Appliance Retailer October 2015

October 2015

RETAILER

APPLIANCE BROWNGOODS WHITEGOODS SMALL APPLIANCES COMPUTERS & COMMUNICATIONS

Leadership change sparks industry confidence Direct importing is risky business How one audio supplier is shapeshifting Floorcare sticks to the knitting Home Security: a growing concern

Are you ready for the summer rush? As the mercury rises, Fujitsu are launching a multi million dollar advertising campaign to drive consumers in store, featuring brand ambassador Mark Taylor.

Don’t miss out – fill your stockroom now with the latest generation air conditioners. Contact your Business Development Manager today, call 1300 882 201 or visit www.fujitsugeneral.com.au

FUJA10180

✱ contents

VOLUME 21, ISSUE 9

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APPLIANCE

October 2015

RETAILER

Cover

Story BROWNGOODS WHITEGOODS SMALL APPLIANCES COMPUTERS & COMMUNICATIONS

05 Editorial

17 Floorcare Feature

06 News 12 Retail Rules

29 Home Automation, Surveillance and Communications Feature

14 Digital Retailer

41 Best of Service

16 New Gadgets

42 New Appliances

Leadership change sparks industry confidence Direct importing is risky business How one audio supplier is shapeshifting Special Features Floorcare sticks to the knitting Home Security: a growing concern

Inspired cooking Made in France, the new Tefal ActiFry Express 1kg, is the healthy and fast way to fry. It cooks low fat chips, fresh or frozen with little to no oil, as well as risottos, stirfries and more. A key feature is the three pre-programmed set and forget functions for fries, vegetables and chicken, which automatically stops when time is up. With one automatic temperature setting, there is no need to reset with every new meal.

Brought to you by the French company that has provided home cooks around the world with ingenious and inspiring cooking solutions for 150 years.

A 30 Day Money Back Guarantee is provided and for a limited time, a Tefal ActiFry Snack Grill/Basket accessory will be offered as a bonus gift with purchase.

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APPLIANCE RETAILER OCTOBER 15

✱ company index AEG 10 Asko 10 Belling 42 Belkin 34, 35 Bissell 20, 22, 23 Bosch 11, 26 Bose 16 Cleanstar 24, 28 De’Longhi 41,43 Dyson 17, 18, 19, 21 Electrolux Home Products 22 Euromonitor International 18, 26 Fujitsu General IFC,3 George Foreman 43 GfK 12, 13 Guardian 39 Haier 11 Kambrook 28 LG 20, 24 Logitech 16

Miele 19, 25, 27 Morphy Richards 42 Motorola 16 Panasonic 37, 39 Remington 43 Ruark 16 Russell Hobbs 42 Siemens 10 Sharp 42 Smeg 43 Sony 16 Synergy Audio Visual 14 Sunbeam 42 Swann 34, 38 Techtronic Industries 24 Tefal 1,4, 43 Toppro 44 Uniden 29, 30, 31, 32, 33,34,39 Whirlpool 11 V-Tech 36, 38,39

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editorial ✱

Published by The Intermedia Group Pty Ltd ABN 940 025 836 82 41 Bridge Road, Glebe NSW 2037 Australia Telephone 02 9660 2113 Facsimile 02 9660 4419 Email: appliance@intermedia.com.au

www.intermedia.com.au ISSN: 1328-1852 Managing Director Simon Grover

Can Turnbull’s reshuffle reignite consumer confidence?

I

t’s Sunday afternoon in midSeptember when I’m writing this column and Prime Minister Malcolm Turnbull has just announced his new Cabinet. It’s a team of fresh, young and gender intelligent politicians.

People have been chosen, not with an eye to the past, but with a mind to the future. Youth, ideas, energy, and articulation, have been rewarded over past contribution, and the right to rule.

But what does this have to do with the consumer electronics industry?

Everything, if you listen to the voices of some of the independent retailers we have spoken with in this issue. And, I suspect the corporate retail leaders would feel the same. As we watch the Government take shape, we are all keenly hoping that raising consumer confidence will be top on their list of things to do.

Experienced retailer Nick Fry, who has served the industry in roles at Retravision and now Leading Appliances, put it succinctly when he said, “Our new PM and new Treasurer need to carefully lay out a plan for budget repair without damaging shortterm attitudes and avoiding a downturn in consumer spending.”

Whatever the colour of your politics, and mine are more red than blue, it’s clear to see that a leader with the commercial background of Prime Minister Turnbull understands that

talking about the “best time ever to be an Australian,” goes a long way to developing confidence in all Australians, whether they have a shopping list or not.

Further into this edition we take a detailed look at the Home Automation market, which seems to be trending for those retailers hoping that The Internet of Things will be a magnet for sales.

However, it is early days and the penetration of internet connected devices within the home remains embryonic. The prospects are positive and the stable home surveillance platform laid down by suppliers such as Uniden, Panasonic and V-Tech are lifting awareness by homeowners, but it will still be some time before consumers are walking into stores requesting an internet fridge, toaster or oven.

Meanwhile, spring is well and truly bursting out everywhere so on page 18 we publish the perennial Floorcare Feature which reveals a local market working hard to remain stable against a slight decline in global sales. Not surprisingly, the companies which are prospering are those working closely with retailers to demonstrate and convert sales.

RETAILER

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Editorial Director James Wells james@intermedia.com.au Editor Claire Moffat cmoffat@intermedia.com.au Features Editor Kymberly Martin Journalist Emily Bencic General Manager – Sales Rod Riley rod@intermedia.com.au Graphic Design Alyssa Coundouris Prepress Tony Willson Production Manager Jacqui Cooper jacqui@intermedia.com.au Production Assistant Carly Saillard csaillard@intermedia.com.au Head of Circulation Chris Blacklock Subscriptions Ph: 1800 651 422

Average Net Distribution (AND) Per Issue, 6,412 CAB Publisher’s Statement Period ended 31 March 2015

Claire Moffat

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Copyright © 2015 - The Intermedia Group Pty Ltd.

✱ news

Political leadership change brings retail relief

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he strongest response to the sudden change in Government leadership last month came from the local business sector which was obviously excited to hear Prime Minister Turnbull’s strategy to harness our country’s innovation. While many corporate consumer electronics retail leaders have a policy of not commenting on political matters, those independants who did speak with Claire Moffat believed the change can only benefit the country.

2nds World managing director and NARTA member Peter Hammerman, has owned his appliance business for 35 years while also residing in Prime Minister Malcom Turnbull’s electorate of Wentworth in Sydney’s Eastern Suburbs.

He was extremely positive about the leadership change.

“Although Tony Abbott is a decent man and I hope he stays in the Government, I feel the new strategy is about business. When the economy is strong, everything goes well,” Hammerman said.

Good communication He believes that Prime Minister Turnbull has the demonstrated ability to communicate well on key issues. “That skill is a key factor. The previous inept decisions had an impact on business and this was continuing to get worse,” he said.

Hammerman observered that there is a new breed of politician coming through such as new Energy and Resources Minister, Josh Frydenberg. He has confidence that this new talent will lead the country in a more positive direction.

“Scott Morrision is also a good performer and I still think there is room for Tony Abbott to have a role in the Government,” he said.

While Betta Home Living CEO, Graeme Cunningham added, like many industry leaders that the company didn’t comment on politics, he did say, “I think the key to the retail industry and also for any government at present is consumer confidence.”

David Barke has called for a level playing field.

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Early signs are positive Leading Appliances national group manager, Nicholas Fry was passionate in his support for the change. “Our WWW.APPLIANCERETAILER.COM.AU

news ✱ country urgently needs political stability and consistent leadership, for the sake of business and consumer confidence.

The past five years of political infighting, constant media speculation and bitter leadership changes has drastically undermined economic cohesion.

the consumer electronics industry relies heavily on consumer confidence to drive sales and confidence.

“This comes from stable government.

Our core staple products are closely linked to housing growth and as an industry we will benefit most from projects that

“Our core staple products are closely linked to housing growth and as an industry we will benefit most from projects that result in housing growth and improved employment opportunities.” – David Barke Appliances, David Barke.

“Hopefully, Prime Minister Turnbull can provide the leadership, economic vision and reliability required to restore confidence and build assurance,” he said.

Fry also believes that the real challenge facing the Government today is striking the right balance in terms of budget repair versus fiscal constraint.

“Our new Prime Minister and new Treasurer need to carefully lay out a plan for budget repair without damaging short-term attitudes and avoiding a downturn in consumer spending. Many economic indicators remain positive: interest rates are low, employment is on the up, building approvals are strong, the share market is performing pretty well.

“The Turnbull Government needs to provide a positive narrative and a visionary plan to take us forward and to get consumers and business people believing in themselves and Australia’s future again,” he added.

David Barke, owner / manager of David Barke Appliances agrees with Hammerman and Cunningham that

result in housing growth and improved employment opportunities,” he said.

Meanwhile, Barke added that the biggest challenge the Government faces when addressing the retail industry is to create a level playing field for small and large business.

“Our retail market is very much a duopoly of the two ‘W’s’ Woolworths and Wesfarmers. These two retail giants have tentacles into so many retail categories and will often place market share ahead of profitability when establishing new outlets.

“Their sheer size allows them to absorb losses at some locations with profits across the group which is something that small retailers cannot absorb.

“The other big challenge is wages and penalty rates. The onerous penalty rates are now less affordable than ever for all retail businesses working on the tightest margins we have ever seen and competing daily with 24hr online businesses that have greatly reduced overheads,” Barkes added.

Leading Appliances Nick Fry says the “early signs are positive”.

2ndsWorld Peter Hammerman has confidence in the new leadership.

Why politics doesn’t really drive retail sales

Citi managing director and head of Consumer Sector Research Craig Woolford.

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CE retailers all know that consumer confidence is essential in lifting sales but, according to Citi managing director and head of Consumer Sector Research Craig Woolford, it’s the present housing market not politics which is the primary driver.

“When Kevin Rudd replaced Julia Gillard as Prime Minister in 2013, the impact on the Consumer Sentiment Index was minimal. It may be different this time, but it appears that the political environment does not drive consumer confidence in the same way as the housing market,” he explained.

“At the moment sales for furniture, electronics and hardware are trending at 8-10% according to the latest Australian Bureau of Statistics data. So the present starting point for retailers is quite good.”

However, Woolford noted that when the Australian community feels “uncertain” then it does have an impact on spending.

“This is evident by the present level of the Consumer Index which is near 100, indicating a high level of pessimism,” he added.

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✱ news

First Masters, now Big W’s future in doubt

By Claire Moffat

Just days after experts were advocating that Woolworths dump its struggling Masters business, the future of Big W came under the spotlight.

Magellan Financial Group founder Hamish Douglass, weighed in on the performance of the mass merchant which was launched in 1976, describing both Masters and Big W as “albatrosses.”

“If the numbers don’t stack up they should look at divesting and realising the property in the [Masters] business, so I think they just need a very hardnosed approach. In the long term we don’t see Big W fitting part of the Woolworths portfolio,” Douglass said.

“Hopefully over the next 18 months, they will get those albatrosses off their plate,” he said.

Another $90 million into Masters In September, Woolworths and its home improvement partner Lowe’s Companies injected another $90 million into Masters making it the fourth capital injection this year. ASIC Documents reveal that the Hydrox Holdings joint venture issued 90 million new shares at $1 each – 60 million to Woolworths and 30 million to Lowe’s – on August 28. This was the same day that Woolworths revealed that losses from home improvement jumped 33% to $224.7 million in 2015.

Losses at Masters blew out from $176 million to $245 million, while profits at Home Timber and Hardware rebounded

198% to $20.9 million, boosted by recent acquisitions. Annual accounts lodged by Hydrox Holdings show that while revenues rose 22% to $1.87 billion in 2015 as Woolworths opened new Masters stores, the cost of sales rose at a similar rate and operating costs including administration and wages rose 24%.

No breakeven until 2020 The joint venture has now lost $604 million over the last four years. Most analysts believe the business will not break even until 2020 at the earliest.

Analysts say sales per store would have to rise 50% to 100% before Masters stores break even.

Masters is generating sales of less than $20 million a store, compared with estimated operating costs of $26 million a store, so losses have increased as more stores have opened.

Meanwhile, hardware consultant Geoff Dart, a director of DGC Advisory, said accumulated losses could reach $1.3 billion by 2020 unless Masters changed its format to focus on the home decoration and lifestyle market.

Betta made Whistler home for 2016 Conference By Emily Bencic

(From left) BSR Group chairman, Garry Thyer with national award winners Kennedys Betta Home Living, Leonie and Bill Kennedy and BSR Group CEO Graeme Cunningham.

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In August, 200 members of the BSR Group and their supply partners trekked over to Whistler, Canada for their annual conference. Along with presentations by Betta Home Living management as well as a number of keynote speakers, the retailer handed out both state and national awards.

This year, Kennedy’s Betta Home Living, Cairns Queensland won the national award. The state award winners were: • Kennedy’s Betta Home Living – Cairns Queensland • Parkes Betta Home Living – Parkes NSW • Hartley Wells Betta Home Living – Leongatha VIC • Port Lincoln Betta Home Living – Port Lincoln SA • Exmouth Betta Home Living – Exmouth WA WWW.APPLIANCERETAILER.COM.AU

news ✱

Consumers engage in risky business when they import direct South Australian retailer, Jon Pysing, (pictured)is concerned about the growing trend by consumers to directly import appliances. “We are seeing an increase, albeit small at this stage, of consumers buying premium European brands from distributors in Europe,” he told AR, but there are pitfalls attached with potentially damaging consequences.

“The consumer is at risk, admittedly a low risk, of having an uncertified appliance in their home, so if you take this to its logical conclusion there is no warranty coverage if it causes a fire.”

Pysing, has noticed customers are coming into the store to gather information to follow up on this purchase option and are prepared to take the risk of saving up to half the cost on a premium kitchen package.

“They take the view it is a premium product so the risk of something going wrong is minimal.”

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No supplier action He said another unknown is the outcome when the property is sold and there is a later issue. “I think the onus is on the manufacturers in the country of origin to put a stop to the account holder shipping product to Australia,” Pysing said, who has approached local suppliers but as far as he knows no action has been taken.

Miele Australia, spokesperson, Rudi Niemoller, told AR that if directlypurchased appliances do not meet Australian compliance certification there certainly is no warranty. He said purchasers also need to consider the potential impact on their home contents insurance cover. “If damage is caused by an incident with an uncertified product, this may not be covered by insurance.”

No local back-up Niemoller added that some directly purchased appliances may not be part

By Kymberly Martin

of the Australian product range. “As a consequence, Miele may not be able to provide any advice in relation to the correct use of the product. More significantly, there may be no local backup in terms of accessories and spare parts for these appliances. “ Whitfords CEO, John Whitford too has encountered customers wanting to buy direct from the UK. He advises them against this as he understands the products are not covered by the warranty. However, he said there are consumers out there prepared to take the risk who might be under the impression the product is certified and covered by the warranty in Australia. “I think we need a document at point of sale to say that any product purchased direct from overseas is not covered in Australia. Everyone wants the prestige brand but some don’t want to pay the local price,” he said.

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✱ news

Siemens shows off muscle in fridge connectivity

AR’s Pick of the Crop from IFA

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undreds of new appliances for the kitchen and laundry category were rolled out at IFA 2015 and many will hit local stores soon. Appliance Retailer’s Simon King has chosen his favourite products from the key players in the appliance category.

It’s elemental for Asko Asko showcased its new Elements appliance range which will be launched in the first quarter of 2016. All the major groups visited Asko’s stand including Narta, The Good Guys and Harvey Norman.

According to Asko marketing director, James Vogdanos, the Elements range has been “well received and broadens the company’s range offering 10

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in the prestigious segment of the cooking market.”

The ovens in the range have matching rangehoods and matt black hobs. The metal handle bars and knobs, the soft opening and closing oven doors, and the sturdy cast iron pan supports means users are in control. The full colour intuitive and responsive touch screens offer 160 recipes. The oven cavities are based on classic bread ovens to optimize heat distribution. By adding steam cooking technology, dishes will become more nutritious, colourful and tasteful.

The ovens are available in 50 litre and 70 litre models that can be combined to create a personal cooking set. The gas and induction hobs come in a variety of sizes and layouts.

Siemens apartment-style stand was jam-packed with over 170 product innovations as the company debuted its first complete range of connected products, with the help of a tablet and LED wall.

A key product highlight was the company’s first connected refrigerator, the iQ500 fridge-freezer combination, with mobile shopping management and two five-megapixel interior cameras. A photo is taken each time the door is closed, then loaded into the Home Connect app, which maintains a history of the last six pairs of pictures.

The humidity can be increased using a slide control within the hyperFresh drawer, enabling salads, raw vegetables and selected fruit varieties, to remain crisp and fresh for longer. The temperature in the second drawer, the hyperFresh zone, is lower than in the remainder of the cooling compartment, so fish and meat can be kept fresh for up to twice as long. The Home Connect Storage Guide explains what belongs where, providing tips as to which food should be stored in which section.

AEG kitchen appliances get smart Connectivity was also a key theme for AEG at IFA, particularly in the washing and cooking category, as it showcased appliances with smart functions and introduced the My AEG app, available from January 2016, which delivers additional connectivity and support for appliances.

AEG unveiled the world’s first connected steam oven, the ProCombi Plus WWW.APPLIANCERETAILER.COM.AU

news ✱ the first of its kind, offering an improved washing experience, catering to families with extra laundry needs. With an A+++ 30% energy efficiency rating, it can be managed via a digital user interface, with internet connectivity. It has two front doors for easy access to both the upper and lower drum.

Whirlpool’s 6TH SENSE

Smart oven, with an integrated camera to connect to a mobile device giving users instant inspiration, overview, feedback and control of the cooking process. Hundreds of professional recipes are stored in the app database, and can be filtered based on parameters such as diet, cost, occasion, ingredients or cooking technique. Users can share their cooking results with friends within the Social Feed section. The oven is also equipped with AEG’s FullTaste Steam System, a sous-vide function, and a professional humidity sensor for optimum steam, moisture and heat.

Haier: Washer energy efficiency Haier demonstrated its ability to develop unique ‘smart life’ solutions and provide products that perfectly meet the needs of today’s busy families, with new oversized and premium products in the refrigeration and home laundry appliance categories.

The Haier Duo washing machine is a unique dual-drum washing machine,

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Whirlpool saw IFA as the ideal platform to present its 2015 products, share some news for 2016 and introduce a visionary concept on the kitchen of the future.

The exclusive 6TH SENSE PowerClean Dishwasher with PowerDry technology, is number one in eliminating the toughest of soils effortlessly with 28 powerful rear waterjets. It guarantees the most flexible loading options and the PowerDry option does away with steam clouds

functions the processor chops, crushes, minces, blends, mixes, whips, emulsifies, kneads, steams, boils, stews and fries perfectly at the touch of a button. It also has six automatic cooking modes – Boil, Fry, Stew, Steam, Purée and DoughMaking. It reaches up to 140°C and special temperature-sensing technology ensures ingredients are prepared faster, more effectively and more uniformly, in the 4.5 litre stainless-steel cooking pot.

Bosch ahead with health and baking Bosch is meeting health and well-being food trends and the global baking epidemic with a new citrus press and next generation food processor.

Citrus fruits and substances contained in freshly pressed juice have positive effects on cholesterol and blood pressure levels through to antiageing properties. The Bosch VitaStyle

“The KitchenAid Artisan Cook Processor is a new and intelligent all-in-one solution for culinary newbies and professionals alike.” in the kitchen when the dishwasher is opened. This innovative technology delivers outstanding drying results thanks to a dual airflow feature and humidity-condensing fan, activated after the washing phase. A special ‘1 hour Wash&Dry’ programme developed to complete daily loads in just one hour, leaving them perfectly clean and dry.

The KitchenAid Artisan Cook Processor is a new and intelligent all-inone solution for culinary newbies and professionals alike. With 12 different

Citro is a two-in-one appliance that combines an electrical citrus press and design decanter for serving and storing.

It boasts two juicing options to cater for large and small quantities and a DripStop feature for clean handling.

Bosch also displayed the new MUM5 food processor generation, with 1,000 watts of power behind it, to handle dough with up to one kilogram of flour plus ingredients – an increase of 33%. The control knob and stainless steel mixing bowl have also had a design revamp.

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✱ feature

Retail Profitability principles Mark 2 In the third of the Retail Rules series, Norrelle Goldring from GfK discusses customer lifetime value and product/price mix.

I

n the previous article on our ‘Retail Rules’ series, we discussed two of four retail profitability measures, being GMROI (gross margin return on inventory) and sales/rent ratio.

Here we’re going to outline two more: customer lifetime value, and product/ price mix.

1. CUSTOMER LIFETIME VALUE Understanding who your current customers are, what they are worth to you over the long term and how you can leverage this.

Shoppers are creatures of habit, and have a repertoire of stores for most categories.

Often that repertoire is driven by the store that is closest to home, closest to work or on the way between the two 12

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(supermarkets, convenience stores and bottleshops are all examples of this).

Stores with non-FMCG categories that have longer replacement cycles, such as appliances, still work on catchment area.

That is, they are based out of a shopping centre or homemaker centre which, depending on size and retail offering, may have a shopper catchment area of up to 20km where shoppers will come from up to 20km from their homes.

All of this means that you are likely to have a combination of regular customers, infrequent customers, and some one-off customers. The regular and infrequent ones are the ones who are the biggest opportunity – for regular customers potentially increasing spend and possibly frequency, and the infrequent ones is about increasing frequency.

The frequency of visit combined with spend per visit (transaction), over their lifetime, is what is meant by customer lifetime value. If you’re a convenience store a shopper may only spend $4 with you on a drink once or twice a week, but if they do that every week for a

NORRELLE GOLDRING & GfK Norrelle Goldring is Head of Shopper Insight & Retail Strategy at global consumer research and retail datahouse GfK. She has 20 years’ experience in retail and liquor 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. At last count she had visited more than 700 of Australia’s cellar doors and over 100 US brewpubs and bourbon distilleries. Call Norrelle on 0437 335 686 or email norrelle.goldring@gfk.com.

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feature ✱

year then they’re worth at least $200 in revenue to you over the course of that one year alone. Same with bottleshops.

On average bottleshop buyers buy once to twice a week from the same store.

Say they spend $20 per trip or $40/ week. That’s $2000 for one year. In appliances it’s a sale across multiple categories. A shopper may be renovating a room, or their house, or moving house, or replacing multiple individual items across categories but at any rate theoretically they would be in the appliance store a couple of times a year.

It’s easier and cheaper to get more sales out of your current customers than it is to find new ones and rely on passing foot traffic. This is why establishing a customer database and keeping a record of customer transactions – who they are and what they buy - is crucial, even for petrol and convenience, so you can market to them directly (typically via email or mobile).

2. PRODUCT/PRICE MIX Getting maximum transaction value from your range Having the right product and price mix relates directly to who your shoppers are, and further who your most valuable shoppers are (this relates back to Customer Lifetime Value). Whilst you need to appeal to a broad mix of customers, your range needs to skew to the products your most regular customers buy. This is related to GMROI – product margin x stock turn.

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How to cut through the noise Appliance marketers have one of the toughest jobs in the world and according to the Deloitte Report ‘The New Digital Divide’, furniture and appliances are the top two digitally influenced industries. As a result, it’s more important than ever for retailers make a good impression online.

Promoboxx CEO Ben Carcio shares a couple of tips behind successful appliance marketing: • Don’t just ask, listen — Brands need to understand what types of content its dealers prefer to promote, allowing them to launch targeted campaigns tailored to the dealers’ interests. This

In some channels covering the range and price mix is presented as a ‘good, better, best’ or ‘value, mainstream, premium’ scenario. The trick then is your overall pricing strategy. It’s not necessarily about being perceived to be cheapest versus competitors. As mentioned above, many of your shoppers will be repeat purchasers who choose you because of your location and your range. What they’re looking for is perception of value, not just absolute cheapest price. And for some consumption and purchase occasions, particularly in liquor, it can be about more premium products with higher spend. Value perceptions come from a combination of convenience,

makes the dealer much more likely to take the time to promote the correct content on their channels.

• Be accessible — Make working together as easy as possible and a loyal fan base will follow. Brands need to be available and show that they are responsive to requests. With clear messaging and an on-call team, dealers will shout your message from the rooftops in no time.

• Be the educator — Consumers want to be guided to the right decision by an expert and who better than the dealer that lives and breathes the product everyday?

range quality, customer service, instore experience and a number of other factors.

Different categories play different roles and thus require different pricing strategies. Pricing is a big topic with a number of strategies but the point here is to understand who is buying what types of products, what type of role each category plays (traffic, volume, profit/premiumise, impulse/incremental add-on etc) and therefore what your product mix and price strategy needs to be per category.

Next time we’ll move on to the five retail growth objectives of traffic, penetration, AWOP, spend and frequency.

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DIGITAL RETAILER

TELSYTE REPORT: SMARTWATCH SLOWDOWN Despite the promotional hype surrounding smartwatches, only 205,000 units were sold in Australia in the first half of 2015, according to a new study. The Telsyte Australian Smartphone and Wearable Devices Market Study 2015-2019, found the initial buzz around smartwatches has softened and a lack of killer apps is holding back demand.

Apple remains the smartwatch market leader with 64% share in the first half of 2015, beating out both Samsung and LG. Remarkably, Telsyte also found that around 10% of smartwatch users have stopped using their device altogether.

According to Telsyte managing director Foad Fadaghi, “The Apple watch remains a luxury gadget, with its sales price typically more than twice the average of rival Android-compatible smartwatches.”

Telsyte expected Apple to introduce a lower cost Watch option to help increase sales in coming months.

Despite the slow sales, smart wristbands such as those sold by Fitbit and Garmin continue to grow, up 30% on H2 2014. Telsyte estimates that there are around 2 million smart wristband users in Australia.

SONY MAKES IT TO THIRD SPOT Telsyte research showed Sony overtook HTC in the first half of 2015 to become the third largest smartphone vendor in Australia, behind Apple and Samsung.

Telsyte predicts 4.5 million smartphones will be sold in the second half of 2015.

Pricing and brand are still the most important factors cited by consumers when it comes to choosing a smartphone; however, an increasing level of importance is being placed on ‘lifestyle’ factors such as durability and resistance to the elements.

TNS DISTRIBUTION AND BLULINK TACKLE NZ MARKET

By Claire Moffat TNS Distribution has significantly boosted its presence in the New Zealand market with an exclusive deal with BluLink for the company’s complete portfolio of brands.

Meanwhile, former Samsung Mobile national sales manager Kieran Adams (pictured) has joined as TNS sales director for the Australia/New Zealand Business.

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Both Blulink and TNS Distribution are relatively young businesses. BluLink Ltd was formed from Uniden NZ in July 2014 to distribute Uniden’s extensive range of consumer electronic products. TNS Distribution Australia opened offices in Sydney, Australia on January 1, 2014 and is a leading trade only global distributor of consumer electronics and accessories.

Adams said that the addition of BluLink to the TNS distribution network shows its strong commitment to the New Zealand market. “By offering our entire suite of world renowned brands backed up with inventory, training and product support to our local partner BluLink,” he said. “TNS Distribution and BluLinks modus operandi for the consumer electronics market has perfect synergy – we don’t just move boxes, we build mutually rewarding relationships

and sales solutions that offer a genuine benefit to the customer”.

BluLink already has an established and well respected distribution footprint in New Zealand with experienced sales representatives servicing both the North & South Islands.

Meanwhile, Mark Sole managing director of BluLink said the partnership signaled the start of an exciting time for the industry, with several significant introductions due from BluLink this year. “We are absolutely delighted to partner with TNS who are a leading global distributor in consumer electronics. Their professional approach to all levels of our distribution has been world class. In this growing market we are pleased to offer a full complement of brands and products driven by our local sales and service support team, backed by TNS.” WWW.APPLIANCERETAILER.COM.AU

Synergy’s Phillip Sawyer has an aspirational strategy to take premium audio to a broader market.

HOW ONE AUDIO COMPANY IS HANDLING A SHRINKING MARKET

By Claire Moffat As the market of once reliable ‘audiophiles’ continues to shrink, specialist audio suppliers such as Synergy Audio Visual are re-engineering their business models to take high end products out to a much wider market.

Its twenty years since former lawyer Phil Sawyer established Synergy in Melbourne and during that time, the company has successfully distributed premium audio brands including Cambridge, Chord, ELAC, McIntosh, Mission and Rega and Ruark to over 250 authorised retailers and their customers.

But it’s also been a time of transformation within the premium audio business and Sawyer has embarked on a mission to take the once ‘precious’ brands to a different consumer. He said that the company will now be focused on moving two of its leading brands, Cambridge and Rega through much broader consumer electronics distribution channels.

Sawyer has been supported in this shift by an enduring relationship with London based Cambridge Audio since 1999. Both Sawyer and Cambridge International sales manager – Central Europe, Dan Poulton WWW.APPLIANCERETAILER.COM.AU

were interviewed by Appliance Retailer after visiting the New-Tech Show in Sydney in July.

“Servicing the audiophile retailer is still a crucial part of our business,” Sawyer explained. “This is not just a distribution strategy, but because traditional high end audio brands such as Cambridge realise they need to find more ways to make their new range more mainstream/accessible, we are aligned with that direction,” he said.

ASPIRATIONAL STRATEGY To date, the brands have been ranged through existing audio specialists, lifestyle stores, hi-fi traders, Audio Solution, VideoPro and Myer Melbourne. Sawyer has acknowledged that Synergy’s aspirational strategy is to move the brands into much larger chains such as Bing Lee, Harvey Norman and The Good Guys. Backed by the strength of the Cambridge brand, Sawyer believes that they have a ‘future ready’ audio story for Australian retailers which will bring profits.

Meanwhile, Poulton said that in 2015, it was essential for companies to be aware of shifting trends within consumer purchases and to restructure for viability.

“We are offering retailers a compelling range. All our brands have the benefit of their own research and development and engineering departments, but sound quality is always at the core. Cambridge can guarantee retailers and suppliers who stock our products that they will continue to have a healthy business in three years’ time,” Poulton said.

“Over the next few years there will be ongoing rationalisation of brands within our business. We will continue to focus on our core values but we will certainly be putting the brand before more people,” Poulton said.

Meanwhile, Poulton pointed to RicherSounds as one of the most successful mainstream audio retailers in the UK. Established in 1978 by Julian Richer, the chain has 52 outlets in the UK as well as a comprehensive online store that sells state of the art TVs, hi-fi systems, wireless streaming, home cinemas, multi room and other electronic items.

“We see growth for our products within chains such as RicherSounds, along with John Lewis, Harrods and Selfridges,” Poulton said.

APPLIANCE RETAILER OCTOBER 15

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NEW GADGETS

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Ruark Audio R1 Tabletop Radio The signature RotoDial control system coupled with the OLED display, offers an intuitive control interface. It features DAB+ for clear radio, Bluetooth receiver to stream music wirelessly and USB charge port for charging on-the-go.

RRP: $449.00 Contact: (03) 9459 7474

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Moto 360 Watch The second generation Moto 360 boasts a classic and timeless design. Powered by Android WearTM, it gives users complete control from the wrist, with Wi-Fi capability and Live Dials to shortcut to the most used apps.

RRP: TBA Contact: 1300 138 823

003

Bose SoundLink Wireless Headphones II These around-ear headphones offer 15 hours of battery life, multipoint for connecting two devices, quick pairing with NFC technology, seamless audio/video sync, easy switching between music and calls, and intuitive controls.

RRP: $379 Contact: 1800 023 367

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Sony a7s II Mirrorless Camera Ultra-high sensitivity, wide dynamic range and five-axis image stabilisation for shooting control and stunning image quality.There are pro-style movie functions, such as shooting 4K video.

RRP: TBA Contact: 1300 137 669

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Logitech X50 Mobile Wireless Speaker This mini portable Bluetooth speaker features a wireless connection range of up to 30 feet and playtime of up to five hours.

Connect and listen to multimedia through multiple devices.

RRP: $49.95 Contact: 1800 025 544 16

APPLIANCE RETAILER OCTOBER 15

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APPLIANCE BROWNGOODS WHITEGOODS SMALL APPLIANCES COMPUTERS & COMMUNICATIONS

The only vacuum with No filters to wash or replace No bags to buy and No loss of suction.

2015

Floorcare Feature

l a i c e p S Feature

✱ floorcare feature

Stick em UP! Floorcare Snapshots

W

hen it comes to floorcare, cordless stick vacs are sweeping up the sales in the estimated $1.3 billion dollar vacuum cleaner market. Kymberly Martin shopped around to find out what suppliers are delivering to retailers.

Spring is here but the floorcare market has not been bursting into action in the past year. According to Euromonitor International volume dipped one per cent in 2014 to reach 2.2 million units, with demand expected to continue to trend marginally downwards. Euromonitor senior

research analyst, Daniel Grimsey described the category as in ‘a state of flux’. Previously dominated by one format, cylinders, these are slowly shrinking in sales numbers, increasingly threatened by stick vacs, uprights and robotics. Want the good news?

Consumers are willing to pay more when they buy. (See box p26).

If retailers need evidence of a trend that consumers are keen to spend more on a vacuum then Dyson is delivering it. In June, the company claimed to hold the top 13 positions in value across the floorcare market*. In the same month, for

• Consumers are embracing cordless stick vacs • Robotics are definitely taking off • The bagged versus bagless debate still rages • Allergy issues a priority for many consumers • Pet specific models have broad appeal (look at the ads!)

every dollar spent on a vacuum cleaner in Australia, 65 cents went on a Dyson, and for every dollar spent on a handstick, 86 cents went to a Dyson model.

“Dyson is working hard with retailers to invest in floorcare to help reverse the market decline and we are seeing

The only vacuum with No filters to wash or replace, No bags to buy and No loss of suction.

floorcare feature ✱

“Dyson is working hard with retailers to invest in floorcare to help reverse the market decline and we are seeing positive growth as a result” – Glenn Andrew, Dyson

Dyson V6 Absolute • Soft roller cleaner head • 75% more brush power • Handheld conversion option • Hygienic bin emptying RRP: $899 Dyson Australia: 1800 239 766

positive growth as a result,” Dyson managing director, Glenn Andrew, said. And as the customer in-store experience is critical to sales conversion, Dyson is doubling its efforts with more Dyson sales experts in stores to encourage customers in their purchase journey, Andrew told AR. “Our staff help customers identify needs, navigate through the range and offer product demonstrations to highlight the benefits of the key technology we offer.”

Following the integrated marketing campaign for the V6 cordless range the

DC54 Multi floor

company’s communications effort will focus on the cordless segment which continues until Christmas with a roll-out through TV, cinema, digital and retail out-of-home advertising designed to bring new customers into the market.

Additionally ,the Dyson Cinetic range will be supported by magazine and digital advertising highlighting the key benefits of ‘nothing to replace – no bags and no filters.’ Launched in April, the V6 Absolute was the first cordless to have two cleaner heads on board: a soft roller head for powerful cleaning without scratching as well as a motorhead.

Dyson is also preparing for the launch of its robotic baby, the 360 Eye, after home trials are completed in Japan.

Still on the international front, Dyson recently released its financial results for 2014 that delivered a strong performance for the company with sales for cordless vacuums growing 68% globally. In a statement James Dyson noted that the majority of business came from cordless vacuums and the growing range of Multiplier technology. “Asia is driving this growth where air purifier technology is taking us into new homes and cordless vacuum technology is consigning the dustpan and brush to the bin.”

For Miele the floorcare message is clear, “bagged models deliver an unrivalled solution for air hygiene and deliver the best choice, especially for those who suffer from allergies,” Miele

Sales tips with the experts…

“People expect more from their vacuums. How high it can reach, what crannies it can squeeze into, what filtration it offers. Show them the features and benefits and people will quickly understand where our R&D investment of $6 million a week goes”

– Glenn Andrew, Dyson Australia

DC54 Allergy

DC54 Animal

DC54 Animal Pro

✱ floorcare feature NEW LG CordZero 2-1 Handstick Vacuum (VS8401SCW) • Up to 60-minutes cleaning in regular mode • Anti-Tangle brush for removing hair from cleaning head • Built-in crevice and brush tool • 180-degree swivel head RRP: $449 LG Electronics: 1300 542 273

Spring is in-store for UltraFlex The ‘For ultra-strong suction, UltraFlex’ creative campaign is showing now on all Electrolux instore stands with the strong suction message being communicated using an engaging and attractive visual. The campaign, which was designed to engage with consumers and communicate a message that resonated with its audience, will be extended through retailer digital channels during the spring months.

product manager for floorcare, Sharon May, reiterated. Earlier this year, Miele introduced the Complete C3 range that replaced the premium S8 series.

The relaunch simplified the naming of Miele’s floorcare solutions to comply with new European legislation.

“It is the cleaning performance and hygiene related to the delivery of dirt disposal that is a priority for consumers and the Complete C3 range excels in both these areas,” May said. “The Complete C3 is the best vacuum cleaner

Vax Air Cordless Lift Vacuum (VX31) • Up to 60 minutes run time • Full size capacity dust container • LED headlights • Re-usable easy rinse filter RRP: $599 Techtronic Industries: 1300 361 505

the marine blue Complete C3 Total Care (RRP: $949) and the most recent addition, the racing green Complete C3 Electro (RRP: $1199). The autumn red Complete C3 Cat & Dog (RRP: 729) is for families with pets while the diamond

Sales tips with the experts…

“The best advice for retailers is to make sure they ask the right questions – what type of flooring, are there stairs, does the customer have pet? Finding out the home situation can also open up potential for additional sales such as steam cleaners and carpet washers”

– Ricardo Rogers, Techtronic Industries range Miele has ever developed with a number of exclusive features to solve every cleaning problem.”

For all those allergy sufferers in Australia, there are three models to choose from: the obsidian black Complete C3 Hard Floor, (RRP: $629), 20

APPLIANCE RETAILER OCTOBER 15

grey Complete C3 Family All-rounder (RRP: $529) caters to households with a combination of floor types but also has a standard floorhead for cleaning carpets.

The Complete C3 Total Care is the hero product within the range and comes with a standard floorhead, turbo brush

and mini turbo brush, hard floor brush, crevice nozzle, upholstery nozzle and dusting brush. All Miele vacuum cleaners use multi-layered HyClean 3D efficiency dustbags that close automatically once the dust compartment lid is opened so dust is not re-released.

Miele also acknowledged the growing popularity of robotic floorcare units.

The Miele Scout RX1 with its high-end technology took out the ‘Best in Category Award for Domestic Appliances’ at the 2015 Good Design Awards. The RX1 is only available online at the Miele shop.

Getting deep into the action is Bissell, with managing director Chris Egan noting the category in Australia is still characterised by relatively low household multiple machine ownership, compared to many other countries. “As flooring surfaces change with more multiple hard surfaces along with high carpet usage it presents an opportunity to sell multifunctional products,” Egan told AR. WWW.APPLIANCERETAILER.COM.AU

All others lose suction.

Only Dyson Cinetic™ 1 science doesn’t.

Dyson Cinetic™ tips 54 ultra-efficient Dyson Cinetic™ tips oscillate up to 5,000 times per second to separate the microscopic particles that clog other vacuums.

1

Historically, manufacturers based “no loss of suction” claims on IEC60312-1 Clause 5.9. This suction power test can be completed before a vacuum’s bin is full. We test DC54 to IEC60312-1 Clause 5.9 and then repeat the test 100’s of times consecutively using an equivalent of 10 years’ worth of test dust, to ensure DC54 maintains constant suction.

dysoncinetic.com.au

✱ floorcare feature “Floorcare has been a stable growth sector and is now the largest segment of the small domestic market in Australia” – Chris Egan, Bissell

Sales tips with the experts…

“Use the information the customer gives you to make a recommendation.

Focus on their needs, not the price. A feature is not a benefit to the customer until you uncover their needs. Detail the product’s feature around their needs and they will see a benefit”

– Chris Egan, Bissell Australia

NEW Bissell Bolt Ion Lift Off Stick Vacuum (1538U) • No plugging or unplugging using cordless power • Comes with easy release portable handheld unit • Up to 40-minutes run time • Quick 2-hour battery charge RRP: $499 Bissell Australia: 1300 2477 355

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APPLIANCE RETAILER OCTOBER 15

“Floorcare has been a stable growth sector and is now the largest segment of the small domestic market in Australia.

We expect this growth to continue given the enduring consumer desire for convenience products. There is also increased awareness that simple vacuuming is inadequate to effectively clean soft surfaces and shampooing is a critical need especially in households where allergens are an issue.” He added that convenience is a big driver for sales too and there is growing demand for upper end steam and deep cleaning products. “Why rent when you can buy,” is his assessment of the category.

Bissell sales moved strongly in July and a redemption offer that wrapped on September 30, where consumers who spent $200 or more could choose a bonus accessory product, generated a good response from customers. This month Bissell is launching the Bolt Ion Lift Off Stick (1538U, RRP: $499) building on the successful Bissell Bolt franchise for the ‘convenience-hungry consumer’. This

version is Bissell’s largest stick capacity model to date, cleaning a house on a single charge with increased suction power said to reduce cleaning time.

Egan said Bissell is the only specialist, dedicated floorcare supplier offering a comprehensive range in all major floorcare segments and “leads the way in the Australian market for carpet shampooers and steam mop sales.” He added that these appliances are the ‘go to’ solution especially for two-thirds of households with pets.

And just exactly what worries households when it comes to homecare solutions? According to an internal global survey from Electrolux, just over half of Australians have health concerns, especially when it comes to asthma and allergies. This is a major issue being addressed by the company with its latest product launches and is a current market trend floorcare brands cannot ignore. As Electrolux Home Products trade marketing manager, Laura Prieto emphasised, “All Electrolux vacuums are WWW.APPLIANCERETAILER.COM.AU

NEW BIG, POWERFUL, CORDLESS STICK VAC. BIG BATTERY Clean the house on one charge.

36V Lithium-Ion Powered.

Up to 45 min. run time.

BIG CAPACITY Big Lift Off® canister. Portable cleaning to tackle all those hard to reach areas.

BIG FOOT Clean faster. Great cleaning on carpets and hard floors.

BIG SUCTION Powerful performance.

Compact, lightweight and easy to carry.

AVAILABLE NOW! Please contact Greg Wright on 0400 770 085 for enquiries

www.bissell.com.au

✱ floorcare feature

Cleanstar Pink Aerolite 1400W Backpack Vacuum • HEPA filter • Lightweight at 4.3kg • Dual mode with vacuum/blower function • Long 15m cable RRP: $169 Cleanstar: 03 9460 5655

Electrolux UltraFlex Animal Allergy Pro Bagless Vacuum (ZUF4205AF) • Combination nozzle/turbo nozzle/hard floor nozzle • FlexPro nozzle reaches tight and narrow areas • Captures and retains 99.99 per cent of dust particles • Compact and light design RRP: $649 Electrolux Home Products: 1300 363 640

designed with the highest quality HEPA filters and completely sealed filtration systems to avoid dust leaks.” Another trend the company has identified is the increased attention from consumers about bagged machines. “Consumers have realised that even with bagless machines, maintenance is still required.

High quality bagged machines in general are better for allergy sufferers, as the bagged canisters normally come with better dust disposal solutions than most bagless vacuums,” Prieto said.

More robotics are heading this way While agreeing that the battery stick segment continues to gain momentum, Prieto said the penetration rate is actually still low here. She predicts the true breakthrough of the category will come in a few years’ time when the next generation of battery technology matures. “Consumers are mostly looking at convenience for an instant quick cleaning solution, but due to the cordless advantage, eventually consumers will seek stick vacuums that

Sales tips with the experts…

“Know your products features and benefits well, and demonstrate, demonstrate, demonstrate. Who drives a car without taking it for a test drive? Customers like to hear how loud it is, how easy it is to use, how light it is to pull around or carry upstairs and how easy it is to empty or change the filter. Boxes on a shelf don’t sell a product as well as a salesperson”

– Garth Michalson, Cleanstar 24

APPLIANCE RETAILER OCTOBER 15

run for longer and clean a larger area.”

The big game changer in floorcare is robots, “with breakthrough technology that is drastically different to any product we have access to today.” And when it comes to aesthetics, colour and finishes are aligning with household renovation trends reflecting a more relaxed lifestyle in warm neutrals, vintage tones and botanical or natural accents. Glossy and metallic finishes are also perceived as premium.

The promotion focus for spring is around the Ergorapido and UltraFlex ranges. Consumers purchasing a selected Ergorapido until October 31, 2015 will receive a bonus car kit valued at $49.95.

The in-store campaign highlights the powerful suction of UltraFlex with an eye-catching visual showing a Dalmation dog ‘losing its spots’. The campaign will run in around 200 stores nationally in addition to retailer websites. Speaking about the campaign, Prieto said: “We wanted to communicate the powerful suction of this machine in a different and unique way, moving away from technical features or performance comparisons with competitors’ products.”

Zeroing in on a cordless LG has brought in the aptly named CordZero range comprising a cordless handstick vacuum and two cordless canisters.

WWW.APPLIANCERETAILER.COM.AU

Mention 20 years and cut your selling time in half.

All Miele vacuum cleaners have superior features and incorporate highly intelligent and user-friendly technology with an emphasis on long-term sustainability. They are also German engineered and tested to the equivalent of 20 years’ usage... a point of difference that really matters to consumers when it comes to signing on the dotted line.

So not only do Miele vacuum cleaners make life easier for consumers, they make your life a lot easier too.

Lifestyle TotalCare

HEPA AirClean filter

Whisper-quiet insulation

German engineered and tested to the equivalent of 20 years’ usage.

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Terms and Conditions apply. Visit www.miele20years.com.au

Telephone AUS 1300 464 353 NZ 573 1269 or visit www.miele.com.au

✱ floorcare feature Robots sweep up market share While cylinder vacs still lead the category (value share dropped from 68% to 62% in 2014) these models are being challenged on three fronts – from stick vacs, uprights and robotics. According to 2014 data from Euromonitor International, uprights command a 17% value share, followed by stick vacs with 15%.

However robotics led the value pack with 19% share.

vacuum cleaners back was the perception these were ineffective at cleaning carpets,” he said. “The growing popularity of floorboards means this is rarely an issue. Given that hardwood and ceramic floors are more popular amongst affluent consumers this was not a major impediment to selling robotic vacuum cleaners which tend to be priced at a premium.” Grimsey’s view is that

“...the strong growth experienced by robotic cleaners is likely to continue due to the impending launch of a Dyson robotic model” – Daniel Grimsey, Euromonitor.

“Increasingly stick vacs have taken over the role, previously held by handhelds, which have experienced its fifth consecutive year of declining sales, falling 15% in 2014,” Euromonitor senior research analyst, Daniel Grimsey, said. Stick vacs are progressively being used as the primary or sole vacuum cleaner among high density households where space is lacking to store a cylinder machine.

On the back of five years of successive growth robotics have steadily moved up the floorcare ladder to become an accepted vacuum cleaner format, holding a 10% volume share of all vac purchases, Grimsey said. “One factor that held the popularity of robotic

Samsung POWERbot VR9200.

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APPLIANCE RETAILER OCTOBER 15

the strong growth experienced by robotic cleaners is likely to continue due to the impending launch of a Dyson robotic model, “which will drive strong value growth and raise unit prices.” He said demand will be fuelled by price competition. “Within a few years robotic vacuum cleaners have evolved from a handful of players to one that is saturated with competition and price erosion is the most likely result.”

Unit prices are rising as consumers willingly trade up to either a premium brand or premium robot format.

Prices increased from $246 in 2013 to $254 in 2014 with private label brands gaining share at the lower end of the price spectrum.

According to LG marketing manager for home appliances, Jennifer Osborne, more Australians are looking to secondary vacuums to take care of quick clean-ups around the house in between the more thorough once-aweek cleans. “This practical device is specifically designed for dealing with small dusting jobs and quick floor cleans. Thanks to the long-lasting run time Dual PowerPack it offers up to 60 minutes of effective cleaning in regular mode on the handstick model, and up to 25 minutes in regular mode on the canister models,” she said. “As well it achieves 94.4% floor pick-up on hard floor surfaces.”

The CordZero handstick that weighs in at a lightweight 2.8kg, comes with 2-in-1 functionality for using as a stick-type cleaner with full-length handle or as a portable handheld. The WWW.APPLIANCERETAILER.COM.AU

floorcare feature ✱

Miele Complete C3 Total Care • ComfortHandle with radio frequency power control buttons • HEPA Airclean filter • Dynamic swivel castors for easy manoeuvrability • All-round bumper strip protects furniture RRP: $949 Miele Australia: 03 9764 7130

anti-tangle brush helps to minimise the struggle familiar to many users trying to manually remove hair from the cleaning head. On the CordZero collected dust and hair is shifted by suction to the centre of the brush then dislodged with a hair removal hook.

Collecting those dust bunnies under beds or sofas is easier with the LED lights and the brushless inverter motor adds to the durability of the machine.

The new CordZero canisters come in two models, the VR94070NCAQ (RRP: $1099) and the VC74070NCAQ (RRP: $899). Features common to both are the 80V PowerPack, Smart Inverter Motor, 4-stage carbon HEPA filter and SLG 4-star and BAF certification. The premium model comes with Active Following Wheel and LG Kompressor technologies.

Also pushing the benefits of cord free cleaning is Techtronic Industries (TTi) WWW.APPLIANCERETAILER.COM.AU

owners of the Vax brand. “You only have to look at the expediential growth that has occurred in the cordless stick vacuum category to understand what the Australian consumer wants – cord free cleaning,” TTi floorcare brand manager,

“It is the cleaning performance and hygiene related to the delivery of dirt disposal that is a priority for consumers” – Sharon May, Miele Ricardo Rogers, noted. “Consumers want cleaning to fit in with their busy life schedule, not have their life scheduled around their cleaning and this is where cordless product meets the challenge.”

Rogers believes that demand for cordless vacuums will continue to outstrip AC powered vacuums as consumers opt for products that provide the freedom to vacuum without limits, obstacles or boundaries. “As we move forward we will see further advances in battery technology and product design that will help to improve the cleaning performance and reliability of cordless vacuums.”

He said the new range of Vax cordless machines are characterised by a lightweight design that don’t compromise on cleaning power or capacity. The hero product in the range, the bagless upright VX31 (RRP: $599) certainly delivers on his claim by lifting and removing deep down dirt with three channels of suction. The carry canister is easily removed from the upright for cleaning around the home or up and downstairs.

APPLIANCE RETAILER OCTOBER 15

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✱ floorcare feature

Kambrook Captiv Turbo Handheld Vacuum (KHV400) • 12V Ni-MH rechargeable battery • Turbo brush for carpet and upholstery cleaning • Large capacity dust canister with filter • On board tool accessories RRP: $79.95 Kambrook: 1300 139 798

NEW Bosch Athlet Zoo’o ProAnimal Cordless Bagless (BCH6ZOOAU) • SelfClean filter system with lifetime filter • ProAnimal floorhead brush for pet hair • Up to 60 minutes run time • Accessory kit RRP: $599 Bosch Home Appliances: 1300 368 339

a HighPower brush and ProAnimal accessory kit. “With new accessories and car kits, cordless vacuum cleaners are even more suitable for a wider range of applications around the home,” according to Bosch product manager for consumer products, Elise Warner.

Bosch claims to be the only company on the local market that can offer pet owners the choice of bagged, bagless and now cordless machines that are pet specific to their needs. Also available is the bagged In’Genius Zoo’o ProAnimal and the bagless Relaxx’x Zoo’o ProAnimal each designed to pick up animal hair from all surfaces.

Pet demands aside, Bosch is also

customer when it comes to issues such as health and allergies,” Warner said. “ Another player on the floor is Cleanstar with managing director, Garth Michalson, claiming to offer a point of difference, especially when it comes to margins. “We offer massive margins on our products and because our footprint in the big retailers is negligible, discounting of our products is minimal. Michalson said despite the market being eroded by cheap internet offers and an increasing proliferation of sellers jockeying for sales, floorcare remains a vibrant category. “It still has the potential to offer margin which is rare in the electrical space.”

Sales tips with the experts…

“It is important to educate consumers about the benefits of quality vacuum cleaner models that offer outstanding filtration and dirt disposal, as well as the range of accessories that will optimise cleaning performance depending on specific needs “

– Sharon May, Miele Australia Given the number of pet ownership in Australia it is hardly surprising that there is a growing demand for vacuum cleaners that cater to the needs of households with pets. Bosch recently completed its floorcare range with the release of the Athlet Zoo’o ProAnimal cordless BCH6ZOOAU (RRP: $599).

Among the pet-friendly features on this new model are a Lithium-ion technology for improved longevity, 28

APPLIANCE RETAILER OCTOBER 15

noticing a trend to a smaller storage footprint and cleaners that further reduce allergens in the home, Warner said. “Retailers should have a strong focus on the benefits and convenience a vacuum cleaner provides and offer them a solution, rather than selling on price. These factors will be determined by the lifestyle, size of the home and storage space as well as the needs of the

The company offers a full suite of products including bag and bagless models, steam mops, handheld steamers, robotics, backpacks, stick vacs and commercial wet and dry canisters.

It also claims to stock the biggest range of vacuum bags and spare parts to suit most brands. Marketing support comprises flyers, posters and stands. *GFK Data June 2015 WWW.APPLIANCERETAILER.COM.AU

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l a i c e p S Feature

BROWNGOODS WHITEGOODS SMALL APPLIANCES COMPUTERS & COMMUNICATIONS

2015

Home Automation Feature

✱ Home Automation feature

HOME SECURITY: A growing concern

By Kymberly Martin

T

he home security market is on the cusp of growth as new technology and players enter this competitive arena. The category is benefitting from the introduction of new features such as motion sensors, wireless devices, internet connectivity and cordless home phones equipped with home monitoring capabilities with new product developments down the track. A wide variety of kits also offer consumers a number of easy DIY options.

Looking further into the home security landscape is Telsyste with the expectation of 1.2 million householders considering a Smart Home system by 2016. Early Smart Home adoption is likely from high income families in metropolitan areas living in multidwelling units. And, as more consumers

look to counter rising energy costs, the Smart Energy sector is estimated to make up to one-third of the Smart Home Automation market by 2018.

Other consumer drivers include a greater awareness of environmental issues along with more affordable ‘plug and play’ accessories.

The connected home whether it is home surveillance, home automation or home communication is an area that Uniden has concentrated on heavily lately. Much of the company’s focus in the past two years has been in establishing its line-up of surveillance, smart home products and security DVR systems. “Our range of home connected products has picked up a lot of traction with figures doubling annually over the last few years for this

category alone,” according to Uniden national marketing communications manager, Brad Hales. “Maintaining a strong foothold in phones, where we have been number one for the past 13 years, has also helped the transition into surveillance and home monitoring.

Existing channels have also contributed to driving this area of growth for the company,” Hales said.

“Uniden’s core strength has built up from its existing range of wireless products but has moved to our new range of smart home products and wired security DVR products. Guardian digital wireless surveillance kits, smart home products and DVR security all offer a DIY solution, making installing advanced security systems an easy weekend project.”

CONNECTED HOME No.1 SELLING BRAND FOR OVER 13 YEARS Australia & New Zealand | UNIDEN.COM.AU

Home Automation feature ✱

LOOK OUT FOR: • New WeMo home sensors – window, door, keychain, room motion and alarm sensors • Cordless home phone and audio baby monitors from VTech with home monitoring capabilities.

• Uniden Christmas promotion for cordless phones

The latest addition to Guardian Smart Home Control series offers a long range wireless solution with high definition (HD) cameras for crisp, clear footage.

Launching in three kit combinations - deluxe, outdoor/indoor and starter

entry, and indoor sirens compatible with Uniden’s existing range of indoor and weatherproof outdoor HD cameras.

Passive infrared (PIR) motion sensors are a practical inclusion, detecting movement in ‘blind spot’ areas not covered by cameras or door and window sensors, like a driveway or backdoor.

A gateway hub acts as the control room, which sends and receives signals from the sensors, sirens and cameras. At the touch of a button, the key remote control can arm and disarm the home, and begin filming on cameras connected to the system. “This future-proof system

“Our range of home connected products has picked up a lot of traction with figures doubling annually over the last few years for this category alone” – Brad Hales, Uniden - all systems work straight out of the box and can be set up in a matter of minutes. In addition to monitoring the home, the Smart Home Control series includes magnetic sensors for doors and windows which notify users of forced

can also be expanded with additional sensors, cameras and sirens, making it the perfect DIY surveillance solution for virtually any home,” Hales said.

Uniden’s Guardian Home app for iOS and Android smartphones and

NEW Guardian Full HD DVR Security System (GNVR8540) • Full HD 1080p for high resolution viewing • 2TB internal storage • 8-channel digital video recorder/4 weatherproof cameras • 24/7 surveillance and USB backup • DIY installation RRP: $1299.95 Uniden: 1300 366 895

tablets - used in conjunction with the Smart Home Control range - provides users with greater flexibility and control.

The app enables homeowners to logon remotely to view footage in real-time, manoeuvre camera movements and even set off sirens to deter intruders.

When sensors or sirens are triggered, users are notified via alerts sent to the Guardian Home app and their assigned e-mail address. Users can set-up multiple scenarios via the Guardian Home app to suit their preferences. For instance, create automated settings to begin recording on cameras and set off sirens when unauthorised entry is detected from the magnetic sensors or PIR sensors.

✱ Home Automation feature

NEW Guardian Super Compact DI Security System (GDVR8242) • 500GB internal storage • 4-channel digital video recorder • 2 weatherproof cameras • DIY installation • Night vision for clarity in dim lighting RRP: $599.95 Uniden: 1300 366 895

Another large milestone and new addition to the Uniden product range is the intuitive Digital Video Recording (DVR) security range with over nine products available in Series 3. It delivers the functionality to record high quality footage onto a dedicated system with remote access via smartphone and tablet devices. “As a wired solution, the new DVR security range offers superior performance and impeccable image quality,” he said.

Each of the new Uniden DVR systems include a selection of indoor and/or outdoor cameras and a digital video recorder with remote live access via smartphones and tablets. The DVR features ample storage capacity with enough space to hold up to a month of video footage.

With nine solutions available from three skews of DVR products, home and business owners can find a system to suit their specific needs. The D1 DVR security system offers clear full view footage with 500GB internal storage and claims to be one of the most 32

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compact solutions on the market. The HD DVR security system provides high resolution viewing and 1TB storage that Hales said delivers “exceptional value for money.” For users seeking greater coverage and the best possible image quality, the Full HD security system with 1080p recording should satisfy their requirements, he added.

All the Guardian security systems can be plugged directly into a television via an HDMI port or operated using Uniden’s dedicated Guardian Live app for iOS and Android smartphones and tablets. Providing users with greater flexibility and control, the app enables users to logon remotely to view footage in real time or watch pre-recorded footage from weeks of backup.

Home monitoring extends beyond surveillance products to include video door solutions and baby monitoring systems, which are becoming increasingly widespread in the market.

According to Hales, homeowners want their home to be completely connected and they want updates in real-time. Uniden has a range of both video doorbell and baby video monitor products. Although a large component of the baby video store market sits inside baby stores, key consumer electronics retailers have started to range these types of products and are achieving very good sell through as a result, he said.

An important part of Uniden’s business sits with the home phone market. While recognising the maturity

of the market, Uniden has no plans to stop investing in the category with new cordless models arriving in 2106. Next year Uniden will be celebrating 50 years since the company was established in Japan. The cordless phone market is still driven by many factors including the ISP providers who are offering more value added packages including home line usage and internet bundle packs, giving consumers unlimited talk time both domestically and internationally.

Other areas which have assisted sales include integrating Bluetooth technology into several of Uniden’s cordless phone models. This feature allows home phones to be paired with smartphones, providing a new dimension to the home phone market. Uniden’s XDECT 81xx series is promoted as being its smartest home phone yet, featuring Bluetooth technology combined with a new USB charging port, allowing dialling and receiving mobile calls via the cordless handset. This model is recommended for users experiencing weak phone coverage. The XDECT 81xx series allows users to place the smartphone in the strongest coverage area, offering complete phone coverage when paired with the Bluetooth home phone.

Integrated Bluetooth technology has also helped consumers minimise their use on mobile phones, making the new XDECT 81xx Series a viable alternative for staying connected while at home. “For others, it could WWW.APPLIANCERETAILER.COM.AU

CONNECTED HOME

INTRODUCING UNIDEN’S NEW

Smart Home Control & DVR Security Systems

SCAN ME

WIRELESS

HD 720P

For complete range details visit Uniden at: uniden.com.au or call 1300 366 895 today.

✱ Home Automation feature SwannOne Home Security Kits • Remote control from anywhere via smartphone or tablet • Video monitoring/alarms/lighting/ energy management • Easy self-installation • Intelligent sound alerts • Secure cloud storage RRP: From $499 Swann: 03 8412 4621

“Swann have designed a complete and affordable smart home solution driven from one app that enables users to experience convenience, security and practical features” – Nicole Tyquin, Swann

mean they are able to take advantage of competitive mobile-to-mobile call rates, while still enjoying the comfort of talking on the ergonomically designed home phone,” Hales said.

Uniden is currently rolling out national advertising in print and digital pushing key products, with a clear focus on the Smart Home Control, calculated to create strong product awareness for this emerging category. Uniden’s social media channels will push the new Smart Home Control range of products with a heavy focus on YouTube advertising.

Uniden has begun distributing onstore video stands showcasing how the product works, its key features and benefits. These also doubles as a useful sales tool for floorstaff that may require a quick refresh on product knowledge.”

Making the smart home smarter

The WeMo Insight Switch allows users to control the energy use of electronic devices in the home from a smartphone or tablet. It puts electronic devices on a schedule and can monitor their costs and usage from anywhere.

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WeMo, the home automation ecosystem from Belkin International, recently launched the WeMo Insight Switch, the latest addition to its smart home platform that controls and manages the energy usage and costs of home electronics. It also allows users to put their devices on a schedule and receive notifications anytime a connected unit is turned on or off.

Accessed virtually anywhere via the WeMo app, on any iOS or Android device, the Insight Switch is an easy-to-

use Wi-Fi enabled compact plug that is said to take home automation one step further. When the device is switched on, users can receive notifications about the device’s usage and energy consumption in order to better control and manage home electronics.

An award winner at the recent 2015 International Design Excellence Awards (IDEA), the WeMo Insight Switch plugs directly into a power point, allowing users to place any device on a schedule, create notifications for device usage, as well as manage the time, energy consumption and cost of specific devices. Like the entire WeMo ecosystem, the Insight Switch works with IFTTT, an online service that creates triggers using different internetbased services such as email, weather and social media, while also working in unison with the range of WeMo products.

“Evolving from the original WeMo Switch, the Insight Switch is an intelligent but easy-to-use solution for consumers to manage and better understand the energy usage of their electronic devices. It makes the smart home smarter,” WeMo senior product marketing manager, Andrea Bruno, said.

“From observing whether a television has been on too long to being alerted when a laundry cycle has finished, users can observe and manage home electronics for better management and control of their home.”

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Home Automation feature ✱

The WeMo Insight Switch plugs directly into an electrical outlet, and the user simply connects it to the home Wi-Fi network, downloads the free WeMo app and instantly turns on any device plugged into the unit on or off using an iOS or Android device.

In April WeMo introduced the WeMo Maker, a build-your-own WeMo solution for controlling and monitoring any low-voltage electronic device from a smartphone or tablet. At the same time Belkin announced that WeMo would become a stand-alone brand in the home automation market. “With WeMo our aim is to make our name synonymous with home automation, and we are committed to making it pervasive in a society where devices, consumption patterns, and reliance on the internet continued to explode,” Bruno said. “We believe that WeMo is the ‘on-ramp’ to the IoT @ home, and will play a key role in connecting consumers, and delivering what might otherwise be a complex or daunting situation in a very approachable and cost-effective experience.”

The WeMo Maker connects to almost any device controlled with a low-voltage DC switch, allowing users WWW.APPLIANCERETAILER.COM.AU

Retailers critical to ‘The Internet of Things at Home’ According to the Australian Home Market Study 2015 released by technology analyst firm, Telsyte, retailers will be critical to the rise of the IoT @ home as they will expose consumers to new product experiences. Securing the home is a growing business with this emerging market seeing vendors from every point in the value chain staking their claim.

“Consumers will find themselves buying IoT-enabled devices by default, according to Telsyte senior analyst, Steven Noble. “Telstra is just one of the brands that has already added a Connected Home section to its local e-commerce Web sites.

to turn devices on or off or put them on schedules via any smartphone or tablet and the WeMo app. The WeMo Maker also enables users to connect to a wide range of 5V sensors for remote monitoring and automated control via sensor inputs. Sensors that will work with WeMo Maker include light sensors, motion sensors, moisture sensors,

In the US, Target is experimenting with IoT demonstration homes in its stores. Manufacturers too are already starting to unveil their IoT plans.

‘Samsung for example has committed to connecting 90% of its new products to the internet by 2017, as is Breville, a company not traditionally in the tech market,” Noble said.

Telsyte measures th IoT @ home market as five key smart segments: lifestyle (appliances, gardening), home services (installation, management, cloud) security (alarms, cameras, sensors, locks) energy (sensors, outlets, light bulbs) and dedicated hubs.

temperature sensors, flame sensors, and carbon monoxide sensors. WeMo Maker seamlessly integrates with other WeMo products and also works with IFTTT to connect to a wide variety of Internet services and applications such as email, SMS, Facebook and Twitter.

“WeMo Maker allows almost anything to be “WeMoed”, from a pet APPLIANCE RETAILER OCTOBER 15

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✱ Home Automation feature “The home monitoring and automation market is growing quickly in Australia and becoming increasingly important to households” – Samantha Dawson, Panasonic

Panasonic Home Alert Kit (KX-HN6301) • For indoor and outdoor monitoring • DECT- enabled hub unit with micro SD card • Motion/window/door sensor notification • Recording video with motion detection • Handset talking notification RRP: $769 Panasonic: 132 600

feeder or motorised windows to garden sprinkler systems or pool pumps.

It brings the ‘Internet of Things’ to practically any device you can think of, without having to know how to code,” Bruno said.

The company’s range of home sensors, energy and water management devices, that were showcased at the CES in the US earlier this year will be introduced at a later date. Comprising window and door sensor, personal keychain sensor, room motion sensor and alarm sensor, these are designed to make the entire home smarter, more intuitive and more contextually aware.

“With the WeMo range of sensors, we are taking the first step towards full, anticipatory home automation that responds and reacts without direct human input and makes the whole home more conscious and connected,” Bruno said. WeMo’s home sensors allow users to monitor their entire home from anywhere using a mobile device and the WeMo Link, a Wi-Fito-Zigbee bridge that connects the 36

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sensors to the home’s wireless network.

Subscription-free and simple to install and use, the four new sensors can set schedules and receive alerts and notifications, as well as program the sensors as triggers to activate other WeMo devices. The sensors come with a one-year battery life.

WeMo recently reached a deal with Bunnings with its range now stocked in more than 160 Bunnings stores nationally.

Easy to install wire-free sensors VTech Telecommunications continues to expand on its product portfolio with a suite of new products planned over the next couple of months. Included are what VTech managing director, Mark Franklin said are two world firsts – a cordless home phone and an audio baby monitor, each equipped with home monitoring capabilities.

“The VTech VS150 twin DECT6.0 cordless phone with VSmart wirefree home monitoring is creating excitement in the home telephony

space as it represents safety, security and value- for- money for the consumer.” He said the VTech VS150 home monitoring capabilities extends to contact sensors and “lets you know if anything you care about has been opened or closed.” Motion sensors alert if there’s movement around the home, such as if a garage door is up or down.

“When any sensor is triggered, the system provides internal alarms to the base and handsets, as well as having the capability to silently call up to three user programmable external numbers to notify the user a sensor has gone off. You can then remotely access the VS150 base to listen and/or speak to whoever may be in the home.”

Utilising the latest in Ultra Low Energy (ULE) technology, running on affordable non-rechargeable batteries, VTech’s VSmart wire-free sensors are easy to install with no expensive wiring required. The batteries last up to one year and are easily replaced when necessary as the VS150 detects and alerts when the battery is running low.

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Home Automation feature ✱

“The beauty of this product is the technology it uses, its simplicity and its cost effectiveness for those consumers looking for some added peace of mind around their home. Being a DECT based product means no interference, the best in secure transmission and operating range, long sensor battery life and most importantly it’s wire-free,” Franklin said.

Since launching the VTech brand of home telephones in March, VTech

Ease of use and accessibility Security is undeniably the primary driver for interest in a ‘smart home’, with purchase at this stage largely driven by a break-in experienced by the consumer or someone they know.

This is the view from Swann marketing communications manager – connected home, Nicole Tyquin.

“In Australia, the category is still largely in the early adopter phase of its

WeMo Insight Switch (F7C029) • Turn electronics on or off—from anywhere via a smartphone or tablet • Works with any Wi-Fi router, Apple and Android devices • Puts electronic devices on a schedule, monitoring their costs and usage • Operates over Wi-Fi and mobile internet, at home and away • Works with free WeMo app with no subscription fee or hub required RRP: $99.95 Belkin International: 02 4350 4600

“The Insight Switch is an intelligent but easy-to-use solution for consumers to manage and better understand the energy usage of their electronic devices” – Andrea Bruno, WeMo Telecommunications Australia has gone from strength to strength, according to Franklin.

“The launch was a huge success.

Never before had anyone within the VTech group of companies undertaken to completely replace a third party brand with the VTech brand at a whole country level.”

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life cycle, so consumers require education.

It’s important to ask about their lifestyle so you can match up needs. Using case focused messages and illustrating examples about how this type of solution can add value to the consumer lifestyle is essential, as opposed to just focusing on technical features.” Ease of use and accessibility are also very important to consumers, Tyquin APPLIANCE RETAILER OCTOBER 15

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✱ Home Automation feature NEW VTech twin cordless with VSmart (VS150) • DECT6.0 with VSmart wire-free home monitoring • Can pair up to 30 VSmart sensors • Includes 2 contact sensors • Garage door and motions sensors sold separately RRP: $249 VTech Telecommunications: 1300 369 193

said. “The concept of DIY and being able to install the system themselves is particularly appealing with no drilling, no wires and a system which uses commonly available batteries are ideal elements.” Checking on elderly relatives and empowering them to stay in their homes longer is another key trend too, Tyquin said.

The newest product in the Swann range is SwannOne. A security centric smart home solution, it enables consumers to check on their home from anywhere and receive alerts if motion or specific sounds are detected.

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SwannOne offers security and convenience with products and services combined in one solution including video monitoring, alarms, access control, lighting, temperature control, energy management, sound alerts and more from a smartphone or tablet. The solution is powered by the SwannOne Smart Hub which incorporates the latest wireless technologies that allows for the addition of extra devices such as cameras, sensors and accessories to record and monitor what’s happening in the home.

Using the SwannOne app, users can access home devices from anywhere with convenient features such as home and away modes, scheduling rules for lighting, heating and locks, as well as professional monitoring services. The connected homeowner can turn any appliance on or off with smart plugs based on the rules and schedules that they create. Other features such as builtin microphones will also analyse some sounds like breaking glass, baby cries, and car alarms and alert the user.

SwannOne starter kits serve as an upgradeable path with additional cameras, sensors, sirens and a thermostat available that tailor the solution to the needs of the consumer. Kits range from basic alarm solutions like the Alarm Starter Kit and Video Monitoring Kit, to more comprehensive solutions that combine alarm, video monitoring, energy management and appliance control, such as the Smart Home Control Kit. Each kit is fully customised with accessories sold separately so it can be scaled up or down to reflect the requirements of the user. The company also sells a range of flexible services including Cloud Video Recording, Professional Monitoring Services and Intelligent Sound Alerts.

‘Swann have designed a complete and affordable smart home solution driven from one app that enables users to experience convenience, security and practical features no matter what life they live,” Tyquin said.

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Home Automation feature ✱ “The beauty of the VS150 is the technology it uses, its simplicity and cost effectiveness for consumers looking for some added peace of mind around their home” – Mark Franklin, VTech

The new Guardian Smart Home Indoor/Outdoor kit from Uniden monitors and secures doors and windows with smartphone alerts.

Effective security solutions At Panasonic the opinion is that users are looking for connected solutions that not only keep their home safe, but also makes their life easier.

“Smartphone connectivity is especially important in the home monitoring market today, interacting with home monitoring systems to create truly connected homes,” Panasonic Home Automation product marketing manager, Samantha Dawson said. “The home monitoring and automation market is growing quickly in Australia and becoming increasingly important to households.”

Dawson takes a similar perspective to other suppliers in the field agreeing that connectivity is a growing trend in home security. “Whether in or out of the house, users want to be able to check on their home and property and feel safe and assured. Panasonic’s DECT (Digital Enhanced Cordless Telecommunications) Connected Home System can offer holiday-goers peace of mind while they are travelling and busy parents have the ability to check on their family and their property while they are not at home,” she said.

It offers a number of notification, alert and recording features, designed to be received and reviewed via the user’s smartphone. “The new range WWW.APPLIANCERETAILER.COM.AU

of devices and kits allow for remotely activating electrical appliances around the home, and monitoring from inside and outside via a smartphone using the free Panasonic Home Automation app.

It it easy to set up and unlike other systems, there is no monthly fee for monitoring, recording and controlling the system.”

Each system hub supports four cameras comprising outdoor and indoor cameras, six digital cordless

SUMMING UP: • Homeowners want their homes completely connected with updates in real-time • In-store displays are a valuable for explaining product features to consumers

handsets and 50 other devices including smart plugs, motion sensors and window/door sensors. Consumers can choose a preconfigured kit, add individual devices to an existing kit, or build their own system by selecting the desired devices. The compact DECT -enabled hub provides a long range - up to 300 metres - platform 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 such as sensors and cameras can be quickly synced to the system with one-push pairing.

The sensors and cameras can also be controlled remotely from up to eight different smartphones or tablets.

There are four Connected Home kits available which can be tailored according to different needs: Room Monitoring, Home Monitoring, Home Control and Home Alert with RRPs from $329 to $769. All kit items are sold individually so consumers can build their own system. The hero product, the KX-HN6310, claims to cover all bases with both indoor and outdoor monitoring. The DECTenabled hub comes with a micro SD card, full colour indoor and outdoor cameras, a smart plus, motion sensor, two window/door sensors and a digital cordless handset.

Dawson summed up the market: “Home monitoring is an area where users want solutions that are both effective and simple to use.” Panasonic has created display stands so consumers can see for themselves the array of features and the simplicity of connecting with smart devices. Display stands can include video screens to explain the products even further.

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✱ Home Automation feature 3. Higher video quality

Home surveillance: 5 key trends

J

asco Products is a US leader in the home surveillance market and has been an active member of the Consumer Electronics Association for more than 35 years. It annually participates in the International Consumer Electronics Show, the National Hardware Show and other national tradeshows.

According to Jasco, the US research group MarketsandMarkets claim that the industrial surveillance industry will grow to US$38 billion by the end of 2020. That would be a roughly 9% increase in home surveillance monitoring systems purchased from 2014 to 2015. With the demand for both industrial and home security growing, many consumers wonder what they should look for in the future. Here are five trends for retailers to keep an eye on within the home surveillance industry:

1. Storing video in the cloud In the past, video was seen as something completely physical.

You had to record activity through a camera and then view it on a tape. However, the future of home surveillance monitoring is making it much easier to store video data. By working through the cloud, video systems can store massive amounts of video and not have to worry about recording over events. Homeowners 40

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can simply go back to whichever day to see the recorded activity.

Another reason this technology has grown in popularity is due to the affordability and availability of cloud storage. With bandwidth costs dropping in the last few years, it’s more affordable for residents to store this information in the cloud. High-speed internet helps homeowners send information to the cloud quickly and effectively.

2. Easy-to-use devices Home security needs to work its best when it matters most. If your system fails during a break-in, there’s no point in investing in the hardware to begin with. However, a major trend in home security and surveillance equipment is overall simplicity.

Consumers want to be able to use a device that is easy to control so they can get the most out of their system.

With additional buttons, gadgets and other controls, some systems can take a lot of studying to use properly. Keeping simplicity as a main focal point for surveillance systems helps people use the device through a single platform.

Technology is mobilizing too, so you can control your settings while on the go and from your smartphone.

Standalone devices are quickly being outdated with new technology that can be controlled all at once.

According to IHS, a business analysis company, one of the more significant trends in surveillance equipment is video resolution. Many video systems can record and operate effectively, while not breaking the bank. However, more people are finding video resolution to be a major problem.

This has led to higher-definition recordings, which could eventually turn out to be 4K resolution. This picture quality is roughly 20 megabits per second, but would provide superior video quality to anything on the market.

Cloud storage would probably be necessary for those who record with this type of high-end equipment.

4. Faster reporting times Another thing that is expected to come with improved home surveillance is faster reporting times. A problem with security systems is that they could be recording useful information, but if your home is broken into and items are still stolen, it might feel like the surveillance system was not worth it in the long run (especially if the burglars are never caught).

The faster you’re able to put your system together, the safer you will feel in your own home.

One way surveillance companies are improving their technology is through response times. Once intruders are spotted, consumers need to be able to share the data immediately with police officials. This could help officers find suspects faster and give them more information on what they’re dealing with at the crime scene.

5. Easier installments Installing a home surveillance system can be a difficult task, but easier hookups for this technology are becoming more readily available. Technology is allowing more systems to be standalone systems, which means cheaper and easier to installation. The faster you’re able to put your system together, the safer you will feel in your own home.

While certain technology might seem overwhelming for some homeowners, security systems should not be hard to grasp. Tech companies that create these systems are continuously working to make security easier at and away from the home.

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best of service ✱

Service is all about attitude.

Attitude is everything.

I

n today’s market, one manufacturer can pretty much match a competitor’s product, and retailers are busily matching other retailers’ range and prices, or trying to find ways to differentiate their business and their offer from the competition.

If personal service is part of your sales strategy then never overlook the importance of your people in the service equation, particularly their attitude.

The attitude of the people within your organisation — especially those your customers come in contact with — can be the defining factor in lifting your business above ‘the pack’.

Staff attitudes can also be the reason why customers choose whether or not to give you their business.

Ensure everyone on your team (yes, everyone) ticks the box on the following:

who their customers will be, so retailers must consistently demonstrate a warm and genuinely friendly attitude to everyone who comes into the store or contacts them in some other way.

As a service professional, your job is to ensure the experience is as pleasant for the customer as possible. As you move throughout your store, rather

An attitude of respect: This means ensuring that everyone in the organisation has a clear understanding that without customers you simply don’t have a business, which means you don’t have a job.

The word ‘care’ is often used as an acronym: Customers Are Really Everything. So it makes sense to respect your customers — it should be part of the organisation’s culture.

By all means call customers by name, but never call them names.

Customers can also see through insincerity, so a mentality of respect for customers is a must.

An attitude of caring: If you think this sounds a bit ‘warm and fuzzy’ take note: this is simply the opposite of ‘couldn’t care less’ attitudes.

I’m afraid I’ve met plenty of people with that ‘couldn’t care less’ attitude and I haven’t hung around their stores for long.

Often, it’s those ‘Can I help you/are you right?’ shop assistants who really don’t seem to care whether I buy or not.

Even worse is when they make me feel like I’ve interrupted them.

Customer loyalty increases when your customers get the distinct feeling that you genuinely care more about meeting their needs and wants, than simply making the sale. Customers need to feel that you have their best interests at the heart of everything.

An attitude of friendliness: There is an old proverb that states, ‘If you cannot smile, do not open a shop’.

Do you like people? All of them? Few businesses have the luxury of choosing WWW.APPLIANCERETAILER.COM.AU

enthusiasm, delivering service is just a chore — another job that has to be done. Get excited — it’s contagious! If you’re not excited about the customer’s purchase, why should they be? And if you’re not excited about helping people own what you sell, you will quickly lose your edge — and it will show.

With enthusiasm, delivering outstanding service just comes naturally: customers will see it, hear it and feel your service was outstanding simply because of your eagerness to serve them.

✱

Appliance Retailer acknowledges Bob Johnson’s contribution to the industry with a look back at some of his insightful articles.

than avoiding eye contact with people, look for it, and acknowledge people.

Show a friendly attitude towards each other too: as well as making everyone feel more comfortable this also builds team spirit.

An attitude of enthusiasm: Do you love what you do? And does it show? Without a healthy injection of

An attitude of appreciation: I’m certain that you would be happy/ delighted/ecstatic that the customer has chosen you to buy from, so it makes sense to show how much you appreciate their business. Even if it’s only those two simple words: ‘thank you’. Delivered in a genuine, sincere way — not just a throw-away line with no eye contact — a ‘thank you’ will mean a lot to your average customer.

Customers will usually rate your service higher if you show how much you appreciate them doing business with you.

To deliver great service, attitude is more than one thing — attitude is everything.

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âœą new appliances 1

1 Sharp 581L Top Mount Refrigerator For consumers seeking durability and energy efficiency, this stylish glass finish refrigerator offers inverter technology with express freezing and an extra cool function.

It sports an LED external control panel and lighting, and door alarm.

RRP: $1,899 Contact: 1300 135 530

2

2 Sunbeam Milk On Board Manual Espresso Australians love a milk based espresso but are intimidated by the steam wand; that’s why this easy to use manual machine with automated milk has been developed. It features a one touch control panel, volumetric control, and variable froth control.

RRP: $299 Contact: 1300 881 861

3 Russell Hobbs Performance Blender Multiple programs, automatic blend completion and rapid RPMs packed into one blender. Five automatic programs itemised for tasks including milling flour from rice and oats. Variable speeds up to 24,000 RPMs ensure smoothiesblend to a perfect consistency.

RRP: $279.95 Contact: 1800 623 118

3

4

4 Belling Mini Richmond Cooker The elegant design and compact dimensions are aimed at apartment and townhouse owners. The cooker has a 39 litre top oven and 69 litre main oven, with three shelves and variable rate dual circuit electric grill.

RRP: $2,499 Contact: 1300 556 816

5

5 Morphy Richards Aspect Designer Kettle This kettle has a 1.7 litre capacity, painted stainless steel finish and an illuminated on and off switch., in addition to its 360 degree cordless base.

RRP: $99.95 Contact: 1300 556 816 42

APPLIANCE RETAILER OCTOBER 15

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new appliances ✱ 6 George Foreman Convertible Easy to Clean Grill For those who prefer contact grills, but want the option of an open grill, this is ideal for space poor consumers. The grill comes with two removable dishwasher safe grill plates and one dishwasher safe griddle plate.

RRP: $149.95 Contact: 1800 623 118

6

7 Tefal Effectis Manual Steam Generator Tefal has launched the first range of high-pressure steam stations in an ultra-compact size for easy storage and transportation. The Effectis Manual has five fabric settings and an UltraGlide Diffusion soleplate.

RRP $429.95 Contact: 1300 307 824

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8 De’Longhi Distinta Digital Kettle Ideal for brewing herbal teas with five preset temperatures and a keep warm function for 20 minutes. Available in four colours and the De’Longhi Augmented Reality app will assist in choosing the right colour.

RRP: $209 Contact: 1800 126 659

9

8

9 Remington Revitalise Facial Cleansing Brush This dermatologist recommended electronic cleansing brush delivers a 10 times more effective cleanse than a manual clean. The dual-action rotating and vibrating motion leaves skin clean and reinvigorated.

RRP: $99.95 Contact: 1800 623 118

10 10

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Smeg Speed Oven Marrying convection cooking and microwave technology to produce results in reduced times. The oven offers a combination of cooking methods and 13 functions including defrost by weight, proving, Sabbath mode, keep warm and ECO light.

RRP: $2990 Contact: (02) 8667 4888 APPLIANCE RETAILER OCTOBER 15

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Topfield TRF5300 Series PVR with Quad Recording Topfield’s TRF5300 Series is the latest in high definition PVR technology. Sporting three hard-drive capacity options of 500GB, 1TB or 2TB, the Topfield TRF5300 Series boasts an impressive Quad Recorder feature, allowing you to record four shows simultaneously while playing back a fifth pre-recorded show - Never miss your favourite show or sporting game again!

With incorporated IceTV interactive electronic programme guide, you can select a program from your smart phone and you can record an entire series without the need of the internet. Topfield’s Advertisement Skip feature allows you to skip the ads in playback for uninterrupted viewing.

Twin high definition digital tuner with Quad Recorder (Record 4 shows at once, and watch a fifth in playback)

Three storage options: 500GB HDD; 1TB HDD; 2TB HDD

(Up to 1000 hours of recording with the 2TB device)

Series Recording with Ad Skip - Never miss your favourite show LAN supported and Wireless connectivity via optional wireless dongle Access to YouTube, Facebook, Twitter, Weather and more

www.topfield.com.au Or phone: 1300 766 440 to place an order