko’s head of design, the uncomplicated use of clean lines and natural materials was summed up best by one Australian retailer that used Leonardo da Vinci’s famous quote – “Simplicity is the ultimate sophistication”.

Asko has endured various ownership structures and despite now being part of the Slovenia-based Gorenje Group since 2010, almost saw itself joining forces with the Japanese company Panasonic late last year before the deal dissolved.

But the recent launch in Stockholm demonstrated that Asko’s management appear reinvigorated by what lies ahead now armed with a portfolio of products which have caught some of the major brands off-guard.

The ‘new Asko’ really arrived last year with the launch of the Elements range of cooking appliances at EuroCucina in Milan where more competitors than retailers were found sniffing around the new products on their exhibition stand.

Known as a ‘wets brand’, Asko now has the capability to attack on all fronts by drawing on the heritage and expertise of Gorenje’s cooking manufacturing.

The next stage of the premiumisation process is to expand the range of builtin and outdoor refrigeration with a freestanding range.

The Australian retailers were clearly excited that Asko was delivering precisely what they are desperately after from suppliers – an opportunity to introduce higher price points through real innovation and design, with a range of products that are specifically tiered to tell a story.

Like a magazine, the appliance industry relies on stories to grow and improve its business. Asko has turned the fi rst page of a new chapter that a lot of people in the industry will be keen to read.

Editorial Director James Wells

MEET THE APPLIANCE RETAILER TEAM

Rod Riley www.facebook.com/applianceretailer

Kymberly Martin

Emily Bencic

www.linkedin.com/company/appliance-retailer

Alyssa Coundouris twitter.com/Applianceretail

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34 [ON THE COVER]

SCHWEIGEN INTRODUCES NEW LINE OF APPLIANCES

This year, Schweigen is proud to launch a new line of kitchen appliances under a new brand, Schweigen IN, which includes a freestanding up-right cooker with a full-width double oven. The range features the latest in European innovation and style, with smart solutions in cookers, ovens, cooktops and rangehoods that make cooking faster, easier and more convenient.

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Appliance Retailer April 2017

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VOLUME 23 / ISSUE #3

IN THIS ISSUE

24 EDITORS NOTE

03

How Asko is redefining premium appliances

20

Latest security and surveillance devices

Wi-Fi capability is top purchase consideration factor

22

A closer look at features

Uniden Surveillance Systems and Panasonic Cordless Phone

23

From a retail perspective

As it reinvigorates its offering

What consumers are looking for

NEWS

FLOORCARE FEATURE

06

The Good Guys acquisition; Penalty rates decision

Trading impacted by JVP transition program; Response from retailers

08

Mt Isa Harvey Norman; Electrolux acquisition

Open for business in temporary location; With US sous vide start up

10 12

A look inside L&M Goldstar Strength behind diversity

Exclusive: Schweigen reveals new strategy

As it expands its product offering

SOCIAL

14

Asko’s biggest launch ever

Hosts retailers from around the world in Sweden

16

Five minutes with…

Katharina Kuehn from the Winning Group and Mark Stathakis from Speed Queen

HOME AUTOMATION FEATURE

18

An outlook on the category

Smartphone connectivity drives growing market

19

Key trends in the market Remote access is key

Hitachi Canister CV-SC2304.

24 25 29

Hand sticks run favourite

41

Key trends in the market

LAUNDRY FEATURE

An outlook on the category

Ease of use and efficiency

Latest vacuum cleaners on the shop floor

Designed for households with pets and even cars

32

A closer look at features

Hitachi Canister, Bissell Pet Hair Eraser, among others

33

Promotions to push sales

Significant marketing plans

GARMENT CARE FEATURE

34

An outlook on the category

Steam is on the rise despite flat market

36 38

Key trends in the market

High-performance tops the list

Latest irons on the floor

Time-saving technology and safety features

40

A closer look at features and benefits

Tefal Steam Duet, Laurastar Magic, among others

From a retail perspective

What consumers are looking for in their purchase decision

42

An outlook on the category

Washer/dryer combos and heat pump dryers contribute to growth

43 45

Key trends in the market

Importance of energy efficieny

Latest washing machines and dryers on the shop floor

To suit all households and lifestyles

46

A closer look at features

Electrolux UltimateCare Front Loader, Speed Queen Washer/Dryer Combo, among others

47

Promotions to push sales

Bonuses and cashbacks help close the deal

WHAT’S HOT

48

Pick of the crop

Hitachi Vacuum, Speed Queen Washing Machine, and more

RETAIL RULES

50

Shopping experience dimensions

What are they and why are they important to retailers? www.applianceretailer.com.au

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AR NEWS

JB Hi-Fi provides update on The Good Guys acquisition To coincide with the release of the company’s half year results, JB Hi-Fi CEO Richard Murray provided his first public comment in relation to the acquisition of The Good Guys.

“As indicated at the time the acquisition was announced, given the proximity to the critical Christmas trading period for both JB Hi-Fi and The Good Guys, there would be limited integration undertaken in 2016,” Murray said.

“As we move into 2017, we are taking a deliberate and considered approach to how we integrate and leverage the scale of the Group.

Our work to date has vindicated the rationale regarding the power of the combination and the strategic merits of the acquisition. We reconfirm our synergy assumptions of $15 million to $20 million per year after a three year integration period and remain highly

JB Hi-Fi CEO Richard Murray.

confident in our ability to realise these benefits,” he added.

In a company statement issued to the Australian Stock Exchange in February, Murray provided extensive data following the acquisition on 28 November last year.

• For December 2016, total sales were up 0.7% on the same month a year prior to $263.1 million with comparable or ‘like for like’ sales down 0.7%

Retailers respond to penalty rates decision In late February, the Fair Work Commission (FWC) confirmed its decision to reduce Sunday penalty rates from double time (200%) to time and a half (150%). Appliance Retailer spoke to a number of retailers from around the country who shared their thoughts on the outcome.

David Dorsett-Lynn from Dorsett Retail in Western Australia described the decision as a “very fair outcome” for the industry.

“We have had a penalty system designed to keep stores and cafes closed on Sunday so we could all go to church but the world changed when retail gained the flexibility to open – and customers love it. However, it is an economic disaster for retailers with most finding weekend and public holiday trade hard to make money from,” he told Appliance Retailer.

Peter Hammerman from 2nds World, with stores in both NSW and Victoria, has assured his staff who work Sundays or public holidays that they will be no worse off.

“The legislation will come into effect on 1 July, 2017 so we have some time to work out the cost/benefit of this decision. Saturday and Sunday are 6

Appliance Retailer April 2017

BY JAMES WELLS

• December earnings of $14.3 million was described as “pleasing and ahead of the previous corresponding period driven by improved sales mix and good cost control” • Trading for the first five months of the FY17 financial year (July-November 2016) was impacted by the JVP transition/corporatisation program and overall market declines in seasonal appliances (heating and cooling) • Trading from December onwards has improved and this is expected to continue for the remainder of the second half of the financial year • For the period under JB Hi-Fi ownership, The Good Guys sales and earnings is expected to remain in line with those generated in the same timeframe a year earlier • In January 2017, total sales growth for The Good Guys was 5.0% with like-forlike sales of 3.5%

BY EMILY BENCIC

2nds World managing director, Peter Hammerman.

SATURDAY AND SUNDAY ARE OUR BEST TRADING DAYS, AND THEREFORE WE REQUIRE FULL STAFF AND I WILL NOT DISADVANTAGE STAFF WHO WISH TO WORK. our best trading days, and therefore we require full staff on those days and I will not disadvantage staff who wish to work. People at 2nds World are the key to our success with most having been with the company for at least five to 10 years, or even longer,” he said.

Dale Winter from Garrick’s Camera House in Rockhampton, Queensland welcomed the decision, noting that the cut will help Australian retailers compete better with online stores and overseas competition.

“Australia has some of the highest retail award wages in the world which make up the major expense of most businesses. There have been many stores, both chain and independents, that have folded of late, so hopefully this decision will stem these ongoing losses and help Australian retailers better compete against the onslaught of competition such as Amazon,” he said.

Smeg managing director steps down Smeg Australia managing director, Andrew Cronin will depart the company after 28 years, and 14 years at the helm.

He made the decision to step away from the travel-intensive role to be more closely involved in the lives of his three children. Smeg Australia general manager for sales and marketing, Jim Kalotheos, who has been with the company for two decades, will step into the role, effective mid-April 2017.

Cronin expressed his appreciation of the support and understanding from both the Italian-based Bertazzoni family and Smeg senior management. He paid tribute to the Australian whitegoods industry and the great individuals within it, stating that while many are tough over the business table, “after five they were great people to have a beer with”.

“To the Australia-wide Smeg team, thank you for your dedication and loyalty which has been second to none.

BY EMILY BENCIC

Top: Smeg Australia outgoing managing director, Andrew Cronin.

Below: Smeg Australia general manager for sales and marketing, Jim Kalotheos will step into the role.

It has been a great privilege to share this journey with you and I am sure the success will continue under Jim Kalotheos,” he said.

Commenting on his appointment, Kalotheos said, “As the new managing director of Smeg Australia, I thank Andrew for the personal guidance he has provided myself and the team.

We look forward to building on the great relationships we have with our customers throughout Australia and providing new stylish and elegant Italian home appliances.”

The Good Guys officially opens in Tempe The Good Guys Tempe, in Sydney’s inner-west, opened its doors to the public for its grand opening in early March. The store is approximately 2,400 square metres in size and employs 28 full-time and casual staff. Ahead of opening, store executive manager, Phil Favero, spoke to Appliance Retailer about the new store.

“It’s all about the customer experience. Our store is very open

The Good Guys store executive manager, Phil Favero.

BY EMILY BENCIC

and easy to navigate with clean lines and long aisles. Tempe is one of the select Good Guys stores with a range of products from UK kitchenware specialist Lakeland, which has been rolling out in stores since October 2016.

I am really excited about having this concept and look forward to seeing the customer response,” Favero said.

“Our store also has a Kitchen Design Centre that combines kitchen design and cabinetry with appliances and kitchenware in one location. We have an in-store kitchen consultant to provide advice and ideas. It complements our cooking offer very well,” he added.

The Good Guys Tempe is open 10am to 7pm Monday to Wednesday and Friday, 10am to 9pm on Thursday, 9am to 5pm on Saturday and 10am to 5pm on Sunday. “We want to cater to customers who may be passing after work during the week,” he said.

NEWS

IN BRIEF

BY EMILY BENCIC

DJS TO OPEN THREE STORES IN WA

Scentre Group has confirmed the opening of three new David Jones stores in Perth at Westfield Carousel, Innaloo and Whitford City.

Scentre Group CEO, Peter Allen said, “These stores will anchor the exceptional retail mix curated for each of these centres and underpin their redevelopment. The $350 million project at Westfield Carousel will comprise an expanded fashion range including international mini majors, a new entertainment, dining and leisure precinct, in addition to the David Jones store.”

During 2016, Scentre Group jointly with Cbus Property, purchased the David Jones Market Street building in Sydney.

MYER OPENS TESLA SHOWROOM

The Myer Melbourne store now has a Tesla pop-up that allows customers to explore the recently released all-electric SUV Model X, customise their own Tesla via the design studio and even purchase one with the assistance of a Tesla product specialist. Myer CEO and managing director, Richard Umbers, commented, “Myer is more than just fashion.

Good retailing should be both memorable and engaging, and create an experience that people will want to talk about – long after they have finished shopping.”

NIELSEN: 56% OF AUSSIES EXPECTED TO SHOP ON AMAZON AUSTRALIA

Amazon is tipped to shake up the Australian retail industry when it launches in September. Recent data from Nielsen shows details about its targeted consumers.

Nielsen Omnibus research shows that Amazon’s US site converts almost one-in-two (49%) Australian visitors into sales – the fourth highest behind eBay (78%), The Book Depository (74%) and The Iconic (53%).

More alarmingly for its competitors: 75% of Australians aged over 18 say they are interested in Amazon Australia; while 56% say they are likely to purchase from its Australian site; and 45% saying they would pay to become an Amazon Prime member to receive special deals, discounts and delivery perks.

www.applianceretailer.com.au

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AR NEWS

Brad Sheppard, left and joint franchisee, Brian Bower.

HARVEY NORMAN REOPENS IN MT ISA It’s back to business for Harvey Norman in Mt Isa, following a major fire that destroyed the original store in February that resulted in several millions of dollars in damage and a complete loss of stock.

The new store is located at the Overlander shopping centre on the outskirts of the city.

Franchisee Brad Sheppard told Appliance Retailer the site was chosen because it was a new complex with enough space to accommodate all the departments within the 2,500 square metre area.

“People have been very understanding and appreciate that we have opened as quickly as possible,

can service them with what we have already, and restock as quickly as possible. There is not much available in Mt Isa when it comes to IT, furniture or electrical appliances,” he said.

“We expect to be here for the next

confirmed by the owner as the property was leased.

“As for stock, we would probably have 80% of our electrical and furniture inventory. From a computer perspective we have about 10% but it is shipping in.”

BY EMILY BENCIC

Cooker, which connects to a smartphone and offers thousands of recipes.

Electrolux head of business for home care and small domestic appliances, Ola Nilsson said, “Anova’s mission – to make it easy for consumers to cook like a pro – is so similar to our own focus that this was quite obviously a perfect match. It is also a great Anova Precision Cooker. strategic fit in terms of Anova’s approach to online sales and digital marketing, and in how they Electrolux has agreed to acquire leverage connectivity in the products.

Anova, the US-based provider of We have a lot to learn from each other, the connected sous vide cooking and look forward to helping Anova take appliance, Anova Precision Appliance Retailer April 2017

six to 12 months, depending on how long it takes to rebuild on the previous site in the CBD, although this is still to be

WE HAVE OPENED AS QUICKLY AS POSSIBLE AND CAN SERVICE OUR CUSTOMERS WITH WHAT WE HAVE ALREADY AND RESTOCK AS QUICKLY AS POSSIBLE.

Electrolux acquires US sous vide start-up

8

BY KYMBERLY MARTIN

the next steps on their global growth journey while maintaining an agile and innovative culture.”

Electrolux CEO and president, Jonas Samuelson said, “This acquisition offers a valuable stepping stone in our journey to deliver best in class consumer experiences through smart, connected appliances. Additionally, Anova’s passionate community of food lovers is a great example of the kind of relationship we are building with people around the world.”

Electrolux intends to open an office in San Francisco to establish an innovation hub for creating innovative consumer experiences in the smart home arena.

Sony veteran departs after 25 years Sony Interactive Entertainment Europe (SIEE) has confirmed the departure of longterm industry veteran Michael Ephraim, as part of a company restructure. He will step down from the roles of vice president, SIEE and managing director of Sony Interactive Entertainment (SIE) Australia and New Zealand, after 25 years with the Australian business.

Over the last 18 months, the PlayStation business has evolved into SIE, replacing former Sony Computer Entertainment and Sony Network Entertainment organisations.

Connected with these general global changes, the Australian and New Zealand businesses will now have a different corporate reporting regime.

Sony Interactive Entertainment global sales and marketing president, Jim Ryan said, “Michael is an extremely influential figurehead in the interactive

BY EMILY BENCIC Sony Interactive Entertainment Europe (SIEE) vice president and Sony Interactive Entertainment (SIE) Australia and New Zealand managing director, Michael Ephraim.

entertainment industry.

Michael guided the establishment of the PlayStation business in Australia and has since nurtured its growth and success with an unwavering passion and commitment for the brand. I would like to take this opportunity to personally thank Michael and to wish him all the very best for the future.”

Ephraim commented, “The opportunity to have been involved from the launch of the original PlayStation has been a once in a lifetime experience.

I want to thank everyone across the PlayStation family and specifically all the incredible staff that I’ve had the pleasure to work with here at PlayStation ANZ. I wish everyone continued success in their personal endeavours and also for the SIE organisation.”

Whirlpool Oceania announces new managing director

BY EMILY BENCIC

Silvia Del Vitto is the new managing director for Whirlpool Corporation and its integrated Oceania business. Del Vitto, who replaces Sanjay Prasad, will relocate to Melbourne from Singapore, and oversee operations that will include a focus on continued growth for the Whirlpool and Ariston brands in the Australian and New Zealand markets, as well as across Oceania.

Del Vitto has been with Whirlpool for 15 years, most recently as market director of the Far East region for the Ariston and Indesit brands, which included Australia and New Zealand. Prior to this, she worked in Whirlpool’s EMEA region based in Europe, as product marketing director and senior brand manager for a number of years.

“I am excited to join the Oceania team and bring my global Whirlpool experience to the region at a time of such positive growth in the business,” Del Vitto said.

“While the local business has grown significantly, especially in the last 12 months, there is so much more to be done. Our multi-brand portfolio ensures we have many compelling options for our key channel partners, which is backed by our global commitment to drive innovation in the smart kitchen, smart laundry and beyond.

“These are iconic, trustworthy brands already well-known to Australian and New Zealand consumers, and I am looking forward to being involved in the next chapter of their growth across this region,” she added.

ON THE MOVE SHARP

Sharp Australia deputy managing director, Joe Costantino has left the company after three years in the role and a number of years with the company. There is currently no replacement for his position. “Working for Sharp has been a huge chapter in my life and I would like to thank the team for their support and continued determination,” he said.

MIDEA

Peter Breen has been appointed as national sales manager for Midea, responsible for setting up retail and commercial accounts, identifying channels and establishing commercial and retail trading terms. Breen previously worked for Electrolux and Sampford IXL.

UNIDEN

Roy Padlan and Jesse Coker (pictured) have joined the Uniden sales team, as NSW sales executive and Victorian sales executive, respectively. Prior to joining the company, Padlan worked at Dick Smith and Telstra and Coker worked at Harvey Norman and Pepsi.

GLEM GAS

The Glem Gas head office has moved from Sydney’s South Granville to Auburn after 12 years. The new showroom has additional space for its spare parts and service division and adds to existing showrooms in Alexandria, NSW and Brighton, Victoria.

STATEWIDE APPLIANCES SPARES

Whirlpool in The Good Guys Cooking Centre, Melbourne.

After more than 30 years, Statewide Appliance Spares has moved to new premises. With state-of-the-art warehousing near major transport routes, it will reach customers within 24 hours.

www.applianceretailer.com.au

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AR PROFILE L&M operations manager, Simon Bright was brought on board during the Gold Star acquisition in 2014. “Having Simon lead the day-to-day operations has made a huge impact on our business.

He has extensive knowledge of our business units gained from his corporate experience with BSR, Rentlo and Narta,” Hockley said.

Bright added, “With the expansion of our business and as an independent retailer, you can't sit still, you have to continue to evolve and adapt.”

Evident on a recent Gold Coast Tourism Report, international visitation to the Gold Coast is on the rise once again. Attributed to increased international and domestic holiday visitors, business confidence in tourism continues to remain high. Furthermore, findings from Master Builders Queensland show domestic dwelling approvals at an all-time high thanks to multi-unit developments running ahead of detached housing.

L&M has also released a range of L&M Traveller commercial bedding in response to customer demand – “this L&M Gold Star, a was one area that Betta Buying Associate, needed our service was born out of the and logistics skills,” acquisition of the late Hockley said.

Claire Starky’s Gold “Our next venture Star Electrics and Blake is bathroom ware as TV Rentals.

L&M Gold Star owner, we see this as a natural The business also has a Trina Hockley. progression to our total home large commercial presence on the solution package. We have been working Gold Coast and Sunshine Coast with with new suppliers and have had fantastic a commercial rental fleet, builders and support from retailers that have taken air-conditioning division. Hockley has the leap. This aspect of the industry is recently been joined by her three sons, one where relationships are important David, Jack and Sam, who head up for longevity and resilience.” separate divisions of the organisation.

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adapting to change at L&M Gold Star

BY EMILY BENCIC

It has been decades of diversification for Gold Coast retailer, L&M Gold Star. But this year, the focus has been on streamlining its operations through new IT systems infrastructure and logistical management.

L

&M Gold Star is a familyowned and operated business. Originally, the company was founded in 1963 in Lismore and Murwillumbah (L&M) but since its inception has moved to Mermaid Beach where it has operated since 1963. Now owned by Trina Hockley, (a third generation of family ownership), it has grown to be an ever-expanding business.

“L&M has changed significantly in the past 50 years and continues to evolve to meet the changing needs of their customer. You have to be able to rapidly adapt to market conditions and opportunities as they arise,” Hockley said.

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Appliance Retailer April 2017

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1. L&M Gold Star exterior.

2. L&M Gold Star AEG display.

3. L&M Gold Star laundry display.

4. L&M Gold Star operations manager, Simon Bright.

5. L&M Gold Star Sirius display.

6. L&M Gold Star commercial sales and rentals Chris Le Breton.

7. L&M Gold Star V-ZUG display.

5 6

“Relationships are the most important ingredient for longevity and resilience.”

Trina Hockley – L&M Gold Star.

L&M continues to have a solid, longstanding relationship with key suppliers over the last 50 years. The retailer used to import National air-conditioners and TVs before they entered the Australian market, and had proprietary-branded TVs when colour television was first introduced in Australia. L&M was also the original importer of Daewoo whitegoods into Australia. Branded L&M Jetset – “there are still some of these bar fridges in operation in motels around the country,” Hockley noted.

7 COMPANY HISTORY

3

4

• L&M Electrics was a national hospitality supplier.

• L&M was a member of Retravision QLD, both Trina Hockley and father Peter Hughes were directors at different times. There were two retail stores both on the Gold Coast.

• L&M left Retravision and joined BSL, which later rolled into BSR, with two unbranded stores.

L&M Gold Star has several divisions including retail, commercial, hospitality, builders, rentals, air-conditioning and commercial bedding. AR www.applianceretailer.com.au

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AR PROFILE

Ceiling Cassette Rangehood.

Celing Cassette Rangehood.

Steam Oven Pyrolitic Oven Multifunction Oven.

Induction Cooktop.

Gas on Black Glass Cooktop.

SCHWEIGEN LAUNCHES COMPLETE KITCHEN OFFERING

Schweigen is renowned for its silent rangehoods. This year, the company is launching a complete kitchen appliance range under a new brand, Schweigen

T

he range incorporates a freestanding upright cooker with a full-width double oven, as well as additional built-in ovens, cooktops and rangehoods. Due to hit stores this month, Schweigen will be positioned at the premium end of the market with built-in ovens leading the line’s on-trend appeal in a stylish matte black fi nish.

Since its inception in 2007, Schweigen has conducted research, testing and refi nement to offer a silent rangehood system — thanks to its patented Isodrive® solution — that removes the motor from the canopy and relocates it outside the home with smart flexi-ducting for optimised airflow and performance efficiency.

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Appliance Retailer April 2017

Schweigen managing director, Anthony Fletcher said, “We are market leaders in rangehoods, but we are eager to provide a more complete kitchen appliance offering to our retail partners and the end consumer.

“We have spent years working with our European designers and manufacturing facilities developing this inspiring, premium range to be sold on a pro-forma basis. This will allow us to continue to cement our reputation as an innovative company and leaders in kitchen innovation.

“We wanted to create a new kitchen range that is truly inspiring, innovative and intelligent, with a fi nish unlike anything anyone has seen before. Each product from the range features design details we call intelligent style.

“Our products are environmentally friendly with lower energy consumption, less waste and smarter use of resources, recycling and safe disposal,” he said.

The induction oven cooktops deliver precise, pre-set temperatures for ultimate control with touch control heat settings. The Schweigen ovens include a touchscreen and an integrated cookbook. They feature an i-cool oven door with a soft open and soft close door system, as well as 100% extendable telescopic runners. The Schweigen European rangehoods use a Germanengineered external motor system with advanced energy efficient technology for silent operation.

Schweigen’s free-standing cooker with its full width double oven offers 90cm tray width cooking in both

2

1. Inside the new Schweigen head office in Mulgrave, Victoria.

2. Schweigen Managing Director Anthony Fletcher with Interior Designer Mal Corboy.

1

3. Schweigen Ceiling Cassette Rangehood CC-PARA4S. 4. Schweigen Freestanding Duo-Oven INUD90DFS.

“WE HAVE SPENT YEARS

5. Schweigen Gas Cooktop INGG90B.

WORKING WITH OUR

EUROPEAN DESIGNERS AND MANUFACTURING

FACILITIES DEVELOPING

THIS PREMIUM RANGE.“

3 cavities, perfect for baking long French breadsticks or a large turkey roast. “The upright cooker with two ovens is one of our hero products. It has a soft opening and soft closing hinge system and also includes twin fans in both ovens to provide even heat distribution for perfect end results. The quality of this product is incredible. This is the sort of cooker that passionate cooks will dream about owning, because it is classic Italian style combined with manufacturing quality in every detail. Everyone is so excited about this oven that it’s proven hard to keep it under wraps,” Fletcher said.

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“Everything was created with the consumer top of mind. It’s the thoughtful design details in a cooking appliance that make it a joy to use and a pleasure to look at. We have built an enviable reputation by offering the fi nest silent rangehood solution in the market today. Our European designers and manufacturing facilities allow us to provide appliances that represent quality and outstanding value to Australian homes.

“The company is committed to enhancing its classic range of Silent Rangehoods with new ducting and motor options throughout 2017,” he added.

SCHWEIGEN LAUNCH COINCIDES WITH 10 YEAR ANNIVERSARY

“We are so proud of our 10 year history and what we have accomplished. In the last decade, we have built a strong, enviable reputation by offering high quality silent rangehoods and kitchen appliances in the market. My vision is to grow Schweigen through providing alternative product and brand strategies to our valued trade partners,” Fletcher said.

This year, Schweigen announced international, multi-award winning kitchen designer, Mal Corboy as brand ambassador.

Schweigen has also just opened its new head office in Mulgrave, Victoria.

The premises features a full working kitchen showroom named The Butler In, designed by Mal Corboy which showcases the Schweigen range.

The showroom will be used as a training facility for retailers and will give architects, builders and designers a chance to experience the product fi rst-hand. Chefs will be on-site regularly to prepare meals for guests using Schweigen appliances. The head office is also home to a warehouse and service support team for after-sales tech support and spare parts supply. The company has recently completed its offices in Perth.

Schweigen exhibited the new Schweigen range at the Sydney HIA Home Show in March, and will be presenting at the Melbourne installment from April 20 to 23, 2017. In May, it will exhibit at Sydney’s DesignBuild and is a gold sponsor of Kitchen Bathroom Designers Institute (KBDi) nationally. AR

5 www.applianceretailer.com.au

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AR NEWS

ASKO LAUNCHES PRO HOME LAUNDRY

BY JAMES WELLS

Left: The top-of-the-line Style washing machine and dryer within the new Asko Pro Home Laundry range.

A

sko has taken the next step in cementing itself as a premium appliance brand with the launch of the Pro Home Laundry range of products.

Drawing on its mantra of ‘Inspired

by Scandinavia’, Asko invited over 20 retail partners from Australia to be in attendance at the launch in Stockholm last month.

Among the retailers were representatives from Harvey Norman including general manager – Haydon Myers, The Good Guys including group general manager – Wayne Jennings, as well as several Narta stores including John Winning from Winning Appliances, Lionel Lee from Bing Lee, Chris Tsoutouras from Spartan Electrical, Rob Sinclair from E&S Trading, Gavin Nuss from Betta Home Living and Mark Jones from KitchenThings in New Zealand.

In interviews conducted with Appliance Retailer, the retailers described the event held in Stockholm to launch the new Pro Home Laundry products as “the most beautiful laundry products I have seen”, while others described it as “very impressive”, “a perfect representation of Scandinavian design” and “the best laundry product launch I have ever experienced”.

14

Appliance Retailer April 2017

Bottom left: Australian retailers were impressed by the ability to obtain more information about the wash cycles and features by holding down the buttons on the new Asko Pro Home Laundry products.

Asko announces new dishwasher range

In addition to the Pro Home Laundry range, Asko surprised retailers with a new series of dishwashers to be released later this year – featuring a 26kg load capacity in the top and bottom baskets, height adjustable cutlery tray and a fully stainless steel door with welded seams that can support up to 50kg of weight. To reinforce the brand’s credentials in water efficiency, the top models feature a water storage tank to perform an initial rinse and reduce consumption for 17 pace settings to just 8.5 litres, while the top of the line models boast the tallest and largest capacity on the market and quiet operation of just 38 decibels.

THE PRO HOME LAUNDRY RANGE

Using key insights obtained from hours of consumer interviews and observational studies, the Asko Pro Home Laundry range of washing machines delivers retailers a premium design made from a single piece of stainless steel with a much larger opening for loading and unloading clothes, combined with the trademarked Steel Seal stainless steel door that replaces the much-maligned rubber bellow seal used by other manufacturers.

A key feature of the new range, identified by retailers as being a potential game-changer, was the ability to hold down iPhone-style metal buttons located under wash cycles and function modes on the full colour TFTdisplay to reveal a short description of that cycle or mode – benefiting both the end consumer and also the retailer during a point of sale demonstration.

The new products continue to use Asko’s well-known professional-style Quattro Construction platform and are

also available in three tiers – Classic, Logic and Style, with up to 12kg of capacity, 1800 rpm spin speed and incorporate an auto-dosing system.

Other key features include an increased number of customised programs to deliver improved fabric care, as well as flexible options to provide faster, quieter or more environmentally sustainable laundry modes with as many as six personalised programs available to be saved for frequent use.

A matching range of dryers with a premium stainless steel construction and brushed aluminum fi nish were also launched featuring Soft Drum technology to enhance air flow around the clothes from an indented drum print as well as Air Lift paddles, Butterfly Drying, brushless motor, full colour TFT display and a new multi-fi lter system.

According to Asko’s head of design, Jon Carlehed, the new generation of laundry products “has its roots in the Scandinavian design and mindset, where

1. Crt Prasnikar (Asko), Rob Sinclair & Kristina Francis (E&S Trading), Chris Gerdes (E&S Trading) and Owen Holbourn (Asko).

1

2

3 minimalism, elegance and sophisticated lines play an important role”.

“Classic white in combination with stylish metal details means that these machines fit seamlessly into most contexts and will last over time,” he said.

AUSTRALIA – ASKO’S NO.1 COUNTRY GLOBALLY

The global head of Asko’s parent company has confirmed that Australia is the largest market for the brand anywhere in the world, ahead of all individual Scandinavian markets and the USA. Gorenje Group CEO and President, Franjo Bobinac confi rmed the local subsidiary was the largest for the Asko brand globally at the launch of the new Pro Home Laundry products.

“Asko Australia is by far the biggest market, and has been for the last three years. It is not a coincidence that we are having this kind of success because the strength of Asko washers, dryers and dishwashers are complemented with the key competency and strength of the Gorenje Group in the cooking category to deliver a unique offer to the market,” Bobinac said.

“The main message I would like to pass on to Australian retailers is that in our Group through Asko we are capable of design and manufacture, but we cannot sell to the end consumer without our retailers. This is why we really are great partners, and we are not competitors.

“I hope to be in Australia as soon as possible to see my retailer partners as I have been to Australia a couple of times

4 before, and also a couple of extra times before we made the Asko acquisition.

“I am very proud what Crt Prasnikar is doing as managing director of Asko in Australia. What he did at the very beginning was very important – he changed the culture and the philosophy.

He is a young and dynamic executive with experience from several different countries in Europe. He fell in love with Australia, and it is a market he wanted to grow and nurture as well as be close to Asko’s staff, its partners and the

THE NEW GENERATION OF

LAUNDRY PRODUCTS HAS ITS

ROOTS IN THE SCANDINAVIAN DESIGN AND MINDSET.

retailers. He has really done a great job particularly with expanding the range of appliances with our cooking products – ovens, hobs, induction cooktops and rangehoods. Lately, I am hearing that the team is more competent, and together with Crt, we now have Owen Holbourn, who has recently joined as sales director alongside Rob Butchatsky as national sales manager. I think we now have a really strong team because at the end of the day, we can create beautiful products, but it is still all about people and having the best possible team, and we have this in Australia.”

Prasnikar reinforced the company’s local strategy which is not only about

2. John Winning (Winning Appliances), Crt Prasnikar (Asko), Owen Holbourn (Asko), Rob Butchatsky (Asko), James Vogdanos (Asko) and Lionel Lee (Bing Lee).

3. Crt Prasnikar (Asko), Geraldine Gillespie (The Good Guys), Wayne Jennings (The Good Guys), Peter Simic (The Good Guys) and Owen Holbourn (Asko).

4. Jason Sawkins (Harvey Norman Auburn), Steve Cavalier (Harvey Norman Bundall), Craig Sidey (Harvey Norman Flemington, Whitegoods BDM), Nik Papa (Harvey Norman Chadstone), Haydon Myers (Harvey Norman Flemington, GM), Rob Butchatsky (Asko) Grant Knight (Harvey Norman Fyshwick).

products, but also the people both internally and externally who touch the Asko brand.

“Within our organisation in Australia, we are not following anybody.

We are taking our own path, and telling the market where we want to go in order to bring value to the retailers and to the end customers – as in our business, both are equally important.

“We also have a new organisational strategy in Australia where we look at Asko as a ‘People First’ brand. When we say ‘People First’ we refer to our employees – all 130 employees that we have around Australia from the warehouse to the spare parts, everybody contributes to ‘People First’.

“This also means our consumers come fi rst, by providing the best service with next day delivery including Saturdays and 48 hours fi xed time in metro areas.”

Bobinac echoed Prasnikar’s comments regarding the importance of people in achieving business goals in the modern appliance industry.

“This business is still a relationship business because in a way, life is too short both in personal and business life not to work with the right people who are adding value.

“But you need to have product, you need to have positioning, you need to have story, the features and innovation.

But let’s just say that theoretically everything is the same among competitors, you’ll always buy from people with trust and confidence.” AR www.applianceretailer.com.au

15

AR NEWS

FIVE MINUTES WITH… Name: Katharina Kuehn Retailer: Winning Group Years in the industry: 8

Tell me about your background

During my Masters studies in Germany, I attended a neuromarketing lecture by Dr Haeusel, one of the first neuromarketing practitioners at the time. I was intrigued by this new paradigm and the true drivers of human decision making. I started training and working with the professor and his team, building neuroscience-based strategies for large retail and manufacturing companies in Europe. I then spent six years building a consulting business and applying these methodologies to Australian retail.

What is the most rewarding part of your role?

Working with some of the best people in the industry. Our team's capabilities and passion, in terms of science, technology, data, engineering and customer service are unparalleled within Australia. That, coupled with the culture and vibe of a family-owned business, is an energising and exciting mix. This creates an environment where inquisitive minds have the freedom to try new things and grow.

What has been the most challenging part of your role?

To keep pushing the boundaries of what is being thought of as possible and inspiring and growing our teams along the way.

What is your outlook on the retail industry?

It is a brave new world where those who can solve truly personalised solutions for customers will win.

Name: Mark Stathakis Supplier: Speed Queen Years in the industry: 20

information you will gather along the way. Think about buying your own product. What would make you buy it? Have more than just good ideas or flashy promotions; develop practical plans to partner your product to your market.

What is your outlook on the appliance market?

How do you stay ahead of your competitors?

I believe customers are looking for ease-of-use appliances that take the quickest route to achieve the best outcome. It sounds logical, but with many products it is not. They end up being too user dependent and drawn out; or quick and cheap, and therefore do not last, creating user regression. We have experienced many years of low grade manufacturing at a lower cost with deteriorating quality control. I see the market shifting to spend more on quality and re-adopt the attitude that quality may cost a little more.

What is your best piece of advice to other suppliers?

My advice is not rocket science; it’s logical but very often overlooked. Keep in touch with your customers before they buy, and long after they have bought. You will be amazed at the

16

Appliance Retailer April 2017

You have to love this question. My advice would be to not follow what we are doing with Speed Queen in any way. Fake News. Don’t follow. (Insert little chuckle here.) We are lucky at Speed Queen to have an outstanding, commercial quality product range. While our competitors were changing and redesigning their ranges and substituting parts to achieve a higher economical return, we stuck to our core and continued to manufacture the same way we have in the past. This lack of substitution or manufacturing change is our strength. Speed Queen washing machines and dryers are durable, reliable and quick. So, how do we stay ahead? By keeping a trusted, steady and reliable pace.

Through technological and societal change, consumers have less time and head space than ever to make mundane everyday decisions. Our job is to anticipate their needs and serve their wants, without asking or overwhelming them with too much choice.

How do you ensure customer needs and wants are met?

We have a company culture where staff are empowered to own their role and impress every customer. These are not just company values that are written somewhere on a board but are part of everything we do – we are on a mission to provide the best shopping experience in the world. This starts with listening to what our customers have to say and acting on their feedback. We then track our customer net promoter scores and hold ourselves to a high standard.

We use the most innovative approaches, such as neuroscience research and machine learning, to stay ahead of the curve in terms of personalisation and customer experience.

What is the most challenging and most rewarding part of your role?

Brand communication is the most challenging, but also integral and exciting part of the business. We have great points and product characteristics; transposing those into easy communicated pockets for customers takes time and effective planning. We want them to know what we have, want what we have, and experience the brand.

People are the most rewarding part of my role: customers, agents, retailers and colleagues. I am lucky to be in a role that exposes all aspects of our business and involves multiple interactions with all personalities.

What is the key to a good relationship with retailers?

Give enough time, value your retail partners and deliver on your promises. Be approachable and pursue their needs, not always your agenda.

Provide avenues to growth with training and support. Answer your phone. AR

FEATURE

Automation Home

OUTLOOK | TRENDS | RANGES | PRODUCT GALLERY | FROM THE FLOOR | PROMOTIONS

motion

detection spotlight camera

AR HOME AUTOMATION

OUTLOOK

Smartphones help drive growing market

BY EMILY BENCIC

H

ome automation will have a presence in 90 million homes around the world by 2017, with demand growing by 60% since 2012, according to global technology trend forecasters, ABI Research. This growth has been driven by the increase in smartphone connectivity to control household appliances via an app, in and out of the home.

Technology analyst fi rm Telsyte forecasts spending on IoT products and services to reach $4 billion by 2020. This is measured within five key segments: smart lifestyle (appliances and gardening) to reach $1.7 billion; smart home services (installation, management and cloud services) to reach $624 million; smart security (alarms, cameras, sensors and smart

locks) to reach $635 million; smart energy (sensors, outlets, light bulbs) to reach $996 million, and smart hubs (dedicated hubs) to reach $69 million.

The fi rm also predicts that the average household will have 28.7 internet-connected devices by 2020, up from 11 in 2016.

Telsyte senior analyst, Steven Noble said, “While long mooted, internetenabled whitegoods will finally become the norm, as most manufacturers – aided by the lower cost of microprocessing – build wireless internet connectivity into most of their products.

Consumers will find themselves buying IoT-enabled devices by default.”

Despite the expected rapid adoption of IoT, barriers such as concerns around cyber security and privacy, and high upfront costs will need to be overcome.

SMART HOME PHONES

Although the Internet of Things (IoT) is a major factor in home automation, this feature will focus on smart security including surveillance cameras and alert kits, as well as the cordless phone market.

Uniden national marketing communications manager Brad Hales said security, UHF and baby monitors continue to experience exponential growth “with some categories tripling in growth year-on-year”. Although the cordless phone market is mature, Uniden has been consistently achieving around 50% market share in both value and units since 2003, according to GfK. In the home communication market, consumers are seeking systems that meet their individual needs, according to Panasonic product marketing manager for home automation, Samantha Dawson. AR

Long Range Bluetooth USB Charging

Power Failure Backup So Much More

TRENDS

Remote access to security and surveillance is key

T

he UHF category – handheld radios and in-car CB radios – has performed well for Uniden, although security systems and baby monitors are leading the charge.

“All of these products are considered lifestyle products by the consumer, backed by a trusted name in technology. We are also conscious of developing a range of options within each category, so that the Uniden brand is accessible to various budgets,” Brad Hales explained.

Brad Hales – Uniden.

“Smartphone remote access to your home security cameras is one of the key drivers in this market. We are working on building and enhancing our apps to add more user-friendly features, so at the touch of a button consumers can watch their house, driveway or holiday house and even switch on a spotlight.

Consumers want greater visibility over their property and our products provide that peace of mind.

“The cordless phone segment remains a major part of the industry, worth approximately $70 million, with

Uniden contributing to around 50% of the value. Uniden has been number one in this space every year since 2003.

Key drivers to this market include smartphone connectivity, Bluetooth, USB charging, power failure backup, large buttons and hearing enhanced features,” he said.

Connecting home monitoring systems to smartphones is a must for consumers when they are searching for a real time monitoring solution to make their homes more secure and connected, according to Panasonic.

“Our products are designed to meet current trends through advanced connectivity and practical functionality. In line with the growth of the ‘smart home’ and ‘Internet of Things’ (IoT), consumers are looking for reliable wireless systems in the home that offer convenience. This

Samantha Dawson – Panasonic.

includes technology that connects with users’ smart devices and offers them ease of use and peace of mind,” Samantha Dawson said.

“Furthermore, with an ageing Australian population, consumers are looking for solutions that meet specific needs. For example, Panasonic has designed the KX-TGM420 amplified cordless system home phone solution for the hearing impaired.” AR

Technology should create better, faster, cheaper or healthier alternative The growing popularity of digital assistant devices such as Google Home and Amazon Echo indicate that consumers are becoming more receptive to smart home technology.

NPD Group home industry analyst, Joe Derochowski said, “Technology is still in the early stages.

The products that will succeed are not those that feature technology for the sake of technology but those that replace a product or behaviour with one that is better, faster, cheaper or healthier.”

Smart Kitchen Summit creator and curator, Mike Wolf commented, “One of things we are seeing is movement beyond just adding network connectivity. In recent years, companies have created products featuring sensors or scanners to help identify ingredients inside foods or provide nutritional value and calorie information.”

A recent Whirlpool smart home survey revealed that 68% of US homeowners are familiar with the smart home and 45% of homeowners claim their home is currently “smart”. Furthermore, two-thirds of consumers and 86% of parents say it is likely their next appliance purchase will be a smart appliance.

XDECT 83xx SERIES

AR HOME AUTOMATION RANGES

WI-FI CONNECTIVITY IS A MUST Uniden Guardian 960H Compact DVR Security System GDVR4340.

or pet kennel; or checking the car in the garage or driveway.

The DECT-enabled hub unit provides a range of up to 300 metres for all the Connected Home devices which can be placed in any room or space.

The hub connects easily to the user’s Wi-Fi router. Devices including sensors and cameras can be quickly synced with the system with one push pairing.

U

niden will continue to focus on its security and surveillance range of products this year with more than 25 models released in the last six months.

The Guardian G37xx wireless system offers an easy plug-and-play setup and wireless internet connectivity, ideal for setting up cameras in locations where it’s difficult to connect a network cable. Unique to the market is the inclusion of a tablet monitor and builtin spotlight camera that shines a light and begins recording when movement is detected. It can be controlled remotely using a dedicated iOS/ Android app via smartphone or tablet.

“For retailers, we find that this particular product can sit in the security section of a store, or alternatively, in a lighting section where sensor lights are sold. This is a great system for anyone who wants a surveillance solution for the home, as the spotlight provides ideal deterrence of any thieves,” Brad Hales explained.

The Guardian Hybrid DVR system is the fi rst in the retail market offering wired and Wi-Fi cameras.

This allows users to mount Wi-Fi IP enabled cameras in locations where a network cable cannot be reached.

It can be DIY-installed and records footage with systems having up to two

20

Appliance Retailer April 2017

Panasonic Home Alert Kit KX-HN6031. terabytes of internal storage. As part of Uniden’s Titanium professional series, the new Hybrid range is built to professional specifications for residential and business installation.

Another addition to the range is the new compact 960H wired system, which is one of the smallest DVRs in the market, allowing users to hide it from thieves. Uniden will also be releasing new cordless phone models over the next six months with details to be confi rmed.

The Panasonic Connected Home System is an easy-to-set-up monitoring and automation solution for users to remotely activate electrical appliances around the home, and monitor them from inside and out using a smart device.

Example uses include motion sensors on windows or doors; scheduling lights and appliances to turn on and off; keeping watch on specific locations such as a baby room

Each hub can support four cameras including outdoor and indoor cameras, six digital cordless handsets and 50 other devices including smart plugs, motion sensors and window/door sensors. Using the free Panasonic home automation app, sensors and cameras can be controlled remotely from up to eight different smartphones or tablets.

With new multi-location monitoring, up to four network hubs can be used to configure multiple systems, such as one for the home, one for the workplace, and one for the vacation home.

The Panasonic Home Alert Kit is perfect for those wanting to cover all bases, with indoor and outdoor monitoring. The kit includes a DECTenabled hub unit with a micro SD card, a full-colour indoor and outdoor camera, smart plug, motion sensor, two window/door sensors and digital cordless handset. AR

3 Security Solutions – we have you guarded!

WIRED WIRELESS

24 3TB 2TB UPTO

UPTO UPTO T

CAMERAS

INTERNAL STORAGE

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OTHER WIRED SERIES GDVR GDVR GNVR GNVR GNVR

MODELS IN THE SERIES

43XX SERIES 4T / 8T SERIES 87XX SERIES 16700 SERIES 4920W SERIES

G3700 G3700L G3710 G3720 G3721L G3722L

WIFI APP CAM 36 PTZ (IP) Camera APP CAM 35 Weatherproof (IP) Camera

24 2TB UPTO

CAMERAS

UPTO

INTERNAL STORAGE

APP CAM 34 Dome (IP) Camera

REMOTE VIEWING

Anytime. Anywhere in the World.

FREE APP

GUARDIAN LIVE PRO FOR SMARTPHONES & TABLETS

For complete range details visit: UNIDEN.COM.AU or call 1300 366 895

SCAN ME

UPTO

GCVR 4H/8H/16H Series Wired & WiFi Ready

AR HOME AUTOMATION

Uniden Guardian Hybrid DVR Security System (GCVR 4H402)    

Night vision up to 20 metres USB backup Push notifications and email alerts Record and watch footage via smartphone or tablet

The first in the Australian retail market offering wired and Wi-Fi cameras in one system, this security system offers full HD 1080p resolution, four channel system and 1TB internal storage.

RRP: $999.95

Uniden: 1300 366 895

Panasonic Amplified Cordless System (KX-TGM420)  Hearing aid compatible with the equaliser setting  ‘Slow Talk’ slows the speed of speech  Bright red LED visual ringers  Three one-touch dial buttons

PRODUCT GALLERY

RRP: From $129.95 (single handset) Panasonic: 132 600

A home phone solution designed for easy and improved communication for anyone affected by hearing loss. Voice volume can be set up to 40 decibels (dB) and the base unit can be set to ring at up to 112 dB.

To be released next month, this surveillance system includes a 7-inch touchscreen tablet and two weatherproof cameras, in addition to two spotlight cameras. It is wireless for up to 50 metres.

Uniden Guardian Digital Wireless Full HD 1080p Surveillance System (G3722L)    

Remote viewing with push notifications DIY installation Two-way talk Night vision up to 12 metres

RRP: $899.95

Uniden: 1300 366 895

22

Appliance Retailer April 2017

Greg Brown from Mitchell and Brown

FROM THE FLOOR

T

he security and surveillance category has been on the rise and will continue to increase at a very quick rate, according to Mitchell and Brown general manager, Greg Brown, located in Geraldton, approximately 400km north of Perth.

“Western Australia is now the home invasion and car theft capital of Australia with more than 5% of WA homes being broken into in the last year. There were about 90 homes a

day being targeted by burglars in the last month, so there is a huge push for an increase in security, especially in our market. Workplace security and monitoring is another part of the category that is always increasing and now it is a necessity for most working environments to have good quality 4K security,” Brown explained.

“Home automation is another category that we see to have huge potential, with people now being able to do so much from a touch of their phone. This makes life easier and gives consumers the option to be much more efficient with products, power costs and their lifestyle. The technology within products to enable automation is increasing very quickly as most households have a Wi-Fi connection, the future in automation will continue to grow,” he continued.

Security cameras are a strong category for Mitchell and Brown as prices for high quality cameras with 4K standard become more affordable.

“Higher resolution is obviously important in these products and the improvement of defi nition will be a constant growth area. These are

becoming a must have product in every household,” he said.

When asked about consumer promotions in the security and surveillance category, he noted that due to the competitive nature of the electrical retail industry, any promotion that the supplier has in place is sure to help.

“With features, pricing and quality so similar in a high percentage of products and brands in today’s market, the product that has an attached promotion will surely benefit all parties.”

However, ease of use is also a major factor in the purchase decision. “We believe more than ever consumers want quality and ease of use at a competitive price. Mobile viewing options through apps has given the security category a huge boost,” Brown said.

Mitchell and Brown was established in 1969, under the name King and Brown, and is now a member of the Narta buying group.

With 2,000 square metres of fl oor space, it is the largest computer and electrical superstore in Geraldton. AR

PROMOTION

UNIDEN

Now a sponsor of all three top 4WD and Offroad Shows for 2017/18, Uniden has renewed its partnership with Pat Callinan and the Offroad Adventure Show, as well as adding the top rating All 4 Adventure show. The series will be showcasing Uniden’s rugged UHF handhelds, CB radios and antennas, designed to withstand Australian conditions, and these TV shows will push their performance.

www.applianceretailer.com.au

23

AR FLOORCARE OUTLOOK

You have to hand it to hand sticks, cleaning up floorcare sales

H

and sticks were the star performer in floorcare, according to the latest data from GfK for the year ending January 16, 2017, and the only vacuum cleaner type to show any significant gains.

Hand sticks rose 30% in units and 37% in value, catapulting these to a 48% share of the market in value terms.

Hand sticks have gained 11 share points in the current moving annual total (MAT) compared to the previous MAT in value. Wet & Dry was the only other segment to show growth, up 3% in units and 4% in value.

Uprights were the big losers, down 23% in units and 25% in value.

Sales for robots also declined 23% in units and 6% in value. Hand held models fell 18% in units and 5% in value while canisters slipped 11% in units and 12% in value.

According to the latest data from Euromonitor, vacuum cleaner sales in 2016 rose just 1% in volume to 1.9 million units with the strongest volume growth from the uptake of stick vacs.

Average unit prices rose 4% in current terms as a result of growing demand for

24

Appliance Retailer April 2017

BY KYMBERLY MARTIN more premium products like robotic cleaners, which carry an ASP of $553.

Senior research analyst, Hianyang Chan said demand for stick vacuums was primarily driven by an increasing number of Australians living in smaller spaces such as urban apartments.

“Stick vacuums resonated well with consumers because they are typically more manoeuvrable than traditional upright vacuums and can be easily stored in smaller spaces.”

Robotic vacuum cleaners continued to be one of the main talking points, attracting increasing interest in Australia due to their ability to reduce time spent on household tasks, primarily led by a shift towards increasingly busy lifestyles. Robotic vacuum cleaners began to gradually expand from a niche and novelty product into a more mainstream appliance, according to Chan.

Over the forecast period, vacuum cleaners are expected to post a retail volume Compound Annual Growth Rate (CAGR) of 1%. Growth will remain positive as the number of households in Australia rises, and there is a continuing shift towards

having more than one vacuum cleaner in many households.

Electrolux continues to lead the market with a retail volume share of 25%, up from 24% in 2015 with Dyson ranked second, holding 21% share with the company set to introduce its first robotic cleaner into the Australian market, which incorporates a 360 degree camera that maps the area it is cleaning in real time, among other innovations.

Speaking at Samsung’s Regional Forum in Singapore earlier this year, head of product for home appliances, Mike Lilly said: “Robotic vacuums are all about convenience, it can vacuum the house when you’re not there as it can be controlled by the Samsung app.

The robot can map the house, each room can be named, and you can tell it what room you want it to clean”. iRobot is also focused on growth opportunities in the consumer robotic technology market, chairman and CEO, Colin Angle said. “To capitalise, we will continue to diversify our home robot offerings, identifying new product categories ripe for growth and exploring other opportunities within the connected home.” AR

TRENDS

Cleaning without effort is the number one call for consumers

M

aking a return to the Australian vacuum cleaner market is Hitachi. The company produces over 15 models with numerous colour and accessory options, three of which were launched here in March. “We believe these products offer a point of difference from competitor models,” marketing manager for consumer products, Mark Beard said. “Initial feedback from our retail partners has been very positive and ranging has been set,” he said. RRPs range from $449 to $1,049.

market, we expect to achieve growth and to enter new segments.” Sales are coming from the company’s shampoo/ extraction business and the Bissell Revolution launched in mid-2016.

“The Revolution demonstrates class leading performance in a compact and lightweight machine,” he said.

Egan said this category is a great opportunity for electrical retail to grow a segment rather than simply

“With a variety of new unique products coming to market, we expect to achieve growth and to enter new segments.”

Chris Egan – Bissell.

Chris Egan – Bissell.

The initial range comprising the CV-SC230V, CV-SC220V and CV-SC22V models will be expanded further throughout the year. “The uniqueness of Hitachi products lies in the design, quality engineering and performance,” Beard said. In developing the product, the company looked to bundle accessories that would be useful to consumers. These include a Smart Motorised Auto Drive Head and rotary-beat bed nozzle, and both are supplied with the CV-SC230V and CV-SC220V models.

For Bissell it has been a good start to 2017, characterised by strong East Coast results, according to managing director, Chris Egan. ”With a variety of new unique products coming to

try to achieve share growth. “Using GfK data we can identify the potential to increase household penetration with technology that encourages consumer revisits for cleaning formula purchases,” he said. “Realistically vacuum cleaners do not penetrate deeply into carpet and to really clean deeply, a water and formula approach is the most effective, which is especially important for allergy

Julian Huitfeldt – Electrolux.

and asthma sufferers.” He said Bissell dominates the Wet & Dry segment both in Australia and globally.

Electrolux general manager for homecare and small domestic appliances, Julian Huitfeldt said the floorcare category is seeing some dynamic developments, primarily the rapid growth of the stick category both in Australia and other markets. “We have seen phenomenal growth in the stick category, with consistent double digit growth in the last 12 months.”

He said this trend has been triggered by consumers leaning towards instant clean ups around the home, instead of their big weekly cleans that require a larger vacuum cleaner. “With modern lifestyles becoming increasingly hectic, and the continuing growth of urbanisation, little wonder that readyto-go battery products are continuing to gain popularity,” he said.

Garth Michalson – Cleanstar.

“We are also seeing increasing demand from consumers seeking products that can provide a cleaner environment for their health and wellbeing. Looking at what does well are floorcare products with smart design, innovative features, and superb performance from dust pickup to excellent fi ltration, and these should continue to gain favour in the marketplace,” he said. “Globally, we continue to see a trend towards more www.applianceretailer.com.au

25

SMART MOTORISED AUTO DRIVE HEAD

ADVAN CE D JAPAN ES E TEC H N OLOGY

4-way Suction

Dust from Carpet and Hard Surfaces is vacuumed from the four sides and the front of the head.

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Air taken in from the top of the head is blown onto all floor types, to blast dirt out from crevices and vacuumed away.

Sweeps up dust Jet Air Flow to the floor PowerWipe Pad

Rotates at high speed

Crevices between tiles

Auto Drive Head

Features a powerful motor that pulls easily over Carpet and Hard Floors on its own.

The head has been made more airtight to generate a high-speed air-flow that enables powerful suction of dirt.

With a respected engineering heritage and a focus on innovation, Hitachi is back with an expanding range of quality appliances that offer unique features and benefits for your customers! hitachi.com.au | 1800 HITACHI / 1800 4482244

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Dust from all types of surfaces is compressed by the Dust & Air Centrifugal Separation System. The one-touch operation disposes of the dust using just one hand whilst minimising dust dispersion.

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Bed Nozzle

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For use on quilts, mattresses and sofas.

Easy to keep clean, just wash in water.

PowerWipe

The PowerWipe Pad features special bristles rotating at high speed to wipe the floor while dirt is vacuumed up.

2017 VACUUM CLEANER RANGE

AR FLOORCARE

Kristine Collins – Sebo.

energy efficient vacuum cleaners with the roll out of the new EU led energy labelling scheme which is similar to our energy star rating system on whitegoods.”

The floorcare category is a major part of the Cleanstar business that continues to deliver, managing director, Garth Michalson said. “It is a challenging environment for everyone but I think retailers are looking for margin delivering floorcare products, which is what Cleanstar offers.” He said there is evidence of growth in battery products, and in particular stick vacuums.” Everybody is looking for convenience and the stick vacs fulfi l this role well. As the lithium battery technology continues to improve, so does the performance of these products, particularly in extended run time and shorter charging times.”

Another supplier reporting growth is Sebo with increases for upright and barrel units. The benefit for retailers is a high ASP and low competition for the Sebo product, according to product manager, Kristine Collins. “A dedicated in-store sales staff product training routine and Choice Magazine recommendation for two vacuum cleaners, the K3 premium barrel and Felix premium upright, has also contributed to sales growth,” Collins said.

Sampford IXL, which took on the full range of iRobot products in 2016, claims to be market leader for robotic vacuum and mopping segments in Australia and New Zealand. Brand manager, Emma Basquille said growth has been driven by the launch of four products, Roomba 980, 866, 650 and Braava 380t. In addition to extensive above-the-line marketing, emphasis was placed on reinvigorating the brand with in-store displays, introducing an in-store customer demonstration program and extensive product 28

Appliance Retailer April 2017

training for floor staff. “Robotic floorcare continues to be a growing trend, as consumers become aware of the category and new technology. The introduction of innovative product features and connectivity options, such as app-enabled cleaning and scheduling, is one example of where wider consumer product trends continues to be incorporated into the floorcare category,” she said.

The vacuum cleaner category overall is performing quite well for Techtronic Industries, brand and commercial product manager for floorcare, Ricardo Rogers said,

“We have seen phenomenal growth in the stick category, with consistent double digit growth in the last 12 months.”

Consumers want more and to pay less and are now getting both demands at a third of the price being paid only two years ago.” The company will launch a cordless hand stick range in Q3.

Samsung will launch its next installment in robotic vacuums, the POWERbot VR7000, in the coming months. Mike Lilly said the product was developed to drive consumers back into the robotic vacuum market.

“We have had robotic vacuum cleaners in the market for some time now, but the category has been declining over the past few years because the original robots, and some existing robots, are effectively sweepers.” On a full charge, the VR7000 can run for 30 minutes on power mode or 1.5 hours on normal mode, and is slimmer than its predecessors, at 9.7cm high.

Julian Huitfeldt – Electrolux.

gaining momentum in both steam and cordless. “Vax is the number one brand for steam cleaners in Australia, according to GfK data 2016,” he said.

“Effortless cleaning is the biggest want and need amongst consumers today.

They want products to be versatile, easy to use, and more importantly,

Mike Lilly – Samsung.

convenient. As such, successful products must make their lives easier or suffer from being just another tool or gift in the cupboard.” He added that the investment made by floorcare companies in today’s market is the number one trend to date. “The race to have the longest run time and fastest charge time is the goal.

Sharon May – Miele.

The largest area of growth for Miele lies in the bagged canister segment where the company claims to hold a majority share, while also maintaining its position as the second player in value sales within the overall floorcare category. “One of the biggest impacts on this category is innovation, as demonstrated by the continuous broadening of floorcare market segmentation,” product manager, Sharon May said.

“Australian households are offered numerous cleaning solutions that not only challenge the traditional way they clean their homes, but are also more convenient. The choice may be a traditional canister vacuum cleaner for the major weekly or fortnightly clean used in combination with the convenience of a robotic vacuum cleaner for daily dust pickup and a hand stick to spot clean.” Hand sticks have gained in popularity and, as a consequence, changed the dynamics of the category, she said. AR

RANGES

A slew of products for households, pets and cars

T

he newly developed Smart Motorised Auto Drive Head is one of the key features on the latest models from Hitachi, developed to take the “hard work” out of vacuuming. The drive head is built into the multi-surface floor nozzle, designed to generate a high-speed air flow enabling powerful suction of dirt.

Another feature is AeroSuction that takes air from the top of the head which is then blown onto the floor to blast dirt out from between tiles and other crevices for more efficient suction.

The floor friendly bristles are designed for wiping, while the PowerWipe pad rotates at high speed to cleanly wipe floors as dirt is sucked in. Using four-way suction, dust is vacuumed from the front, both sides, and from the back and also captured from corners. Suction power remains strong even when the machine is pulled back. “Clean and easy dust disposal is achieved because the dust, together with the allergens it contains, is compressed by the Hitachi dust and air centrifugal separation system making disposal a one-touch operation,” Mark Beard said.

Pet ownership in Australia is high with nearly three-quarters of households having furry friends who happily contribute to cleaning challenges. To address this, Bissell continues to develop new products such as the Pet Hair Eraser which launches in Q2. “It uniquely eliminates the need to remove pet or human hair from brush rollers, as well as delivering hands free emptying. These are two important ‘yuck’ points for consumers which Bissell overcomes in one powerful yet affordable machine,” Chris Egan said. The launch will be supported by new carpet washing extractors, both full size and portable, as well as tool products that deliver a Hitachi Canister CV-SC230V.

www.applianceretailer.com.au

29

AR FLOORCARE

Vax SlimVac VX24.

iRobot Roomba 980+ App.

30

Appliance Retailer April 2017

new application of extractor technology, that he added enables retailers to reach a new customer segment.

Bissell introduced CrossWave in 2016, a wash and vacuum machine, and although designed primarily for hard floors, can also be used to clean area rugs. According to Egan, as stains and messes aren’t planned the Wet & Dry segment presents retailers with incremental growth opportunities.

“Vacuum cleaners do not penetrate deeply into carpet and to clean deeply a water and formula approach is the most effective, especially for allergy and asthma sufferers.”

Since updating its entire range of Ergorapido stick vacuums last year with lithium ion batteries, consumers and retailers alike have responded positively to the technology, according to Julian Huitfeldt. “The improved performance and run time that comes from lithium batteries has continued to deliver a quality product and top level customer satisfaction.”

Electrolux has recently launched a range of energy efficient vacuum cleaners that deliver a highly desirable A class rating for energy efficiency, dust pick up and fi ltration, while keeping the environment in mind by designing them to be manufactured using recycled plastics.

Sealed HEPA fi ltration is an exclusive feature on all of its canister vacuums. “Every connection,

including the nozzle, wand, hose, fi lters and dust-bin have rubber seals making sure dust can’t hide, and ensuring excellent fi ltration for health and wellbeing,” Huitfeldt said. The sealed HEPA13 fi ltration system retains 99.99% of the dust particles it vacuums, meaning micro-dust and allergens remain inside the machine, and is perfect for those with asthma or allergies. It also carries a 5-star rating from the German independent testing institute, SLG.

CLEANSTAR HAS RELEASED A BATTERY POWERED CARPET SWEEPER OFFERING UP TO 90 MINUTES RUN TIME.

Battery products will continue to be the focus too for Cleanstar.

“We are constantly seeking out and working with progressive factories that can deliver increased performance and offer a point of difference where possible,” Garth Michalson said.

This year, the company released its second stick vac, a 22.5V model along with a battery operated backpack vacuum cleaner, “which has been very successful for us, particularly when it comes to cleaning homes with lots of stairs”. It has a longer run time than a stick vac, and can be used to clean the

whole house. Cleanstar also released a battery powered carpet sweeper offering up to 90 minutes run time.

In keeping with the growing trend of product connectivity, features within the iRobot vacuum range will be further advanced during 2017 with the mopping category set to expand following the release of the Braava jet Mopping Robot, “creating a family of mopping robots,” Emma Basquille said. “It is designed to mop hard floor surfaces with high traffic volumes, tackling dirt and stains in hard-toreach areas. Braava jet works with Braava jet cleaning pads to tackle a range of hard floor cleaning jobs, from wet mopping and damp sweeping to simple dusting. It manoeuvres around obstacles in its path, cleaning along furniture, walls, and fi xtures.

Samsung’s POWERbot VR7000’s Edge Clean Master feature enables the unit to come within 15mm of a wall by placing the unit’s wide 288mm brush close to the front for easily gathering dust and hair. The Auto Shutter automatically drops down a barrier to sweep up more dust collected closer to the edges. The unique self-cleaning brush system reduces the amount of dust and hair that gets trapped in the bristles, collecting debris in the centre of the brush, facilitating easier transfer into the dustbin, cutting down on regular maintenance. The vacuum has a full view sensor with a camera on top that maps the ceiling to avoid obstacles and a sensor at the front to make the most efficient path through the home.

“To the pleasant surprise of many retailers, Sebo uprights are regarded as the gold standard when it comes to the care and maintenance of soft floor furnishing,” Kristine Collins said.

“Houseproud customers want to use the best to keep their flooring investment looking its best for years to come. Made in Germany for professional cleaners, Sebo is the perfect choice for niche carpets, pet owners and asthma and allergy sufferers,” she said.

Dyson recently launched its V6 Car+Boat Extra machine, a cordfree, portable vacuum, engineered for cleaning cars and cabins. There are over 16 million cars registered in Australia and 10% of households own a registered boat. Powered by the Dyson digital motor V6, it moves up to

Bosch ProPower BGL3PWERAU.

Samsung POWERbot VR7000.

Miele Complete C3 Boost Ecoline.

15 litres of air per second, generating powerful fade-free suction. The extension hose reaches into footwells and combined with the stubborn dirt tool, helps remove ground-in dirt. The mini motorised tool helps remove dirt and allergens from car seats while the mini soft dusting brush gently lifts dust from dashboards and dials. The V6 comes with a 12V car charger.

Bosch launched the Relaxx’x range of bagless vacuums in December 2016, that feature a German made high-spin motor with “superior energy efficiency”, head of marketing, Jacqui Howard, said. “This results in low energy consumption and reduced noise levels, while maintaining exceptional suction performance.”

Another innovation carried in the range is SmartSensor Control, a new technology which monitors airflow and prompts when fi lters need cleaning. A bagged model, the Free’e ProPower, is a 2200 watt, lightweight machine suited to smaller households and the elderly.

Techtronic Industries has worked with its UK team of designers and engineers to develop a range of products to offer convenient cleaning.

Vax recently released its range of ‘SlimVac’ machines that make a smooth, speedy transition switching from floor to handheld for powerful, effortless, lightweight everyday cleaning. “The days of steam alone are gone. Vax’s range of Steam Fresh units bring both steam and detergent together to create outstanding results.

Vax’s steam fresh detergents have been engineered to continue to kill germs and bacteria for up to seven days after cleaning,” Ricardo Rogers said.

The Miele Complete C3 Boost Ecoline is marketed as an energy efficient vacuum cleaner that does not compromise on cleaning performance.

Its Boost Function allows users to temporarily increase power output to 1200W when cleaning spots with persistent dirt. This function can be activated up to three consecutive times. Sharing the hallmarks of all Miele vacuum cleaners, the model demonstrates high standards of hygiene and cleaning performance, according to Sharon May. AR www.applianceretailer.com.au

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AR FLOORCARE

Bissell Pet Hair Eraser (1941F)    

Tangle free brush roll Hands-free empty Smartseal allergen system Long power lead, integrated hose and large capacity tank

RRP: $399

Bissell: 1300 247 735

Electrolux Ergorapido Series 5 Pet Power (ZB3230P)  Fabric Pro Power nozzle for upholstery surfaces  High performance lithium battery lasts up to 45 minutes  Easy to use with a resting weight of around 500g in the hand  BrushRoll Clean cuts the build-up of hair at the push of a button

RRP: $399

Electrolux Home Products: 1300 363 640

Designed to make cleaning up after pets a breeze whether its pet hair or kitty litter. Special accessories include a scoop and sweep tool and turbo eraser for removing embedded hair from carpets and upholstery.

This machine comes with platinum service – a premium peace of mind offering with access to a dedicated team of experts 7 days a week, and a new product replacement warranty in the unlikely event of a major fault.

PRODUCT GALLERY

Hitachi Canister (CV-SC230V)  Motorised Auto-Drive Smart Head with AeroSuction and four-way suction  Power Boost cyclone bagless technology with 430 watt suction  Nano titanium filter for powerful antibacterial and deodorising  Electronic variable suction power control on grip handle

RRP: $999

Hitachi Australia: 1800 448 224

One of three models in the new range, it comes with a powerful 2300W motor and washable 2L dust canister with 50% dust compression and one-trigger action for dust disposal. It also carries a British Allergy Foundation seal of Approval for reducing allergen exposure.

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Appliance Retailer April 2017

PROMOTIONS SAMPFORD IXL An integrated media campaign will communicate key messages on the Roomba 980 and Braava 380t with an in-store promotion slated for Mother’s Day.

FROM THE FLOOR

Hans Vanderstadt from Camberwell Electrics, Victoria

F

BY KYMBERLY MARTIN

loorcare turnover is big and regular business for this suburban Melbourne retailer which has been established for over 60 years.

“Features at top of mind for customers purchasing a vacuum cleaner in our store are: how many watts for the capacity and strength of the machine, the power head, suction power, bag or bagless with the majority of our customers preferring bagless because of lack of mess and ongoing cost,” proprietor Hans Vanderstadt said. “If there are pets in the household removing hair in the powerhead becomes an important feature too.

“Our top selling brands are Miele and Electrolux, which are well-known and established names in the category, and Dyson because of its dominance in the market.”

Canisters are by far the biggest segment but Vanderstadt is looking more seriously at the hand stick category, especially with the new models coming through from Electrolux that deliver longer battery life.

As for uprights, he described these as: “a bit old school with little interest from customers”.

“Our online sales are growing especially when it comes to consumer inquiries for items such as vacuum cleaner replacement bags. I believe online has become the new ‘Yellow Pages’ for consumers.

We try to promote online, not so much to sell, but get the message across of who we are, what we do and our range of product. Online, however, cannot answer all of the questions when it comes to customer needs. If we have what the customer wants, they usually come down to the store, get our advice and choose the product. However, there are consumers who visit the store and then go online to buy.”

He said the biggest challenges in the category lies with pricing and margins. “We don’t get much support from a major player at shop or margin levels, which is frustrating.

As a retailer, I think it is fair to have a certain level of margin. After all we open our doors, display and sell the products and train our staff.”

And when it comes to closing the deal, promotions help once the sales person has narrowed down what suits the customer, he said. AR

BOSCH A marketing plan across print, online and TV has been planned for 2017. A cashback on the Zoo’o vacuum range is scheduled for Q2.

BISSELL Retail partners help conduct value-add promotions for Bissell with increased activity leading up to the ‘Spring Clean’ period.

TECHTRONIC INDUSTRIES There will be above-the-line (ATL) campaigns during 2017 with focus on the SlimVac range.

www.applianceretailer.com.au

33

AR GARMENT CARE

OUTLOOK

Steam stations gain traction as market remains flat

BY EMILY BENCIC

T

he overall garment care category has declined 4% year-on-year in unit terms, but has grown 4% in value year-onyear, according to GfK statistics. The traditional iron segment suffered a 6% drop in volume, but experienced slight growth in value of 1%. However, garment steamers, while still a smaller segment of the market, had strong volume and value growth of 27% and 37%, respectively.

Meanwhile, figures from Euromonitor show a 7% decline in volume in 2016, although average unit prices rose by 6% (in current terms) to reach $79. The data also recorded growth in steam generators.

Euromonitor senior research analyst, Hianyang Chan said irons remained on a downward trajectory in 2016 as most purchases were simply replacements of existing products.

“Despite being a fairly indispensable home appliance, the category tends to be divided between budget products and more premium offerings with a variety of features and design points such as variable steam pressure, automatic temperature technology and a high-quality soleplate,” he said.

“Manufacturers of irons will continue to view clothing trends as a potential threat to the category’s 34

Appliance Retailer April 2017

growth. The ongoing shift towards wrinkle-free and sports-inspired apparel for everyday use will continue to adversely impact volume sales of irons both in Australia and globally.

An emphasis on steam technology and portability will likely continue to remain important due to the shift towards apartment living in Australia,” Chan explained.

Breville Group continued to lead the iron market in 2016 with a retail volume share of 36%, while Sunbeam ranked second with a 27% share, according to Euromonitor.

The garment care category is performing well for Groupe SEB wth its 'Made in France' range exceeding expectations thanks to upgraded Durilium and Autoclean soleplates launched last year.

Groupe SEB senior brand manager, Maggie See said, “While the category has experienced minor growth, Tefal has well exceeded market growth due to continuous trade-up activations to encourage consumers to purchase higher ASP steam irons and steam generators.”

Laurastar has historically only worked with one retail partner in Australia, David Jones, with four steam stations and two ironing systems in almost all of its 36 stores.

However, in 2017, product distribution will expand into other retailers

with Myer coming on board for the Laurastar Lift portable steam stations. The company also expects other retailers to range selected Laurastar steam stations and ironing systems in the near future.

Ironing Systems Australia, parent company of Laurastar, managing director, Dino Scaramuzzo said, “Our sales agency partnership with Sampford IXL, announced in January, will enable us to develop relationships with key retailers at both head office and store level.

We will be able to leverage their expertise within the small appliance category and expand distribution into key accounts and stores.

“As the premium brand within the ironing segment, we believe that we can grow the total value of the category and convert consumers from traditional irons to steam stations and ironing systems, with a focus on instore demonstrations,” he said.

Flat sales in the category, following a number of years of decline, is a result of consumers purchasing more non-wrinkle fabrics and opting for a more casual wardrobe, according to Sunbeam product category manager, Lisa Buscomb. “Fast fashion and a move away from traditional business attire, means that an iron is not an essential for the everyday wardrobe,” she noted. AR

GV9080 GV9060 GV9061

WHAT MAKES NEW TEFAL PRO EXPRESS CARE SO GOOD? Integrated in the new Pro Express Care is the patented Protect System technology that prevents stains on garments, giving you perfect ironing results and complete garment care. With more steam power, ironing just got easier.

The new Tefal Pro Express Care is equipped with the exclusive Calc Collector system, giving you long lasting performance and 2x more effective ironing.

REQUEST FOR A TEFAL STEAM TEAM TRAINING WITH YOUR STORE REP TODAY.

AR GARMENT CARE

Chasnyn Ousmand – Panasonic.

TRENDS

Consumers look to improved performance and efficiency

S

team generators continue to trend within the category as consumers seek high performing, yet easy-touse, linen care products, according to Tefal’s Maggie See. “Tefal has a range of high pressure boiler steam generators that offer the consumer extremely efficient performance due to high penetrating steam,” she explained.

Another strong trend observed

by See is demand for 2-in-1 products.

“With less space in the home, consumers appreciate the benefits of garment steamers. That’s why we have introduced the Tefal Steam Duet, which is the fi rst product in the market to offer benefits of a steam iron and garment steamer,” she added.

Laurastar’s Dino Scaramuzzo believes consumers are looking for more efficient ways to iron their clothes at home in the shortest time possible. “Ironing systems and steam

Dunya Abdurahmanovic – Braun.

36

Appliance Retailer April 2017

stations save consumers time and money,” he said.

Braun junior category manager, Dunya Abdurahmanovic said consumers are becoming more sophisticated and more discerning when it comes to linen care products.

“They are researching their choices more thoroughly, understanding the technology and how it works for their

RECENT RESEARCH FROM

BRAUN FOUND THAT 36%

OF CONSUMERS PURCHASE

get the crisp look, whereas a steaming station has the benefit of both an iron and a steamer.”

Recent research from Braun found that 36% of consumers purchase an iron as soon as the old one breaks, and 34% within a week, proving that an iron is a necessity. It also found that whilst consumers spent less time ironing during each ironing session, they are increasing the frequency of ironing sessions.

Time poor Australians are looking for ironing solutions that provide more effective results to take the frustration out of ironing and keep the laundry pile under control, Panasonic product marketing manager for whitegoods and small appliances, Chasnyn Ousmand has observed.

“Panasonic’s iron range provides quicker, smoother and easier ironing with a unique 360-degree design, and fast, powerful steam features that remove stubborn wrinkles and creases,” she said.

This was also the view of Russell Hobbs assistant product manager for home appliances, Eileen Armenian,

AN IRON AS SOON AS THE

OLD ONE BREAKS, AND 34% WITHIN A WEEK.

needs, and they are willing to spend more money to satisfy that need.

In 2016, the average price of irons increased by 8% across the market, and with new innovations, consumers are happy to pay,” she said.

Consumers are also embracing the vertical steaming trend. “Vertical steaming is a fast and effective way to take wrinkles out of clothes without having to get the ironing board out. A disadvantage with traditional garment steamers is that creases cannot be pressed into fabrics and you cannot

Eileen Armenian – Russell Hobbs.

who said consumers consider ironing as an unwanted but essential chore for everyday living.

“Our research shows that consumers consider wrinkle removal, iron durability and performance, as well as the length of time it takes to iron, as being the most frustrating factors to ironing clothes,” she said. AR

LAURASTAR - #1 IN EUROPE* NOW AVAILABLE IN AUSTRALIA LAURASTAR LIFT - #1 steam station as voted by Choice 2015, 2016 & 2017 LAURASTAR - Patented professional ironing technology

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TECHNOLOGY

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IRONING SYSTEMS

Contact – Sampford IXL for further information 1300 727 425 *Based on value share ironing systems category

PREMIUM STEAM GENERATORS

Original Red

Pure White

Ultimate Black

Platinum

www.laurastar.com.au

AR GARMENT CARE

RANGES

Systems with automatic functions are in demand

BY EMILY BENCIC

T

he Laurastar range for 2017 consists of one ironing system and two portable steam stations.

The Magic S4a ironing system with active board (RRP: $2,399) is an all-in-one integrated ironing system with wheels. It is ready to use in three minutes and will automatically shut off after 15 minutes of non-use.

Laurastar Lift is a portable steam station available in red and white (RRP: $849). Its ultrafi ne dry steam means it will adapt to all fabrics. It includes an integrated water fi lter, comes with two year warranty, and has an auto shut-off function.

Laurastar Lift Plus is available in black and platinum (RRP: $999) and offers three additional features to the Lift steam station, including a 3D soleplate to eliminate creases in a single pass, pulse steam technology for maximum steam efficiency and long cord minder for steam tube control.

Tefal has improved the ironing performance on its premium steam iron range as it replaces its hero and best-selling product with two new products. One iron has a patented anti-scale collector and the company’s renowned Durilium Autoclean soleplates.

This year, Tefal will also introduce Protect System to its premium steam generators to stop stains from falling onto garments by turning dirty droplets into steam.

Leveraging the good growth experienced in garment steamers, Tefal will be launching Steam Duet, a 2-in-1 iron and garment steamer for crispness in collars and hard-to-get places.

38

Appliance Retailer April 2017

Kambrook Steamline Detach Steam Iron.

LAURASTAR LIFT PLUS INCLUDES A 3D SOLEPLATE TO ELIMINATE CREASES IN A SINGLE PASS,

PULSE STEAM TECHNOLOGY FOR MAXIMUM STEAM EFFICIENCY, AND LONG CORD MINDER FOR STEAM TUBE CONTROL.

Braun CareStyle7 Steam Station IS7056.

In 2017, Braun will be introducing the CareStyle7 steam stations. As with all the other models in the CareStyle range, the new models will feature iCare technology which protects textiles by setting the right temperature regardless of the type of fabric. In addition, the 3D BackGlide soleplate allows for freedom of movement in any direction.

With the CareStyle7 Pro, users can choose the Turbo mode for a blast of maximum steam designed for heavyweight fabrics, such as jeans or linen. Also included is an extra-large removable water tank.

The new TexStyle9 steam iron to be launched in mid-2017 is going to be Braun’s fastest steam iron and is the

fi rst steam iron to be equipped with iCare technology, which guarantees the perfect temperature for all garments, with no setting required.

TexStyle9 will also feature the 3D Saphir BackGlide soleplate and turbo mode which will produce 50 grams of steam per minute.

Sunbeam has a strong heritage in irons, since the launch of the Princess Electric iron in 1910, the fi rst iron in the Australian market. In 2016, the company launched the SR6370 Aeroglide Rapid iron with an exclusive DimpleTech scratch-resistant soleplate, which offers a 30% smoother glide than its predecessor, the SR6250.

The dimpling design draws in air and steam to reduce friction between fabric and soleplate, and create a superior glide. It includes steam channels for maximum diffusion, evenly spread across the soleplate. The safe store function means the indicator will change from red to black when the iron is safe to handle and store away.

It also features a three-way automatic off function and has a two-year replacement guarantee.

Featuring fully detachable water tanks, the Kambrook Steamline Detach Steam Iron and SwiftSteam Garment Steamer make wrinkle removal a breeze. With its quick release, fully-detachable water

Panasonic Optimal Care Iron NI-WT980R.

Tefal Steam Duet NI5020.

Laurastar Lift Portable Steam Station.

Russell Hobbs Impact Iron RHC800.

tank, the Kambrook Steamline Detach steam iron is ideal for every household. It features a FabriGlide soleplate, three way auto-off safety protection for peace of mind, 2200 watts for rapid heat up and quick steam action, as well as a collar tip designed for buttons and pockets.

For frequent travellers or last minute outfit changes, there is the Kambrook SwiftSteam Garment Steamer. Featuring a fully detachable 250mL water tank and removable fabric brush, the SwiftSteam can smooth out creases on garments, or freshen up upholstery, in minutes. Its 1100 watts delivers quick and powerful steam.

Ergonomically designed for comfort, the SwiftSteam is lightweight and easy to use.

The Panasonic Optimal Care Iron NI-WT980RSJ is the latest model in the company’s range of irons.

Available in red and black, it features a unique curved double-headed 360 degree Quick Soleplate to enable smooth ironing in every direction, along with a fatigue-reducing ergonomic design. Furthermore, the latest ‘Round Ride’ surface prevents the iron from snagging on fabric and causing creases.

With Optimal Temperature Control, the iron uses steam to get rid of tough creases as well as being gentle on delicate items. Power Shot steam jets release large quantities of concentrated steam to penetrate even the thickest fabrics.

It also boasts an anti-drip capability, designed to protect delicate fabrics from water spots that may cause stains. The water supply automatically shuts off when the temperature is low, to prevent water leakage.

The three-way auto shut-off function with a mercury-free sensor automatically switches the iron off after one minute if left unmoved on its soleplate or if tipped on its side; and after 10 minutes if left idle in the upright position.

Russell Hobbs has developed a specially engineered iron with a unique 1.2m drop resistant claim. The Impact Iron RHC800 is designed with durable and protective components for long lasting performance in addition to powerful steam for stubborn wrinkle removal. AR www.applianceretailer.com.au

39

AR GARMENT CARE

Braun Steam Station IS7056BK    

Tefal Steam Duet NI5020

Saphir 3D soleplate Turbo mode 2L removable water tank Auto shut off and anti-drip

RRP:

The newest member of CareStyle7 steam station range, designed and built with a tradition of German quality. As with the other models in the CareStyle range, the new models will feature iCare technology.

$699

De’Longhi: 1800 126 659

 Opti-steam technology  Includes two anti-calc cartridges for two years usage  Ready to use in 40 seconds  1500 watts

RRP: $249.95

Groupe SEB: 02 9748 7944 The smart technology in this iron has been developed to provide the perfect combination of temperature and steam for all types of fabric. In addition, the profile tip with ceramic soleplate ensures easy and precise access to difficult areas.

PRODUCT GALLERY

An all-in-one integrated ironing system with wheels and an active board, equipped with a two-speed blower and vacuum system. The iron diffuses ultrafine yet powerful steam to preserve fabrics and colours.

Laurastar Magic S4a Ironing System  50psi double heated microfine steam  No temperature changes required, Teflon shoe included  Ready in three minutes, auto off after 15 minutes A key feature of this ‘whole house’  Anti-scalestickvac waterisfiEdgeReach lter refill technology

RRP: $2,399 of skirting boards without missing

that drives suction right to the edge

a beat. The hand vac comes with Laurastar: 1800 999 910 a convenient extendable wand, dusting brush and 6-inch tool.

40

Appliance Retailer April 2017

PROMOTIONS

FROM THE FLOOR

LAURASTAR Receive a bonus ironing board, valued at $239, with the purchase of Laurastar Lift and Lift Plus steam stations until 30 April, 2017.

Dain Friis from Myer

BY EMILY BENCIC

T

he garment care category has evolved in recent years from a fairly narrow offering, with limited price points and brands, to embracing new technologies, according to Myer home and entertainment group general manager, Dain Friis.

“Customers are defi nitely living a faster paced life; balancing home, work and social commitments means there is often less time to take care of garment pressing. The popularity of steamers is defi nitely an area of growth and a trend that we see will continue as customers come to realise the time-saving benefits, and overall garment care that these appliances offer,” Friis explained.

Garment steamers are showing the greatest growth for Myer in its iron offering because “customers love to be able to quickly freshen up a garment or take out small creases that may have appeared whilst items have been stored in the wardrobe”.

Friis believes garment steamers have progressed from being nonessential, or some would say, luxury items, to a must-have garment care appliance. “Customers are starting to see the professional results that they

deliver without the need for a trip to the dry-cleaners,” he said.

“Garment care continues to be a price sensitive category and therefore, customers are influenced by promotions and defi nitely take them into account when making their fi nal choice. Money-back guarantees also provide peace of mind for the customer. They may never need to make a claim against an item, but this peace of mind guarantee can be a determining factor in the purchase decision,” he added.

When asked what other factors influence the buying decision: “item performance is top of almost every customer wish list”.

“They may not know the technical terms, but customers look for steam pressure / grams of steam to deliver a great result. Safety is also top of mind, with auto-off a popular feature that customers are looking for. We also fi nd that customers are very brand aware, with previous experiences, either positive or negative, having a significant influence on their fi nal purchase decision. As mentioned before, pricing and promotional activity can come in to play for customers that are after a simple, no nonsense appliance,” he concluded. AR

BRAUN Receive a $30 cashback on Braun Texstyle7 irons, or bonus ironing board, valued at $169, on selected steam stations until 15 May, 2017.

SUNBEAM Sunbeam has extended its iron money-back guarantee to 101 days for 2017.

RUSSELL HOBBS Selected Russell Hobbs irons are eligleble for up to $30 in cashback, as a Visa Prepaid gift card, from 1 April to 30 June, 2017.

www.applianceretailer.com.au

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AR LAUNDRY

OUTLOOK

Washer/dryer combos drive the market

I

n 2016, volume sales of home laundry appliances grew 2% to reach 1.3 million units, according to Euromonitor, primarily driven by strong housing growth. With housing completions remaining high, various consumer appliances, including home laundry, continued to register decent growth rates. The increase can also be attributed to washer/dryers which had the strongest volume growth at 17% to 96,000 units, while average unit prices for home laundry appliances rose 4% to $754.

“Laundry appliances are rare purchases for most consumers, often only taking place when their existing machine breaks down or they move to a new home,” senior research analyst, Hianyang Chan said.

“Energy efficiency continues to be an important factor in home laundry appliances as consumers look to save money on their bills and reduce their impact on the environment. In

42

Appliance Retailer April 2017

BY KYMBERLY MARTIN Australia, a joint initiative between Australian states and territories and the New Zealand government has led to a mandatory energy labelling scheme. Every home laundry appliance must display an energy rating level which shows consumers how much energy the appliance uses per year and a star rating.”

This allows consumers to compare efficiency with similar products.

Alongside demand for dualpurpose home laundry appliances, consumers also opted for larger capacity machines with more features.

As a result, sales of home laundry appliances were dominated by mid- to high-end products, Chan said.

“Electrolux Home Products continued to lead home laundry appliance sales in 2016 with a 26% share of retail volume, largely attributed to the strength of its Simpson and Electrolux brands, which have long been mainstays in home laundry appliances, commanding

volume shares of 13% and 11%, respectively, in 2016,” he said.

Euromonitor expects home laundry appliances to record a volume CAGR of 2% over the forecast period exceeding sales of 1.5 million units in 2021.

Washer/dryers are set to remain the best performing category, registering a volume CAGR of 12% as Australians continue to shift towards apartment living, and with this, a preference for multi-functional appliances.

GfK moving annual total (MAT) data gives a fi nal summation of the market with the front loader with dryer segment recording both value and unit growth, leaving top loaders in decline in value and units. The front loader segment now holds 56% market share in value. Vented dryers also took a dip in unit and volume sales while there was an uptake in sales for condenser heating and heat pump dryers. Heat pumps were the star performers, recording double digit growth to reach almost 30% of value share. AR

TRENDS

A swing to capacity and clothes care

I

t was a “positive” sales year in 2016 for Electrolux Home Products as it entered 2017 launching new products in February with more to follow in the second half. Acknowledging the competitive nature of the category, brand manager Karen Nguyen said the sales results have been very pleasing.

“We are replacing and upgrading 60% of our range and with new products, come new features that bring vibes on the retail floor that can only be good for the whole category.

As in previous years, we are seeing a trend to larger capacity and more efficient appliances.” Nguyen also confi rmed the trend to heat pump

dryers, noting their high growth rate as: “a highlight of the year driven by consumer demand for energy efficient dryers”. She said Electrolux wants to be at the forefront of these trends, particularly in the area of efficiency and sustainability.

Karen Nguyen – Electrolux.

Speed Queen national sales manager, Craige Cole, is also reporting strong sales with 70% growth over the previous year. “As we are only in our third year of pro forma, we are still expecting significant sales growth to continue as the Speed Queen brand cuts a groove in the Australian market. Our large capacity front load washer is starting to get real sales traction. Capacity is very important for the consumer, the larger the better,” Cole said.

Home Appliances recognises that there is a requirement for a diverse range of products to satisfy various Australian households, from studio apartments to larger foot-print

www.applianceretailer.com.au

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AR LAUNDRY laundries, product manager, Darren Sharvell said. He also suggests that although there has been a trend by suppliers over the past few years to drive models with larger capacities, the current ‘granny fl at’ boom has fuelled demand for smaller capacity laundry products. “These dwellings usually consist of a lower number of occupants who also prefer the option of stacking and or hanging dryers,” he said. Home Appliances will introduce a new range of front load washers later this year.

Asko will release its new Pro Home Laundry range later this year featuring washing machines and dryers with a unique Scandinavian design.

“The new generation of laundry products has its roots in the Scandinavian design and mindset, where minimalism, elegance and sophisticated lines play an important role. Classic white in combination with stylish metal details means that these machines fit seamlessly into most contexts and will last over time," Asko Australia marketing director, James Vogdanos said.

The new products continue to use Asko's well-known professional-style

Craige Cole – Speed Queen.

Quattro Construction platform and are also available in three tiers Classic, Logic and Style, with up to 12kg of capacity, 1800 rpm spin speed and an auto-dosing system.

For Bosch, washing machines and dryers that offer flexibility and quality results while saving time, energy and water, are key purchase factors.

“Consumers have higher standards now when it comes to energy efficiency, convenience and environmental impact, and Bosch washing machines and dryers are engineered to address those needs while providing top performance,” product manager, Nilouki Roland said.

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Appliance Retailer April 2017

It was an offshore launch earlier this year for Samsung when it unveiled its latest laundry innovation at CES in the US, and more recently at its regional forum in Singapore. A versatile all-inone laundry solution, the new FlexWash combines two washers and one dryer.

With its range of core Samsung laundry features on board, including the AddWash door, the new machine has been designed to cut laundry time in half while providing a higher level of care for clothes.

Miele product manager for laundry and care, Rachel Lewis, said outstanding performance and efficiencies, convenience, gentle laundry care and larger capacity will continue to be strong trends in 2017. “Miele leads the category with

“We are replacing and upgrading 60% of our range with new products.”

Mark Tragear – V-ZUG.

efficient 8kg washing machine on the market. Our new 7kg dryer carries 10 stars and is also the most energy efficient dryer available. For household apartments using a clothes dryer, heat pump technology is a must,” he said.

“OptiTime is a feature in our new washing machines that offers up to 60% in energy savings.”

Fisher & Paykel marketing manager, Kara May said over the past year the company has continued to see an increased demand from customers

Karen Nguyen – Electrolux.

technological and design advances, bringing a host of world-fi rst features to the laundry sector. Most significantly, the TwinDos system, an automated detergent dispensing system,” she said. “Its accuracy has been certified to deliver 30% detergent saving potential.”

Energy efficiency comes to the fore at V-ZUG with sales and marketing director, Mark Tragear crediting this with a doubling of sales for the company in the past year. He too is singing the praises of heat pump technology. “We have the world’s fi rst and only heat pump washing machine,” he said, “which is the most energy

Rachel Lewis – Miele.

Kara May – Fisher & Paykel.

looking for functional laundry appliances that make their life easier.

“In the past, front loaders were known to be gentle on clothes and more water efficient, while top loaders were renowned for being able to wash larger loads faster. With ongoing research and development and improvements in technology, our front loaders and top loaders now offer comparable capacities, energy and water ratings and fabric care cycles,” she said.

The focus for Panasonic is energy efficiency, reliability and durability, with products that offer convenient, practical features and settings along with time-saving options. “Panasonic has invested significantly in meeting these needs, with a range of machines that offer smart and energy-saving technologies to busy consumers,” product marketing manager for whitegoods and small appliances, Chasnyn Ousmand said. AR

RANGES

E

Washing and drying to suit all environments

lectrolux Home Products launched the UltimateCare series front load washing machines with UltraMix System in February. The UltraMix System is a pre-wash process where detergent is fully dissolved in a chamber before spraying onto clothes.

It optimises the effectiveness of the detergent from the start of the wash, which translates to washing in lower temperatures, without sacrificing the results you get from a warm to hot wash. To cater to the growing large capacity top load washing machine segment, EHP recently launched a Simpson range with ActiveBoost technology to deliver a better wash result in cold water, and eliminate detergent residue.

2017 will see the release of the fi rst 10amp 9kg dryers from Speed Queen. The most popular model in the current Speed Queen range is the AWNA62 (7.5kg) commercial quality washer with traditional dial controls.

“Our researchers constantly test new features with the view of improving wash performance and product longevity,” Craige Cole said. “Sales in all states increased last year with Western Australia having the highest percentage increase, despite sales being below the industry norm index.”

Home Appliances current washing machine line-up consists of both front load and top load models. The clothes dryer line-up includes vented and condenser models. The popular 4kg dryer models were recently upgraded to the larger 4.5kg capacity. Home Appliances will introduce heat pump dryers later this year.

Bosch washing machines and dryers have intelligent sensors to detect the wash load and conserve water. Key benefits include water and energy-saving technology, time-saving innovations and quiet operation.

Bosch i-Dos Series 8 Front Load Washing Machine WAW32640AU.

2017 WILL SEE THE

RELEASE OF THE FIRST 10AMP 9KG DRYERS

FROM SPEED QUEEN. Simpson Top Load Washing Machine SWT1023A.

Bosch i-DOS technology automatically detects fabric type, load weight and soil level on the clothes before dispensing the precise amount of detergent required for each load.

The prestige W1 washing machine and T1 tumble dryer complete the W1 and T1 range from Miele. As the flagship models within the range, they boast 9kg capacity and touchtronic displays. In addition to the world-fi rst TwinDos and PowerWash functions, the QuickPowerWash program delivers convenience to users and a fullyfledged wash cycle for 5kg of laundry in just 59 minutes.

All new V-ZUG washers and dryers have EcoManagement for water and energy use. After selecting a cycle, an indicator lights up when water level and wash temperature are reduced. “After 25 average wash cycles, the machine shows the amount of power and water used. This allows consumers to choose the most energy efficient program for their needs,” Mark Tragear said.

Energy efficiency and water conservation are key considerations in Fisher & Paykel laundry appliances.

The CleanSmart, FabricSmart and WashSmart Eco top load washing machines all have Eco-Active wash technology and a 4-star energy rating. The Eco-Active wash boosts soil removal and helps kill bacteria.

Furthermore, SmartDrive technology continues to power all Fisher & Paykel washing machines.

Panasonic front loader and top loader models carry Econavi technology to save time, electricity and water. Econavi automatically detects the laundry load size and material, adjusting water levels accordingly. The hero product within the Panasonic range is the 8.5kg Econavi top load machine. Other features include the large drum, wide opening for bulky wash loads and semi bi-fold lid. AR www.applianceretailer.com.au

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AR LAUNDRY

Speed Queen Washer/ Dryer Combo (ATEE9A)    

Large 10kg capacity Commercial quality Fast wash and fast dry cycles Easy to use

This front loader from Electrolux has been designed for taking care of clothes. The UltraMix system pre-mixes detergent for a gentle clean at lower temperatures while Vapour Refresh revives garments without washing.

RRP: $5,295

Speed Queen: 1300 927 437 This compact stack washer/dryer combo allows for simultaneous washing and drying and stands on a single 700mm square footprint. It will be joined by a 10amp version later this year.

Electrolux UltimateCare Front Loader (EWF14013))    

Large 10kg capacity Load sensor displays weight and recommends detergent dosage Time manager puts the user in control 5-star energy rating

RRP: $1,699

Electrolux Home Products: 1300 363 640

PRODUCT GALLERY

An 8kg machine with a host of features including 11 wash programs, three auxiliary wash functions and a 28-minute quick wash. There is also a cycle indicator and economy cycles plus a time remaining function.

Euromaid Top Loader (WM8)    

1200 rpm spin speed Self-cleaning lint filter with coin trap Easily removable detergent dispenser LCD display

RRP: $899

Home Appliances: 1800 805 300

46

Appliance Retailer April 2017

PROMOTIONS ELECTROLUX The ‘Discover the Electrolux Life’ campaign will continue in fashion and home magazines, in addition to social and digital campaigns.

FROM THE FLOOR

Alex Mackenzie from Winning Appliances

E

nergy and water efficiency are becoming increasingly important factors in the purchase decision, according to Winning Appliances senior category manager, Alex Mackenzie.

“Consumers are also looking for improvements in washing and drying cycles, making sure wash cycles and programs are suited to their wardrobe, needs and washing behaviour.”

“Size is usually the biggest factor.

People want to make sure they are getting a machine that will cater to the size of the household, number of loads per week and available space,” Mackenzie said.

Overall, the laundry category is performing well thanks to a focus on mid and premium ranges, with condenser and heat pump dryers as star performers. Energy efficiency is improving and machines are getting quieter, he said.

“We have seen growth with most brands in our showrooms. A lot of the time, but not always, the laundry purchase is part of a larger kitchen and household renovation so customers are purchasing a brand that matches their oven, cooktop or fridge.

“Front loaders are our biggest sellers. They suit our typical customer base, which is someone renovating or building a new home, so they are replacing an existing front load, or making the switch from top load to front load. With laundry space at a premium, these machines work well with a matching dryer, so it's a stylish and functional combination.”

When it comes to dryers, he said, Miele, Asko and AEG are the three main brands and sales are growing, with value helped by the shift from vented to condenser and heat pump dryers.

“Customers will purchase a better product when they see the benefit.

Retailers and manufacturers need to work together to explain and sell the benefits of new technologies, rather than focus on price.

“I think there is more for retailers and manufacturers to do in talking about energy and water efficiency, and the benefits of automatic detergent dosing systems”.

And the fi nal words were on consumer promotions: “These work well for the pro forma agency brands and we see a skew to those appliances when they have promotions attached,” Mackenzie said. AR

SPEED QUEEN There is currently a 60 day money back guarantee on selected washing machines and dryers .

V-ZUG Purchase a selected washing machine and dryer in one transaction from 1 May to 31 July, 2017 to save $400.

MIELE Receive a one year supply of detergent with the purchase of W1 TwinDos appliances until July 2017.

www.applianceretailer.com.au

47

AR WHAT’S HOT

ILVE iHood Rangehood

The ILVE iHood has been designed to seamlessly play music and take calls from a smartphone via its Bluetooth capability. It features integrated speakers and an amplifier for users to connect their smartphone or tablet via Bluetooth to listen to music from streaming services, radio stations or personal playlists. With one touch, users can also answer call hands-free. The rangehood includes an integrated microphone, light indicator to alert the user when the filter needs cleaning, as well as a self-switching-off function which allows users to program a delayed shutdown to maintain the right level of air purity in the kitchen.

RRP: $2,999

Eurolinx: 1300 694 583

Electrolux Sensor Dry 6.5kg Vented Dryer EDV6552

The latest dryer from Electrolux has a large 6.5kg drying capacity and features Sensor Dry functionality to perfectly dry garments, as well as save time and energy. There are four temperature settings to suit all fabric types: an airing setting for uncomplicated aeration, low heat setting for delicates, normal setting for regular loads and boost setting for heavier loads. Users can also save time with the Fast 40 program, which dries smaller loads in 40 minutes. There is also the option of efficient reverse tumbling action to reduce clothes tangling and bunching so they dry evenly and quicker.

RRP: $699

Electrolux: 1300 363 640

Braava jet Mopping Robot B240

Set to be released in Australia in May, this robot is designed to mop hard floor surfaces with high traffic volumes. It works with Braava jet cleaning pads for wet mopping, damp sweeping and simple dusting. The robot will automatically determine its cleaning action based on the pad chosen. Braava jet manoeuvres around obstacles in its path and cleans along furniture, walls, and fixtures. Its precision jet spray and vibrating cleaning head help loosen dirt and stains while the cleaning pads break up and lock away debris. When finished cleaning, simply place the robot over a bin and hit the ‘eject’ button to drop the pad into the bin. To keep Braava jet from entering unwanted areas, users can create an invisible boundary with virtual wall mode.

RRP: TBC

Sampford IXL: 1300 727 421 48

Appliance Retailer April 2017

Hitachi Auto-Drive Vacuum CV-SC230V De Dietrich Induction Hob DTI1568DG

The Hitachihas CV-SC230V with Motorised Autothe Drive De Dietrich developed an Smart induction hob where Head a powerful motor, built into thesurface multiuser canfeatures place pots and pans anywhere on the head.

This is designed to generate a high-speed tosurface cook. With direct controls, users can instantly simmer, air or flow powerful suction of dirtadjustable to take the hard boil fryenabling and there is a choice of fifteen work out of vacuuming.

AeroSuction feature takes air power levels.

The Unique The Boost function allows maximum from the top of the head, which is blown onto floor power to be accessed instantaneously, ideal for the cooking to blast outcontrol from between tiles and other crevices steak.

Thedirt latest panel has a touch interface so thatwith it can be sucked in. Using four-way display 260,000 colours and allows the suction, user to dust is vacuumed not only fromprogram the frontand side, but alsopower from choose the cooking mode, available bothbysides and fromorthe back.

Other features include: level direct touch using the slider.

There are four clean and easy dust disposal, centrifugal different cooking modes: Solo, dust Duo,and Trio,air Quattro. separation system, grip handle with variable power, RRP: $4,999 multi-angle head and a bed nozzle head.

Eurolinx: 1300 694 583 RRP: $999

Hitachi: 1800 448 244

Philips Grain RiceMachine Cooker AWNA62 Speed Queen Top LoadMaster Washing

Powered

by Philips FragrantTaste technology, which Speed Queen has been awarded an inaugural 2016 Product Review enhances optimal moisture absorption, Award as the top-performing product of the year inthis thefour top litre load rice cooker has automatic optimum controlled heating washing machine category.

The AWNA62 traditional top load temperatures at Queen’s each stage of the cooking process. washing machine is Speed most popular home modelThe five layer non-stick anti-scratch coating ensures in the providing simple controls withand optimum washing performance inner for potaisfull durable and easy to clean. can choose only 35 minutes load. Speed Queen QLDUsers marketing and fromMark eightStathakis differentsaid, menus: cook,by quick sales manager, “Westandard are humbled the cook, reviews brown rice, multi-grain, lentils, quinoa, porridge and from our customers about this top load washer and it’s legendary reheat.

It features 24 hour preset timer, while confi automatic performance.

It is brilliant thata their comments have been rmed keep warm means rice will stay fresh for 12 hours.

The

by Productreview.com.au’s award. It is also refreshing to see this cooker also includes free recipe bookletand witheasyquick award go torice a washing machine withaminimal electronics start guide and 15 recipes. to-use controls, that does a great wash without all the frills.”

RRP: $159 RRP: $2,495 Philips: 1300 Speed Queen: 1300 927363 437391

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AR RETAIL RULES

SHOPPING EXPERIENCE DIMENSIONS WHAT ARE THEY AND WHY ARE THEY IMPORTANT?

Norelle Goldring from GfK discusses the dimensions of the shopping experience and how retailers can tap into them

A

n experience dimension is the impact on the shopper.

If done right, range and space can provide shoppers with an easy or convenient experience, and price, promotion and persuasion can provide a rewarding or entertaining experience. Broadly speaking, shopping experience dimensions can be divided into rational (functional, objective) and emotional (feeling, subjective).

Rational

Emotional

Information

Environment (ambience including lighting, music, smells, ‘feel’ of the store)

Education

Entertainment

Simplicity

Self-worth

In his book, ‘They Buying Brain’, Dr AK Pradeep outlines seven shopping experience dimensions:

Rational

Emotional

Transparency

Enjoyment/surprise

Relevance

Enjoyment/comfort

Convenience

Convenience/service

Affordance Uncluttered It can be argued that if a shopper is given enough information or education, they may develop a feeling of security about their chosen product.

In their article, ‘From Demand to Purchase – Measuring and Managing Shoppability’, Raymond Burke and Neil Morgan look at shopping experience dimensions this way: There are similarities between the two experience dimensions lists.

Community

ABOUT NORRELLE GOLDRING & GFK

Convenience (service) could link to selfworth (‘They made me feel good about myself for having shopped here’).

In GfK’s 20-year-long global ConsumerLife study there are 12 macro ‘TrendKeys’ and experience is one of them. In a retail context, it refers to sensory stimulation, novelty, entertainment, engagement, excitement, fun and interaction, including gamification.

According to the latest GfK 2016 FutureBuy study data, the number one reason for shopping in a physical store is tangibility – shoppers can see and touch products before buying them. For online stores, the number one reason

ACCORDING TO THE LATEST

GFK FUTUREBUY STUDY DATA, THE NUMBER ONE REASON

FOR SHOPPING IN A PHYSICAL STORE IS TANGIBILITY.

is to save money, followed by an easier shopping process, better selection, speed, and then better information.

In a world where shoppers expect the online shopping experience to be about range, price, speed and ease, the role of the physical store is becoming experiential.

Simplicity and its relevant point of purchase (POP) drivers of range and space are not necessarily the primary driver of return trips. There needs to be a ‘human’ component, otherwise shoppers may as well buy online.

In subsequent articles, we will look at the individual dimensions in more detail, and examples of how retailers and manufacturers can tap into them. AR

Norrelle Goldring is Shopper Lead APAC at global consumer research and retail datahouse GfK. She has 20 years’ experience in retail research and marketing across manufacturer, retailer and agency roles with companies ranging from Diageo to Coca-Cola to Vodafone Stores. Norrelle helps improve shopping experiences by understanding how and why people buy things. Call Norrelle on 0437 335 686 or email norrelle.goldring@gfk.com.

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Appliance Retailer April 2017

COMPANY INDEX AR COMPANY

PAGE #

READERSHIP GROUPS

2nds World ........................................................................................................ 6 Amazon .............................................................................................................. 7

Asko ..................................................................................................... 14, 15, 44 Bissell ............................................................................................ 25, 29, 32, 33 Bosch ............................................................................................. 31, 33, 44, 45

Breville ..............................................................................................34, 39, OBC Camera House ................................................................................................... 6

Camberwell Electrics .......................................................................................33

Cleanstar ....................................................................................................28, 30 David Jones ....................................................................................................... 7

De’Longhi............................................................................................ 36, 38, 40 Dorsett Retail ..................................................................................................... 6

Dyson .........................................................................................................24, 31 Electrolux ......................................IFC, 8, 24, 25, 30, 32, 42, 43, 45, 46, 47, 48

Eurolinx ............................................................................................................48

Euromonitor........................................................................................ 24, 34, 42 Fisher & Paykel...........................................................................................44, 45 GfK...........................................................................................18, 24, 34, 42, 50

Glem Gas ............................................................................................................ 9 Groupe SEB .............................................................................34, 35, 36, 38, 40

Harvey Norman.................................................................................................. 8 Hitachi ...............................................................................25, 26, 27, 29, 32, 49

Home Appliances ............................................................................... 43, 45, 46

JB Hi-Fi ............................................................................................................... 6 Laurastar .................................................................................34, 36, 37, 38, 40

L&M Gold Star ............................................................................................10, 11 Midea ................................................................................................................. 9 Miele .......................................................................................28, 31, 44, 45, 47

Mitchell and Brown .........................................................................................23

Myer .............................................................................................................7, 41 Nielsen ............................................................................................................... 7 Panasonic ............................................................. 18, 19, 20, 22, 36, 39, 44, 45

Sampford IXL ..........................................................................24, 28, 31, 33, 48 Samsung ....................................................................................... 24, 28, 31, 44

Schweigen .................................................................................................12, 13 Sebo ...........................................................................................................28, 31 Sharp .................................................................................................................. 9 Smeg .................................................................................................................. 7 Sony ................................................................................................................... 9

Spectrum Brands .......................................................................................26, 39 Speed Queen ....................................................................16, 43, 45, 46, 47, 49

Statewide Appliances Spares ............................................................................ 9

Sunbeam....................................................................................................34, 39

Techtronic Industries .......................................................................... 28, 31, 33 Telsyte ..............................................................................................................18 The Good Guys ............................................................................................... 6, 7 Uniden ................................................................... 9, 17, 18, 19, 20, 21, 22, 23

V-ZUG .................................................................................................. 44, 45, 47 Whirlpool .....................................................................................................9, 19

Winning Appliances ..................................................................................16, 47

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