Appliance Retailer October 2016

THE BUSINESS MAGAZINE FOR THE CE COMMUNITY / NOW IN ITS 20TH YEAR

Floorcare STICK VAC CATEGORY CLEANS UP

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Home Automation

TIPPED TO BE WORTH OVER $420 MILLION

Personal Care CONVENIENCE IS A MUST-HAVE

RETAILER

APPLIANCE

OCTOBER 2016

Discover the Electrolux Life Electrolux have refreshed their full range of cooking and refrigeration products this year. From the new Hob2Hood connectivity between rangehood and cooktop to the new FreshPlusTM refrigeration that keeps your produce fresher for longer. Electrolux is introducing luxury to your consumers.

Find out more, visit electrolux.com.au

AR EDITORIAL Appliance Retailer is published by The Intermedia Group Pty Ltd ABN 940 025 836 82 41 Bridge Road, Glebe NSW 2037 Australia P 02 9660 2113 | F 02 9660 4419 E appliance@intermedia.com.au W www.intermedia.com.au ISSN: 1328-1852 Managing Director Simon Grover Editorial Director James Wells james@intermedia.com.au Deputy Editor Emily Bencic ebencic@intermedia.com.au Features Editor Kymberly Martin kymberly@intermedia.com.au General Manager – Sales Rod Riley rod@intermedia.com.au Art Director Alyssa Coundouris Prepress Tony Willson Production Manager Jacqui Cooper jacqui@intermedia.com.au Head of Circulation Chris Blacklock Subscriptions Ph 1800 651 422

Average Net Distribution per Issue: 6,076 AMAA/CAB Yearly Audit Period ending 31st March 2016.

The rise of the independents

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ongratulations Richard Murray – job done. Everyone is breathing a sigh of relief now that The Good Guys has remained in ‘local hands’ after the $870 million transaction and $4.6 billion mega merger to create the JB Guys.

But what does it all mean? It is too early to tell of course and the hard work begins now as the order books come out and the rebate comparisons begin while suppliers nervously await their first buying meetings.

Everyone is asking whether the JB Guys will leave its buying group, Narta. A departure will not signal the death knell for Narta as its billion-dollar base of largely independent premium appliance retailers with a strong focus on cooking, would resemble the buying group it was built on decades ago. Interestingly, a large number of the family-owned Narta members are opening new stores or renovating existing ones, which means they will continue to exist for many years to come.

The $500 million Winning Appliances group will set the standard over the coming months with two of the largest stores to open in the country – a 2600 square metre store in the fashionable Canberra suburb of Kingston and the formidable Fortitude Valley renovation in Brisbane.

Meanwhile, Peter Kambouris has recently added new Kambo’s and Liebe + Haus stores to his business. While this probably represents enough expansion in the challenging WA market, rumours of an East Coast foray continue to reverberate across the Nullarbor. His Liebe + Haus concept, which has a very high reliance on pro-forma sales, is a model that could be replicated in other states.

Two other Narta members have also moved out of their traditional Sydney comfort zones. With over 40 stores in its

portfolio, Bing Lee opened a store last year in Albury with former Narta retailer Anthony Cowan in charge and 2nds World owner Peter Hammerman has added to his five stores in the south-eastern Melbourne suburb of Mentone.

In the wake of two large publicly-listed bungled retail ventures – Dick Smith and Masters – the independent Australian appliance retailing sector appears resilient and is growing.

This resilience is drawn from owner-operators that stand behind their businesses fi nancially – but they also have other important assets at risk their family name and personal reputation. After all, this was what made The Good Guys great – the hard-working co-proprietor backed by the larger company’s operations and logistics capabilities.

Two other groups quietly beavering away are the Leading Edge group, who have recently met with a diary-full of new and existing stores, looking for a cooperative that will assist with buying and marketing services. The Narta-equivalent, Betta Home Living, is also slowly adding new members while it is determined to fly under the radar in Eagle Farm.

In a tight market, these growing independent operators could mop up additional revenue in the channel which will provide competition for the new JB Guys, and potentially affect their bullish new store rollout plans. Perhaps keeping on top of this is a good reason to stay within the Narta family.

Editorial Director James Wells

MEET THE APPLIANCE RETAILER TEAM

Rod Riley www.facebook.com/applianceretailer 4

Appliance Retailer October 2016

Kymberly Martin

Emily Bencic

www.linkedin.com/company/appliance-retailer

Alyssa Coundouris twitter.com/Applianceretail

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Page 25 Volume 22 / Issue #8

CONTENTS 04 Editorial

15 Floorcare Feature

06 News

25 Home Automation Feature

JB Guys: What it means for independent retailers?

Stick vacuums remain preferred choice for cleaning

JB Hi-Fi acquisition of The Good Guys; Leading Edge Conference; Key innovations from this year’s IFA

Why tech confidence is key to automation uptake

Consumers take more pride in hygiene and grooming

40 New Products

The latest appliance and technology innovations being rolled out to retailers

14 On The Move

42 Retail Rules

Small domestic appliances with multiple functions are becoming more popular with multicookers seeing double digit growth. Tefal has brought Cook4Me to consumers and developed a TV campaign supported by in-store point of sale to bring innovation to the forefront.

Cook4Me has over 85 in-built recipes that include a step-by-step guide using six ingredients or less. Cook two, four or six servings with ingredient quantities automatically adjusted then sit back while it cooks for itself, automatically releases steam pressure and switches to keep warm when ready.

• Perfect risotto in six minutes • Tender lamb shanks and pulled pork in 30-40 minutes • Curries in four minutes

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Page 40

Many consumers want to provide great tasting home cooked meals, but by the end of the day, they simply don’t have the time or desire to prepare and cook a meal.

Tefal’s Cook4Me is the answer.

ON THE COVER

33 Personal Care Feature

Tefal Cook4Me

How to get products and promotions noticed

Restructure plans and new recruits drive executive movements among retailers and suppliers

Clarification: Dyson Pure Hot + Cool Link Purifier Fan Heater

In the Portable Cooling Feature in the September issue of Appliance Retailer on page 50, an image of the Dyson Pure Cool Link was used alongside messaging of the Dyson Pure Hot + Cool Link Purifier Fan Heater. The image pictured with this clarification is the correct image of the Dyson Pure Hot + Cool Link Purifier Fan Heater. AR apologises for the confusion this caused.

www.applianceretailer.com.au

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AR NEWS

JB Hi-Fi acquires The Good Guys: What it means for the industry

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B Hi-Fi has acquired The Good Guys for total cash consideration of $870 million, funded through an entitlement offer of approximately $394 million with the balance funded through a combination of existing debt facilities plus a $450 million new multi-tranche acquisition debt facility. The acquisition is expected to be completed in late 2016 or early 2017.

The deal will increase JB Hi-Fi’s footprint to a total combined 295 stores in Australia and New Zealand and enhance JB Hi-Fi’s growth platform through the opportunity to open new Good Guys stores in currently underrepresented catchment areas.

The Good Guys and JB Hi-Fi will continue to operate as independent brands with their own consumer propositions and price promises. Michael Ford will remain CEO of The Good Guys, reporting to JB Hi-Fi CEO Richard Murray, and The Good Guys support centre will remain based at Essendon Fields in Victoria.

JB Hi-Fi management estimates that the acquisition will deliver net synergies of $15-20 million per annum to the combined business after a three year integration period, excluding one-off implementation costs. These synergies are expected to be generated from a combination of buying

synergies, logistics and supply chain efficiencies, procurement synergies and support function efficiencies.

The Good Guys recently launched a commercial business and JB Hi-Fi Solutions has a centralised commercial sales capability servicing B2B, government, education and insurance customers. The combination of the commercial businesses is expected to drive continued growth by offering a broader product range, scale and enhanced capability.

JB HI-FI SAYS IT WAS AN ATTRACTIVE STRATEGIC OPPORTUNITY

“The Good Guys is a high quality Australian retailer with an excellent track record. We are very impressed by what the owners and management have achieved with the business since its establishment and the leading market position they have created,” JB Hi-Fi CEO, Richard Murray said.

“The acquisition is an attractive strategic opportunity for JB Hi-Fi since The Good Guys is a highly complementary business which is aligned with our management philosophy and significantly enhances our offering in the $4.6 billion home appliances market.

“We are pleased to welcome Michael and his executive team and look forward

BY EMILY BENCIC

to working together to create a market leading consumer electronics and home appliance retail group,” Murray added.

THE GOOD GUYS SAYS IT JUST MADE SENSE

The Good Guys executive chairman, Andrew Muir commented, “Joining forces with JB Hi-Fi makes enormous sense from every standpoint. We are bringing together two iconic Australian retail brands that both have tremendously strong and loyal customer bases. The Good Guys’ position and track record in home appliances is matched by JB Hi-Fi’s strength in consumer electronics and entertainment. Both brands stand for customer service, range and value and have always been at the forefront of their respective markets.”

The Good Guys CEO, Michael Ford added, “This is a fantastic opportunity for The Good Guys. We will preserve the things that have made The Good Guys great, and by combining with JB Hi-Fi, we will have the scale and resources to grow the brand and realise its full potential. I’m excited to be leading The Good Guys into this next phase of growth. The future for The Good Guys has never looked brighter and I have enormous confidence in our collective success.”

The Good Guys CEO Michael Ford.

JB Hi-Fi CEO Richard Murray.

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Appliance Retailer October 2016

IBISWORLD: JB HI-FI MARKET SHARE TO REACH 31%

JB Hi-Fi’s acquisition of The Good Guys will create the domestic appliance retailing industry’s largest heavyweight, commanding an estimated 31.1% market share in 2016-17, according to IBISWorld.

The domestic appliance retailing industry is expected to generate $13.8 billion in revenue in 2016-17, with growth of 2.4% over the five years through to 2017.

IBISWorld senior industry analyst, Brian Lo said, “Over the past five years, JB Hi-Fi has made significant strides in capturing a greater share of the domestic appliance retailing industry. The

company substantially boosted its market share following the launch of its JB Hi-Fi Home stores in November 2012, which retail whitegoods, cooking and other household appliances.”

As at June 2016, JB Hi-Fi had 179 physical stores in Australia, 55 of which were JB Hi-Fi Home stores, in addition to its online presence.

“By purchasing The Good Guys, JB Hi-Fi will boost domestic appliance sales by a forecast $2 billion to reach $4.41 billion, while lifting its total store footprint from 179 to 295 stores across Australia,” he said.

“Acquiring The Good Guys will likely boost the group’s collective buying power, potentially increasing the combined entity’s price competitiveness in shared product segments, particularly televisions, audio equipment, computers and large home appliances,” Lo added.

Despite the domestic appliance retailing industry becoming increasingly concentrated, IBISWorld anticipates that it is unlikely to substantially lessen competition in the market.

“Harvey Norman will still command a significant share of the industry, with

smaller state-based retailers such as Bing Lee, which is largely in New South Wales, and online retailers including Kogan.com providing a high degree of competition in the wider appliances market,” Lo said.

Department stores retailing their own line of household appliances will amplify competition, with discount department stores such as Big W selling low-cost appliances.

A COMPETITIVE DISADVANTAGE OR POSITIVE MOVE? Winning Group CEO John Winning believes JB Hi-Fi’s decision to acquire The Good Guys will create a more competitive playing field, “especially for the smaller family businesses, like what we were five or ten years ago,” he told Appliance Retailer.

“As The Good Guys will continue to operate as its own brand, there is no real change in the customer offering. Bigger doesn’t necessarily mean better, you only need to look at the supermarket and hardware sectors as an example.

“In today’s landscape, it’s not just about which retailer has the most stores closest to the customer. Consumers

have so many tools at their disposal for researching reviews and testimonials they will choose to shop with retailers that not only offer great prices but an experience and exceptional customer service,” he said.

However, Leading Appliances national group manager, Nicholas Fry described the deal as one which will invigorate the industry and provide positive stimulus to the independent retailers’ members and customers.

“It certainly changes the dynamic of our industry, and it will be very interesting to see how the merger plays out, for both businesses, and for suppliers and consumers. It’s early days yet, of course, but there may be wider implications for the industry as a whole with two major players merging together,” Fry told Appliance Retailer.

“The ACCC doesn’t seem to think there’s any anti-competitive issue at hand, but a horizontal merger such as this could potentially lead to a market situation similar to the grocery duopoly we have seen play out between Coles and Woolworths over recent years, and the ramifications of that. But the advent of Aldi, and the growth of the independent IGA group, has seen a competitive market place remain viable in the grocery game, and I think that’s what we’ll see with this situation in the electrical appliances retail sector,” he said.

“I think there remains sufficient competition and opportunity within our sector for retailers, suppliers and consumers to continue to be serviced exceptionally well, with plenty of choice available to them,” Fry concluded. AR www.applianceretailer.com.au

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AR NEWS

L to R: Smart Choice Tech Repairs national group manager, Jeremy Daly, Leading Edge group general manager, Lee Scott, Leading Appliances national group manager, Nicholas Fry, and Leading Edge Electronics national group manager, James Kearney.

LEADING APPLIANCES ANNUAL CONFERENCE: THE THREE YEAR JOURNEY

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BY EMILY BENCIC

eading Appliances members and suppliers attended the annual Leading Appliances National Conference at Royal Pines Resort on the Gold Coast from 16 to 18 September, 2016.

Held in conjunction with other Leading Edge Group business, Leading Edge Electronics, the conference theme was ‘Challenge, Change, Opportunity’, in acknowledgement of the ever-challenging and changing retail landscape, and the need to seek new opportunities to strengthen, grow and diversify its businesses.

Leading Appliances national group manager Nick Fry said, “Attended by over 230 retail members, suppliers, staff, guests and guest speakers, the conference was a resounding success for all attendees, with members and suppliers delighted at the quality of the trade show, guest presenters, breakout sessions and entertainment.”

The conference officially opened on Friday with presentations from group general manager Lee Scott, Nick Fry and Leading Edge Electronics national group manager James Kearney.

Incorporated with a trade show, the conference MC, industry stalwart Keith Rowe, introduced keynote presentations from business leaders and industry experts including, Marty Wilson, Kassandra Lewis and Brett Carew, covering areas such as 8

Appliance Retailer October 2016

leadership, teams and group dynamics, work-life balance, communication, staff training, retail practices and workplace satisfaction. The agenda also included member forums and strategy meetings.

Over 45 suppliers were in attendance, including Electrolux Home Products, LG, Panasonic, Fisher & Paykel, Changhong, Hisense, Sunbeam, Breville, Spectrum Brands, TCL, TECO, GAF Control, RVM, Brand Developers, Crest, TEAC and Jura.

Delegates enjoyed a night out at Dreamworld, with food and drinks to complement rides and a V8 simulator in the Peter Brock Garage. The final night culminated in a Gala Awards evening that acknowledged suppliers and members for their outstanding achievements and support of Leading Appliances in the 2016 financial year.

LEADING APPLIANCES AWARD WINNERS:

Electrolux Home Products was recognised with three gongs, all awarded to national key account executive, Bahar Urfan: Supplier of the Year, Brand of the Year for Westinghouse and Account Manager of the Year.

Best Conference Trade Show Display Stand went to LG Electronics; Team Player of the Year was Peter Bolte from Taree Leading Appliances, and Leading Appliances Store of the Year was

Mansfield Leading Appliances in Victoria, awarded to store owner, Anne Blampied.

At the conclusion of the conference, Nick Fry commented, “Our third conference was a great success, building on the success of previous years. The feedback from our members and suppliers was extremely positive. The majority of our members and preferred suppliers attended, giving them all a great opportunity to interact and showcase new products and take advantage of some terrific specials our suppliers offered”.

“Holding a joint conference with our very successful Electronics business allowed the Leading Edge Group to showcase their expertise at organising and executing a very professional and well run conference which the attendees thoroughly appreciated.

“There are many synergies across both groups, so it was an opportunity for members to interact, share experiences and exchange ideas. For our much-valued suppliers, it was a great opportunity to demonstrate their support of strong and united independent retailers under the Leading Appliances and Leading Edge Electronics banners.

“We can’t wait for next year’s conference as we continue to grow on the massive strides Leading Appliances has taken in our three and a half years of trading,” he concluded. AR

L to R: Sylvia Occhipinti – Jura, Sam Dearden – Leading Appliances Narrabri, Chris Richardson – Ingram Micro, and Melinda Nuzzaco – Jura.

Bahar Urfan – Electrolux Home Products.

Peter Bolte – Taree Leading Appliances.

Heidi Webster and Albert Giacomin – Panasonic.

Leading Appliances Advisory Committee.

“It was an opportunity for members to interact, share experiences and exchange ideas.”

L to R: Nicholas Fry – Leading Appliances, Anne Blampied and Gavin Mansbridge – Mansfield Leading Appliances.

Keith Rowe – writer, speaker and trainer.

www.applianceretailer.com.au

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AR NEWS

IFA 2016: Pick of the Crop

BY EMILY BENCIC

Key suppliers showcased the latest and greatest of their product ranges at this year’s IFA, the leading trade show for consumer electronics and home appliances, held in Berlin in early September.

Emily Bencic represented Appliance Retailer at the Fair and has selected major innovations ready to hit retail stores in the New Year. Watch this space as more innovations will be revealed in the AR November edition.

AEG NEW LOOK AND FEEL Brand and marketing consultancy Prophet uncovered its redesign for leading home appliance brand, AEG, to help the company deliver new direction and overhaul its identity and touchpoints. This includes the redesign of in-store displays and retail guidelines, as well as ensuring the digital experience conforms to the new brand. The red colour was retained but made darker and richer for a more premium feel. The logo was updated, removing the Electrolux ‘parent’ brand symbol, simplifying and modernising the logotype to become a symbol in itself.

2 UNIQUE DISHWASHER FEATURE

AEG’s latest dishwasher was unveiled with a one-of-a-kind feature. AEG head of product marketing in EMEA, Niels Munksgaard said: “The original dishwasher experience is an ergonomic nightmare because the heaviest items are placed at the bottom. At home, nobody volunteers to load the dishwasher, it’s always a fight over who is going to do it because it is not a pleasant activity due to constant bending over. From an experience design, how do we make it a more pleasurable experience? Here is our solution.” Rather than bending down, the heavy items come to the user.

The lower basket of the dishwasher can be gently lifted for easy, ergonomic loading and unloading.

LAUNDRY CARE TAKEN TO THE NEXT LEVEL

The new laundry range from AEG, offering combinations of washing machines and dryers has been designed to retain colours and textures by protecting the fibres in the clothes. The range features a world-first innovation, SoftWater technology, which softens the water before washing for unrivalled cleaning results at 30 degrees Celsius. It brings a new level of fabric care to all garments, even the most delicate fibres,

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Appliance Retailer October 2016

such as wool and silk, or high performance outdoor clothing where water repellence must be restored during washing and drying. Electrolux has partnered with Scandanavian-designed sportswear brand, Helly Hansen, to share knowledge and advice on garment care.

To launch the partnership, a series of videos are available on the Electrolux YouTube channel and website. The videos showcase the best way to care for a range of garments including ski and sailing jackets, down and fleece jackets. The ‘My Electrolux’ app offers further care hints, tips and techniques.

BOSCH DRIES DISHES BETTER THAN EVER BEFORE

Bosch PerfectDry dishwashers launched at IFA boast Zeolite drying technology to deliver unprecedented drying results for porcelain, glass and plastic tableware.

Zeolite absorbs moisture and emits dry, warm air.

Bosch’s 3D air flow system ensures that the warm air is dispersed via the outlet in three directions inside the dishwasher’s interior. Bosch has also developed the optional ExtraDry setting for loads that are particularly difficult to dry. When this setting is selected, the temperature increases slightly and the process is extended.

The combination of low-vibration materials, low-friction drive, effective, noise-absorbing insulation and optimised water-bearing device parts enables noise levels to be kept below 42 dB. The Glass 40 degrees Celsius program cleans glasses gently and dries them perfectly, thanks to a slightly lower temperature. In the Series 8 dishwasher models, Precision glass protection guarantees optimum results, even after many wash cycles.

Bosch is also refreshing how it defines dishwashers into distinct Series – Series 2, 4, 6 and 8. All Bosch dishwashers within each Series will have the same feature set, regardless of colour or construction type.

All dishwashers will build upon an impressive list of standards, with new features and premium finishes being introduced as consumers move up through the Series. Thanks to this new Series definition, the Bosch dishwashing range will deliver greater understanding of value, choice, and provide ease of comparison for floor staff and consumers.

As part of the dishwasher refresh, Bosch is also paying close attention to design style. New premium control interfaces will be introduced with sophistication and user experience in mind.

“Bosch will commence discussions with its retail partners early in the new year regarding the transition and ranging opportunities that exist,” general manager of category development, Nick Ruffell said.

INTEGRATED INDUCTION TIPPED FOR GROWTH

The new Bosch Series 8 induction hob with integrated extractor module has been specifically designed for open plan living. It combines state-of-the-art sensor-controlled ventilation technology with modern FlexInduction and advanced cooking and frying sensors.

The PerfectCook and PerfectFry cooking and frying sensors ensure that dishes are cooked gently to perfection, with total flexibility as to

which FlexInduction surfaces the pots and pans are placed on. The extractor module is located in the middle, between the two cook zones, precisely where steam is generated. The module sucks in the steam, removes odour and grease particles from the air, and gently feeds clean air back into the room via the base cabinet socket.

1: The AEG stand at this year’s IFA. 2: Bosch’s new dishwasher.

3: Glen Dimplex Australia national sales manager of home appliances, Steven Fry, Glen Dimplex Home Appliances international product manager, Bethany Craig and Glen Dimplex Australia product and procurement manager, Douglas Yapp.

4: Miele co-owner Dr Reinhard Zinkann with the Blizzard CX1.

2017 will see the addition of coloured dishwashers to match the existing Richmond range cookers and hoods. This includes a 60cm built in oven with matching gas/ceramic hobs.

A new CookCentre range consisting of 54cm, 60cm, 90cm and 110cm freestanding and multi-cavity range cookers will also be launched as upgrades to what is currently on the market.

This will be introduced with a consistent look and feel as a family range of product.

“We are expecting to see a big increase in consumer demand for upmarket premium appliances, particularly as the building boom shows no signs of waning,” Glen Dimplex Australia product and procurement manager, Douglas Yapp said.

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Miele’s latest vacuum cleaner the Blizzard CX1 - overcomes

the inherent disadvantages of bagless vacuums.

The PerfectAir air quality sensor ensures that the extractor module is set to the optimum level for normal and intensive operation by measuring the intensity of the steam and perfectly adjusting its power accordingly.

GLEN DIMPLEX BETS ON DEMAND FOR PREMIUM Glen Dimplex is expanding its premium kitchen appliance offering with a new Belling built-in oven series and coloured dishwasher additions to its Richmond range, to be launched in Australia in early 2017.

The Belling series will include a basic five function oven through to the 10 function ‘Ready Cook’ oven designed with pre-programmed recipes.

A new range of matching gas hobs and induction cook tops is also in the development stage.

Continuing to expand on its iconic Richmond Country Living range,

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MIELE LAUNCHES ITS FIRST BAGLESS VACUUM Miele debuted its first bagless vacuum cleaner, the Blizzard CX1, expected to arrive on local shores in 2017.

Miele executive director and coproprietor, Dr Markus Miele said the vacuum overcomes the inherent disadvantages of bagless vacuums.

“Firstly, we opted for the monocyclone approach in which air only passes through one single and considerably larger cyclone. This facilitates cleaning performance combined with pleasant operating sound levels, which can be regulated with its four power settings.

“Secondly, a multi-stage filtration system ensures the removal of fine dust from the air stream so that the container only contains coarser dust particles which are less likely to become airborne.

“Thirdly, the components have been designed to ensure the container can be completely emptied without skin contact with debris,” he explained.

The Blizzard CX1 EcoLine has a 900 watt motor and the PowerLine offers a 1200 watt motor. AR www.applianceretailer.com.au

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AR NEWS

2nds World Melbourne a huge success The store traffic from the day 2nds World at Mentone opened has been described as terrific by owner, Peter Hammerman, who made particular mention to the grand opening weekend on June 25 and 26. “We saw very encouraging numbers of customers come through our doors at opening,” he said, noting stand out sales across cooking, refrigeration and whitegoods.

2nds World is located at the Mentone Centre, also home to a Bunnings Warehouse and Aldi store. The centre attracts customers who are both looking and buying due to the breadth of retail outlets present, according to Hammerman.

The retailer has invested in marketing efforts at both a local and metropolitan level to attract interest and introduce the 2nds World brand to Melbourne consumers. This has contributed to consistent sales across key categories as demand for the retailer’s style of business is strong in the Melbourne market.

“The initial launch for the Mentone store was via an extensive television and radio campaign. Catalogue distribution was also crucial in supporting the launch and communicating deals. We are

currently marketing with leaflets and catalogues delivered via letterbox including incentives to shop offering customers a $50 saving when they spend $300 (excluding delivery). Radio is being used to promote the brand and new store, as well as the promotions,” Hammerman explained.

When asked about the target customer demographic, Hammerman said it was “a little early” to assess trends and determine customer demographics.

“2nds World has been in the Sydney market for 35 years and has many loyal customers who understand the brand

BY EMILY BENCIC

proposition. The task is to educate Melbournians and provide them access to save on all their appliances.

“2nds World has experienced overwhelming support from suppliers and the new Melbourne store offers cost savings to suppliers who can deliver directly to our Melbourne store to supply the local market. The customers have also been very enthusiastic and their support has been encouraging,” Hammerman explained.

He expects audio video, small appliance and refrigeration sales to take off ahead of Christmas.

Top: 2nds World Mentone exterior.

Left: 2nds World owner Peter Hammerman.

Below: 2nds World Mentone interior.

The new Melbourne store also serves as the retailer’s online warehouse to directly supply to the Melbourne customer base.

“We aren’t surprised by the uptake of sales in the online space as we know customers research online and feel confident to buy online, particularly as convenience is all important.

“We are seeing great results at this early stage and expect this to keep growing,” he concluded. AR 12

Appliance Retailer October 2016

Miele veteran celebrates 40 years of service Miele ANZ category marketing manager of consumer technology, Rudi Niemoeller is celebrating 40 years with the company.

He was honoured at a special reception at Miele headquarters in Gütersloh, Germany last month, attended by fourth generation co-owners and joint managing directors, Dr Markus Miele and Dr Reinhard Zinkann, together with Miele board members.

The occasion acknowledged more than 300 colleagues from around the globe, each of whom had reached significant Miele milestones. Niemoeller was among 70 employees to have achieved 40 years with Miele, another was recognised for 50 years’ service while more than 200 others marked 25 years.

“While 40 years with the same company may seem like a long time to some people, I certainly have no regrets.

When you are fortunate enough to be working with the best products on the market, there simply is no viable alternative,” Niemoeller said.

In 1976, Niemoeller began as a trainee at Miele headquarters. In 1981, one year

Miele marketing director, Gabriella Franklin congratulating category marketing manager of consumer technology, Rudi Niemoeller.

after the opening of Miele’s first subsidiary outside Europe, he arrived at the East Hawthorn, Melbourne office and his first role was import controller. He helped unload one of the first full containers of Miele appliances to arrive in Australia.

A move to the current Knoxfield office in 1982 saw Niemoeller appointed kitchen consultant where his expertise resulted in roles in Melbourne, Sydney and Brisbane.

BY EMILY BENCIC

“When Miele Australia ceased importing cabinetry, sales of Miele kitchen appliances continued to grow.

Our success enabled Miele Australia to introduce the first fully automatic built-in coffee machine, steam oven and steam combination oven, long before other brands,” he added.

From national kitchen coordinator to marketing services co-ordinator to a number of product management roles, Niemoeller was tasked with the position of category manager for food and beverage preparation for many years.

“I look forward to continuing in my current role supporting the extended Miele category and product management teams from a technical perspective. With many new product developments in the pipeline, one of the exciting challenges is to further optimise and adapt certain technologies and applications to local market requirements.

“Long term, my plans will largely depend on what future opportunities may arise that allows me to contribute to Miele’s ongoing success.” AR

Home Appliances founder announces retirement, thanks retail industry Home Appliances founder, Theo Varvaressos, has retired from the family business he established with his father, Harry and his brother, Michael in 1994.

Home Appliances, parent company of Euromaid, Baumatic, IAG, Lemair and Arc brands, was fully acquired by publicly listed company McPherson’s Limited in April 2015.

Speaking to Appliance Retailer, Varvaressos thanked all of the retailers for supporting the Euromaid brand for many years. “Harvey Norman, the exclusive built-in cooking retail partner of Euromaid, has promoted the brand extensively for over 15 years and was the catalyst of where Euromaid is today. We thank them and many more retailers for their ongoing support.”

After working for Sydney retailer, John Finn Discounts for four years, Varvaressos joined his father Harry’s company, Lemair Australia. At age 22, he was a sales representative, advancing to national product manager the following year.

“Lemair then entered poor diversification into locally manufactured and marketed Admiral Sportswear that ultimately brought them down. In 1988, we were taken over by Russian company Tecma, who were the major Lemair product supplier,” he said.

“Just over one year later, a national marketing agency, HTM & Sons (Harry the man and Sons) was born, on behalf of Lemair and other suppliers.

“During my time as national product manager for Lemair, I developed close international supplier relationships and this is when EDA (Electrical Distributors Australia Pty Limited) was formed as an import marketing extension of the HTM & Sons agency business, and soon after was the beginning of the Euromaid brand.

Every time you fail, hit road

blocks or get rejected, try harder never give up and you will

ultimately secure your goal.

Home Appliances ultimately acquired the Lemair brand after Euromaid was sold to private equity firm, Anacacia Capital in 2009,” he explained.

“Three family members with minimal available cash were determined to make it work and fight the established brands.

We soon learnt every time you fail, hit road blocks or get rejected, try harder

BY EMILY BENCIC

L to R: Theo Varvaressos, brother Stephen, father Harry and brother Michael.

never give up and you will ultimately secure your goal. My biggest influence was Lemair CEO, John Malyon, who taught me how to look ahead, cool down and listen to my retail partners and suppliers,” Varvaressos said.

“I am confident that McPhersons will continue to grow the brand and maintain its current top three cooking supplier unit volume Australian rating.

“HAPL is a well-oiled machine with great staff across all areas, which is vital to any business going forward,” he added.

So what’s next?

“I will take my family to Bali and see how I feel come the New Year, but today there are no immediate plans other than to catch more fish and learn how to play a guitar. Let’s see,” he concluded. AR www.applianceretailer.com.au

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| On the Move |

BY EMILY BENCIC

NARTA MAKES STRUCTURAL CHANGES Narta chief executive officer, Michael Jackson said the company’s recent staff restructure follows the return of Tanya Mudge from maternity leave to re-join the business on a full time basis. Former operations and marketing manager, Darren Spencer has been promoted to general manager, with a greater strategic focus on total Narta business and operations. Reporting to Spencer, Mudge will transition to business operations and marketing manager with a key focus of strategic alignment to the group’s key suppliers; integration, roll out and improvements to systems as well as assume responsibility for marketing, finance and warranty.

DE’LONGHI UNDERTAKES MAJOR RESTRUCTURE De’Longhi Australia general manager of sales and marketing, Tom Mitchell (pictured), has accepted a senior role as business development director of the Asia Pacific and Americas (APA) region. He will continue in his current role until the end of December, allowing for a handover period that will include a comprehensive retail customer road show. Peter Marantos will be promoted to the new position of general manager of sales. Reporting to Marantos will be Darryl Yakas, national sales manager; Bill Simos, national sales manager MKA and commercial, and Oday Abdal, national field sales manager.

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Appliance Retailer October 2016

NESPRESSO PROMOTES SENIOR EXECUTIVES John Ciaglia (pictured) has been promoted to country manager for Nespresso New Zealand. Nicole Parker takes on his former role of B2C commercial manager, after her tenure as marketing and communications manager. Parker will enhance the commercial business with her customer and marketing expertise.

Nespresso Australia and Oceania general manager, Loïc Réthoré congratulated John and Nicole on their new roles, which recognises their talent and contribution to the business.

SAMSUNG WELCOMES NEW TEAM MEMBERSS Paul Colley, who has had over 20 years’ experience working within various divisions of Sony Australia, has joined Samsung as content and new business development manager. Colley began working at Sony in 1998 and held numerous roles; most recently, product portfolio manager for mobile devices. Samsung has also appointed Richard Fink (pictured) to vice president for IT and mobile, assuming responsibility for the consumer, enterprise and retail sectors. He has 13 years’ experience within the telecommunications industry, working at Telstra in executive positions. Most recently, he was head of store transformation at Coles.

BREVILLE INTRODUCES LATEST BOARD DIRECTOR Kate Wright has joined the Breville board as independent nonexecutive director, with more than 30 years’ experience in the consumer industry. She held the position of managing director Australia and South Pacific at global cigarette and tobacco company, Philip Morris International, and most recently was head of consumer and retail practice for management consultancy firm, Korn Ferry Australia.

Breville chairman, Steven Fisher said, “Kate’s insight and experience will add a complimentary skill-set to the board.”

SEELEY STAFF MOVE ON UP Howard Coombs has filled the newlycreated role of executive director of finance and strategy at Seeley International. Founder and executive chairman, Frank Seeley said, “Howard will play a critical part in developing and implementing the group’s strategic management plan.” Peter Gormlie has been promoted to general manager of finance and Craig Grant to general manager information technology (IT).

Pictured L to R: Jon Seeley, Frank Seeley, Howard Coombs, Paul Proctor.

FEATURE

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

AR FLOORCARE

OUTLOOK

CORDLESS CLEANING UP THE MARKET

BY KYMBERLY MARTIN

T

he $1.3 billion floorcare market is one of the most competitive categories in retail. With this heightened level of competition, more suppliers are chasing a piece of the action. Competition is also coming from hardware outlets and direct marketing.

But it is the uptake of stick vacuum cleaners that is cleaning up sales, evident in the latest data from GfK for the year ended June 2016. Sales for stick models rose 36% in volume, while value climbed by 53%, leaving average selling prices (ASPs) to jump 12%.

Despite previous indications that more consumers would embrace the trend to robotic models, GfK figures suggest otherwise. Robotic sales slid 31% in units and 17% in value,

although ASPs rose 21%. Sales for uprights declined 19% in volume and value, while handhelds dived 17% in volume and 9% in value; not surprising, given that many cordless stick vacuums have a handheld on board. Sales for canisters were less disappointing, down 9% in volume and 5% in value.

ASPs rose 10% across the board which is good news for retailers more accustomed to price drops.

And demand for stick vacuums rolls on, said Euromonitor research analyst Hianyang Chan. “These cleaners are progressively being replaced as the primary vacuum cleaner in Australian homes and this trend is set to continue,� he added. However, the largest market volume for vacuums still sits with Dyson with an 18% share. Robotics, with its handful of players, is expected to become more saturated with Dyson poised to

Cord-free. Hassle-free.

Powerful suction.

enter the market, Chan said, and this is likely to lead to increasing price competition and falling unit prices.

Dyson endorsed these comments, acknowledging that the biggest influence for sales is coming, not only from wide consumer adoption, but also from a rise in popularity for cord-free stick cleaners. Being able to convert easily enables both above-and-belowthe-floor cleaning tasks.

According to Bosch research carried out in 2015, 25% of Australians now own more than one vacuum cleaner to accommodate different cleaning surfaces. Driven by innovation in the cordless segment, the new spot cleaning trend is continuing into 2016: the average weekly frequency of vacuuming per household has increased to 3.6 times a week, versus an average of 1.6 times per week with a canister vacuum. AR

TRENDS

Keeping floors spick and span is a whole lot easier

BY KYMBERLY MARTIN

T

here is no question that floorcare continues to be a significant category within the Dyson technology portfolio with product evolution and innovation driving growth into the future. Consumers are not abandoning the full size vacuum either, with barrels dominating the segment.

Research and development is high on the Dyson agenda when it comes to new product and technologies. The company

industry trend to health and wellness is leading to a focus on high performance fi ltration systems. The company has responded to this by incorporating improved fi lters, more powerful motors and quieter machines into its new range of vacuum cleaners.

Sharing his thoughts on the category was Electrolux Home Products product marketing manager, Noel Hsu who said the company was building market share in certain price segments with its solid product offering. He also confi rmed that ready-to-go battery products are maintaining popularity

According to Bosch research carried out in 2015, 25% of

Australian households now own more than one vacuum cleaner Henry Chang – Bestlink International.

also places emphasis on the supplierretailer relationship to maximise sales both in store and online. The Dyson V6 handstick has been leading the charge in the category with its “balance of versatility and power” making it a sought after household appliance, according to Dyson. This month, its latest generation of cord-free vacuums, the V8 Absolute and V8 Animal, will be launched.

A new floorcare entrant that arrived in 2016 is Midea with Bestlink International managing director, Henry Chang, commenting that the

to accommodate different cleaning surfaces.

Garth Michalson – Cleanstar.

Malcolm Russell – Sampford IXL.

and market growth. “Smart design, innovative features and superb performance from dust pick up to high fi ltration should continue to gain favour in the marketplace.” Hsu said the “phenomenal” growth of the stick category has been triggered by consumers leaning towards instant cleanups around the home, instead of the weekly cleans that require larger vacuum cleaners. Globally, there is a trend to more energy efficient vacuum cleaners with the rollout of the new European Union-led energy labelling scheme.

The convenience of battery powered vacuum cleaners is also contributing to sales growth for Cleanstar, celebrating its 10th anniversary this year. “Some retailers have missed the boat when it comes to battery which has worked in our favour as we were able to offer our distributor network relevant, quality products,” managing director, Garth Michalson said. “We have also seen a resurgence in sales for bagged vacuum cleaners. Even though the perception is that bagless is cheaper to maintain and easier to manage, vacuum bags offer better fi ltration and longer life.”

AR FLOORCARE

Brad Reed – LG Home Appliances.

Handstick products are also taking pole position at LG and represent an area in its portfolio that is seen as a strong competitive offering, according to marketing manager, Brad Reed. “We are also seeing a spike in interest for robotic vacuums as the convergence of technology and innovation makes its way into this vacuum category. Our customers now have access to some of the best technological and design advancements in the robotic vacuum market.” He added that it was becoming more common for busy families to have multiple vacuum products in the home to cater to their various needs.

Sampford IXL took over as the new distributor for iRobot in February and has already experienced significant sales growth and improved distribution, marketing manager, Malcolm Russell said. “iRobot is the leader in the robotic vacuum and mopping segments of the floorcare category and we will continue to leverage this leadership position within the Australian and New Zealand markets.” He said the introduction of innovative product features and connectivity options, such as appenabled cleaning and scheduling, is one example of where wider consumer product trends can be incorporated into the floorcare category.

Another company speaking confidently about the floorcare segment is Bissell. “We have built great momentum with our recent product launches, and this, together with the spring cleaning season and our consumer promotion activities over the next few months, delivers a very positive outlook for Bissell,” managing director Chris Egan said. “Stick vacuums and the ‘convenience clean’ continue to be a strong trend. We are also noticing that our new models plus Bissell canisters are showing strong growth.”

Convenience and flexibility are driving a key trend in cleaning, according to Bosch. With this in mind, the company has launched a new core brand message to capture the Bosch point of difference: ‘Powerful. Quiet. German Engineered’. “This message encompasses 18

Appliance Retailer October 2016

“Smart design, innovative features and superb performance from dust pick up to high filtration should continue to gain favour in the marketplace.”

Noel Hsu – Electrolux Home Products. the entire Bosch floorcare range with the three key pillars that differentiate our products,” head of marketing communications, Jacqui Howard said.

Citing GfK figures, growth for Miele is coming from the canister segment with its share increasing 10% in value, to MAT June 2016. “Although Miele is currently the number two player in the overall floorcare category in value sales, its stronghold remains in the bagged canister market making up 78% of the value,” product manager Sharon May said. “Hand sticks have also gained in popularity and, as a consequence, changed the dynamics of the category.”

A similar view of the market was held by Techtronic Industries, brand manager floorcare, Ricardo Rogers who said the appetite for cordless convenience is eating into the more traditional product categories such as barrels. “Convenience and effortless

Sharon May – Miele.

Kristine Collins – Sebo.

cleaning is the biggest need among consumers. They want products to be versatile, easy to use and more importantly, convenient. As such, successful products in today’s arena must make consumers lives easier or suffer from being just another tool or gift in the cupboard.”

Sales at Sebo increased in the past year following a brand awareness campaign for its Premium floorcare range. “Customer education was a high priority,” said product manager Kristine Collins, who also stressed the importance of high performance fi ltration. “Other important deciding factors should include the method of dirt removal and hygienic disposal.” While accepting that Australians are typically barrel orientated, she said the more health conscious consumer is now opting for the ergonomic benefits that a good upright can provide. AR

Cord-free. Hassle-free.

The most powerful suction of any cordless stick vacuum.

1

1

Suction test based on IEC 60312-1, 5.8 and 5.9 loaded to bin full.

AR FLOORCARE

RANGES

Picking up more customers

BY KYMBERLY MARTIN

D

yson has broadened its vacuum repertoire this year with the release of the V8 Absolute (RRP: $849) and V8 Animal (RRP: $749). Several advancements have been made on the successful Dyson V6 handstick range to develop the V8.

Increased runtime, hygienic dirt ejection, more powerful suction and 50% less noise are among the new advances. In detail, these give users up to 40 minutes run time with the V8 compared to 20 minutes for the V6, courtesy of the new fade-free nickel-cobalt-aluminium batteries. The digital motor runs at 425 watt compared to the 350 watt on the previous generation V6 motor. The V8 Animal features a mini-motorised tool, combination tool, crevice tool and mini soft dusting brush. Both models carry the direct-drive cleaner head. There is also the bin emptying mechanism with a slide down rubber collar that scrapes off the dirt in a single action. This dirt ejection system is also a feature on the new Dyson Cinetic Big Ball barrel vacuum. Released in April, it is designed to return to its upright position when displaced. The Dyson upright sub-category has also been reinvigorated with the Small Ball Allergy and Small Ball Multi-Floor, each coming in at just 5.5kg with a 13 metre reach.

Midea Floorcare is the latest range of appliances to arrive from Bestlink International. The collection introduces the full spectrum of floorcare products from a single cyclone bagless canister and super-quiet bagged canister, a 2-in-1 multi-function steam mop, a handheld unit and a 2-in-1 stick/handheld through to a cordless stick plus an Ironman drum vacuum cleaner. Hero products include the cordless handheld (VHW01B15W), the bagless canister (VCS38A13LB) and cordless stick (VSS01B16P). RRPs start at $79 for the handheld, $139 for the 2L bagless canister and $179 each for the 3L bagless and cordless stick. Key features on the cordless and handheld include ‘grab and go’ convenience, lightweight

20

Appliance Retailer October 2016

design and the folding function on the cordless for easy storage. The bagged canister is a quiet machine at 77dBA, with anti-bacterial HEPA fi ltration, on board tools and a six metre power cord. The steam mop with a detachable handheld steamer features an instant heat system that is steam-ready in 30 seconds, a 17-minute operating time plus a full set of accessories.

Electrolux Home Products is introducing the Ergorapido Series 5 Pet Power in October. This premium machine (ZB3230P; RRP: $399) comes with a motorised Fabric Pro power

Dyson V8 Absolute cord free stick vacuum.

There is no question that floorcare continues

to be a significant category within the Dyson technology portfolio with product evolution

and innovation driving growth into the future.

LG Roboking Turbo+HomeView.

Midea VSS01B16P cordless stick vacuum.

nozzle, designed to effectively pick up dirt and hair from upholstery. The machine is outfitted with a lithium-ion battery with improved performance and run time, a feature now carried across the entire Ergorapido stick range. Another common feature is the Brushroll Clean technology that removes tangled hair from the brushroll with the touch of a button. In October, the Ultraflex Animal Allergy Pro joins the range, followed by the Ultraflex Animal Allergy Power in mid-2017.

Miele Dynamic U1.

Both models will be available with the new Flexpro nozzle for cleaning narrow and tight spaces along with HEPA 13 fi ltration and a refreshed colour range, with RRPs from $649.

LG’s mission is to bring product innovation and introduce new technology to customers to help take hard work out of the daily grind. The company has just released the Roboking Turbo+HomeView to the CordZero lineup that Brad Reed said gives customers access to some of the best technological and design advancements in the robotic vacuum market. The HomeView model (VR66803VMNP) that retails for $1,799 is the hero model in the Roboking Turbo collection which also includes a Wi-Fi enabled version and a new, updated standard model.

The HomeView function on the latest model with its Smart ThinQ app means cleaning progress can be monitored remotely and altered from a smartphone, while HomeGuard alerts to any movement in the home.

The 2-in-1 Galaxy rechargeable 22.2V Stickvac is the top product coming out of the Cleanstar stable. It serves as both a stick vacuum in a single package complete with a motorised power brush for carpets and hard floors. The handheld is easily detached from the main unit for easy carrying. The machine has a 0.6L dust capacity, up to 25 minutes operating time and a four-hour charging time. Tools and accessories complete the package.

Key features on the Midea cordless and

handheld include ‘grab and go’ convenience,

lightweight design and the folding function on the cordless for easy storage.

Sampford IXL Roomba 980.

The fi rst robotic vacuum in the region to be app-enabled to allow for out-of-home cleaning has landed with the Roomba 980 from Sampford IXL. The iRobot Home App lets users control the Roomba 980 to clean and schedule from anywhere, anytime. iAdapt 2.0 navigation with visual localisation helps Roomba seamlessly and efficiently navigate an entire level, keep track of its location, recharging as needed.

The AeroForce cleaning system with carpet boost provides up to 10 times the air power compared to earlier models. Another new cleaner is the floor mopping robot, the Braava 380 that has created a new segment in robotic floorcare, according to Malcolm Russell.

It automatically dries and damp-mops floors using two cleaning modes, keeping dirt and dust under control. www.applianceretailer.com.au

21

AR FLOORCARE

Cleanstar 2-in-1 Galaxy Stick Vacuum.

Bissell is putting Direct Response TV advertising behind its new Revolution range which Chris Egan said will run through the spring months on Pay TV regional channels. The campaign will be supported by advertorial spots on selected morning and afternoon lifestyle TV programs. The hero product in the range is the ProHeat 2X which he said represents a significant advance in intensive deep cleaning when it comes to carpet washing. Compared to traditional cleaning approaches this lightweight and manoeuvrable machine delivers fast drying, deep cleaning results: “that outperform alternatives including major rental options”, he said.

The latest in cordless handsticks on offer from Bosch is the Athlet Runtime Plus (BCH65MSKAU; RRP: $699) that boasts the longest runtime on the market - up to 75 minutes. Designed to make light work of floor cleaning, weighing in at 3kg, this German engineered machine is equipped with SensorBagless technology that alerts users when the fi lter needs cleaning and three power settings including turbo. There is also a Pro Accessory Kit with an adjustable carry strap and adapter hose with three nozzles for those other cleaning chores, such as the car and upholstery.

The newest addition to the Miele range, the Dynamic UI, (RRP: $799) is an upright cleaner developed to handle multiple floor surfaces. The patented ComfortTwister handle maximises 22

Appliance Retailer October 2016

Bissell Revolution deep cleaner.

manoeuvrability and the exclusive automatic height adjustment enables the Electrobrush to clean various types of carpet piles. It has a 14 metre operating radius and a variety of integrated accessories that can be fitted to the nozzle to handle different cleaning requirements.

Techtronic Industries has released its fi rst 2-in-1 cordless SlimVac into the Vax range with a slim, lightweight design for effortless multi-floor cleaning. “This ergonomic design makes it a smooth, yet speedy transition for switching from floor to handheld cleaning with ease,” said Ricardo Rogers. Among the features are 22 minutes runtime, 21.6V lithium-ion battery technology, four cleaning accessories including a pet/stair tool, a wall mount and storage bag. The VX53 is $299 RRP. Sebo will launch a new product for high rise living at the end of 2016 with details still to be confi rmed. The hero product within its current range is the K3 premium barrel (9682AU; RRP $1,299) that delivers multi-floor cleaning with German technology on board, comprising a deep cleaning power brush, fi ngertip suction control and S-Class fi ltration. AR

Dyson V8 Absolute Cordless Stick  Up to 40 minutes fade-free suction  Maximum power mode delivers up to seven minutes of high suction  Hygienic dirt ejector with a single action  HEPA filtration captures allergens

RRP: $849

Dyson: 1800 239 766

Midea Cordless Stick (VSS01B16P)    

A cord-free and hassle-free solution for all floor types. With enhanced runtime this cordless vacuum offers improved suction for more difficult cleaning tasks.

80 watt suction power 15-20 minutes run time 14.4V lithium-ion battery Two speed power control

RRP: $179

Bestlink International: 1800 886 010 A light and portable cordless stick, it turns everyday cleaning into a simple task. A fold down handle is a convenient feature when space is an issue.

PRODUCT GALLERY

BY KYMBERLY MARTIN

Electrolux Ergorapido Series 5 Pet Power (ZB32OP)  Fabric Pro motorised brush nozzle for maximum pick up on upholstery surfaces  High performance lithium-ion battery with up to 45 minute run time  Easy to use with resting weight around 500g on the hand  Self-cleaning brushroll removes tangled hair at the touch of a button

RRP: $399

Electrolux Home Products: 1300 363 640 The original pioneers of the 2-in-1 stick vacuum category has a new premium entrant with the exclusive brush nozzle that is perfect for cleaning upholstery.

www.applianceretailer.com.au

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AR FLOORCARE

PROMOTIONS

“STICK VACUUMS AND ROBOTS ARE FANTASTIC PRODUCTS, BUT EACH HAS A PURPOSE.” BISSELL

Customers purchasing Bissell products to the value of $199 or more will be offered a bonus Pet Pack via redemption. Valued at $150, it contains universal tools, two formulations, dog lead and tool bag.

BOSCH

FROM THE FLOOR

Bosch is running a $50 cashback on the Zoo’o range of vacuum cleaners for pets.

It will be communicated at POS, online, in print and featured in partnership with a Harvey Norman TV campaign.

With The Good Guys, Maribyrnong, Victoria

BY KYMBERLY MARTIN

T

he overall floorcare market is stable with strong sales in stick vacuums along with a resurgence in bagged vacuum models, store executive manager, Phil Herbert told AR. “Customers look for products that are easy and convenient to use and come with an assortment of attachments to be able to tackle a variety of cleaning tasks around the home – from a quick clean to vacuuming up high or cleaning their cars. We are all time poor so between work, home and children commitments we appreciate a product that makes carrying out our chores quick and easy.”

And the most popular features? No surprises here – “suction power, run time, on-board tools and accessories”.

As for challenges facing the category: “Ensuring that customers realise that 24

Appliance Retailer October 2016

they still need a traditional vacuum in their home for the weekly clean.

Stick vacuums and robots are fantastic products, but each has a purpose,” Herbert said.

More customers are buying online and taking advantage of the store’s ‘click & collect’ service. “It’s all about providing a service which works within our customers schedules and providing the customer with alternatives to shop with us,” he said.

With a population of 80,000 and a workforce of more than 21,000, this thriving city is home to more than 3,500 businesses with growing residential development.

And according to Herbert everyone loves to buy a product at a fantastic price. “So having a free product as an added bonus defi nitely helps us to close the sale when we are able to differentiate ourselves against the market.” AR

ELECTROLUX

To support the launch of its Ergorapido Series 5 Pet Power, Electrolux is giving away a $100 V.I.P. Home Service voucher in addition to a 90-day money back guarantee.

MIDEA

Bestlink will support its new Midea range pre-Christmas with a package buy promotion that includes a selection of accessories attached to the cordless handheld and bagless canister models.

FEATURE

Automation Home

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

motion

detection spotlight camera

AR HOME AUTOMATION

OUTLOOK

A market expected to exceed $420 million by 2017

T

he home automation market is growing quickly and becoming increasingly important to households.

The Australian market is estimated to be worth over $420 million by 2017, according to recent figures from Australian Demographic Statistics.

On a global scale, Juniper Research data has found that consumer spend on smart home services, including home automation, will reach $100 billion by 2020, well over twice the estimated spend for this year, at $43 billion.

Emerging smart home segments, such as home automation, are being driven by falling hardware costs and increased consumer awareness.

Despite the above projections for the category, there are currently only two major retailers with a presence in home automation – Harvey Norman and JB Hi-Fi. Uniden has emphasised its holistic approach to the home automation category and commitment to supporting its retail partners.

“We provide retailers with the training required to confidently educate and sell through whole solutions as well as upsell with optional accessories.

BY EMILY BENCIC Supporting materials include engaging POS and display stands designed to draw consumers’ attention as well as explain key features, as well as range brochures and visual assets for floor staff,” Uniden national marketing communications manager, Brad Hales said.

Uniden is pleased with its current position in the market, performing well and beyond expectations in a number of key categories. “Launched in 2015, our intuitive digital video recording (DVR) range has been a strong performer, leading to growth in the business. Intuitive features unique to the baby monitor market have helped fuel exponential growth in our awardwinning Baby Watch baby monitor range,” he said.

Panasonic product marketing manager for home automation, Samantha Dawson has also witnessed rapid growth in the home monitoring and automation market in line with the overall growth of the smart home category and the Internet of Things.

“In particular, Australian consumers are looking for products that make their homes more secure

and connected. Connecting home monitoring systems to smartphones is an increasing focus for consumers looking for real time monitoring. In the home communication market, consumers are seeking communications systems that meet their individual needs,” Dawson said.

WeMo, owned by Belkin, global sales director, Sean Miller believes the home automation category has grown substantially year-on-year in terms of consumer awareness and purchases.

“As it is a considerably new category however, most consumers are taking the time to research home automation products after they first learn about it rather than making an impulse purchase, which results in a slight lag between ‘awareness growth’ and ‘purchase growth’.

Moving forward, as there continues to be more education around home automation as a service and how it assists in making consumers’ everyday lives more convenient, this will in turn feed into increasing consumer purchase growth.”

Although this Feature has been badged Home Automation, it will look at market trends and new products in the security and surveillance, and cordless phones categories. AR

motion

detecti spotlight cam

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Security systems have been a huge performer for Uniden. “Modern security systems allow homeowners to quickly and easily capture footage that can be useful in the event of an incident, such as unsolicited, forced entry into a home. A security system visible from the exterior of the home also acts as a deterrent to potential intruders,” Brad Hales said.

Brad Hales – Uniden.

“Anecdotally, we are seeing an increasing number of consumers seeking greater visibility over their residential property, be it from the office desk or abroad. In addition, the popularity of smartphones means there is a growing demand for app-enabled products that offer remote access,” he continued.

Although the cordless phone category is a mature market, it still accounts for around $70 million annually. While the market has declined slightly, cordless phones remain a massive category in the Australian and New Zealand regions. Uniden has been

G3720

BY EMILY BENCIC

consistently achieving around 50% market share in both value and units since 2003, according to GfK data.

“Internet and phone line connections are often sold as a bundled package, making the demand for a reliable phone connection an important consideration. The inclusion of big buttons and hearing enhanced features caters to an ageing demographic, people with disabilities as well as those with impaired vision or hearing.

“Anecdotally, we are seeing an increasing number of consumers seeking greater visibility over their residential property, be it from the office desk or abroad.”

Brad Hales – Uniden.

“The surge in smartphone use has led to the need for integrating complementary features within cordless phones. Bluetooth connectivity via a USB charging port lets users dial and receive mobile phone calls on a cordless handset. This is a practical consideration

G3710

G3700

OPTIONAL CAMERA

Customisation of home automation D-Link’s integration of IFTTT (If This Then That) on the mydlink Home app across a suite of Connected Home devices including Wi-Fi Smart Plugs, Motion Sensors and Wi-Fi Siren now enables users to create conditional commands and link multiple IFTTT products and apps together for a completely customisable home automation experience.

D-Link ANZ managing director, Graeme Reardon said, “Our implementation of IFTTT has been growing for some time with the goal of enabling users to integrate and expand their home automation system with other devices and services. With the integration of IFTTT into the mydlink Home ecosystem, users can easily enhance and expand control of their home using IFTTT recipes to trigger a variety of actions creating an automated home designed to fit their specific needs.

“Integrating with IFTTT opens up a world of possibilities and provides users with unprecedented control over their mydlink Home experience. There’s also the added bonus and emphasis of ease of use built in from the ground up.” mydlink Connected Home users can now create and use “If This Then That” recipes for a range of tasks to simplify and enhance their life including using the mydlink Wi-Fi Smart Plug, Wi-Fi Siren and Motion Sensor.

Whether it’s turning on the lights in the bedroom, a siren sounding if the front door is opened in the middle of the night, or an alert to clean up the garbage bin, the mydlink Wi-Fi Motion Sensor with IFTTT support helps make a home react to motion.

D-Link’s Wi-Fi Motion Sensor sends push notifications to a smartphone or tablet when motion is detected for peace of mind.

AR HOME AUTOMATION

“Research has shown that consumers are interested in purchasing monitoring cameras that offer audio features.”

Samantha Dawson – Panasonic.

Samantha Dawson – Panasonic.

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Appliance Retailer October 2016

for those who want to reduce their use of mobile phones. For others, it could 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,” he said.

Research has shown that consumers are interested in purchasing monitoring cameras that offer audio features, and therefore, Panasonic cameras offer strong audio functionality with a microphone to monitor and record sound and a speaker for two-way communication.

Samantha Dawson has observed a desire for reliable wireless systems that offer convenience, including technology that connects with users’ smart devices and offers them ease of use and peace of mind.

Panasonic offers systems to suit a range of households, from cordless phones combining advanced mobile connectivity with sleek designs which meet the requirements of the ultraconnected modern consumer; to models with special features to support the needs of an older demographic.

“Broadening the company’s range further, the latest Panasonic cordless phones are designed specifically for Australians suffering from hearing impairment. With one in six Australians

affected by hearing loss (Australian Network on Disability), this new system is designed to provide greater peace of mind and confidence to the hearing impaired and their friends and family,” Dawson commented.

“Panasonic’s products are designed to the meet these needs through advanced connectivity and practical functionality. As the Australian population ages, consumers are looking for solutions that meet specific needs.

In line with this trend, Panasonic has designed the KX-TGM420 amplified cordless system home phone solution amplified cordless system for the hearing impaired,” she added.

According to WeMo’s Sean Miller, consumers are seeking products that add convenience and security to their lives.

“Home automation drives this demand by offering products and services that deliver real benefits, for example being able to easily switch porch lights on at sunset so that you don’t come home to a dark house; measure how much energy your clothes dryer is consuming; and providing a third eye at home via a security camera at the front door or schedule lights to automatically turn on at a certain time when on holidays.” AR

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AR HOME AUTOMATION

RANGES

Uniden will continue to focus

on its security and surveillance range of products over the

next quarter with more than 20 models to be released in the coming months.

Uniden XDECT 83xx cordless phone.

Cordless phones remain viable for consumers

U

BY EMILY BENCIC

niden recently introduced its XDECT 83xx smart home phone to help grow sales and the overall market. The XDECT 83xx series lets users minimise unwanted calls using a unique Call Block PRO feature. With the popularity of smartphone devices, the XDECT 83xx series offers a practical alternative for staying connected while at home with the option to pair up to four mobile handsets simultaneously. The company will continue to focus on its security and surveillance range of products over the next quarter. More than 20 models will be released in the coming months to complement the existing range of security products. The Guardian G37xx wireless surveillance system and the Guardian Hybrid DVR security system both offer Full HD (1080P) image resolution, helping users to easily identify details like registration plates and facial features.

The Guardian G37xx wireless system replaces the flagship G27xx series which has been performing well since its introduction to the market three years ago, according to the company.

It offers an easy plug-and-play set-up and wireless internet connectivity.

Unique to the market is the inclusion of a tablet monitor and an optional Spot Light camera. The LED light is a

30

Appliance Retailer October 2016

built-in feature from the camera that shines a light and begins recording when movement is detected. The Spot Light camera can also be controlled remotely using a dedicated iOS/Android app via a smartphone or tablet.

The Guardian Hybrid DVR system is the fi rst in the retail market offering wired and wireless cameras. This offers greater flexibility, as users can mount wireless internet enabled cameras in locations where a network cable cannot be reached. The Guardian Hybrid DVR can be DIY-installed and records footage with systems having up to two terabytes of internal storage. As part of Uniden’s Titanium professional series, the new Hybrid range is built to professional specifications for installations in residential or business environments.

Panasonic cordless phones are designed for Australians suffering from hearing loss, offering amplification features, large well-lit and easy to use controls to make the phone simple to manage. Intelligent, digital cordless phones with Bluetooth connectivity, an advanced telephone answering machine and a house key fi nder.

The company’s amplified phone system can amplify the voice on an incoming call by up to 40 dB and produces clear sound quality

to aid those who are hearing impaired.

The phone is hearing aid compatible, selectable by the equaliser setting. In addition, bright red LED visual ringers flash on the base and handset when there is an incoming call.

Panasonic is a leader in DECT (Digital Enhanced Cordless Telecommunications) technology and delivers cordless phones to customers in more than 149 countries. DECT technology is also used in Panasonic Connected Home products providing a long range of up to 300 metres between system devices, as well as safe and secure connection. It continues to be successful in this category with a wide range of high-quality solutions in home automation and cordless phones.

Panasonic also offers home monitoring and automation systems that allow consumers to remotely activate electrical appliances around the home and monitor them from inside and out via their smartphone.

Larger Connected Home kits, such as the Home Alert Kit with more devices included in the box, have been the most popular, suiting a range of customer needs in their initial purchase.

Panasonic’s home automation products are easy to set up and allow consumers to use their smartphone to monitor and control appliances around their home via the SmartPlug and Hub. AR

Panasonic KX-TGM420AZB cordless phone.

Uniden Guardian Digital Wireless Full HD Surveillance System (G3720)  Wireless up to 150 metres  Optional motion detection Spot Light Camera available  DIY installation  Two-way talk

RRP: $499.95

Uniden: 1300 366 895 This surveillance system includes a seven-inch touchscreen tablet and two weatherproof cameras for remote viewing with push notifications. It also boasts night vision up to 12 metres.

Uniden XDECT 8355+1 Smart Cordless Phone System  USB charging port ideal for charging mobile phones  Call Block PRO blocks unwanted phone numbers  Power failure feature ensures this phone continues to work during blackouts  Integrated digital answering machine

RRP:

$169.95

Uniden: 1300 366 895 Uniden has named this system the “most feature packed and smart home phone on the market”. It has dual mode Bluetooth which allows users to pair up to four mobile phones at the same time.

PRODUCT GALLERY The Panasonic Connected Home System is an easy to set up monitoring and automation solution for households, offering a range of devices that can remotely activate appliances and monitor from inside and out using a smart device.

Panasonic Home Alert Kit (KX-HN6301)  DECT enabled hub provides range up to 300 metres  Supports a total of four cameras, six digital cordless handsets and 50 other devices  Can be controlled remotely from up to eight smartphones or tablets  Four-way alert notifications – the hub, camera recording, preprogrammed phone numbers and on a smartphone or tablet

RRP:

From $329

Panasonic: 132 600

www.applianceretailer.com.au

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AR HOME AUTOMATION

FROM THE FLOOR

With JB Hi-Fi Kedron, Queensland

BY EMILY BENCIC

J

B Hi-Fi Kedron is located approximately 10km north of Brisbane, Queensland, among the hustle and bustle of the northern suburbs’ major street, Gympie Road. The store is one of 52 JB Hi-Fi Home stores around the country, selling whitegoods, cooking appliances and small appliances.

Despite the projected growth in home automation, senior sales of car audio and home security sales, George Patrinos, who has worked within the retail industry for 19 years, said that the take-up remains relatively low, as consumer confidence presently lies within security and surveillance products.

“I think our customers see home automation as too complicated and a category that is out of their comfort zone. Therefore, I would not describe it as a large or growing category at present. Instead, most consumers come and shop for security systems, particularly after an incident,” he said.

“Many customers, especially the older generation, are still not fully aware of the capabilities of technology, including smartphone features. Our staff will often mention our home automation offerings when they purchase appliances from us, however, the majority of customers are not interested,” he said.

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Appliance Retailer October 2016

Patrinos noted that ease of use is top of mind for customers when they make their purchase decision in the broader security and surveillance category.

As a result, security and surveillance products that are easy to set up are experiencing growth as customers look to options to make them feel safe and secure at home and on-the-go. It’s also a category that offers all-year-round sales opportunities.

“Customers are purchasing security and surveillance cameras to keep an eye on the kids around the home or if they go on holidays, they want to ensure that if any incidents occur, they have recorded evidence, which is particularly helpful in insurance claims.

“We have also seen a lot of small businesses investing in security systems. We fi nd that if someone knows of someone else that has experienced a break-in, they are more likely to purchase security systems for themselves. Therefore, word-of-mouth is particularly powerful in driving sales for this category,” he said.

When asked about supplier promotions, Patrinos had no hesitation in saying that promotions, particularly discounting, were “key to driving sales”.

“Consumers are more encouraged to purchase a product if there is an added incentive, such as cost savings, bonuses and gift with purchase promotions,” he said. “Uniden and Swann both do this well.” AR

JB Hi-Fi senior sales of car audio and home security sales, George Patrinos.

UNIDEN PROMOTION

From 1 November 2016 until 31 January 2017, Uniden is offering consumers a bonus waterproof handset with the purchase of selected XDECT 83xx series products. This gift with purchase promotion is designed to help stimulate growth in the cordless phones sector. The promotion also celebrates Uniden’s 50 years of global excellence and its leading position in the phone market since 2003.

PERSONAL CARE AR

Personal grooming becomes top of mind Euromonitor research analyst Hianyang Chan.

OUTLOOK

R

BY EMILY BENCIC

emington remained the market leader in personal care in 2015, maintaining a value share of 24%, followed by Conair and Procter & Gamble. The personal care category increased by 5% in both volume and value in 2015, driven by the rising importance of personal grooming and hygiene among Australian consumers. However, the average unit price remained static in current terms in 2015. Personal care is set to continue to perform well over the forecast period, increasing volume at a CAGR of 4%, according to Euromonitor research analyst, Hianyang Chan.

“In Australia, personal care was once considered to be the domain of women. However, in recent years, men began to focus on their appearance and this has led to a wider range of unisex personal care products, which cater specifically to the needs of men, being launched,” Chan explained.

HAIR CARE

Hair care continued to perform well during 2015 with a 5% increase in volume and value. Price promotions and product differentiation fuelled consumer demand for high-end brands offering multiple features, particularly those relating to hair strength and nourishment.

“Growing beards remained a major trend among Australian men in 2015 and there is no indication that this trend will slow down, let alone disappear in years to come. This trend has been popularised by the so-called ‘hipster’ subculture, which has entered the mainstream in Australia in recent years and this has helped boost sales of hair care products,” Chan said.

ORAL CARE

Oral care also continued to experience positive growth in 2015, with the category rising in volume by 2%, much of which can be attributed to the 7% volume growth recorded in electric toothbrush units.

“The consumer perception has been gradually shifting towards the idea that more effective tools are needed to maintain strong and healthy teeth with a growing awareness of oral diseases.

Key factors that have helped drive sales of electric toothbrushes include product innovation and the availability of a wide range of products at different price points,” Chan said.

HAIR REMOVAL

There is also a trend towards personal care products which offer the beauty salon experience at home. “The latest trend in this respect is the intense pulsed light (IPL) hair removal system, as demand increased during 2015. They offer long-term benefits to consumers such as time savings, professional-like results and cost savings per treatment in comparison with professional hair removal,” he noted.

“This trend is expected to continue to build over the forecast period. Even though IPL hair removal systems only cater to a small proportion of the Australian population, there is still room for these products to achieve further penetration, resulting in strong growth projections for other personal care appliances over the forecast period.” AR www.applianceretailer.com.au

33

AR PERSONAL CARE

TRENDS

Convenience, ease-of-use and innovation drive sales growth

BY EMILY BENCIC

K

ey suppliers have experienced strong growth in the personal care category, from shaving and grooming to female hair removal and hair care, as consumers continue to take pride in their appearance.

Due to high demand, Panasonic has expanded its personal care range with new developments in the shaving and oral hygiene categories, focusing on featurepacked products that offer convenience, ease-of-use and dependability.

The company recently completed a nationwide survey to reveal the shaving habits of Australian men. According to the study, more than one third (37%) of Australian men believe the ‘hipster

Nicolas Cauzac – Panasonic.

34

Appliance Retailer October 2016

beard’ phenomenon is on its way out.

As a result, consumers are seeking more effective products that provide professional-style grooming in the home to keep them on trend.

“What’s more, over 40% of Australian men think shaving is a hassle and see themselves as increasingly time-poor, showing they

Grooming continues to see an upward trend over at Philips as consumers show their

willingness to pay for high

quality products that will last. are looking for products for their grooming routine that are fast acting, user friendly and efficient,” Panasonic product marketing manager for personal care and microwaves, Nicolas Cauzac explained.

“Perfect for the busy man, Panasonic’s latest range in personal care includes feature-packed wet and dry shavers that offer convenience, ease-ofuse and dependability,” he said.

Jo Clark – Spectrum Brands.

Spectrum Brands marketing manager for personal care, Jo Clark agreed with Cauzac, observing a trend to convenience, as Remington continues to invest in the category with new product innovation.

“Products delivering salon results at home have seen strong growth. We have undertaken research to better understand consumer needs, purchase triggers and on shelf impact. We have had a good performance in all states fairly closely aligned with population distribution,” she said.

Grooming continues to see an upward trend over at Philips as consumers show their willingness to pay for high quality products that will last. The company is growing sales in all five sub-categories of male grooming (Beard, Detail, Multi, Hair and Body), according to senior marketing manager, Tom Paltridge.

Tom Paltridge – Philips.

“This is something we strive to continue. The beard trend plus the trend of men taking greater care of their total appearance are both still evident.

Consumer trends are the driving force.

At Philips, we don’t want to change who men are. We want to deliver relevant innovations to help men become the best version of themselves that they can be,” he explained.

Braun has witnessed a slowdown in the male shaver category, offset by growth in trimmers, stylers and epilators. In response to this trend, the company has introduced new epilators, trimmers (BT5070) and shavers (Series 3 and Series 7).

Braun ANZ team leader electrical channel, Jemima Briggs commented, “Trimmers are all about individualism, epilators are about long lasting results and shavers are about the closer and most efficient shave for your budget.”

A strong interest in upgrading existing products to take advantage of new technologies, is a trend that was observed

by Fitzone director Maria Russo.

“Technology continues to have a positive and meaningful impact across the Beurer range. This innovation includes a range of apps that enable a higher intensity of use, and therefore improved outcomes for end users.

The apps also generally engage with recognised global portals across both iOS and Android formats where information may be stored across a number of products in one seamless repository,” Russo explained.

“Retailers who continue to take pride in the merchandising of the category invite consumers to engage with the products. Knowledgeable staff are

Maria Russo – Fitzone.

also a key component to success in the category,” she said.

This year, Homedics has experienced double digit growth in the personal care category and demonstrated outstanding performance with massage, dry foot, footspa and beauty at home products. “The introduction of new products in the range, coupled with on-trend

packaging, ensured the product received sensational feedback and support from consumers demanding quality DIY beauty products,” business development manager, Krishna Oredsson said.

Oral-B has seen a shift away from traditional products in the oral care category, according to sales manager, Fabio Ucchino.

“Australian consumers are more tech savvy than ever before and embrace new technology that helps them save time and be more efficient or effective,” he said.

“There is a trend toward wearable technology and mobile apps that allow consumers to quantify and track their heath goals. Oral-B’s Bluetoothenabled toothbrushes connect to a smartphone app to track and improve brushing habits,” Ucchino added.

Over at Tanita, health and wellness has been a core focus. “We are seeing increased awareness of the importance of leading a healthy lifestyle. With health and wellness a key concern for

Consumers are seeking more

effective products that provide professional-style grooming in

the home to keep them on trend.

Erin Kavanagh – Tanita.

Australians, a number of organisations are establishing programs and encouraging employees to remain active,” brand marketer, Erin Kavanagh said.

Tanita assists consumers achieve personal health and fitness goals, particularly to those seeking a healthy lifestyle. The company monitors the body and the effects of health and fitness routines.

“Tanita body composition monitors help customers analyse and understand their body composition and measure against the recommended healthy ranges,” Kavanagh explained. AR www.applianceretailer.com.au

35

AR PERSONAL CARE

RANGES

From shavers and flossers to trimmers and epilators

BY EMILY BENCIC

P

anasonic ES-LT2N three blade shaver with multi-flex 3D head (RRP $299.95) combines a 3D pivot head and beard sensor technology for a clean, close and ultra-smooth shave. The shaving sensor technology detects beard density and automatically adjusts motor speed to provide a gentle, effective shave experience and reduce skin irritation.

Another model in the Panasonic shaver range is the ES-ST29 three blade shaver with direct foam head (RRP $289.95) that offers users the convenience of a wet/dry cutting system with a shaver sensor and new design that directs foam or gel into the shaver head.

The fast and powerful motor operating at 13,000 cpm loses no power and misses no whiskers. In addition, the pop-up trimmer blade allows for quick pre-shave cutting and detailed grooming.

With the continuous power of 1,600 waterjet pulses per minute, the EW1211 Cordless Water and Air Flosser ($149.95) from Panasonic penetrates between teeth to help remove tough food debris more comfortably and completely. These cleansing pulses also stimulate and massage the gums, and gently remove tiny food particles often trapped in the small periodontal pockets between teeth and gums. The rotatable nozzle allows for easy adjustment of waterjet angles to reach deeper areas of the mouth. Its lightweight design features one-touch controls and a comfortable, contoured rubber grip. The waterproof body can be quickly rinsed then dried with a soft cloth. The easy-fi ll water reservoir is detachable, and dishwasher safe.

The new Philips BT7000 vacuum beard trimmer has been optimised on 36

Appliance Retailer October 2016

Panasonic ES-LT2N three blade shaver with multi-flex 3D head.

revolutions per minute (RPM), shielding and fan size. It lifts and guides hairs for an effortless even trim with its doublesharpened stainless steel blades. The trimmer also boasts 20 lock-in length settings and a 60 minute run time.

Philips Satinelle Advanced Wet & Dry epilator has a wide head with ceramic discs to epilate close to the skin for quick and long lasting results. It includes trimming head, bikini comb, massage cap and skin stretcher. The ergonomic S-shaped handle is easy to steer for maximum control and better reach.

Braun Series 7 reads and

adapts to the user’s beard Panasonic EW1211 cordless water and air flosser.

Philips BT7000 vacuum beard trimmer.

thanks to sonic technology that adjusts to personal skin type and shaving style.

The new Remington Proluxe salon straightener features intelligent Proheat Sensor technology that ensures consistent heat is delivered to achieve 47% straighter hair in one pass. The range has been styled with on-trend rose gold accents on a matte black fi nish, offering consumers high performance tools that produce salon results at home with a five year warranty.

The Proluxe salon dryer is a 2400 watt dryer with a long-lasting AC motor that also features Proheat technology.

It has a unique style shot specifically engineered to create longer lasting styles and an innovative style concentrator

that enhances air flow and uniform heat distribution for improved styling performance. The dryer also features conditioning ionic technology, which releases 90% more ions for less frizz, and ultimate ceramic with tourmaline to maximise shine. The dryer comes with a three metre salon length cord.

Braun Series 7 reads and adapts to the user’s beard thanks to sonic technology that adjusts to personal skin type and shaving style. Boasting four specialised cutting elements that perform different functions, the Series 7 is 100% waterproof at up to five metres for easy rinsing and use with shaving foam and gel.

The Braun Series 5 provides maximum performance and skin comfort. Equipped with a unique combination of power and precision, the FlexMotionTec delivers significantly more skin contact for efficient shaving with less skin pressure. Featuring intelligent sonic technology, with 10,000 micro-vibrations per minute, it adapts around facial contours for moustache and sideburn trimming.

In the female hair removal category, the top of the range Silk-epil 9 SkinSpa epilator from Braun boasts new features including an additional exfoliator brush, with over 10,000 fi ne bristles to sweep away dead skin cells and restore naturally radiant skin. It exfoliates skin six times more effectively than a manual treatment alone. It is the fastest and most precise three-in-one epilation and exfoliation yet for flawless skin, with a 40% wider head to remove more hair in one stroke for faster epilation.

Homedics will continue to focus on style and design trends

with massage products being

refreshed in line with the latest colour trend.

VS Sassoon Diamond Luxe straightening brush VSP2440A.

Homedics Skin+ rejuvenating and cleansing system.

Under its VS Sassoon brand, Conair will promote its premium styler range for Christmas: the 3Q dryer VSP3QA (RRP $172.95), Goddess Ultimate straightener VSP9500A (RRP $142.95), Curl Secret VSP2667A (RRP $172.95) and the new Diamond Luxe straightening brush VSP2440A (RRP $79.95) and 3Q compact dryer VSP3QCTA to the range.

The new Diamond Luxe straightening brush combines premium silicone and 3D ceramic bristles, digital ceramic heating for optimum temperature control and twin ionic ports frizz free styling. Meanwhile, the new 3Q dryer series features brushless digital motor technology for benefits such as ultra-fast drying, increased heat protection and longer motor life.

Homedics will continue to focus on style and design with a refresh of its massage products. The Quad Shiatsu Pro Massage cushion with heat (RRP $299.99) boasts four massage styles in one cushion, including percussion (for a fast invigorating massage), kneading shiatsu (for a deep muscle massage), rolling (for a gentle relaxing massage) and percussion and kneading shiatsu combined. A programmable hand control adds convenience and ease of use and the integrated strapping system fits most chairs.

The professionally inspired design of the CrossAction toothbrush head on the Oral-B 5000 surrounds each tooth with bristles angled at 16 degrees, and 3D cleaning action oscillates, rotates and pulsates to break up and remove 100% more plaque than a regular manual toothbrush. It has six modes: Daily Clean, Gum Care, Sensitive, Whitening, Deep Clean and Tongue Cleaner. AR

Braun Series 7 shaver.

Remington Proluxe salon dryer.

Quad Shiatsu Pro Massage cushion with heat. www.applianceretailer.com.au

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AR PERSONAL CARE

Remington Shine Revival Dryer Pack  Conditioning ionic technology  Accessories include round styling brush, beauty pouch, two clips, an Osmo Berber Oil shampoo 50ml and Osmo Berber Oil Mask 50ml  Triple infusion technology  2300 watts

RRP: $69.95

Featuring a 2300 watt hair dryer with long lasting AC motor, its triple infusion technology combines keratin, argan oil and ceramic to ensure hair is kept strong, healthy and shiny whilst styling.

Spectrum Brands: 1800 623 118

Philips Lumea Prestige IPL    

Wet and dry use Includes eight accessories Cordless and rechargable Unique light for fine hairs

RRP: $199.95

Philips: 1300 363 391 The S shaped handle helps users steer over the body and its wide head with ceramic discs epilates close to the skin for quick and long lasting results.

PRODUCT GALLERY

VS will be introducing its new Diamond Luxe straightening brush to capture current market demand in this category. The straightening brush has been designed in Conair’s Europe design studio.

VS Sassoon Diamond Luxe Straightening Brush  Premium silicone and 3D ceramic bristles  Digital ceramic heating for optimum temperature control  Twin ionic ports frizz free styling and smooth sleek straight results  European design

RRP: $79.95

Conair: (02) 8422 1234

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Appliance Retailer October 2016

Panasonic Shaver ES-LV9N    

3D multi-flexible pivot head Five-blade cutting system Shaving sensor Cleaning station

RRP: $599.95

Panasonic: 132 600 Panasonic’s flagship shaver, the ES-LV9N, provides a close but gentle shave that won’t irritate the skin. Its smooth rollers allow the shaver head to rotate and slide sideways to glide over skin and reduce friction.

Tanita Body Composition Monitor (RD-953)  Multiple users can track progress  Nine readings with new muscle quality score reading  200kg weight capacity  Advanced dual frequency

RRP: $499.00

Milners: 1800 099 266

PRODUCT GALLERY

The RD-953 allows Android and Apple users to connect their mobile device to the scale using the Tanita Health Planet app to track fitness goals. It can be set to normal or athlete mode to suit all fitness levels.

BY EMILY BENCIC

Braun Silk-epil 9 SkinSpa  Additional exfoliator brush with over 10,000 fine bristles  Sweeps away dead skin cells  40% wider head to remove more hair  MicroGrip tweezer technology

RRP: $229

Procter & Gamble: 1800 028 280 It is the fastest three-in-one epilation and exfoliation device from Braun to date. This dermatologically tested product exfoliates skin six times more effectively than a manual treatment alone for naturally radiant skin.

www.applianceretailer.com.au

39

AR NEW PRODUCTS

Moto X Force

Fujifilm X-A3 Digital Camera

eaturing Moto ShatterShield, the world’s first shatterproof smartphone display, this smartphone also features a high-resolution 5.4 inch Quad HD AMOLED display and powerful Qualcomm Snapdragon 810 processor. It features a 21 megapixel camera with rapid focus and a 5 megapixel wide angle front-facing camera.

F

esigned with the younger generation in mind, this mirrorless digital camera enables users to capture self-portraits with an LCD screen that offers 100% visibility when the panel is tilted by 180 degrees.

The X-A3 sports a retro design with a newly developed faux leather texture and is available in silver, pink or brown.

D

RRP: $949

Fujifilm: 1800 226 355

RRP: $599

Motorola: 1300 138 823

Panasonic HC-X1 Camcorder

premium handheld 4K camcorder designed for working professionals wanting to create 4K video content. It can record in Cinema 4K at 24p, 4K at 50p/60p, dual 4K and FHD and Infrared. The one inch MOS sensor and 20 times zoom Leica Dicomar lens provide excellent results in all shooting situations.

A

RRP: TBA

(Available: December 2016) Panasonic: 132 600

NEW PRODUCTS Dimplex iSeries Inverter Split System

he iSeries range offers five sizes with outputs from 2.5kW to 7.8kW. Features include air purification technology ideal for those suffering asthma, allergies, impaired immunity or respiratory ailments. It also includes a 10 hour auto power off, dehumidifier function, LED display, swing function, accurate thermostat, quiet operation, 24 hour timer and auto restart.

T

RRP: From $899.95

Dimplex: 1300 556 816

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Appliance Retailer October 2016

Panasonic KX-TGM420 Home Phone

he amplified cordless system is designed for anyone affected by hearing loss. It simplifies everyday calling with a voice volume up to 40 decibels (dB) while the base unit can be set to ring loudly at up to 112 dB. The ‘Slow Talk’ function slows the speed of speech in real time and when checking voice messages.

T

RRP: $129.95

Panasonic: 132 600

Miele DGC 6865 XXL Steam Oven

Kenwood Personal Glass Kettle

his plumbed in steam combination oven boasts a 68 litre capacity presented in 60cm tall cabinetry. In addition to the M Touch display, it offers more than 200 automatic programs and Miele’s patented wireless food probe, which measures the core temperature of meat.

T

ith thermal shock resistance glass, this large 1.7 litre capacity kettle is ideal for family households. It has a one cup saver feature to save both energy and time and the mesh filter traps limescale for easy cleaning. It also has a flip lid for single-handed operation.

W

RRP: $9,999

Miele: 1300 464 353

RRP: $189

De’Longhi: 1800 126 659

Liebherr SBSef 7242 Refrigerator

his model boasts a contemporary design with its doors featuring SmartSteel finish. Comprising 709 litres of refrigeration, users will find an eight drawer freezer with SuperFrost, two fruit and vegetable drawers, and MagicEye control to for precise temperature.

T

RRP: $4,998

Andi-Co: 1800 685 899

www.applianceretailer.com.au

41

AR RETAIL RULES

VISIBILITY AND DISPLAY Norrelle Goldring from GfK discusses approaches for getting products and promotions noticed

I

n this article, visibility and display means temporary materials rather than permanent category headers.

Unlike space, the scope of visibility is not just what you do at the shelf or in the ‘main aisle’ for a given category, it’s how you execute that category around the rest of the store as well. Typically, this will involve product display as well as signage, although it may involve POS materials and no product.

At shelf and in-aisle, visibility materials can include brochures and leaflets containing information about a product. Secondary or ‘off location’ product displays may be at an aisle end, at counter or checkout, and at various locations around the store. Placement and effectiveness on displays depends on the objective and shopper behaviour.

OBJECTIVES

The primary objective of visibility and secondary displays is getting a sale, but there might be others depending on the content of the offer on the display. You may want to uptrade the consumer to a more premium item (spend), get them to buy something additional (AWOP), or simply shore up the sale by preventing aisle avoidance or get extra category traffic outside of its main location (basket penetration).

Off location displays can play other roles. They may prompt or remind shoppers to buy something they already intended to, particularly if the display is placed on the way to the main category.

So the shopper may ‘clock’ the display and still continue onto the aisle.

SHOPPER BEHAVIOUR AND DISPLAY EFFECTIVENESS

It’s all about leveraging, not just interrupting. Disrupting shoppers on a mission is as likely to irritate as motivate them, particularly if you have

ABOUT NORRELLE GOLDRING & GFK

a large display in the middle of a main thoroughfare that they have to navigate around. And most shoppers are on missions, particularly if it’s a destination trip for a certain category. They’re more open to impulse when their primary mission is completed. Freestanding displays should also be at least two-sided to allow for multiple directions of approach.

When shoppers enter a store they are unfamiliar with, they will look up for navigation. So any promotional hanging signs need to be placed around or next to category and department headers, not in front of them.

Shopper sightlines are typically between shoulder and bum height, so displays and display headers should fall into this sightline range. The displays and POS also need to be kept to a minimum. Three to four words at maximum plus price point.

Images rule – brands, logos, products, colours because consumers minimise the amount of navigation and decision making they have to do, and images are processed quicker than words. AR

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

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Appliance Retailer October 2016

COMPANY INDEX AR COMPANY

PAGE #

READERSHIP GROUPS

Page 15

2nds World ......................................................................................................12 AEG ...................................................................................................................10 Andi-Co ............................................................................................................41 Australian Demographic Statistics ..................................................................26 Belkin .........................................................................................................26, 28 Bestlink ................................................................................ OBC, 17, 20, 23, 24 Bissell .................................................................................................. 18, 22, 24 Bosch .................................................................................10, 11, 16, 18, 22, 24 Breville .............................................................................................................14 Cleanstar ............................................................................................. 17, 21, 41 Conair .........................................................................................................37, 38 D-Link ...............................................................................................................27 De’Longhi...................................................................................................14, 41 Dimplex ...........................................................................................................40 Dyson ................................................................................15, 16, 17, 19, 20, 23 Electrolux ........................................................................... IFC, 3, 17, 20, 23, 24 Euromonitor...............................................................................................16, 33 Fitzone..............................................................................................................35 Fujifilm .............................................................................................................40 GfK....................................................................................................... 16, 27, 42 Glen Dimplex ...................................................................................................12 Groupe SEB ....................................................................................................OFC Home Appliances ............................................................................................13 Homedics ...................................................................................................35, 37 JB Hi-Fi .....................................................................................................6, 7, 32 Juniper Research .............................................................................................26 Leading Edge ................................................................................................. 8, 9 LG ...............................................................................................................18, 21 Miele .......................................................................................11, 13, 18, 22, 41 Milners .......................................................................................................35, 39 Motorola ..........................................................................................................40 NARTA...............................................................................................................14 Nespresso ........................................................................................................14 Panasonic ............................................................. 26, 28, 30, 31, 34, 36, 39, 40 Philips ................................................................................................. 34, 36, 38 Procter & Gamble................................................................................ 35, 37, 39 Sampford IXL .............................................................................................18, 21 Samsung ..........................................................................................................14 Sebo ...........................................................................................................18, 22 Seeley International ........................................................................................14 Spectrum Brands .......................................................................... 33, 34, 36, 38 Techtronic ...................................................................................................18, 22 The Good Guys .........................................................................................6, 7, 24 Uniden ....................................................................... 25, 26, 27, 29, 30, 31, 32

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