19 minute read
FEATURE: FLOORCARE
Pandemic produces a knock-on effect for floorcare sales
- BY KYMBERLY MARTIN
Floorcare volume was flat in 2022, although revenue picked up 6%, led by a growing shift toward robotic and wet and dry types, reported GfK
Price is by far the biggest purchase decision factor, according to the latest data from ratings website Canstar Blue, followed by brand name and features while energy efficiency was well down the list. The average price households spend on a new vacuum is $368, owned for five years on average.
ANKER INNOVATIONS
Gaspar Xie, Head of Australia & New Zealand
The changes in purchase behaviour have largely been driven by the introduction of more innovative products with consumers embracing new technologies and a willingness to pay for features they are learning to value. “Customers are also adapting to new types of floorcare products, like wet and dry vacuums,” Gaspar Xie said. “The mass clean capacity has attracted wide attention from our customers, especially among pet owners and new parents. We have watched the average selling price in the floorcare category increase over the last four or so years.”
With more time-poor consumers robotic vacuums have become the big mover. “Our range of Eufy products have customer-focused features such as an auto empty station, auto wash station with hot airdry function to keep the device spotless, powerful suction to clean up all mess, and AI path tracking technology to ensure every inch of the room will be cleaned efficiently and smartly.” An app monitors the cleaning progress and customises the route to suit individual needs, “a key why-buy”, he said.
Mach V1 Ultra All-in-One Cordless Stick Vacuum with Steam Mop
RRP: TBA
A new premium range being released in March carries formal sanitisation accreditation said to be a first for the category. The Mach V1 Ultra is the world’s first cordless stick vacuum with a steam mop that can vacuum, mop, sterilise and self-clean.
The company has utilised a tailored, customerto-customer strategy with an understanding of each retailer’s unique trading and structural circumstances. “While we continue to focus heavily on this approach, we are introducing a new online training portal in the first half of 2023, that will be accessible to all our retail partners.”
With the aim of making learning engaging and interactive, the online training portal will provide participants with the opportunity to complete product courses and mini challenges. “Our goal is to streamline our training process as well as expand our audience reach.”
While e-commerce will continue to be essential to accommodate those customers with an online buying preference most purchases are still made in-store. As a high-valued considered purchase, most customers still seek out the expertise and knowledge of well-informed retail staff to educate and inform them of key brand and product features, Xie said.
“The Eufy Clean range will continue covering all household needs in different ranges of prices and technologies. We are confident that the introduction of the new Mach range will deliver incremental sales opportunities and further broaden interest in premium floorcare products.”
Mach V1 Ultra All-in-One Cordless Stick Vacuum with Steam Mop
- First cordless stick vacuum with steam mop
- Eco-clean Ozone disinfection technology
- 16800Pa powerful suction power
- Up to 82 minutes runtime
- Auto-dry and sterilising cleaning system
•••
BOSCH Chris
Douge Key, Account Manager
The value price canister segment in both bagged and bagless has sustained its biggest year-on-year growth result in five years with consumers often purchasing one to complement their existing multi-use handstick, according to Bosch.
“While we expect increased difficulty with tightening economic conditions, performance in the floorcare category is likely to remain consistent as people spend considerably more time at home working, entertaining and relaxing,” Chris Douge said.
He predicts floorcare shoppers will not hold back on purchasing and a more discerning path-topurchase will prevail with value principles driving purchase decisions.
SEBO Airbelt E3 Premium Barrel
RRP: $1,595
“Products offering a trusted brand name, high perceived value, feature-packed inclusions and desirable price points will be the winners. With the Bosch value-packed Unlimited 7 on the way to complement the established German made Unlimited 6 offering, we are confident that Bosch has a strong range of floorcare products to satisfy this set of consumer needs.”
According to product manager, Hayley Martin, it is important that the consumer has a vacuum with great performance to allow them to clean the whole house efficiently. “The German made Unlimited range of multi-use handsticks provides extra flexibility thanks to a range of versatile accessories for accessing hard-to-reach areas. The exchangeable Bosch Power for All batteries allows for a longer runtime for larger homes and reliability is met by the 10-year motor guarantee,” she said.
SEBO Airbelt E3 Premium Barrel
1646AU
- Airbelt soft bumper system
- Anti-allergy design and Sensitive Choice Approved
- ET1 electronic power brush
- Parquet floor brush
- Stair and upholstery turbo brush
•••
SEBO
Kristine Collins, Product Manager
According to Kristine Collins, sustainability is a big influencer when it comes to purchase behaviour. “Some consumers are willing to pay for sustainably and ethically sourced products with sustainable cleaning methods not being added prematurely to landfill. Flooring is an investment and must be cared for correctly.”
She said the benefits of good indoor air quality are well documented and the filtration level of a vacuum cleaner helps contribute to this. “A vacuum cleaner with a high filtration rating may still have poor debris pick up which leaves allergens and dirt lurking in soft floor furnishings like carpet. SEBO is a Sensitive Choice Approved partner and our premium vacuum cleaners feature power brushes, effectively grooming the carpet pile releasing embedded dust, dirt and allergens allowing them to be effectively removed, improving carpet hygiene and indoor air quality.”
Bosch Unlimited Series 7
RRP: From $599
When it comes to staff training, education is key for both sales staff and end consumers. “There is not one vacuum cleaner that suits all floor types and surfaces with fibres and styles with niche cleaning requirements. It is important that the customer receives the vacuum that suits their specific application.
“Cost-of-living pressures may impact the purchase of discretionary items and services but a vacuum cleaner is a staple cleaning item in the home. SEBO will continue to bring sustainable and effective floorcare to market with a new product launching later in the year,” Collins said. AR
Bosch Unlimited Series 7
- Flextube with a 90-degree bending limit for cleaning under low furniture
- AllFloor DynamicPower brush with nozzle foot release
- Three power modes including turbo, auto and eco
- `10-year motor guarantee
- 18V 3.0Ah power for All Battery, exchangeable for extended runtime
•••
IXL HOME
Malcolm Russell General Manager – Marketing
The robotic floorcare category continues to grow and during the past 12 months, there was a significant shift to online purchasing. “As restrictions have eased and the comfort level of consumers returning to the in-store experience increases, the requirement to have a presence in all channels, where our consumer shops, remains a focus for us,” Malcolm Russell said.
“We have seen an increase in two-in-one products and recently launched the Roomba Combo j7+ robot vacuum and mop, the first hands-free two-inone, where the mopping pad automatically lifts up when the vacuum detects carpets or rugs,” he said.
“Our sales team and sales agent network, provide sales training in-store, in addition to a team who provide training to weekend staff as well demonstrating to consumers.”
iRobot Roomba Combo j7+ with Automatic Dirt Disposal
RRP: $2,199
According to Russell, the retail landscape is shifting, and the company is continually testing and reviewing, to find the right balance for its marketing investment.
“The in-store environment provides an opportunity to view various products, obtain information from staff and make an informed decision. However, consumer behaviour is dependent on individual comfort levels and preferences, as to whether they can get all that information via their own research online and word-of-mouth.”
He said the macro environment suggests that 2023 may be constrained due to inflationary and interest rate pressures. “Whilst it is difficult to predict what will happen, we will continue to invest in the category, the iRobot brand and new product throughout 2023.”
iRobot Roomba Combo j7+ with Automatic Dirt Disposal
- The first hands-free vacuum and mop robot with a mop that lifts completely away from carpets
- Keeps carpets dry, automatically lifting mop up preventing wet mess
- PrecisionVision navigation identifies and senses objects like cords, socks and pet waste
- Four-stage cleaning that mops and vacuums at the same time
- iRobot OS pinpoints targeted areas and sets the cleaning solution
•••
MIELE
Joshua Hall, Category Marketing Manager – Small Appliances
Overall, Miele’s floorcare category is still performing well and reaping the benefits from consumers spending more time at home and investing in quality appliances.
“Consumers are investing in vacuum cleaners that are high performing, built for longevity, simple to use and compact, with a growing demand for cordless handstick vacuums, with versatility, performance and ease of use key purchasing considerations for most consumers,” Joshua Hall said.
Miele aims to design appliances that suit all lifestyles with a focus on making products adaptable to a range of requirements. “Our Triflex HX2 offers multiple uses with its three-in-one design for versatile cleaning, ComfortClean feature for simple maintenance, and a lifetime HEPA filter.”
Miele Triflex HX2 Cordless Vacuum
RRP: $899
The company places a strong emphasis on education and training. Teams are provided with tools and information for educating customers wanting to purchase new floorcare appliances to ensure they choose a product that is best for their needs.
There has been an increase for in-store purchases, due to customers being able to test and use the products, as well as attend demonstrations at Miele Experience Centres.
“We expect 2023 will be a challenging year for many and anticipate consumers will be carefully considering their purchases to ensure they will stand the test of time, as well as meet their expectations around sustainability,” Hall said.
Miele Triflex HX2 Cordless Vacuum
- Innovative three-in-one function for ultimate flexibility
- Lifetime hygiene filter captures and filters 99.98% of all microscopic particles and allergens
-XXL floorhead adapts automatically to all floor types
- Varta Lithium-Ion battery with up to 60 minutes runtime
- Digital efficiency motor with 60% more suction power than Miele’s most powerful corded vacuum cleaner
•••
ECOVACS ROBOTICS
Karen Powell, Regional Director
The changes over the last 12 months in robot vacuums specifically have been extremely positive for Ecovacs with unprecedented interest in the category locally, reflected in consumer response to its new X1 family of products.
“If we look at our research findings from 2022, more than 60% of those surveyed aspire to own a robot vacuum in the near future, and one in three will be wanting to own one in the next 12 months. Also, more than 80% of respondents are now open to home robotics if it helps take time away from chores,” Karen Powell said.
“In short, consumers are more interested in robot vacuums than they are televisions and coffee machines and the momentum is there for robot vacuums to become mainstream in 2023. Ecovacs is working hard to capitalise on this through innovation, a strong cleaning performance at a range of price points and an aggressive roadmap for the year ahead.”
DEEBOT X1 PLUS
RRP: $1,899
She said in-person education remains a critical part of its sales process, which is where retail partners play an important role and offer consumers a significant advantage, which is even more important in robot vacuums than the broader floorcare category.
“Awareness of robot vacuum cleaners and the credibility of the category has only been on-track for the last five years or so, and we are still only at 6% penetration rate as an industry. There are still significant growth opportunities for brands that demonstrate innovation, reliability and offer a true lifestyle benefit.” AR
DEEBOT X1 PLUS
- Cleans more powerfully than any previous DEEBOT with 5000Pa suction
- Vibrating OZMO Pro 3.0 oscillating mopping system
- TrueMapping floor mapping and AI recognition of furniture and spaces with AIVI 3D
- Cleans on command with in-built AI voice assistant
- Charging station with auto emptying dustbin
•••
LG
Shannon Tweedie Marketing Manager – Home Appliances
According to LG, as Australians return to their routines they have shifted to daily tidying and quick clean-ups to keep on top of small messes rather than a whole house clean once a week.
The hybrid and work from home model has been a major catalyst for the trend of ‘choresnacking’, with people cleaning whenever it suits them throughout the day, according to Shannon Tweedie, and handstick vacuums are a popular choice for Australian chore-snackers, she said.
“The flexibility and convenience of a handstick vacuum is what makes the design attractive to consumers, whether it is for cleaning small areas or a full house clean,” she said. “The LG CordZero Allin-One tower handstick vacuum cleaner addresses the traditional bugbears of vacuuming including lack-lustre battery life, misplacement of accessories and the hassle of manually emptying the dust bin.”
LG CordZero All-in-One-Tower Handstick
RRP: $1,699
When it comes to training, LG has taken a threepronged approach which includes one-on-one, online and retailer. The company intends to increase its profile within the vacuum segment with a comprehensive marketing campaign catering to online and in-person customers, covering the benefits of LG technology for consumers.
“In the last two years, we have also seen a massive increase in online shopping and purchases due to the pandemic. We know how important online research is for our categories and the convenience it offers to many customers who can explore their options through quick and easy online tools. As a result, we ensure the information online is relevant and all the right touchpoints are included to assist with the customer journey,” she said.
LG will continue to provide tools to support online sales and product research, such as detailed product pages with feature information and videos.
LG CordZero All-in-One-Tower Handstick
- Cleaning tower emptied every three months based on average household use
- Kompressor lever compacts dust and hair, removing tangled hair from the filter
- LG ThinQ monitors filter and battery status, runs diagnosis and cleaning history
- Power Drive mop nozzle removes dust from hard surfaces with three level water control
- Dual PowerPack delivers up to 120 minutes runtime
•••
BISSELL
Chris Egan, Managing Director
All Bissell product segments are growing, especially across our wet deep cleaning range as more consumers understand vacuuming is only dusting the top levels of most surfaces, according to Chris Egan.
“A recent shopper journey study conducted in Australia showed Bissell conversion from awareness to purchase exceeded all other brands,” he said. “Bissell portable deep cleaners especially are performing strongly supported by multiple model options for consumers, including the new SpotClean Max. Also, the Bissell CrossWave range is ideal for thorough hard surface cleaning and presents with the widest variety of models in the market.”
He said performance, ease of use and portability are focus areas for the company, along with a “reinvigorated approach” to sales training. “Our products require greater sales training than simple vacuums and face-to-face training was compromised during Covid.”
Bissell SpotClean Max Portable Deep Cleaner
RRP: $399
Although online sales grew during Covid, the desire to see products being demonstrated is important to the consumer which has become evident with strong bricks-and-mortar growth. “Our omni-channel marketing approach focuses on appealing to both online consumers and those seeking face-to-face retail engagement.
“The floorcare category won’t be immune to macro-economic pressures especially traditional vacuums where household penetration is saturated. The relatively lower household penetration of the wash sector means there is significant opportunity for retail to further grow this segment. Bissell’s strong relevance to heightened consumer awareness of sanitisation and deep cleaning is especially influential.”
Bissell SpotClean Max Portable Deep Cleaner
3582F
- Quiet operation
- Compact size for ease of use
- Long 2.4 metre hose for extended reach enabling easy car cleaning
- Auto mix formula for a water only rinse
- Includes multiple tools and sample size formulas including Oxy boost for permanent stain removal
•••
MILNERS
Kirsten Ewen, Brand Manager
Rising costs at the supermarket have caused consumers to look for alternatives to chemicals and products that require re-purchase, with steam cleaners increasing in popularity in late 2021 with demand continuing to rise in 2022, according to Milners.
“The McCulloch MC1385 provides a solution that extended beyond the use of floorcare. It is a multipurpose steam cleaner, for cleaning and mopping as well as for use in the car and BBQ. There is an attachment for almost every job in the house and all you need to add is water,” Kirsten Ewen said.
“Consumer research highlighted that if people are going to outlay money on a chemical-free solution, they wanted to clean more than just the floors, so to naturally sanitise their home, inside and out, was a game changer.”
McCulloch MC1385 Deluxe Canister Steam Cleaner
RRP: $499
She said while steam cleaning is an established way to sanitise the home, Milners is not limited by selling its products in-store. “We have partnered with Harvey Norman to provide purchase options so those consumers who want to touch and feel the product still can, but most of our sales are driven through online channels. Our marketing efforts are split between online consumer education and selected Harvey Norman stores for promotional activity, staff training and direct purchases.
“The solution of steam is more beneficial to the environment and our health, avoiding the use of chemicals in the home. Consumers are more environmentally aware than ever and are making strong choices to reduce landfill.”
McCulloch MC1385 Deluxe Canister Steam Cleaner
- Multi-purpose steam cleaner
- Uses water heated to over 100ºC naturally cleans and sanitises a wide variety of surfaces
- Variable steam control, up to 58 psi makes for blasting away grease and grime.
- Two-year warranty
- 23 accessories
•••
TTI BRANDS
Craig Knighton, Category Marketing Manager
One of the main changes noted in 2022 by TTi Brands was the increased importance of major promotional sales events on consumer spending. “Having great offers, backed by adequate stock at key periods has never been more crucial, especially as the peaks are very demanding,” Craig Knighton said. A decline in retail traffic footfall in stores outside of these events was reported as consumers waited longer for the deep cut promotions.
“Consumers respond best to products that deliver on their promise, but in this category, a beautifully designed product is important but great performance and ergonomics stand the test of time with customer satisfaction.
Hoover CleanSlate Carpet & Upholstery Spot Cleaner
RRP: $299
“We remain optimistic for 2023 and see the category continuing to grow. There will be variations across categories, but the core mainstays of cordless and carpet washing should continue to appeal to customers. It’s worth giving a shout-out to the sub-category of spot cleaning, an area that has outgrown all our other categories the past 12 months,” he said.
The company’s training strategy is all about empowering the sales team to be direct with retail sales executives and product knowledge sessions are succinct and relevant to the task onhand. “We have gained traction and cut through by supporting our core retail partners’ own interactive digital training modules.”
TTI operates an omni-channel, multi-brand strategy that maximises reach and scale.
Hoover CleanSlate Carpet & Upholstery Spot Cleaner
- For spots, spills and stains
- Permanent stain remover used with Hoover Oxy solutions
- Tackle stairs and messes in fewer passes with a wide path, tight spot and two-in-one tools
- Light and compact for easy storage
- 5.5 metre cord and 1.37 metre hose for greater accessibility
•••
DYSON
Company Spokesperson
Year-on-year, Dyson is seeing positive shifts in peoples’ cleaning habits, with Dyson’s Global Dust Study 2022 revealing that 95% of people are cleaning just as much, if not more, than they did
There has also been an increase in vacuuming in commonly overlooked spaces including mattresses and sofas, suggesting there is growing awareness about where dust and dirt can hide. And 44% of people admit to only being motivated to clean when their home is dusty or when there is visible dust on the floor, compared to 33% in 2020.
“Dyson machines are increasingly intelligent, using a myriad of sensors, electronics, control systems and layers of software code to improve efficiencies and enable users to achieve their deepest ever clean,” a company spokesperson said.
Dyson Gen5detect Cordless Vacuum
RRP: $1,499
The launch of Dyson Demo VR allows consumers to trial and test Dyson’s products in an immersive, virtual, online environment. Dyson will also introduce one-on-one video demonstrations and calls with experts in-store, live technology events on Dyson’s websites and virtual tours of some stores.
Software is playing a more critical role in fuelling Dyson’s technology pipeline, across both the internal functionality of its machines and information delivered to the owner. The Dyson Gen5detect vacuum cleaner carries Dyson’s most advanced cordless software management system and updates owners with real-time cleaning performance, ensuring a better understanding of the health of their home.
Dyson Gen5detect Cordless Vacuum
- Powerful Hyperdymium motor spinning at up to 135,000rpm
- Whole-machine HEPA filtration traps 99.99% of potentially harmful particles down to 0.1 microns
- Fluffy Optic cleaner head illuminates invisible particles on hard floors
- Re-engineered user interface that shows users in real-time when their surface is clean
- Piezo sensor counts and categorises particle sizes, so owners know when to move on or spend more time cleaning
