Appliance Retailer September 2016

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

RETAILER

APPLIANCE

SEPTEMBER 2016

CHRISTMAS

GIFTS

WHAT’S HEADING THIS YEAR’S WISH LIST?

AIR CONDITIONING

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APARTMENT BOOM LIFTS A STATIC MARKET

PORTABLE COOLING FOR AN AFFORDABLE AND ENERGY EFFICIENT SOLUTION

BARBECUES

OUTDOOR KITCHENS DELIVER MORE SALES OPPORTUNITIES

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

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

A Public offering or an offering of Publicity?

I

t was the final quote in a lengthy press conference conducted by The Good Guys CEO, Michael Ford during a recent rare public appearance.

“Michael, if you were a betting man, IPO or buyout?”

“James – an IPO. We’d like that.”

The response to the question was short, but it requires a longer answer.

Despite a deadpan response from Ford to this spur of the moment question, it appears that almost every industry analyst, retailer and supplier is betting the completely opposite way and punting on the fact that The Good Guys will sell through a buyout for a number of reasons.

The IPO process flies in the face of everything we know about The Good Guys as a business up until now with the intensely private owner of the business Andrew Muir for many years seemingly resembling a Mr Burns style character out of The Simpsons.

An initial public offering (IPO) is akin to walking down the main street of town naked for everyone to see the dangling bits that everyone is ashamed of. The analysts from the main fi nancial houses lead the chorus pointing out the discrepancies and embarrassing bumps and lumps that you like to normally hide under the cloak of private ownership.

A listing will have to detail the growth of the business moving forward in a detailed prospectus that will need to show where The Good Guys can go from here, particularly now that it does not look like the business it was just 12 months ago.

Numerous proprietors have been given their well-earned payouts, with some remaining on short-term contracts to hold the place together while the transaction of the business takes place.

During its formative years, The Good Guys business model was pure genius.

Find a passionate store-owner and hang their name on the shingle out the front with their heart in the shop and their soul contractually linked to the business.

Embed their name along with the master brand within the local community.

Support with an industry-leading catchy jingle-led advertising campaign, wait for the next innovative product category to launch and then sell on price.

But the decision to drop the Pay Less, Pay Cash slogan acted like a weathervane and demonstrated that the winds of change were sweeping through the business and the industry.

But for the media, it was the day that The Good Guys appointed a PR company that showed that a sale was imminent. For Mr Burns to suddenly become as selfpromoting as Bart Simpson, then it was clear that the focus of the business had changed.

The fi nal nail in the transformation of The Good Guys into a publicityled machine is the launch of a lifestyle magazine with an initial circulation of 500,000 copies. To put this in perspective, the highest selling magazine in the country, The Women’s Weekly, has a circulation of 400,000 copies.

While there is currently no news on the how The Good Guys will be sold – the industry should ignore a Public-offering, and enjoy its Publicity-offering instead.

Editorial Director James Wells

MEET THE APPLIANCE RETAILER TEAM

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Kymberly Martin

Emily Bencic

www.linkedin.com/company/appliance-retailer

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Page 17 Volume 22 / Issue #7

CONTENTS 17 Christmas Feature

Hot products for this festive season

31 Air-Conditioning Feature

Unseasonably warm weather boosts a static category Fans: The energy efficient and cost-saving alternative

Page 43

55 Barbecue Feature

Outdoor entertainment sales opportunities

Sunbeam has decades of heritage in the Australian small domestic appliance market, launching the original Sunbeam Mixmaster back in the 1940s. Since then, Sunbeam has been a leader and innovator in the category.

Australia’s original Mixmaster teams up with dessert master, Adriano Zumbo, to launch a colourful range of products.

Adriano Zumbo shot to fame when he made an appearance on Masterchef Australia in 2007. With a growing number of outlets Australia-wide and a cooking show, ‘Zumbo’s Just Desserts’ under his belt there is no stopping Adriano Zumbo.

The limited edition range includes a high performance planetary mixer, inspired by the fun and creativity of Adriano Zumbo and the Zumbo brand. A food processer and stick mixer set, with additional accessories a masher and 1.25 litre food processing bowl, complete the range.

 Page 64

03 Editorial

The Good Guys: Where will it end up?

05 News

Four factors contributed to Dick Smith’s demise; Exclusive interview with Betta Home Living Parkes store owner; Online retailing from Winnings, Myer and Williams-Sonoma

16 On The Move

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

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Appliance Retailer September 2016

64 New Products

The latest appliances and technology being rolled out to retailers

66 Retail Rules

How to approach in-store shelf layouts

ON THE COVER

43 Portable Cooling Feature

INTRODUCING THE SUNBEAM ZUMBO LIMITED EDITION RANGE – Coming October 2016

NEWS AR

Dick Smith: What went wrong?

BY EMILY BENCIC

O

n September 5, ten former Dick Smith directors and managers will be examined in the NSW Supreme Court as Ferrier Hodgson partner James Stewart tries to understand the affairs of the company in the lead up to its collapse. These include former CEO Nick Abboud, former chairman Rob Murray, company secretary David Cooke, director of commercial property, procurement and supply chain, John Skellern, as well as non-executive directors and Dick Smith former private equity owner, Anchorage Capital Partners executives. Answers given may be used to determine further legal remedies, including the possibility of gathering evidence for criminal charge in connection with the company’s affairs.

In a recent report to creditors, Dick Smith liquidator, McGrathNicol identified the four key factors considered in the collapse of the electrical retailer.

1. INVENTORY MANAGEMENT

A build-up of inventory occurred in advance of the 2013 Christmas holiday period, following which there was a $75 million reduction in inventory between 15 December 2013 and 15 January 2014.

• During the 2014 Christmas holiday period, the company achieved a $10 million net reduction in inventory over the same time period and higher inventory levels were carried through the early months of 2015 • Stock mix became increasingly aged throughout 2015 with steady growth in ‘inventory days’ • By October 2015, management exceeded its FY16 stock purchasing budget • An independent consultant had been engaged to review the company’s inventory, identifying $180 million of inventory that was ‘inactive’, and recommending $60 million be written off McGrathNicol believes a wellmanaged and timely clearance sale earlier in 2015 may have been beneficial to clear inventory levels to sustainable levels.

experiencing declining sales and that the store expansion plan was eroding value by reducing the return on invested capital, whilst at the same time increasing Dick Smith’s debt burden,” the report stated.

3. PURCHASING DECISIONS

Ferrier Hodgson partner James Stewart.

DECLINES WERE NOT HIGHLIGHTED IN THE FINANCIAL RESULTS DUE TO ‘NEW REVENUE’ FROM NEW STORES AND GROWTH IN THE NON-CORE BUSINESS. core business. However, declines were not highlighted in the financial results due to ‘new revenue’ from new stores and growth in the non-core business.

McGrathNicol believes there was insufficient analysis performed on comparable sales and the investment case to support continued store expansion.

“In our view, better and more focused analysis on comparable sales would have identified that the core retail business was

Poor and declining performance may have led management to make decisions on what stock to buy based on the rebate attached to the stock, rather than customer demand. This caused: • Build-up in inventory and encouraged poor product mix decisions • Some rebates provided a short-term incentive which enabled a profit increase in the month of purchase, rather than at the time of sale • Heavy discounts were required to sell rebated stock

4. SUPPLIER AGREEMENTS

Throughout the 2015 calendar year, Dick Smith was failing to pay suppliers on time, and more than 20 major suppliers had placed some form of trade restrictions, such as cash on demand payment terms, reduced credit limits and stop supply.

In conclusion, McGrathNicol believes Dick Smith may have been insolvent before 23 December 2015, when it entered into an agreement with the banks that prevented it from drawing funds from its overdraft facility to repay the Macquarie trade finance facility. The company had no available cash or other source of funding. AR

2. RAPID EXPANSION

In October 2013, Dick Smith launched its multi-banner strategy and took over 30 ‘David Jones Electronics Powered by Dick Smith’ stores, and opened the first ‘Move’ concept store, despite same store sales suffering from declines across its www.applianceretailer.com.au

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AR NEWS

Operational change looms over Woolworths

BY EMILY BENCIC

supermarket openings have been reduced from 90 planned over the next three years to approximately 45 stores.

Woolworths will also close its Hume Distribution Centre in Victoria in FY19 and has provided for an onerous lease charge for the lease period beyond the planned closure of the site.

Woolworths CEO, Brad Banducci.

CEO AIMS TO “REBUILD BUSINESS”

Woolworths will incur restructuring costs of $959 million as it implements a new operating model. The retailer plans to cut 500 roles from its support office and supply chain while 1,000 team members will be moved from the group office into businesses.

Big W has been separated from EziBuy as the company explores options for a possible sale of EziBuy. Functions across sourcing, online, quality, procurement, logistics and other functions, that were previously group led will be integrated into Big W. Five of the 186 Big W stores have been identified as likely to close in the next three years, based on current trading performance. There are

18 additional stores where the company is recognising an impairment of store assets and onerous lease obligations where necessary given a reassessment of the likely trading performance of the stores.

Woolworths has also slowed its rollout of supermarkets and provision has been taken to close underperforming or unprofitable stores. The company will cancel or defer pipeline stores to allocate more capital to renewing its existing store network with 82 renewals planned for FY’17.

Woolworths exited three stores in Q4 2016 and intends to exit another 30 stores across the group (excluding Big W) prior to the end of the lease-term. New

The Good Guys adds to kitchenware offering The Good Guys has partnered with the UK’s leading kitchenware specialist, Lakeland, to launch the brand in Australia from October this year, with its website and first stand-alone store scheduled to follow in the first quarter of 2017.

The Good Guys CEO, Michael Ford, said, “We are delighted to be partnering with Lakeland to bring this exciting and innovative brand to Australian customers.

It is the perfect complement to our extensive offering, from kitchen design and cabinetry to appliances and kitchenware.”

“Lakeland is an incredibly loved brand in the UK and it won’t take long for Australian consumers to discover why.

When you combine the product quality with the price and their customer service I think they bring something new and very special to the Australian market,” he said.

“We have been refining our kitchenware product range over the past 6

Appliance Retailer September 2016

BY EMILY BENCIC

nine months and the addition of Lakeland will provide us with a unique solution for kitchenware that puts us well ahead of our competitors,” Ford added.

The Good Guys will be responsible for managing Lakeland’s Australian operations. The partnership will begin with Lakeland stores-within-stores at The Good Guys, starting in 12 locations in

Lakeland Easy-Store Spiraliser.

Woolworths CEO, Brad Banducci said, the operating model review and turnaround measures implemented since he was appointed to head the Woolworths Group in February this year are already showing real momentum.

“Five months ago I said we would work hard to get customers to put us first, to improve our culture and rebuild momentum. This announcement demonstrates both the progress we are making and our absolute commitment to act quickly to rebuild the business by doing the right thing by our customers, shareholders, team and suppliers,” he said in a company statement.

“While we have had to make some tough decisions and this has ramifications for many of our team, we are confident we are putting in place solid foundations for the future and early results give us confidence we are on the right track. This will be a three to five year journey and we are determined to drive sustainable improvements,” Banducci added. ◆

2016 with plans to expand nationally over the next two years and the first standalone Lakeland store scheduled to open in the first quarter of 2017.

Lakeland managing director, Sam Rayner, believes there is tremendous opportunity for the Lakeland brand in Australia.

“Our innovative, quality kitchenware ranges align perfectly with Australia’s foodie culture and passion for cooking so we’re confident that our products will prove popular with Australian consumers,” he explained.

The Lakeland range has over 4,000 products from quality kitchen utensils and storage containers to vegetable spiralizers and anti-gravity pouring cake kits. Lakeland operates a network across the UK, India and the Middle East as well as distributing to millions of customers worldwide. ◆

Gerry Gibbs Camera House taken over by digiDIRECT

BY EMILY BENCIC

DigiDIRECT has acquired Gerry Gibbs Camera House in Cannington, Western Australia, after it entered voluntary liquidation on July 26, 2016. The acquisition of the business and premises marks the seventh digital camera retail destination for digiDIRECT and its first foray away from the Australian Eastern seaboard.

Raleru Limited, parent company of Camera House, appointed Melsom Robson Chartered Accountants as liquidators, but digiDIRECT has now

digiDIRECT managing director Shant Kradjian.

re-employed owner, Murray Gibbs and his staff and started trading under its own banner in mid-August. digiDIRECT managing director Shant Kradjian, who had commenced discussions with Gerry and his son Murray Gibbs prior to their liquidation, saw potential in the business if it could be supported adequately by the digiDIRECT store network.

“I believe the business will benefit from the additional stock we can provide and will be supported by the digiDIRECT website, which is always looking to maintain its position among the market leaders by embracing innovative technology changes and associated marketing opportunities,” he said.

Gerry Gibbs Camera House was founded in 1972 as Carousel Photographic, located in the Carousel Regional Shopping Centre. In 1976, the business moved to a separate location in the Carousel Centre (later Westfield Carousel) and eventually joined the Camera House buying group.

In 1997, Gerry Gibbs Camera House moved to a prominent standalone building across from Westfield Carousel, which is located in the Perth suburb of Cannington, approximately 12 kilometres from the Perth CBD. ◆

HK Electronics Fair, electronicAsia open in October

BY EMILY BENCIC

The 36th HKTDC Hong Kong Electronics Fair (Autumn Edition) and the 20th electronicAsia, which together form the world’s largest electronics marketplace, kick off from October 13 - 16, 2016.

Last year the two fairs attracted approximately 96,000 visitors from 150 countries and regions, with buyers taking full advantage of Hong Kong’s unique competitive edge in the exhibition industry, demonstrating its leading position as the largest electronics marketplace in the world.

More than 66,000 buyers visited the Electronics Fair while around 30,000 visitors attended electronicAsia.

At the Electronics Fair this year there will be a focus on innovations in the Internet of Things (IoT)-enabled wireless connected electronic devices, with a showcase at the new Smart Tech Zone.

Celebrating its 20th anniversary, electronicAsia is an important purchasing platform for technology hardware in the electronics industry, synergising with the Electronics Fair to provide new ideas and components for the industry to develop new products.

It remains the premier sourcing event for components, assemblies, electronics production, display technologies and solar photovoltaic technologies. ◆

BSH JOINS THE BLOCK

BY EMILY BENCIC

BSH has been chosen as the exclusive supplier of home appliances for The Block kitchens and laundries across its premium brands Bosch, Siemens, Neff and Gaggenau.

BSH has presented its marketing plans to its retail partners, including catalogue insertion, in-store marketing (POS), digital and social media plans, to promote its involvement with The Block. Retail partners will also be able to promote “as seen on The Block” for the products that have been selected by the contestants.

Commenting on the partnership, BSH general manager category, Nick Roffel said, “Being able to offer four premium brands with award winning design, The Block is the perfect platform to showcase our portfolio of home appliances. Our brands cater for various target groups which is a great fit for the different apartment styles we can expect from the show.

Being part of the outstanding design The Block is known for is a great opportunity to show our appliances in a real-life setting and to inspire viewers for their own kitchen design.”

Freedom Kitchens spokesperson, Felicity Page added, “The Block offers an opportunity to bring Freedom Kitchens into the homes of all Australians and we’re proud to be a part of this series. The challenge of designing and delivering these kitchens has pushed all areas of our business to the extreme – design, CAD and manufacturing- all working together to deliver exceptional results.”

“Kitchen design has come so far in the past few years, and we’re looking forward to inspiring viewers with an array of exciting ideas that they can take on board for their own home renovations,” she said.

BSH confirmed that the partnership with Freedom Kitchens is exclusive to The Block TV show and is not a formal or ongoing arrangement. ◆

www.applianceretailer.com.au

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AR NEWS

Online Retailer Conference & Expo 2016

BY EMILY BENCIC

The Online Retailer Conference and Expo is Australia’s largest retail technology event with over 110 exhibitors, 70 conference sessions and 100 speakers this year.

The theme was ‘Where The Future Meets Retail’ as key executives from industry heavyweights Winning Appliances, Myer and Williams-Sonoma, outlined their unique, yet successful approach to the in-store and online shopping experience.

FOUR E’S TO WINNING RETAIL SUCCESS Winning Appliances CEO, David Woollcott, outlined the company’s strategy for ensuring that the retailer delivers the best possible customer experience.

EXPERT

Winning Appliances employs 200 people, 140 who are expert salespeople to provide a specialist appliance retail experience.

“Our staff are not casual workers or students who work part-time, they are professionally trained salespeople. Many of them have been with us for 15 years or more,” Woollcott said.

The retailer invests in staff training and personal Net Promoter scores are used as the sole incentive for every employee.

“This is not based on weekly or monthly bonuses. We find that bonuses are a short-term incentive and create bad behaviour in-store. Although it helps the financing of a business because you don’t have to pay someone until they perform, we would rather pay a professional retail sales 8

Appliance Retailer September 2016

person a good salary to have solid customer service skills, be able to answer questions and be committed to their customer.

ENVIRONMENT

The company strives to inspire its customers both in-store and online.

“We want to inspire you when you walk into our space. We don’t want you to come into a store where the products are all lined up for you to pick one based on price. Our products are going to end up in your home and the door that is opened the most in your household is your fridge door, so you use these products all the time.

“Therefore, it is important that we get the products absolutely right for our customers because we believe our appliances enhance our customer’s lifestyles,” he said.

“We want to get designers, architects, and foodies in the same place at the same time so Winning Appliances becomes known as the thought leaders. We are already known as thought leaders within the industry, but we want to become thought leaders in the greater retail community.

Therefore, we want to create events for people to be introduced to our people and our brands,” Woollcott explained.

EVENT

EXPERIENCE

“We have 12 stores and they work well during business hours, but we want to think about how we can use our store assets to invite and engage people after hours. We have a vast number of contacts, including builders and developers. We segment them and invite them to particular events to showcase our products, and often do this for suppliers as well. We become the facility, the home, where we can host people for a dining experience.

Winning Appliances CEO, David Woollcott.

Woollcott said one of the most important factors in the retail experience is to “prove the promise from inquiry to delivery”.

“The Winning Appliances Net Promoter Score is currently at 76.8, which is an extraordinarily high level for customer satisfaction. It’s all about the customer experience and delivery, because a lot can go wrong at the delivery. We want to provide the best possible experience and the best possible product,” he said.

MYER: A GREAT SHOPPING EXPERIENCE NEVER GOES OUT OF FASHION Myer is enhancing its customer experience through the use of technology, including data and analytics, to understand customer buying habits and deliver a “virtuous cycle of affection”, chief digital and data officer, Mark Cripsey told attendees of the conference.

“The ‘New Myer’ initiative, an investment of $600 million, aims to bring the love of shopping to life by having the right product at the right time, a high touch experiential in-store experience and focus on an omni-channel approach,” he said.

Myer has created the Myer Hub at the centre of select stores around the country, which brings together a concierge desk, click and collect service, a coffee shop and free Wi-Fi for customers.

“Growth and globalisation often lead to a loss of the personal touch. Therefore, it is important for us to solve real problems and make our customers feel important and cared for,” he said.

When speaking to Appliance Retailer, Cripsey discussed Myer’s partnership with eBay in the development of the world’s first virtual reality (VR) department store, which has delivered “an outstanding customer response since its inception in May this year”.

“The VR store to date has received over 1.7 million visits and we will continue to work with eBay on an on-going basis, testing different product ranges to better understand our eBay customer and what they want from their shopping experience,” he said.

CONSUMERS ENGAGE

“We have been very pleased with the customer response to the free eBay shopticals (specially designed virtual reality viewers) that were given away at the launch of the VR store. On the day of launch, over 8,000 people visited the website at 7am to grab the first run of shopticals and in the first week, the daily allocation of 1,000 shopticals was exhausted within two minutes each day,” he added.

Cripsey said the partnership with eBay reflects the department store’s commitment to omni-channel retailing.

“What better way than to partner with Australia’s largest marketplace to launch the world’s first virtual reality department store through which we can reach a much broader customer base.”

Myer chief digital and data officer, Mark Cripsey.

WILLIAMS-SONOMA AND THE RISE OF OMNI-CHANNEL RETAIL “What is omni-channel retailing to us?

It is really important for us to deliver exceptional customer service supported by the products and services that we offer,” Williams-Sonoma Australia managing director, Evan Hutton told attendees in her opening address.

“We focus on what we can do in each channel that is unique to that channel, and where we need to be consistent across the channels. Our strategy is focused on that seamless, customisable and personalised customer experience in each channel.

Another big focus for us is driving customer awareness, acquisition retention and loyalty in this market.

“I know we are an online retailer but retail stores are really important to us and they play into our overall strength in what we deliver to the customer.

“A number of pureplays are now looking into entering the physical retail environment. A store footprint gives us the opportunity to give our customers inspirational lifestyle merchandising as they get to touch, feel and see what we are also presenting online and in our catalogues.

Most (95%) of our product is designed and developed in-house, from the initial concept phase to being available in store.

“Many customers are looking for knowledgeable staff in store, which provides a point of difference between shopping online or in store.

“Our in store classes and events provide another reason to come into the store as these offer an experience that you cannot get online or via catalogue. We participate in a number of collaborations with local influencers who come into a store, which allows us to connect with our local community.” ◆ www.applianceretailer.com.au

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AR RETAIL PROFILE

Betta Home Living Parkes: Giving country people a taste of the city

BY EMILY BENCIC

B

etta Home Living Parkes is celebrating its two year trade anniversary this month. The store is located approximately 350km west of Sydney, serving a population of around 12,000.

A family-run, family-owned business, it employs seven full-time staff and trades seven days a week within a 850 square metre space.

In 2015, the Parkes store won Best Small Business and Best Overall Business from the local Business Chamber and went on to be finalists in the regional business awards through the NSW Chamber. The store also won NSW Store of the Year at the Betta conference last year. The retailer supports various local sporting organisations and local school fetes, and sponsors the local Hockey Association representatives.

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Appliance Retailer September 2016

TRANSITION FROM RETRAVISION TO BETTA

Prior to becoming a retailer in 2002, store owner, Ian Westcott was a builder by trade, and a significant force behind the construction of the store.

“Before Betta Home Living, we were a Retravision store. We joined Retravision on July 1, 2002 and that was in one shop in Forbes, which ran as a single identity until July 1, 2005. We went through the collapse of Retravision, from NSW to Southern to Northern then national then to nobody.

We were all flying solo for a period of time,” Westcott explained.

Following that challenging period, Westcott came on board with NARTA and the BSR Group. “It was all smooth sailing until our main street shop was destroyed by fire in Parkes on June 26, 2013. At this point, I purchased the site next to the

Harvey Norman complex to become part of the Forbes retail destination hub and homemaker centre.

“We try and service everyone’s needs with both entry and premium brands. The Betta store’s age demographic is 45 years and above but we are trying to expand our reach through our service and range of product. We have both finance and rental options available to our customers, to target the broader market.

“I wanted to give country people a taste of the city. Before I decked out and developed the shop, I did a road trip to Sydney and Melbourne, visiting the 10 leading electrical retailers to see how they operate and how we could bring that back to our store in Parkes. We want to promote and drive our business by providing the best possible customer service and the latest products on hand,” he said.

CONSUMERS ENGAGE

BIGGEST CHALLENGE FOR THE RETAIL INDUSTRY?

“Consumer confidence for sure. The Reserve Bank of Australia has dropped interest rates again so money is cheap but consumers are paying down debt and building up equity so there is some uncertainty in the market. They are being cautious about how they spend their money so retailers need to do a better job to get their business and instil confidence.

“In today’s world, everyone is price savvy with internet access at their fingertips so we try and be market competitive and have knowledgeable staff to provide the best in-store experience.

The retail industry is forever changing and we need to change and adapt how we do things, and why we do things to keep up with the latest trends,” he noted.

The store faces tough competition with a Harvey Norman next door, a Big W, Target and The Good Guys close by, and two other Harvey Norman stores within an hour’s drive. But Westcott just focuses on pushing the ‘shop local’ and ‘give us a go’ slogan campaigns.

L to R: Betta Home Living CEO, Graeme Cunningham, Mandy Westcott, Parkes store owner, Ian Westcott and NSW retail development manager, Barry Bulfin

“We engage with all of our suppliers who come in and be part of our business to ensure our staff are well-equipped with product knowledge. We offer free delivery in town, take away the old appliance and set up the new appliance in customer’s homes.

We have most of our core range of products on hand in our warehouse at the back so we can also be quicker than the internet.”

APPLIANCE TRENDS

“Whitegoods is the core of our business.

We have improved our cooking product mix recently and ran a three month TVC campaign, which ended in mid-August, to promote our offering. We have a live Miele kitchen display in-store and host demonstrations with home economists to train and educate consumers on Miele products,” he said.

Functionality is the biggest trend, including ease of use, as technologies such as induction and pyrolytic, continue to be in high demand. Gloss black is also making a comeback as a fashion statement in refrigeration, ovens, taps and sinks, according to Westcott.

“Coloured toasters and kettles, as well as colour on large cookers, particularly royal green or dark blue, for a colonial look in the kitchen, have been on trend,” he said. “Benchtop appliances have become a showpiece and fashion statement rather than appliances you tuck away in a cupboard and just pull out for breakfast time, particularly with the trend toward open-plan living,” he added.

EXPECTATIONS FOR THE REMAINDER OF 2016

And on a final note. “I am hoping consumer confidence will improve and sales will increase in the second half of the year, particularly on the back of the interest rate cut. Normally, the tail-end of the year is a stronger period for us, especially with the Christmas season. However, consumers are smart with their money and often wait for Boxing Day sales. We will just have to wait and see what happens.” AR www.applianceretailer.com.au

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AR SUPPLIER PROFILE

Asko cooking up new ideas

A

sko has been primarily viewed as a ‘wets’ brand, specialising in dishwasher and laundry products. But that changed earlier this year when the company launched a range of cooking products and appointed a new brand ambassador, further emphasising its credentials in the cooking category.

Asko Australia managing director, Crt Prasnikar, introduced the Elements and Craft Line cooking products to Australian retailers at the EuroCucina trade fair in Milan in April.

“At EuroCucina we presented our future. You only make a first impression once and I think this year our stand was very well received. So for all of our retail partners, we are on the map now. We had cooking in the past, but now we can say that we have one of the best cooking ranges on the market,” he told Appliance Retailer in an exclusive interview.

In 2010, when the Gorenje group bought Asko, it was a wets brand, but already the company was determined to be a full-line consumer inspired supplier, according to Prasnikar. “Over the past three to four years, with research and development (R&D) in conjunction with our sister company, we have been able to realise our visions.” He also presented some impressive sales results with Asko growing over 60% in the last few years in Australia.

“We believe the Elements range is a piece of art that not only enhances the look of the kitchen, but introduces

BY JAMES WELLS

professional methods of cooking into everyday life. There were no compromises when developing this oven and that’s why we believe it is best-in-class. The range is based on countless hours of consumer insights with R&D conducting more than 1,000 focus groups that created a product with all the bells and whistles, but is simple to use. There is no overcomplicated display that people are scared of using. We have also designed a steam tank delivering 80 minutes of full steam that uses pure steam technology,” he said.

The range comprises a 60cm combisteam, 60cm pyro and also sous-vide vacuum drawer and 45cm combi-steam, pyro and microwave models.

“The launch of this range means that we are now a serious full-line supplier. We want to be the best service-orientated customer brand in Australia, not only with products but in after sales service which is a top priority within our organisation.

“In our eyes the customer is king. We want to simplify their lives and help them understand why they should purchase Asko appliances. We have high expectations so everything we launch equals or is above what is currently on the market.

“Everything we do is designed by our development team and all major appliances, other than our rangehoods, come from our factories. The development of all our wet products remains in Sweden and we joined forces with the entire group to enhance our position as the preeminent dishwasher and washing machine supplier,” he added.

NEXT GENERATION GAS BURNER

Complementing the new range of cooking appliances is the next generation of the signature Duo Fusion gas burner. The Duo Fusion 2 features the first touch control gas volcano on the market. “We believe it is the best cooktop in the world, and it will be supported by our Elements, Craft line and Pro Series oven ranges,” Prasnikar explained.

“This cooktop combines the best of both worlds – gas and induction. The difference is that we manufacture and design our own burners. With our design, we use the gas efficiently, delivering lower gas consumption and faster cooking times. Even though the outer burner has 19.7Mj and the inner burner has 8.8Mj, the inner burner is incredibly efficient as it is directed straight into the base of the cooking surface. Megajoules can be a mine-is-bigger-than-yours conversation, but we will show the market how you can wok cook and only use 8.8Mj,” he added.

L to R: Asko national retail channel manager, Marta Nazarewicz, brand ambassador, Adam Liaw and managing director, Crt Prasnikar on the Asko stand at EuroCucina 12

Appliance Retailer September 2016

Left: Asko Elements ovens.

Below: Asko Duo Fusion gas burner and indoctia.

CONSUMERS ENGAGE

people have. I cook for my family every day which is what people are going to do with the products. You can list off features until the cows come home. My job is being able to translate how these features fit with coming home from work, putting food on the table and getting the kids to eat it. I am not here to tell you how to create restaurant quality meals at home because no one does that.”

Liaw believes talking about warming drawers is often a hard sell because it is chef-driven messaging. “Warming drawers are known for warming plates because that is what you do in a restaurant. If you are trying to sell a warming drawer to someone on the basis that it will warm your plates, then trying to get someone to spend $1,500 on something to warm plates is impossible.

ADAM LIAW SIGNS ON AS GLOBAL BRAND AMBASSADOR

When Asko started its cooking journey, it was determined to get the products right first, Prasnikar said. “Without having the products, there was no point in having anybody on board as an ambassador. We didn’t want to have a high end professional chef because what we want to offer our customers is true home cooking. We were fortunate to bump into Adam Liaw who perfectly fitted with our vision.”

Prasnikar said the chef, author and TV presenter is well known in Australia. “We realised what Adam can bring to us and to the market is home cooking. This is the first time he has chosen to work with an appliance brand and we are very excited to be working with him.”

Through the partnership, Liaw will also be working with the company’s R&D team to provide input for product development for the next generation of appliances.

“There is a change in focus from replicating a restaurant at home to solving problems we have every day when we cook at home. Social media is a big factor in Adam’s success, and he will be present at our future events with retailers. As a group Asko will integrate our marketing offering in a modern and

digital manner, Adam will play a role in advising not only the general public but in how to gain the best results from an Asko cooking appliance. We also plan a cookbook that will not be a case of him just putting a stamp on it, but it will be a joint development project,” Prasnikar explained.

ADAM’S PASSION FOR ASKO

Commenting on his appointment, Liaw said, “I see my job with Asko as translating the products into the everyday lifestyle that

“How you need to sell this product goes like this: when you cook something, you place it in the warming drawer and then you call your kids to the table – which is the hardest thing that anyone who cooks at home experiences – so when they are sitting you put the food on the table. That’s the problem the consumer has and in my opinion that is an example of how retailers can sell this feature to the consumer. A warming drawer can also be a slow cooker that cooks to 93°C,” he said. ◆ www.applianceretailer.com.au

13

AR NEWS

APPLIANCE RETAILER

Gets Social

BY EMILY BENCIC AND KYMBERLY MARTIN

LG’S RECORD INVESTMENT IN FLOORCARE

LG partners with Sony Pictures for Ghostbusters release.

LG is investing more than $1 million in its floorcare products over the next six months, its largest investment in company history for vacuums. The campaign includes TV and radio advertising in partnership with Harvey Norman, as well as digital and social media and point of sale activity.

LG hosted the media in July for an exclusive screening of the latest Ghostbusters movie to celebrate the launch of its latest CordZero vacuum cleaner line-up and its partnership with Sony Pictures. The floorcare range includes the Roboking Turbo, 2-in-1 CordZero handstick and CordZero canister. The new Roboking Turbo+Homeview model can be controlled remotely using the LG Smart ThinQ app and includes a front facing camera for monitoring the home via the new HomeView and HomeGuard functions.

APPLIANCES ONLINE AWARDED FOUR INDUSTRY GONGS Appliances Online took out Best Pure-Play Online Retailer, Online Retailer of the Year, was inducted into the Hall of Fame and CEO John Winning received the Industry Recognition Award, in front of an industry gathering of over 750 guests at the ORIAS (Online Retail Industry Awards) held in Sydney.

Speaking from Mt Kilimanjaro where he was taking part in the Cure Brain Cancer fund raising climb, Winning dedicated the award to the Appliances Online team and “those who have helped me build the company, thanks to their hard work over the past 12 years”.

Harvey Norman was crowned Best-Multi Channel Retailer for the second year running. Harvey Norman chief digital officer, Gary Wheelhouse told Appliance Retailer the multi-channel award “recognises its great stores, great people and awards like this bring in potential new partners”.

Ilve marketing manager, Daniel Bertuccio.

ILVE WARMS UP BBQ INTEREST AT GOOD FOOD & WINE SHOW

Appliances Online CEO, John Winning, speaking from Mt Kilimanjaro

14

Appliance Retailer September 2016

Ilve’s new space-saving MY-Q BBQ took all the attention on the company’s display at the Sydney Good Food & Wine Show.

Ilve marketing manager, Daniel Bertuccio said the initial response from visitors was curiosity as to what the product was as the wall mounted barbecue folds away when not in use and this was how it was displayed. “When we pull out the product people are genuinely surprised to discover it is a barbecue.

Unlike previous shows where we focused on our range of cooking products it was decided to concentrate on the barbecue with some intent which represents a new category for Ilve.”

“The Good Food & Wine Show is a perfect audience for this type of product. As part of our show sponsorship the barbecue is used in daily food demonstrations and Ilve appliances have a presence on the stage. The show is a good vehicle for us as we are seeing a strong focus now on barbecues for general household cooking.”

NAVMAN REMAINS STEADY DESPITE SMARTPHONE POPULARITY

“The number one question I always get asked is, how is Navman going? Smartphones must be really affecting your business,” Navman Australia country director, Wendy Hammond told select media at a launch event in Sydney in mid-August. “Over the past three years, business has been steady for us, with only a slight decline of 10% in units, but there has been an increase in average sell price, which has made our retailers happy,” she continued.

“This paints a picture for us that GPS remains a valuable tool for drivers to have in their car. There are new laws being passed that do not allow P platers to have their phone at all in the car, even in a cradle. We are hoping this will provide a boost to GPS sales,” she said.

Navman let attendees see its latest dashcam in action as Safe Driver Training professional, stunt and defensive drivers, used Randwick Racecourse to show the safety features in a near-real life situation.

L to R: Navman Australia country director, Wendy Hammond, key account manager, Chris Emerson and senior product manager, Cary Lo.

SAMSUNG SMARTPHONE CENTRES ON SECURITY

Samsung Galaxy Note7.

Samsung hosted select media and industry analysts for an exclusive preview of its latest smartphone, the Galaxy Note7, with an improved S Pen, enhanced Air Command functionality and increased security. It has a water resistant body and metal fi nish S Pen (IP68) with security that combines Samsung Knox with biometric authentication including a new iris scanning feature.

Users can pair the Galaxy Note7 with the new Gear VR powered by Oculus or the new Gear 360 camera. A new line of accessories will also be available to complement the smartphone, including the new S View Standing Cover, as well as an IP68 water resistant backpack for on-the-go charging.

A VIVID EVENING WITH BJORK

Icelandic singer-songwriter Bjork.

Avant-garde Icelandic singersongwriter Bjork celebrated the world premiere of the Bjork Digital exhibition at Carriageworks at an event that was part of Sydney’s Vivid Festival. Guests donned special Bowers & Wilkins headphones, specially flown over from the UK, as they moved through five bespoke spaces fi lled with interactive installations featuring the latest Intel technology for a multi-channel surround experience. www.applianceretailer.com.au

15

AR NEWS

| On the Move |

BY EMILY BENCIC

BSH AUSTRALIA RESTRUCTURES BUSINESS EXECUTIVES Nick Ruffell has assumed the role of general manager, category development BSH Brands to provide a differentiated consumer approach and focused liaison with key retail partners. Jacqui Howard will oversee all brand communication activities, implementing the structure and strategy for retail training and in-store demonstrations. Rob Warner (pictured) has taken on the newly created roles of general manager of Gaggenau and general manager commercial for BSH. He worked closely with BSH on reintegrating the Gaggenau and Neff brands back into the business in early 2016.

BREVILLE PROMOTES SENIOR EXECUTIVE TO GM David Gubbin has filled the newly created role of Breville general manager UK and European Partners following the departure of UK managing director, Tim Hossack.

Gubbin is responsible for UK sales and distribution office functions in addition to managing European distribution partners, which he assumed earlier this year. Gubbin worked in the Sydney Breville office across sales and marketing for 11 years before joining the UK office as sales and marketing director in early 2013 to assist with the Sage

by Heston Blumenthal range launch.

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Appliance Retailer September 2016

FISHER & PAYKEL STRENGTHENS MARKETING TEAM Former Panasonic product marketing manager, Belinda Toner has joined Fisher & Paykel as senior market product manager reporting to chief operating officer, Mark Pacey. Toner replaces James Shanahan. Toner worked previously within brand, product and category roles at Nikon Australia, Hagemeyer Brands Australia, Whirlpool Australia and Caltex. Pacey told Appliance Retailer, “Belinda will be responsible for leading the Australian market product management team, and will play an active role in high level business planning, strategy formation and decision making.”

HITACHI AUSTRALIA GREETS NEW CE HEAD Hitachi Australia has strengthened its Australian team with the appointment of Frank Malcaus to head the consumer electronics sales division. Malcaus brings over 20 years of consumer electronics industry experience to his new role. He was most recently head of sales for home appliances at Samsung Australia holding a number of senior sales positions.

His role at Hitachi is to grow the home appliance business across the retail sector, reporting to general manager for channel business group, Gaurav Sethi.

SAMSUNG FAREWELLS MOBILE VP Samsung vice president mobile division, Prasad Gokhale has left the company to pursue new opportunities. He joined Samsung in November 2013 and led the company’s mobile division across the consumer, business and retail sectors. Samsung Electronics Australia president, Harry Lee, said, “We thank Prasad for his contribution over the last two and a half years. During his tenure, Prasad led the launch of numerous flagship Samsung mobile products and new product categories and services such as wearables, virtual reality and mobile payments. We wish him every success.

GODFREYS DIRECTOR RESIGNS Godfreys non-executive director, Jonathan Brett has resigned from the company to pursue other interests. He served on the company’s board since prior to its listing on the ASX in December 2014. Godfrey’s board thanked Brett for his contributions to the company during his time as a director, and in particular for his efforts as chair of the company’s audit and risk management committee. The role of chair of audit and risk management committee will be undertaken by current director, Brendan Fleiter.

FEATURE

Christmas gifts

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

The Avvolta breakfast collection features artfully moulded silhouettes, chrome details and a high gloss ďŹ nish, making the ultimate kitchen statement.

AR CHRISTMAS GIFTS

OUTLOOK

The most important time of year for retailers

BY EMILY BENCIC

C

hristmas is the peak period for gift giving and offers one of the strongest sales opportunities for the year, as retailers know all too well. Suppliers are feeling optimistic this year as they prepare to roll out new products and promotions into retail stores in the lead up to the festive season.

GfK data has shown that Q4 is the most important time of the year for the $974 million small appliance category

as it accounts for 30% of the market in both unit and value terms for the year.

Food preparation (kitchen machines and liquidisers), vacuum cleaners and coffee machines make up the top three products in the small appliance category, ahead of irons, toasters and kettles, which accounted for 54% of small appliances value in Q4 2015.

Official figures for Christmas spending in the pre-Christmas trading period for November 15 to December

25, 2015 arrived at $47 billion, which was up 4.2% from the same period for Christmas 2014, according to figures released by the Australian Retailers Association (ARA) and Roy Morgan Research.

Category-wise, household goods sales took the lead in the growth stakes, rising 6.3% on pre-Christmas 2014. Online spending during the period saw total e-commerce spending pre-Christmas of $3.1 billion. AR

TRENDS

Design, customisation and health driving growth

BY EMILY BENCIC

B

enchtop appliances and personal care items are often picked as top gift ideas for Christmas for consumers to spoil themselves or their loved ones. Suppliers have outlined the key trends in these two categories and it is clear that shoppers will be looking for products that look good, provide a personalised experience and offer health benefits.

De’Longhi category marketing manager, Helen Finlayson believes consumers have come to expect more from traditional products because they want, and expect, an experience. With this in mind, the company will launch a number of new small appliances ahead of the Christmas period, which will be supported by promotional and in-store activity.

“In terms of trends, customisation and personalisation are high on the purchase criteria across a variety of different product categories. In coffee, we have seen a huge shift to fresh beans as coffee drinkers become increasingly discerning. Coffee aficionados are on the

Helen Finlayson – De’Longhi.

rise and they know their coffee, whether it be single origin or a special blend of organic beans grown in the Himalayas.

As a result, we see that same level of commitment when it is time to purchase a machine,” Finlayson said.

“Over the last 12 months, we have also seen an increase in the number of consumers who regard their toaster and kettle as an accessory to their kitchen,” she added.

“There has been an increase in the number of consumers who regard their toaster and kettle as an accessory to their kitchen.”

Helen Finlayson – De’Longhi.

Health and wellbeing continues to trend, and in particular healthy cooking appliance alternatives are a highly sought after Christmas gift, with the market almost doubling in size during this period, according to Finlayson.

De’Longhi conducted an in-home trial earlier in 2016 and found that the MultiCuisine satisfied 90% of respondents, and in 54% of cases were above expectations. As a result, 59% of participants declared their reputation of the De’Longhi brand increased after testing the product.

Eleanor Moss – Kenwood.

“Versatility was identified as the main strength of the product, with consumers valuing the large range of recipes that can be cooked in the product,” she said.

Kenwood category manager, Eleanor Moss also identified growth in health and wellbeing as home cooking and baking continue to grow.

“Consumers are more interested in cooking from scratch at home, which often derives from a health conscious perspective and seeing these trends in the media, particularly in lifestyle and cooking TV programs,” she explained.

Kenwood has witnessed growth in the food preparation market, particularly driven by the $500 and above price points in the blender and liquidiser category. The company also sees a significant opportunity in kitchen machine attachments to add a touch of personalisation and expand recipe options for the home cook.

“We are also seeing a desire to marry design and functionality in the kitchen.

This trend is driving cross-category ranging, colour in the kitchen and matching products,” Moss said.

AR CHRISTMAS GIFTS Braun category manager, Marcus Lo Russo noted that consumers are becoming increasingly busy and timepoor and therefore, searching for timeefficient alternatives in different aspects of their lives.

“Braun is seeing healthy growth across the steam station category, as consumers continue to upgrade to the new gold standard in linen care because no one wants to spend more time ironing,” he said.

Wivina Chaneliere – Groupe SEB.

Meanwhile, Groupe SEB has witnessed a huge impact in thermo cooking, which inspired the launch of its Tefal Cuisine Companion.

“This craze in heating food preparation appliances is one that encompasses many of the key consumer profi les with most consumers showing a high interest in the new category primarily due to word of mouth and the need of feeling like they are not missing out on something,” managing director, Wivina Chaneliere said.

Tim Anderson – Sunbeam.

Sunbeam head of product marketing, Tim Anderson also noted that health and wellbeing continues to be a focus for consumers, with an appetite for more natural ingredients and home cooking.

“Slow/multi cookers are experiencing strong growth year-round as consumers explore the many different meals and the one pot cooking experience. In the coffee category, we are continuing to see a move back to manual machines as consumers have evolved their coffee expectations at home and the category continues to mature. They are also looking for ease of use and choice,” Anderson said.

20

Appliance Retailer September 2016

Food preparation has been dominated by the blending category, however with the ongoing popularity of cooking shows and the consumer desire to explore different cuisines, Anderson has observed a renewed interest in this area. “It is a category that has always been about nurturing and sharing which has been overlooked due to the competitive nature of cooking shows,” he said.

Nescafe Dolce Gusto sales and partner manager, Bryan Win cited GfK and Nielsen data that has revealed that the Christmas period (November to December) accounts for over 60% of total machine sales.

“Christmas is the peak sales season for capsule machines, which have proven to be great gift solutions. From a capsule machine category perspective, we are starting to see a consolidation of players within the category. Bigger brands

Sharon Lenzner – Breville.

There is opportunity in kitchen machine attachments to add personalisation and expand recipe options.

looking to drive long term category growth by investing in media, in store execution, new product development and pricing are winning the game,” Win said.

“Consumers want stylish, beautifully designed small appliances that are real statement pieces in their kitchen and have the wow factor,” he added.

Breville business manager for cooking and food prep, Sharon Lenzner also suggested that making meals from scratch is an ongoing trend in the kitchen, which has helped maintain momentum in small kitchen appliance sales.

“Providing retailers with strong selling opportunities, the category is valued at $974 million (March 2016 GfK MAT) with food preparation products fuelling this growth with a 22% lift in value (GfK MAT March 2016).

Cooking and beverage categories are also maintaining growth heading into the peak selling season pre- and postChristmas,” Lenzner said.

The ultimate kitchen collection

The new Dinamica range of De’Longhi fully automatic coffee machines are designed with simplicity and variety in mind.

Featuring a sleek design with an intuitive display, the Dinamica has a wide selection of beverages that can be tailored to suit individual tastes. Paired with the artfully designed Avvolta breakfast collection, the Dinamica makes the perfect statement in any kitchen.

For more information visit delonghi.com.au or contact 1800 126 659. facebook.com/delonghiAU

@delonghi_au

pinterest.com/delonghi_au

*Dinamica ECAM35055B and Avvolta CTA300BK and KBA200BK shown in image.

AR CHRISTMAS GIFTS Kambrook senior category manager, Nancy Humphreys said that apartment living has called for the need for versatile kitchen appliances that do not clutter benchtops or cupboards. “Kambrook products such as the BlitzPro power blender, Air Chef air frying oven and Pressure Express digital multi cooker have performed well as they offer consumers versatility and value,” she said.

Spectrum Brands has tipped a sales spike in the lead up to Christmas, particularly in the novelty item category.

Personal blenders continued to be the most popular category for food preparation in 2016 with every price point covered from $19 to $300, according to product manager, Chris Nedelkos.

“If 2014 and 2015 were the years of every single brand entering the market with another me-too product, 2016 has been the year of the shakeout.

The brands which have brought about product advancements have continued to thrive because consumers always want the latest innovations,” he explained.

Nedelkos also believes the American-style burger craze of 2015 has flowed on to desserts in 2016 with consumers spending big dollars at cafes and restaurants for ‘freakshakes’, pancakes and waffles.

Chris Nedelkos – Russell Hobbs.

“Sales of domestic waffle makers have doubled, hence our efforts at Russell Hobbs to fi nd the latest thing in this category, which brought about the Instagrammable Waffle Bowl, the next big thing in the fun cooking category,” he said.

In a shift from benchtop appliances, Fitzone director Maria Russo believes personal care products dominate this key selling time.

“This year, more than ever before, there has been a focus on the unisex nature of personal care products. A new generation of young males continues to build on the traditional female consumer base with a drive to spend on health and wellbeing products. As a result the category continues to grow and offer new product opportunities for new users,” she said.

“The significant influence from sporting or entertainment role models cannot be underestimated in the growth of the category. If there is a compelling reason to purchase, both sexes will open their wallets. Perhaps this has also been buoyed by women buying products and ‘encouraging’ their partners to use the same,” she added.

Oral-B sales manager, Fabio Ucchino said Christmas is a peak selling time for power toothbrushes.

“It is a great opportunity for retailers to make the most of increased traffic and provide options for giftseekers. Increasingly health-conscious, tech-savvy Australian consumers are moving away from traditional gifts and opting for products with high utility value that will continue to delight – long after they are opened on Christmas morning,” he explained.

“Consumers want stylish, beautifully designed small appliances that are real statement pieces in their kitchen.”

Bryan Win – Nescafe Dolce Gusto.

Only one in five Australian consumers use a power toothbrush (versus almost one in two in Germany) so there is an ongoing opportunity for retailers to bring new users to the power toothbrush category.

“At the same time, there is a convergence of health and beauty in the oral care category, and consumers are also looking for whitening benefits in their oral care products. This presents a huge opportunity for oral care manufacturers and retailers to raise the bar on oral health standards as OralB’s power toothbrushes are proven to remove 100% more plaque than manual toothbrushes,” Ucchino explained.

“There is also a trend towards wearable technology and mobile apps that allow consumers to quantify and track their health goals – like footsteps, calorie intake and hours of sleep. Oral-B’s Bluetooth-enabled power toothbrushes connect to a smartphone app which allows users to track and improve brushing habits, remind users when to replace their brush head and stay motivated to improve their oral health,” he said. AR 22

Appliance Retailer September 2016

RANGES

Coffee machines, irons, mixers and blenders top the wish list

BY EMILY BENCIC

D

e’Longhi’s new Avvolta Breakfast Collection has been carefully designed with unique lines and contours to appeal directly to the aspirational consumer who has traditionally demonstrated an appetite for the latest in fashion and design. The company has updated its augmented reality app to include all of its breakfast collections, opening up a new spectrum when selecting a collection that will best accentuate the kitchen.

De’Longhi also recently launched a new range of fully automatic coffee machines into retail stores. The Dinamica range delivers a barista quality coffee at home, at any time with the push of a button. There are three models in the range: the ECAM35015B, (RRP $1,199), the ECAM35055B (RRP $1,499) and the ECAM35075S (RRP $1,699) to provide product differentiation and sell-up opportunities without compromising on the end result.

Kenwood K-Sense Kettle.

Earlier this year, Kenwood launched a new kitchen machine range – the Kenwood Chef Sense colour collection inspired by the trend for ‘soft pop’ pastel colour palettes. Kenwood’s Eleanor Moss believes the new colour palette “gives a youthful, modern feel, portraying emotion and accessibility with a timeless quality that will not date”.

Alongside the Chef Sense there is also the Kenwood KSense breakfast set in matching ‘soft pop’ pastel colours creating a strong range story across the counter-top kitchen for Christmas 2016.

“Kenwood’s new colour palette gives a youthful, modern feel, portraying emotion and accessibility with a timeless quality.”

Eleanor Moss - Kenwood.

The CareStyle 5 steam station from Braun uses the world’s fi rst 3D BackGlide soleplate with rounded and bevelled edges to help the iron glide effortlessly, even backwards, over zippers, seams and buttons.

The advanced Pro models also provide an additional Turbo mode function to easily iron tough fabrics.

The steam stations promise to cut ironing time in half.

Tefal continues to drive innovation with the Cook4Me, Cuisine Companion, OptiGrill+ and rice/ multi-cookers. The Cook4Me guides users to create meals quickly and easily.

It boasts over 85 in-built recipes on the digital control panel and recipes

Kenwood K-Sense Four-Slice Toaster. include a step-by-step guide using six or less ingredients. Its pressure cook functionality enables 65% of meals to be cooked under 12 minutes. It can cook two, four or six servings with ingredient quantities automatically adjusted, then keep food warm when ready.

Tefal’s Cusine Companion is an allin-one kitchen machine that prepares and cooks food. It can replace up to 10 appliances and performs over 11 functions such as chopping, whipping, mixing, kneading, cooking, steaming, blending, stirring, emulsifying, whisking, searing, crushing, milling and precise heating.

The Tefal OptiGrill+ has been designed for the consumer that wants healthy grilling. With an in-built automatic sensor cooking technology, OptiGrill+ adapts the cooking time and temperature to the number of portions and thickness.

The latest rice/multi-cookers from Tefal offer a unique spherical bowl to take the effort out of cooking, which ensures better heat distribution and perfectly even cooking.

Sunbeam will introduce two new irons in time for Christmas with dimple design to improve glide ability. The www.applianceretailer.com.au

23

Stock up with promotions on your customer’s favourite Christmas gifts.

NEW

OptiGrill+

Grill with Advanced technology for perfect results every time: Automatic Sensor Cooking + Cooking level indicator.

OptiGrill+ now has 3 new cooking programs to take OptiGrill Grilling to the next level!

Contact Tefal on 02 9748 7944

NEW Fry Delight The NEW basket Air Fryer from Tefal… Fry Delight cooks using air-pulse technology with set temperatures to cook all of your favourite foods perfectly.

Cook4Me Cook4Me guides you to create delicious meals quickly and easily.

Cuisine Companion Tefal’s All-in-One kitchen wonder machine… A cooking food processor that replaces up to 10 different appliances!

6 Automatic programmes allow you to whip up an incredible array of dishes at the touch of a button.

AR CHRISTMAS GIFTS

The Breville Smoking Gun

infuses foods and drinks with

natural smoky flavours to bring out creative flair.

Tefal OptiGrill+.

DimpleTech scratch-resistant ceramic soleplate with dimpling design offers more steam distribution and reduces static friction, creating a 30% smoother glide compared to its predecessor SR6250 CeraFlow Ceramic Soleplate.

Sunbeam’s latest frypan and skillet will feature the company’s unique DuraCeramic coating, which cooks food faster with higher scratch resistance and is four times more durable than non-stick coatings. The natural ceramic coating is a strong and stable heat conductor and is PTFE and PFOA free.

The latest capsule machine from Nescafe, the Eclipse, has been designed with smooth edges and seamless curves with an integrated water tank and hand-designed brush effect for a premium look. There is an easy-to-use touch interface for cup personalisation, a descaling alert, automatic closing head and drip tray with four adjustable cup sizes. The Eclipse is available in metallic silver and metallic black brushed fi nish.

The new Breville Bakery Boss is the most powerful in its class. The 1200 watt heavy duty mixer is ideal for dough and batter, with enhanced performance and improved air flow around the motor, delivering increased torque and longer continuous running times. It is the world’s only glass bowl mixer with a dual sided scraper beater, designed for 100% scraping. It is available in five high gloss metallic fi nishes – sour cherry, silver pearls, blueberry granita, champagne and salted liquorice – it also includes a stainless steel bowl, metal beater, dough hook and wire whisk.

The new Breville Smoking Gun has been designed for foodies who are fans of Heston Blumenthal’s philosophy that aroma enhances a dish. The Smoking Gun quickly and effortlessly infuses foods and drinks with natural smoky flavours without the extra heat. It makes the process simple and effective, and brings out the creative side of any inspired home cook.

Cold smoking is ideal for foods with a fatty content including fish, butter, cocktails, cheese, antipasti meats, nuts and olives for a versatile gourmet experience.

Adriano Zumbo.

Sunbeam partners with leading pastry chef Sunbeam has signed on one of Australia’s most celebrated patissiers, Adriano Zumbo, for an upcoming collaboration to launch the Sunbeam Zumbo Limited Edition range.

“Sunbeam has a long and successful heritage in the mixing and food preparation category manufacturing the first small appliance in Australia, the Mixmaster, in 1948.

The new range includes a high performance planetary mixer in three colours – the colours and design have been inspired by the fun and creativity of Adriano Zumbo and the Zumbo brand. A food processor and stick mixer are also in the range,” Sunbeam head of marketing activations, Elena Pintado said.

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Appliance Retailer September 2016

Zumbo believes the popularity of social media, particularly Instagram, as well as reality TV cooking shows, is driving significant growth in the baking trend.

“Cooking desserts is my life and I have made some great desserts using Sunbeam benchtop appliances. I believe I am a good fit to the company because Sunbeam reflects my love for creativity and fun, which I like to express in my work,” he told Appliance Retailer.

Zumbo has been involved in marketing plans for the limited edition appliances, which will involve point of sale displays (including a life size cut-out of Zumbo), promotions, events and special guest appearances.

He began his apprenticeship at the age of 15 after discovering a love for sweets and junk food. Zumbo then opened his first storefront in Balmain in 2007 and appeared on the first series of MasterChef Australia.

Zumbo now has seven stores throughout New South Wales and Victoria including a concept store at The Star Casino in Sydney.

In October 2011, he released his first book, Zumbo, and one year later, his second book Zumbarons, which celebrates his most popular creations, macarons. He has competed in several prominent international competitions including Coupe de Monde and the Asian Pastry Cup.

Sunbeam SR6370-BOP iron.

Panasonic’s new slim and compact stainless steel bread maker enables users to create rustic sourdough bread, artisan breads filled with cheese, herbs, vegetables, nuts or fruits, and also provides a mode to bake scones. With 33 baking and dough modes, the SD-ZB2512 also features a dispenser that automatically adds ingredients such as yeast or fruit and nuts during the baking process. The bread maker’s Diamond Fluoro-coated bread pan makes cleaning a breeze.

The Panasonic Optimal Care iron adjusts the temperature settings according to the fabric that is being ironed. The symmetrical 360-degree Quick Iron design allows quick and smooth ironing in any direction. The Power Shot steam jets release large quantities of concentrated steam, smoothing out even the toughest of fabrics.

This year, Beurer won the Plus X Awards for Best Design Brand 2016/2017 and Most Innovative Brand 2016. Additionally, Beurer’s much awarded IPL10000+ has again won the Plus X award for Best Product of the Year 2016/2017 and the Plus X award for high quality, design, ease of use and functionality.

Breville Bakery Boss.

The Beurer IPL10000+ and IPL7000 laser hair removal systems connect to the new MyIPL app, which maximises and enhances IPL outcomes with customisable options to suit individual skin types and hair types.

George Foreman has managed to stay ahead of the personal blender category at the critical sub-$50 price point with its market leading Mix & Go product, adding innovations such as chill sticks as well as the limited edition ‘Fitness Friend’ promotional unit introduced for Mother’s Day which contained a health mill to grind spices.

For Russell Hobbs it is all about offering something new and exciting in an extremely crowded and competitive

The Panasonic Bread Maker

creates rustic sourdough bread, artisan breads filled with herbs, nuts or fruits, and provides a mode to bake scones.

Oral-B Pro 5000 toothbrush.

Panasonic Bread Maker. market. This will continue for Christmas 2016 with the limited edition Waffle Bowl Maker.

Christmas continues to be a strong selling period for Uniden, and this year is no exception as the company caters to all lifestyles and budgets with its product line-up, including UHF handheld radios and personal audio accessories. The holiday season also sees homeowners reconsider their home security needs and the company’s expanded surveillance range will be available just in time for Christmas.

Strengthening Uniden’s partnership with Motorola is the release of new audio accessories.

Designed for those who want to tune into quality music while out and about, the Motorola Verve range is the perfect stocking fi ller for active Australians.

With an IP57 water/sweat proof rating and dust protected, the range is ideal for a variety of indoor and outdoor exercises. A practical design combined with Bluetooth technology lets users enjoy their playlists from any iOS/ Android smartphone. Enhancing the wireless experience, the new range is compatible with Siri and Google Now. Designed for the most high-tech and health-savvy, the Oral-B Pro 5000 power toothbrush is the perfect Christmas gift.

It is the latest must-have gadget that boasts a range of features for smarter brushing and a dentist-clean feeling.

Oral-B power toothbrushes have unique cross action bristles, precisely angled at 16 degrees to get in deep between teeth to lift and gently remove plaque. The oscillating-rotatingpulsating brush head technology removes up to 100% more plaque compared to a regular manual toothbrush.

The Oral-B Pro 5000 offers Bluetooth 4.0 connectivity, connecting to the user’s smart phone to record brushing activity to optimise their daily routine. The SmartGuide provides realtime guidance to ensure users brush for the dentist-recommended two minutes around the four different quadrants of the mouth. AR www.applianceretailer.com.au

27

AR CHRISTMAS GIFTS

Breville The Smoking Gun (BSM600SIL)  On/Off Switch with dual speed for ignition and slow burn  Removable burn chamber for easy to tap out ash at end of burn cycle  Replaceable filter  Metal smoke path for optimised performance and longevity

RRP: $119.95

Breville: 1300 139 798

The large easy load burn chamber enables spill free operation for users.

It includes recipes and three types of wood chips in a robust housing design and stable integrated base.

De’Longhi Avvolta Kettle (KBA2001)  1.7 litre water capacity  Water level indicator  Detachable 360 degree swivel base for cord-free convenience  Removable and washable anti-scale filter

PRODUCT GALLERY

RRP: $199

De’Longhi: 1800 126 659 A unique design with asymmetric moulded silhouettes, chrome details and a high gloss finish, the kettle can be paired with the matching toaster for a full breakfast set.

Braun Steam Station Carestyle 5 Pro  Eloxal Soleplate Technology  3D Soleplate Technology  High steam pressure and extra steam shot  CalcClean system

RRP: $499

De’Longhi: 1800 126 659 This iron can cut ironing time up to 50% with its soleplate designed for ease of use. The clever iCare technology in normal and eco modes sets the perfect temperature regardless of fabric.

28

Appliance Retailer September 2016

Tefal 45-in-1 Rice & Multi Cooker    

Consumers can now cook all of their favourite dishes perfectly thanks to the new spherical bowl and Fuzzy Logic cooking system with auto-adjusts settings during cooking. It also includes a steam basket, rice spoon, soup spoon, measuring cup and recipe book.

Preset up to 24 hours Automatic keep warm 10 cup or 5 litre capacity LED control panel

RRP: $199.95

Groupe Seb: (02) 9748 7944

PRODUCT GALLERY

BY EMILY BENCIC

Nescafe Dolce Gusto Eclipse Coffee Machine  Automatic open close functionality  Premium brushed effect hand-designed  Descaling alert  One litre integrated water tank

RRP: $349

Nescafe: 1800 466 975

De’Longhi Dinamica Coffee Machine (ECAM35075S)

More of a design statement than a functional machine, the transparent tinted touchscreen communicates descaling mode and the push selection offers hot/ cold and start/stop manipulation.

The LatteCreama System in this coffee machine produces a dense and creamy milk froth, with a silky smooth texture at the optimal temperature for the perfect at-home café experience.

 Sleek design with a compact footprint  Intuitive interface with easy touch technology and LCD display  Wide variety of recipes from the direct recipes and menu recipes  Personalise each recipe in My Menu by adjusting the aroma, coffee and milk volume

RRP: $1,699

De’Longhi: 1800 126 659

www.applianceretailer.com.au

29

AR CHRISTMAS GIFTS

FROM THE FLOOR

Myer Giftorium: The one-stop Christmas destination

BY EMILY BENCIC

as personalised Nutella jars (which sold 420,000 units in the lead-up to Christmas last year) and Build a Bear, will be part of our Christmas offering, but we have many more brands we are keeping under wraps until our Christmas campaign is launched,” he explained.

Myer is working on a Christmas theme and will work closely with

suppliers to ensure their promotions not only tie in with the campaign, but enhance and elevate the Christmas shopping experience.

“For our part, everything from our styling, visual merchandising and window displays, to Giftorium uniforms and entertainment will be themed to tie back to our campaign. We are confident we have got the wow factor in our customer’s Christmas shopping experience this year,” he said.

When asked about Christmas trends, Sutton noted that the biggest is the sheer volume of customers who are keen to be part of the Christmas shopping experience.

“We think this is because we bring the love of Christmas to life. While many customers know exactly what they are after, we will have dedicated team members on hand to help make those selections easier.

“Myer plans to be the leader in the field this year in terms of our fantastic standout Christmas campaign. We have been very busy checking our customer’s lists and making sure we have all the wanted brands in store,” he said. AR

BRAUN

KENWOOD

M

yer hires in-store gift experts to help consumers with gift ideas, offer guidance and a wrapping service to take the stress out of Christmas shopping. Appliance Retailer spoke to Myer executive general manager of stores, Tony Sutton about the allimportant gift-giving season and the department store’s plans for this year.

This Christmas will be the third year of Myer’s Giftorium concept, which brings together the best gift giving ideas from across the globe. In previous years, the department store has invited a selection of brands to set up their own pop-up shops in selected Myer stores with in-store displays and personalisation stands.

Sutton said this year the Myer Giftorium is going to be bigger and better than ever with more brands in store and more brands offering personalisation.

“We believe personalisation will continue to be popular for Christmas gift giving in 2016. Customer favourites, such

Myer’s Tony Sutton.

PROMOTIONS

DE’LONGHI

From November 1 2016 to January 4 2017, De’Longhi will offer up to $250 cashback on selected fully automatic coffee machines and up to $50 cashback on selected Multifry machines, both via redemption.

30

Appliance Retailer September 2016

From September 1 to December 31 2016, Braun will include a bonus ironing board with the purchase of a CareStyle Steam Station valued at $199. From November 1 to January 4, there will be a $50 cashback on all steam stations.

Kenwood will be running a ‘Gift with Purchase’ promotion on the Chef Sense range of kitchen machines. Consumers will receive one of 20 bonus kitchen machine attachments of their choice when they purchase a Chef Sense mixer.

FEATURE

Air

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

AR AIR CONDITIONING

OUTLOOK

Apartment boom delivers sales

BY KYMBERLY MARTIN

T

he general sentiment from the industry is that weather patterns made the year for air conditioner sales more challenging, although this was offset by the apartment building boom, particularly in New South Wales.

Just over two-thirds of Australian households (67%) or 6.13 million homes now have a ducted or non-ducted air conditioner, according to Roy Morgan research, an increase of 7% since 2009.

The latest GfK data has highlighted the air conditioner market as static in unit sales but there was a slight 2% rise in market value for the category in the year ended May 16, 2016.

Fujitsu General customers clearly like what they see as the brand claims to have strengthened its market-leading position to reach a 35% value share. “This is our highest share in 10 years,” said general manager for sales and marketing, Dave Smith. “Fujitsu General unit sales share is now 29%.”

“While summer and winter are traditionally key selling periods, extreme weather conditions, with an unseasonably warm autumn and record breaking cold days, especially in metropolitan locations,

helped extend growth in the category,” Smith added.

According to Mitsubishi Heavy Industries senior sales advisor, Graham Hamilton, the replacement market is quite strong. “One retailer I spoke to claims his air conditioning replacement sales are in the vicinity of 50%. MHIAA and the other dominant Japanese manufacturers have enjoyed sales growth on the previous year.”

He said today’s retailer is also dealing with a consumer who is educated and experienced about how these products work and what they cost to run. “While average selling prices have stabilised, there is always pressure on manufacturers to keep costs down.”

Last summer was an “average” selling season, according to Mitsubishi Electric national retail sales manager, Garth Hickey. However, he is confident that with higher than average temperatures expected, this summer will produce better retail sales results. “The market will be positive over the next year given the level of renovations and housing developments, especially in New South Wales.” He also noted that fluctuating exchange rates are presenting challenges.

DON’T LET FUJITSU SALES SLIP THROUGH YOUR FINGERS

The weather crops up again with Glen Dimplex product marketing coordinator Stacey Pogorecki commenting that the portable air conditioner market needs over four days of extreme heat to capitalise on sales. She said while there were pockets of heat in South Australia and Western Australia there was “nothing substantial” along the east coast which ultimately resulted in a slowdown in sales.

“However we do expect this to change in 2016/17, as portable air conditioner sales move back to average market conditions.”

Electrolux Home Products category manager for home comfort, John Henley believes retailers miss potential opportunities by focusing on cooling rather than treating reverse cycle air conditioning products as a year-round category. “There is just as much potential for a sale in winter as in summer. In much of Australia they function as a heating appliance as much as cooling,” he said.

Henley also highlights the importance of energy star stickers. “When products have more energy stars, the less energy they will use. This is easily communicated and understood by consumers as it is a clear benefit to their bank balance as well as the environment.” AR

TRENDS

Remember the ‘R’ – R32 refrigerant, remote control and reverse cycle

BY KYMBERLY MARTIN

H

ome owners are beginning to realise the benefits of investing in an energy efficient inverter reverse cycle air conditioning system, taking in clever management features to running costs, Dave Smith said. “We anticipate increasing numbers of homeowners will look for energy efficient solutions for the home, particularly as gas prices are forecast to triple over the next three years.” He said more consumers are turning to products that offer practical features, are reliable and easy to use.

“While timers are a standard feature, the popularity of smart devices will see Fujitsu General develop features that will give homeowners greater control than ever before.” Sales growth has been traditionally driven by the big states with their larger population bases driving strong consumer demand in new housing and apartment builds. “However, Queensland with its tropical climate and our high market share in coolingonly products, has been a consistent star performer,” he added.

Dave Smith – Fujitsu.

Garth Hickey commented that wall mounted split systems are the primary choice for room cooling. Like Hamilton, he expects more R32 refrigerant models to hit the market.

“Mitsubishi Electric is committed to developing technologies to get the best energy efficiency out of this refrigerant.”

He commented that the MSZ-GL Series featuring the R32 refrigerant has been well-received from customers and installers alike.

Garth Hickey – Mitsubishi Electric.

“Consumers are looking for products with improved energy efficiency,” he said.

Air conditioning systems are trending towards the use of a R32 refrigerant which has a lower GWP (global warming potential) than R410A refrigerant which has been in use for more than a decade, according to Graham Hamilton. “There are now more than 100 R32 models registered on the Australian Government energy rating website. Mitsubishi Heavy Industries is planning to release five new models that utilise R32 in the popular 7.1 and 8.0kW categories in time for summer. Hamilton added that

the air conditioning category benefits from evolving technology in order to make these products more energy efficient and changes in the refrigerants being used is part of that development.

Customers are increasingly moving towards larger cooling capacity units, according to Stacey Pogorecki. “Our Dimplex range offers product from 2.6kW for smaller rooms through to 5.3kW for larger rooms. Some are cooling-only and others are reverse cycle. Offering such a variety of product ensures we cater to every consumer.”

“Homeowners will look for energy efficient solutions, particularly as gas prices are forecast to triple over the next three years.”

Dave Smith – Fujitsu General.

Stacey Pogorecki – Glen Dimplex.

As the weather heats up, so does demand for our air conditioners.

Are you ready for the summer rush?

Contact your Business Development Manager today, call 1300 882 201 or visit www.fujitsugeneral.com.au

AR AIR CONDITIONING

Samsung expects further

advances in the connected

home through Wi-Fi technology with capabilities to connect and be remotely control appliances via smartphones and tablets.

way forward in her view. “De’Longhi has been communicating with the relevant organisations to work towards a suitable outcome for this industry.”

Year-round use is the trend story coming from LG Australia, as consumers place greater emphasis on energy efficiency. “Air conditioning is an integral part of most homes and with the increasing popularity of reverse cycle systems it is essential that we constantly look for ways to improve the energy

John Henley – Electrolux.

According to John Henley, market data shows there are two sweet spots for retailers, 2.5kW units traditionally used in bedrooms and 7.0kW units which suit a decent sized lounge room.

This month, Electrolux Home Products will roll out a new range of Comfort Series Kelvinator air conditioning products to refi ne the range and switch manufacturing supplier to deliver more performance with enhanced technology.

“These products have been developed to Kelvinator specifications and will be exclusive to Kelvinator for the Australian market.” Henley said the best retailers are limiting the number of core brands on the floor to four or five, which cover the key pricepoints and feature sets,” Henley said.

Portable air conditioners continue to be a core focus for De’Longhi.

Confi rming the importance of these 34

Appliance Retailer September 2016

systems for households unable to install fi xed air conditioning, or require a secondary cooling source, is category manager Jessica Hull. “These units fulfi l a niche in the market and it is important for retailers to note it is the technology behind the unit that will achieve better cooling results at a lower running cost. This is ultimately what the consumer demands.”

Hull said while fi xed air conditioning is more affordable, portable conditioners have a strong market presence for the reasons mentioned earlier. While recognising that the portable air conditioner market remains unregulated in Australia it will continue to prove difficult for consumers to gauge the performance levels of product on offer. Minimum Energy Performance Standards (MEPS), similar to what is in place for fi xed air conditioners, is the only

Jessica Hull – DeLonghi.

Bruce Leigh – LG.

efficiency of our products,” marketing manager for air conditioning, Bruce Leigh said. As residential air conditioners get smarter the market is also seeing more Wi-Fi enabled systems. “Standby mode which is standard on all our residential models minimises electricity consumption when the unit is not in use.”

Following suit to the Wi-Fi trend is Samsung, with the company expecting to see further advances in the connected home space through Wi-Fi technology as more home appliances have capabilities to connect and be remotely controlled via smartphones and tablets.

Panasonic is also talking up the consumer preference for energy efficient considerations. Senior product marketing manager for air conditioning, Joe De Bella said Canstar Blue’s 2016 survey supports this trend with 44% of respondents declaring it to be their number one purchase decision factor.

Additionally, 82% of consumers who had replaced their air conditioner said the new system was more energy efficient. AR

DON’T LET FUJITSU SALES SLIP THROUGH YOUR FINGERS As the weather heats up so does the demand for our air conditioners.

Are you ready for the summer rush?

Fujitsu General are launching a multi-million dollar advertising campaign, with our brand ambassador, Mark Taylor, to drive customers in-store. So stock up now so you don’t miss out on the peak air conditioner sales season.

Contact your Business Development Manager today, call 1300 882 201 or visit www.fujitsugeneral.com.au

AR AIR CONDITIONING

RANGES

Keep it quiet but efficient

BY KYMBERLY MARTIN

N

ew to the Fujitsu General range is two reverse cycle, wall mounted models, the ASTG30KMTA and ASTG34KMTA. These feature a new fan design which optimises air circulation and allows temperatures to reach the set level faster than ever before. The new heat exchanger has improved efficiency even further. “These larger capacity models are ideal for large, open-plan spaces like lounge rooms and family rooms,” Dave Smith said. All new Fujitsu General units feature a built-in Human Sensor Control that detects any movement in the room. When no movement is detected after 20 minutes, the system reduces energy use to energy saving mode.

Consumers have the option to control their in-home climate from anywhere with an internet connection with IntesisHome Wi-Fi technology from Mitsubishi Heavy Industries. The technology can be used with MHI’s range of air conditioner models from 1.7kW to its 9.2kW wall split systems.

“Consumers can control their home air conditioning remotely through their smartphone, laptop or tablet devices,” Graham Hamilton said. After a simple installation of IntesisHome cloudbased solution with the MHI air conditioner, the unit can control on/off, temperature, mode functions, adjust fan speeds as well as manage multiple units in the home. Temperature can be set through the calendar to save energy and running costs.

36

Appliance Retailer September 2016

Fujitsu General ASTG30KMTA.

After a simple installation

There will be additions to the Dimplex range this summer with three inverter reverse cycle split system models from 3.2kW to 7.8kW capacity to suit small to large areas. There are four models with features common to all including 10-hour auto power off, accurate thermostat, 24hour timer, dehumidifier function, LED display, swing function, auto restart and ioniser. Prices start at $899.95 and up to $1,899.95 RRP. There is also a 5.3kW portable model with these features, the DCSS09, retailing at $799.95.

With customers continuing to demand more energy efficiency and quiet operation from their appliances these features are a must have, said Garth Hickey. “It is not just indoor noise level

of IntesisHome cloud-based

solution with the Mitsubishi Heavy Industries air

conditioner, the unit can control temperature, mode functions and fan speeds.

Mitsubishi Heavy Industries IntesisHome cloud-based solution.

Seeley CP18CW1. that is important, but also the outdoor unit. Mitsubishi Electric leads the way when it comes to reduced noise levels for outdoor units so customers can be kind to their neighbours.” The MSZ-GL25VGD 2.5kW wall mounted split system has a 5.5-star rating and quiet mode ensuring operation below 19dBA. Tech-savvy customers can also consider the Wi-Fi control option for controlling the air conditioner from anywhere in the world.

Air Conditioning Systems MSZ-GL SERIES

MSZ-GL25

One of the Most Energy Efficient Air Conditioners

CONTROL

*Additional adapter MAC-558IF-E required

5.5 Star Energy Rating *Only applies to GL 25 model

NEW PRODUCT

The standard model MSZ-GL units provide excellent energy-savings and operation is impressively quiet.

A vast series line-up is ready to ensure comfortable room environments.

» R32 Refrigerant

» Super Quiet Only 19dB

*19dB only applies to GL 25 and 35 models

For more information on the MSZ-GL model please scan the QR Code.

Phone:1300 280 625

» Blue Fin Condenser

For more information on our products please visit www.mitsubishielectric.com.au

AR AIR CONDITIONING

Many LG systems feature

Active Energy Control which allows users to cap energy

consumption and improve energy efficiency.

The new Kelvinator range from Electrolux Home Products has been refi ned from 13 to eight models and includes five reverse cycle units from 2.5kW to 8.0kW as well as three cooling-only models from 2.5kW to 7.0kW. “With this new range we are aspiring to be best in class and our five star energy ratings and enhanced heating performance will position us to compete alongside the leading brands in the marketplace for the fi rst time,” John Henley said. After listening to retailers and consumers, door widths of the indoor units have been reduced by up to 110cm across the range. With the air intake located at the top of the unit, a smooth front fascia and concealed digital display, makes it less intrusive and more aesthetically pleasing.

In addition to performance, the new products have a more contemporary design with a high fi ltration standard and the quiet internal motor can deliver 12 fan speeds. Other features include a timer function, sleep and follow-me function that sets the temperature where the remote is located.

De’Longhi PACWE18INV.

38

Appliance Retailer September 2016

Mitsubishi Electric MSZGL25VGD.

The latest range release from Seeley International comprises eight Convair models ranging in capacity from 2.6kw to 5.3kw. The hero product within this new range is the CP18CW1 portable that has been designed for cooling larger areas. It carries a two year replacement warranty and thermal protection. It retails at $1,199.

De’Longhi has three models featuring its Water-to-Air technology, designed to cool the air faster and more efficiently than traditional Air-to-Air mode. It also delivers quieter operation.

The flagship model, the PACWE18INV is the only system to combine an inverter motor with Water-to-Air. Many LG systems feature Active Energy Control which allows users to cap the energy consumption and improve energy efficiency. “This reduces power consumption at a reduced cooling or heating output,” said Bruce Leigh. The company’s range is led by the premium split system model, the P18AWN-14.

As more consumers embrace the use of smartphone and tablets, Wi-Fi compatible splits will be the order of the day at TECO. “We will be offering the R32 premium range of inverter

splits for 2016-2017, said TECO Home Appliance national business development manager, Trevor Francis.

“As well as being easier to install and service, this range offers consumers a product with exceptional energy efficiency.” TECO is also expanding its multi-head range this season.

The latest product from Samsung, the innovative 360 Cassette, is designed to minimise hot and cold spots, contributing to a fast and even temperature control.

Its circular design blends seamlessly with the home décor and it won the product a 2016 IF Design Award.

Panasonic is capitalising on its five-stars Canstar Blue 2016 Customer Satisfaction Rating. “With the summer season approaching our point of sale and online communications will spread the word to consumers for being Australia’s favourite air conditioning brand,” Joe De Bella said. “Air conditioning is a heavily researched category and this rating gives the consumer peace of mind that Panasonic is a product they can trust.” Panasonic will run with its existing Econavi range of reverse cycle deluxe inverter air conditioners at a variety of price points. AR

affordable

comfort

Introducing the new Dimplex iiSeries range of inverter air conditioners Australia’s leading portable seasonal supplier now enters the inverter split system market with the Dimplex iSeries. Built to face the tough Australian conditions, with its elegant design, clever features and air purification technology; it’s now easier to provide clean and effective cooling or heating for your home.

With 5 sizes ranging from 2.5kW to a huge 7.8kW, you can be sure to find a model that’s perfect for any room; and with a 5 year warranty for peace of mind, why wouldn’t you choose Dimplex?

To see the full cooling range, visit www.dimplex.com.au or call us on 1300 556 816 for more information.

comfort at home Portable Air Conditioners

Split System Air Conditioners

Fans

Dehumidifiers

Evaporative Coolers

AR AIR CONDITIONING

Fujitsu General Reverse Cycle Wall-Mounted Air-Conditioner (ASTG30KMTA)    

Inverter technology Economy mode Powerful air flow up to 14 metres Built-in thermo sensor

RRP: $3,345

The latest range of Kelvinator air conditioners combines style with performance with eight models in both reverse cycle and cooling units, supported by a five year parts and labour warranty.

Kelvinator Reverse Cycle Inverter (KSV70HRG)  Inverter technology for perfect room temperature  Low noise 12 speed fan  Multi-level filtration with three air filters  Sleep mode /5-star energy rating

RRP: $1,849

Electrolux Home Products: 1300 363 640

Fujitsu General: 1300 883 201 For a year-round, comfortable indoor environment reverse cycle air conditioners with inverter technology deliver clever energy management features and running costs.

Dimplex Inverter Reverse Cycle Split System (DCSS12)    

3.2kW heating and cooling capacity 24-hour timer Dehumidifier function 10-hour auto power off after 10 hours of continuous operation

RRP: $899.95

Glen Dimplex: 1300 556 816 Attention to cleaner air comes to the fore with an ioniser function to remove microscopic particles to assist those with allergies, asthma or respiratory conditions.

40

Appliance Retailer September 2016

PRODUCT GALLERY

BY KYMBERLY MARTIN

AI R CO NDITIO NING

The ideal solution for air conditioning Engineered to withstand the Australian conditions, this model is equipped with an easy to use controller and convenient functions for your comfort living.

Mitsubishi Heavy Industries air conditioner will be a valuable addition to any home.

DXK06ZM-S

IntesisHome Your our home in the cloud

In conjunction with IntesisHome, this product offers full Wi-Fi control allowing you to control your indoor comfort living from anywhere.

Find out more about this product

1300 138 007 www.mhiaa.com.au

AR AIR CONDITIONING

Mitsubishi Heavy Industries IntesisHome IS-IR Wi-Fi 1  Remote control for all home air conditioning requirements  Can be used with most MHI air conditioner models  Links up to 50 Wi-Fi devices  Compatible with Android and iOS operating systems

RRP: $259

Mitsubishi Heavy Industries: 1300 138 007 A fully remote solution that is easy to operate for controlling the in-home climate from anywhere where there is an internet connection for creating a comfortable environment before arriving home.

Mitsubishi Electric Wall Mounted Split System (MSZ-GL25VGD)

This unit carries the R32 refrigerant - the ‘next generation’ in refrigerants it reduces adverse impact on the environment along with increased energy efficiency.

 R32 refrigerant with less risk to the environment  i-Save mode recalls the preferred pre-set temperature  Wi-Fi control compatible  Five year warranty

RRP: $1,399

Mitsubishi Electric: 1800 811 212

PRODUCT GALLERY

TECO Reverse Cycle Inverter Split System (AER32)  2.6kW/5-star rating for cooling and heating  Optional Wi-Fi control  DC fans for low noise use indoors and outdoors  Refrigerant leakage detection

RRP: $1,099

TECO: 02 9765 8118 The energy efficient with R32 3D inverter splits is more installer-friendly than conventional splits resulting in a reduction in service repair times and PCB (circuit board) replacement.

42

Appliance Retailer September 2016

Experience our new, stylish range of air conditioners

Intelligent Inverter Technology

Sleep Mode

Accurately controls the compressor so you can enjoy up to 5 star energy performance and the perfect room temperature at all times.

Gently adjusts the temperature after you fall asleep for a peaceful night’s sleep.

Low Noise Fan 12 speed fan for optimal combination of performance and silence.

Multi-Level Filtration Ensures cleaner and fresher air in your home with a combination of 3 air filters.

kelvinator.com.au

Follow Me Select Follow Me and your air conditioner will set the temperature based on a sensor in the remote control. This ensures the temperature is exactly where you want it to be.

AR AIR CONDITIONING

FROM THE FLOOR

Harvey Norman Superstore Maroochydore floor manager, Adam Piper

BY KYMBERLY MARTIN

F

loor manager, Adam Piper, is predicting a strong season for air conditioning this summer. The store is located on the Queensland Sunshine Coast with a customer demographic that includes its fair share of travellers.

At the time of the interview with Appliance Retailer, Piper said “it feels more like ‘summer on the coast’

than winter at the moment with the temperature hitting 32 degrees Celsius in July. “We actually brought out fans for the weekend which is unheard of in July.”

He said customers buying fans are often travellers to the area which is a popular destination especially in the summer. “These customers are looking for instant relief and cannot have air conditioners installed.” However, he added that the majority of fan sales are a direct result of hot temperatures when customer needs become more urgent “and sales spike as a result”.

When it comes to brands, Piper said suppliers can change through the season and store sales are usually driven by supplier stock levels. “We support the majors in air conditioning which are traditionally, Fujitsu, Panasonic, Mitsubishi and Kelvinator, with the bulk of our sales coming from these brands.

Customers look for brands they trust and know because after all it becomes part of their home once it is installed.”

The biggest request when it comes to features is the noise level of the unit.

“This is understandable because in

Queensland these units often run at night due to the hotter conditions.”

And price is always a topic of discussion with today’s consumer. “We are fortunate with our demographic as the consumer is looking for a brand name they have had a good experience with and it has a strong service reputation. We have noticed over the years how important this is with a lot of the lesser known brands vacating the space.”

The biggest challenge is simple – the weather – “because if it is not hot then there is no urgency from the customer to purchase”. The general rule of thumb is three consecutive days and nights of heat to generate a lift in sales, Piper said.

As for promotions, his view is the winter cash backs generally work well and create interest especially in the traditionally slower winter months. “It is the reverse in winter when we need three cold days and nights to get that rise in sales. I am sure the southern states would be experiencing strong winter business but when we are getting winters of 32 degrees Celsius, the spike is a lot less for winter purchases here.” AR

MITSUBISHI ELECTRIC

TECO

PROMOTIONS

DIMPLEX

Glen Dimplex is offering a $50 cashback on selected Dimplex portable air conditioners. The promotion began on September 1, 2016 and will continue until October 31, 2016.

44

Appliance Retailer September 2016

Has launched a TV campaign, titled ‘Works for Me’ that gives a voice to customers who talk about how Mitsubishi Electric air conditioners and refrigerators play a part in their life.

Is running its first ever promotion attached to inverter and fixed speed split systems with a Coles Express gift card valued at $25, $50, $75 and $100, depending the model purchased.

FEATURE

COOLING PORTABLE

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

Dyson purifier.

Captures allergens and pollutants.1 Cools in summer.

Laboratory tested to EN1822, of fine particles from the air.

1

AR PORTABLE COOLING

OUTLOOK

Fan category keeps its cool

BY EMILY BENCIC

T

he trend toward portable cooling and fan units continues to gain momentum as consumers remain wary of electricity bills and seek more energy efficient options.

Euromonitor data has shown that cooling fans comprised 70% of total volume sales of air treatment products in 2015 and the category increased in volume by 5.4%. Ceiling fans remain the key cooling fan category due to price, which encourages consumers to use them in each room of the home.

Euromonitor research analyst Hianyang Chan believes rising energy prices mean consumers are generally more inclined to use energy-efficient air treatment products as a means of staying cool.

“The growing trend towards Australians living in higher density

housing, combined with the hot summer of 2014/2015 fuelled the 5% volume growth recorded in the category in 2015. However, multifunctional cooling fans such as the Dyson Air Multiplier are encroaching on sales of room air conditioners. Cooling fans increased by 7% in current value in 2015,” Chan explained.

Based on the Australian Energy Market Operator (AEMO), average annual electricity prices increased by 46% in New South Wales, 47% in Queensland and 35% in Victoria during 2014/15 and this trend is likely to continue.

“Air conditioners are among the most energy hungry of consumer appliances, making electricity prices a key concern for consumers in states such as Queensland, where household cooling

Euromonitor research analyst Hianyang Chan.

is required for the majority of the year. Many consumers have already switched to cheaper and more energy efficient options such as cooling fans and as electricity prices continue to rise, this trend is likely to continue building,” he said.

Meanwhile, GfK data recorded a 2% decline in unit terms for the overall fan category, although value increased by 6% from MAT June 2015 to MAT June 2016.

The floor segment increased a significant 42% in unit terms and 29% in value terms; the stand segment declined by 1% in units and increased 13% in value; table fans plummeted by 20% in units and 3% in value and tower fans tumbled 5% in units and 2% in value. AR

Captures allergens and pollutants. Cools in summer.

1

Laboratory tested to EN1822, of fine particles from the air.

1

TRENDS

Consumers want an all-year round solution

BY EMILY BENCIC

A Dyson is optimistic about the

cooling market as it invests in

R&D for new technology within its environmental control offering.

Helen Finlayson – De’Longhi.

s the weather continues to warm up, electricity prices increase and consumers become more environmentally conscious, fans are often chosen over an air-conditioning unit as a fast and affordable solution to cool the home.

Dyson is optimistic about the cooling market moving forward as it invests in research and development for new technology within its environmental control offering. In particular, the Dyson Hot+Cool range has been well received as a cooling fan in summer and a heater in winter as consumers increase their appetite for quality products that deliver year round performance. As Dyson fans evolve beyond cooling, the company’s unique design aesthetic remains a key purchase trigger for customers.

There has been continued growth across the De’Longhi cooling range as fans continue to play an important part of consumer comfort, particularly during the summer months.

“De’Longhi offers different fan types to suit different consumer needs and tastes – traditional pedestal and table top fans, slim tower fans, and an evaporative cooler,” category marketing manager, Helen Finlayson said.

Finlayson also noted a recent division in the fan market, with a split between new technology products and the traditional pedestal fan.

“Consumers are proving they are willing to pay more for technology they perceive to give those added benefits.

Lisa Buscomb – Sunbeam.

“They are looking more to fan design and fi nish, as it sits in such a prominent place in the home. They want a stylish piece that will complement their décor, whilst also providing the comfort they need,” she explained.

Sunbeam uses predicted weather patterns to forecast demand for its cooling products.

“The Australian Government Bureau of Meteorology has announced that after a year of driving global temperatures to unprecedented warmth, the current El Niño weather event is officially over,” product category manager for seasonal and garment care, Lisa Buscomb said.

“The El Niño effect has been warmer than average days and less rainfall. The potential start of La Niña will result in warmer days likely in tropical north and Tasmania, while warmer nights are likely in the tropical north, eastern Victoria and Tasmania.”

Over at Glen Dimplex, product and marketing coordinator for seasonal, Stacey Pogorecki has observed a trend towards pedestal fans as these are perceived as a reliable style of fan, offering strong performance and durability.

AR PORTABLE COOLING

Stacey Pogorecki – Glen Dimplex.

“New South Wales and Victoria generally outsell all other states, simply due to population. As a percentage of population however, this varies season on season, depending on where the extreme temperatures arrive,” she said.

Kambrook senior category manager, Nancy Humphreys also referred to weather patterns and predictions, noting an increased frequency of extreme weather events in metropolitan areas.

Therefore, comfort products have become relevant to consumers all year round.

“Cooling fans can often be used outside of traditionally hot months – potentially up to six months of the year, and more in some parts of the country. Cooling fans are a fast and affordable solution when hot weather persists, as no installation is required and they can be easily moved from room to room,” she said.

Fans are typically an impulse purchase made during hot and humid weather, according to Mitsubishi Electric national retail sales manager, Garth Hickey.

“Customers want immediate relief from uncomfortable conditions and purchases are cash and carry, meaning they can’t wait for a split system air conditioner installation,” he noted.

Garth Hickey – Mitsubishi Electric.

With higher than average temperatures predicted for summer, the company expects fan sales to be healthy.

“It’s those days where there’s a dramatic change in conditions, or a few hot nights in a row in November to December that flush out fan sales. Fan models that feature innovative functions or perform to a higher specification help stimulate the market,” he said.

48

Appliance Retailer September 2016

Jessica Dinh – GAF Control.

The cooling season is the busiest time of the year at GAF Control. In 2015, the company refreshed the look of its packaging for Heller and Sunair cooling products, which has received positive customer feedback and made a noticeable impact in retail stores, according to product and marketing coordinator, Jessica Dinh.

“This year, we are expecting a strong summer season ahead, where we will be expanding our Heller cooling range with new and improved packaging which will still consist of the evaporative coolers, desk, pedestal, tower, and wall fans,” she explained.

Traditional pedestal and desk fans are still best sellers for GAF Control and always in high demand during the season.

“Being compact and mobile for greater flexibility in placement around the house means they are ideal for any home or corporate office with their affordable pricing which appeals to our consumer’s requirements,” she added.

Vornado cooling sales increased significantly throughout Australia in the last fi nancial year with an overall growth of 60% from FY14 to FY16.

The Vornado 660, the largest fan in the

range and 533, the smallest model in the range, experienced higher growth rates than the medium model in the range, the Vornado 633.

“Our summers are becoming hotter and lasting longer and therefore, consumers are seeking to break the heat and fi nd cooling home comfort solutions.

As a result the ownership of cooling appliances has continued to grow rapidly, with more than 4.6 million Australian households now using at least one cooling appliance,” brand marketer, Erin Kavanagh noted.

“With electricity prices increasing, air-conditioning has become less affordable to a high number of households and these consumers are looking for alternative cooling products that are energy efficient and reliable without affecting performance,” she said.

“Energy efficiency is one of the three key factors considered when purchasing appliances, next to features and design.

With household appliances accounting for up to 30% of home energy use, consumers are demanding an appliance that is not only environmentally friendly, but also effective,” she added. AR

Erin Kavanagh – Vornado.

Indoor pollution can be up to 5x worse than outdoor.

Centre for Australian Weather and Climate Research

Pollen

Allergens

Bacteria and mould

Pet dander

Dyson purifier.

Potentially harmful ultrafine particles

Captures allergens and pollutants.1 And works as a fan to help cool you in summer.

App control

Laboratory tested to EN1822, of fine particles from the air.

1

AR PORTABLE COOLING

RANGES

Pedestal fans are a

summer favourite

BY EMILY BENCIC

D

yson is enhancing its environmental control portfolio this year with the launch of its first connected purifier range, the Dyson Pure Cool Link purifier fan and Pure Hot+Cool Link purifier fan heater.

The range uses Dyson’s Air Multiplier technology and a 360 degree glass HEPA fi lter to remove 99.95% of fi ne particles such as allergens and pollutants from the air. Sensors inside the machine can detect changes in air quality conditions, and then automatically purify the pollutants.

The fan connects to the Dyson Link app which allows users to monitor their indoor and outdoor air quality in realtime and control the product at home and remotely via their connected device.

The Dyson Pure Cool Link purifier fan is a dual function machine.

It projects purified air quietly all year round, and works as a cooling fan in summer. Meanwhile, the Dyson Pure Hot+Cool Link purifier fan heater also provides year-round purification and air circulation as well as fast even room heating in winter and personal cooling in summer. It incorporates Dyson’s Jet Focus Control technology which is available in Dyson’s AM09 Hot+Cool fan heater for personal or whole room use.

De’Longhi made its entry into the tower fan category in 2015 with the introduction of the DETF121 and DETF115 tower fans. The models are packed with practical features including an oscillating base, three 50

Appliance Retailer September 2016

Dyson Pure Hot+Cool Link Purifier Fan Heater.

Dimplex Intellifan DCPFS1.

The De’Longhi EV290

evaporative cooler continues to exceed expectations and

deliver strong sales results.

De’Longhi Slim Tower Fan DETF121.

fan speeds, remote control, timer and rhythm wind mode allowing for a more nature flow of cool air into any room.

The EV290 evaporative cooler includes a 7.5 hour countdown timer, water level indicator, water pump system, two ice blocks, three speed fan and vertical swing louvres.

The fi ltration system collects and sterilises dust particles, generating cooler, cleaner, fresher air. This model continues to exceed expectations and deliver strong sales results, according to the company.

In the summer of 2016/2017, De’Longhi will continue with these models, along with traditional fans (VLT3000, VLT2001 and VLT1000), which have been part of the range for over a decade.

Sunbeam continues to focus on tower fans with representative pedestal fans within the range, concentrating on the more premium segment of the category.

Sunbeam will support the night blackout mode of the FA7250 tower fan as a unique way to remove the distraction of bright lights.

It is a 90cm tower fan with 70 degree oscillation and three speed settings. In addition to quiet operation, it has an eight hour timer.

Another popular Sunbeam fan in the range is the FA8900 black pedestal model for all day cooling. With unique horizontal and vertical oscillation, the figure eight movement distributes cool air evenly. It also has a 10 hour timer, six speed settings, remote control and 75 degree oscillation.

This range is more than just cool.

Contemporary Italian design and functionality has long been a distinguishing feature of De’Longhi portable air conditioners. The exclusive Water-to-Air technology, produces and expels 9% cooler* air than traditional Air-to-Air units. Selected models utilise R290 refrigerant, a completely natural and non-toxic fluid with a low environmental impact**. De’Longhi’s range of sleek and contemporary Tower Fans and Evaporative Coolers, offer a hassle free way to distribute refreshing cool air, whilst bringing style to your home.

To discover more about De’Longhi’s range of portable cooling units or fans, contact your local De’Longhi representative on 1800 126 659 or visit www.delonghi.com.au

Featured: De’Longhi Dehumidifier PACWE18INV. *Test results based on comparative De’Longhi Models. **Low environment impact - low global warming impact.

PACWE18INV

PACWE120HP

PACWE112ECO

PACA100ECO

PACN76

EV290

DETF121

DETF115

VTL3000

VTL2001

VTL1000

AR PORTABLE COOLING

Dimplex will be offering

The FA7500 retro fan has been designed for rapid cooling with its industrial design and power. It is 120cm high, offers three speeds, 70 degree oscillation, an eight hour timer and remote control.

Dimplex will be offering a series of pedestal fans ranging from 40cm to 50cm in size and an Intellifan which is built with smart functions including a body and temperature sensor. The body sensor senses the location of the person within two metres and adjusts the cooling direction toward them. The temperature sensor adjusts the wind speed according to the room temperature.

The hero product from GAF will be the Heller 8 litre evaporative cooler HEC8 (RRP $149.95). It has three speed settings, three wind modes, auto up/down louvre swing, 7.5 hour timer and includes a remote control. The new Heller retro 45cm copper metal pedestal fan MPF45 (RRP $99.95) has three speed settings, a stable round base, is height adjustable up to 130cm and also tilt adjustable with an oscillating head.

pedestal fans and an Intellifan built with smart functions

including a body and temperature sensor.

Kambrook 40cm DC Motor Pedestal Fan (KPF849WHT).

The Mitsubishi Electric pedestal fan includes rhythm mode

Mitsubishi Electric Red Pedestal Fan (LV16S-RT-P).

that replicates a natural breeze

combined with solid construction and quiet performance, ideal for bedroom use.

The new industrial fans are the Heller WAL75I (RRP $169.95), 75cm Industrial Wall Fan PED75I (RRP $189.95), 75cm Industrial Pedestal Fan which has a new powerful 200 watts motor compared to previous models (WAL75 and PED75). These industrial fans are perfect for large commercial or alfresco areas with three speed settings, tilt adjustable, high velocity blades and made of durable metal material.

Despite the limited range from Mitsubishi Electric, the company will be offering a pedestal fan with innovative features, including rhythm mode that replicates a natural breeze combined with solid construction and quiet performance, ideal for use in bedrooms.

Kambrook tower fans are designed for consumers after a minimalist look.

Features include LED display and 52

Appliance Retailer September 2016

Vornado Air Circulator (660).

remote control options. To help drive upsells, Kambrook offers designs in a range of sizes to encourage multiple fan purchases.

The latest model is the 40cm DC motor pedestal fan (KPF849WHT) with an exclusive eco-friendly DC motor, which uses up to half the wattage of an AC motor fan of similar size. This delivers significant cost savings, while ultraquiet operation is available in both low and normal mode. Its 85 degree oscillation makes it particularly useful for open plan living and outdoor rooms. With 26 varying wind speeds, variable height and a tilt adjustable head the fan adapts to different spaces and all cooling preferences.

Other features include an antitopple base and 12 hour autooff function.

The Kambrook Arctic series includes tower, pedestal, desk and floor fans, all priced under RRP $150. Popular models include the Arctic 46cm gunmetal pedestal fan (KPF449GUN) and the Arctic 40cm gunmetal pedestal fan (KPF445GUN). Ideal for the home office or study desk is the compact Arctic 30cm gunmetal desk fan (KFA241).

Vornado design is a legacy of aircraft engineering and its performance can be traced back to the signature Vortex Action, a result of four proprietary components found only within a Vornado. The base enables the fan to rotate on its X axis, to provide a wide up-down movement, enabling the user to focus the main airflow in the desired direction with three deep-pitch blades.

The energy efficient air circulator fans are a powerful yet compact option for the home. AR

Dyson Pure Hot+Cool Link Purifier Fan Heater

Dimplex Intellifan DCPFS1

 Dyson Air Multiplier technology  Sensors detect changes in air quality conditions  Monitor air quality in real-time  Control the product at home or remotely

 Normal, sleep and natural breeze modes  Five oscillation angles  Low, medium and high speeds  Eight hour timer

RRP: $749

RRP: $249.95

Dyson: 1800 239 766

Glen Dimplex: 1300 556 816

The range uses a 360 degree glass HEPA filter to remove 99.95% of fine particles such as allergens and pollutants from the air. This includes pollen, pet dander and common household odours.

The key feature for this fan is the Body Sensor mode, which senses the location of people within two metres and adjusts cooling direction towards them. The Temperature Sensor mode adjusts wind speed according to room temperature.

PRODUCT GALLERY

BY EMILY BENCIC

De’Longhi Slim Tower Fan DETF121    

Three fan speeds Oscillating base Remote control Rhythm wind mode

RRP:

$239

De’Longhi: 1800 126 659 A contemporary slim tower design with a brushed metal finish complements any décor. The timer offers two hour increments for convenience and power saving. It also comes with a one year warranty.

www.applianceretailer.com.au

53

AR PORTABLE COOLING

Vornado Air Circulator (660)    

Four speed settings Fully adjustable chrome glide bar Quiet operation Five year warranty

Moving air up to 30.5 metres, this powerful yet compact fan boasts whole room vortex circulation and multidirectional air flow. It is easy to clean, energy efficient and eco-friendly.

RRP: $229

Milners: 1800 099 266

PRODUCT GALLERY

Kambrook 40cm DC Motor Pedestal Fan (KPF849WHT)  Ultra-quiet operation in low and normal mode  26 varying wind speeds  85 degree oscillation  12 hour auto-off function

RRP: $169.95 (Available from October) Kambrook: 1300 139 798

The unique Kambrook eco-friendly DC motor uses up to half the wattage of an AC motor fan of a similar size. It offers variable height and a tilt adjustable head to cater for all spaces and cooling preferences.

54

Appliance Retailer September 2016

Mitsubishi Electric Red Pedestal Fan (LV16S-RT-P)    

Super quiet 40cm crystal blade Rhythm mode to replicate natural breeze Three fan speeds Automatic on-off timer

RRP: $179

Mitsubishi Electric: 1800 811 212 An attractive slim design, smart compact motor and low power consumption, are just some of the features of this fan that comes with a remote control.

FROM THE FLOOR

Thomson’s Home Furnishers store manager, Tyler Thomson

BY EMILY BENCIC

Thomson said pedestal fans are the most popular models as consumers choose a stylish design for their living room or bedroom. “In particular, the Dyson Air Multiplier has been a great seller.”

“Some customers come in with a set price point or just want a quick fi x.

However, at times, after the advantages of air conditioning, especially portable air conditioning, have been explained to the customer, they change their mind.

“It is important to listen to the customer’s needs. We have many customers who come in to purchase a fan out of the catalogue, but our fi rst question we ask is, what size room are you cooling? And then we go from there,” he explained.

Located approximately 160km north of the Melbourne CBD in Euroa, the store serves a customer base of around 4,000 people, although Thomson believes his customer base is now growing. “It was primarily a retirement place, but it is now it moving to a more general population.”

Despite his modest outlook on fans, Thomson has been pleased with the performance of air conditioner units, particularly models that provide yearround comfort. “We provide service and advice to our customers in relation to sizing, positioning and installation.

In addition to this, branding and price, makes our air conditioning business punch high above its weight.”

“The old saying that customer referral and recommendation is the best form of advertisement runs true for our business,” he added. AR

DE’LONGHI

KAMBROOK

S

tore manager of Leading Appliances member, Thomson’s Home Furnishers, Tyler Thomson shared a modest outlook for the fans and portable cooling category for his Victoria store.

As a seasonal category, he noted the strong correlation between warm weather and cooling sales. With Melbourne temperatures expected to remain below 20 degrees Celsius until late October, Thomson believes it will be a late season, “wet through to December and dry through to May 2017”.

However, he did note that air conditioning promotions helped boost sales through the winter months. “With Fujitsu, Kelvinator and Mitsubishi Electric as our main suppliers, the dollars off made the purchase decision easier for customers,” he said.

The store has a full range of cooling products on display from De’Longhi, Dimplex, Dyson, GAF, Heller, Kambrook, Omega Altise and Seeley.

PROMOTIONS

DYSON

Dyson will continue to invest in an integrated marketing campaign to enhance consumer demand and drive customers in-store. Dyson will also implement a premium in-store presence to aid conversion during the spring/ summer season.

De’Longhi will support its cooling range with a campaign that activates online, inlifts and office lobbies in direct response to the weather temperature. In addition, a strong in-store display, training program and social media presence will further support the fans category.

Kambrook will continue to support its cooling range with PR activities and social media initiatives. Designed to inspire and engage with Kambrook’s online community, the Kambrook consumer blog, A Perfect Pantry, features tips and life hacks. www.applianceretailer.com.au

55

AR BARBECUES

OUTLOOK

Right on cue T

he outdoor entertainment category offers electrical retailers many opportunities for sales from a kitchen complete with a refrigerator, sinks and lighting to compact portable barbecues.

According to the latest Roy Morgan research data, almost two-thirds of Australian households own a barbecue and figures are even higher in some states. In 2015, 5.8 million households had a barbecue, with country South 56

Appliance Retailer September 2016

BY KYMBERLY MARTIN Australia its heartland with 75.6% ownership, followed closely by the ACT on 73.5%. Interestingly, while ownership is above average in rural households, capital-city ownership is slightly below average. Intention to buy a barbecue is highest in the ACT followed by Brisbane and lowest in Melbourne and Hobart.

Not surprisingly, gas barbecues are the most popular format said Euromonitor International research analyst, Hianyang Chan, with an

estimated 95% of total sales. “However, trade sources suggest that smaller, portable models are growing in popularity. This can be attributed to the increase in high-density urban living, with residents not being able to afford the space for a full-size barbecue.�

Charcoal barbecues also showed a slight increase in sales. GfK only tracks electric outdoor grills and the latest data shows a 17% decline in unit sales and a 6% decrease in value for the year ended June 2016. AR

TRENDS

A sizzle in sales

BY KYMBERLY MARTIN

W

ith summer approaching now is the perfect time for retailers to pick up on the growing trend to outdoor dining. The options are endless, from premium models with multiple burners to smaller freestanding barbecues.

The latest entrants are designed to be real outdoor scene stealers with advanced technologies and innovative styling.

There is a strong growth in the overall BBQ category according to BeefEater category manager, Mark Kampmann.

He attributes this expansion to growing sales for more premium large portable barbecues enhanced by increased sales for drop-in barbecues, side burners and compact mobile models. He said consumers buy to suit their lifestyle and home with the outdoor kitchen concept becoming more popular with products designed to suit large and small areas.

He said the introduction of new products such as the BeefEater Bigg Bugg and BeefEater Signature Proline had contributed to category growth this year.

As for design trends, it is all about sleek, linear modern styling, intuitive controls and even heat distribution. To assist with the revamp of the brand design and brand communication, BeefEater conducted consumer research into key features and benefits and the relevance of design to the BeefEater consumer. “We are excited about our BeefEater range and its continued strong performance in the market, particularly the Signature range of premium barbecues,” Kampmann said.

Mark Kampmann – Electrolux.

The biggest impact on the category has been the renovation boom as well as the trend towards outdoor alfresco living, Ilve marketing manager, Daniel Bertuccio said. “Outdoor living is being incorporated into home design as a necessity and no longer as an ‘add-on’.”

Modern design dictates that kitchen and dining often open up into the outdoor space.

Daniel Bertuccio – Ilve.

There has been an increase in sales for drop-in barbecues, side burners and compact mobile models.

Earlier this year, Ilve released the space saving outdoor barbecue, the MYQ ‘from foldaway to full size BBQ in seconds’.

“Ilve has been closely monitoring design trends for a couple of years now, and listening to market feedback on what consumers would like to see from Ilve”.

Bertuccio said due to the warmer climates, Queensland and Western Australia are doing very well when it comes to sales, “but all states are moving along nicely at this stage”.

According to Shriro product manager, Mark Farrell, the Australian consumer is starting to embrace charcoal cooking and the benefits of charcoal like never before. “Rather than replacing their gas barbecue with a charcoal model, the consumer is now

adding a charcoal barbecue to their outdoor living space,” Farrell said.

Australia still has a long way to go to catch up with other markets such as the US and Northern Europe where sales are very evenly matched across charcoal and gas platforms, he noted.

Consumers are not just after a barbecue but a professional looking outdoor kitchen because: “it gives people another venue for a social kitchen,” said Fisher & Paykel and DCS senior brand manager, Max Woodhead.

“They want appliances that look good, but can help prepare the most simple mid-week meal to a feast for family and friends on the weekend.”

The entertainment area in new homes today has shifted from the inhome cinema to the alfresco lifestyle, is the view of GBI general manager, Wayne Marshall.

“The electrical retail market continues to look for new products and ideas to grow their business and specialise in new opportunities,” he said. This includes the promotion of alfresco kitchens, appliances and seasonal heating and cooling products “to ensure they stay relevant to their customers and market trends”.

Mark Farrell – Shriro.

Speaking positively about the sector is CDB Goldair director, Chris Bremner, as the company launches the FireBox pizza oven.

“This represents a significant opportunity for us, but in a nontraditional sense. We expect this innovative product will further enhance the outdoor cooking experience for Australian consumers,” he said. AR www.applianceretailer.com.au

57

Life’s better outdoors POWERFUL PERFORMANCE

VERSATILE COOKING EXTRA LARGE COOKING SURFACE

GREAT STORAGE

EASY TO MOVE

Introducing the new BIGG BUGG Discover the next evolution of the popular BUGG with all its clever features on a BIGGER scale.

BUGG is the versatile barbecue that’s perfect for all occasions. Cook with the hood up, for crispier and tastier grilling. Or pull the hood down for slow-cooked succulent roasts.

Find out more: visit beefeaterbbq.com

EFFORTLESS ENTERTAINING SLEEK LINEAR DESIGN

INTUITIVE CONTROLS

EVEN HEAT DISTRIBUTION SUPERIOR OIL MANAGEMENT SYSTEM

POWERFUL QUAD BURNER

Introducing the new Signature ProLine Outdoor entertaining never looked so good. With a sleek linear design and uncompromising power, the BeefEater range of Signature ProLine integrated barbecues offers an array of premium features like the multipurpose cast iron furnishings, powerful QuadBurner™ , and a superior oil management system. It’s everything you want in a barbecue and more.

Find out more: visit beefeaterbbq.com

AR BARBECUES

RANGES

From bespoke designs to more budget conscious options

BY KYMBERLY MARTIN

T

he latest barbecues from BeefEater are a perfect example of the company’s commitment to style and innovation. The Bigg Bugg, in amber or graphite (RRP: $799 with stand), the Signature ProLine 6-burner built-in barbecue with hood (RRP: $2,999) or lid (RRP: $2,749) and the Signature ProLine Artisan outdoor kitchen with hood ($7,799) or lid (RRP: $7,749). The Bigg Bugg (RRP: $799) carries all the features of the compact Bugg, now with an extra-large cooking surface comprising a versatile half-plate

Ilve MYQ fold-away.

Everdure by Heston Blumenthal Fusion BBQ.

The Bigg Bugg now has an

extra-large cooking surface

comprising a versatile half-plate and half-grill, a rust resistant

enamelled cast iron cooktop,

storage rack and side shelving.

BeefEater Bigg Bugg.

and half-grill, a rust resistant enamelled cast iron cooktop, storage rack and side shelving, available in graphite and amber fi nish. The ProLine builtin features a quartz-start ignition and ergonomic controls with power level indicators. An optional and versatile QuadBurner side burner features a flame thrower for high heat output and a reversible cast iron hotplate for flat and griddle grilling.

60

Appliance Retailer September 2016

In January, Ilve introduced the MYQ fold-away that comes in chic stainless steel for a contemporary look, which Bertuccio described as a “thoughtfully designed product that is matched with high performance”. The patented design is characterised by smooth lines and modern detailing, hooks onto any solid structure and simply folds away when not in use. The stainless steel storage cover doubles as a splash back, saving valuable entertaining space. It features three gas burners with rotary ignition and multiple ergonomic cooking plate configurations.

The reversible cast iron hotplate comes with flat or ribbed griddle cooking surfaces. This latest cooking companion from Ilve joins the company’s built-in version in the category.

International chef, Heston Blumenthal is no stranger to the appliance industry and his latest venture is the Everdure by Heston Blumenthal collection of gas and charcoal barbecues.

The new range was released recently at Spoga+Gafa in Cologne, Europe’s biggest outdoor and leisure trade show and launched here by Shriro on September 1. The charcoal models comprise the Hub, Fusion and Cube with features including fast flame ignition and an integrated rotisserie system. There are two gas barbecues, the Furnace and Force with high performance burners and fast heat-up.

De’Longhi is releasing two new grills for summer outdoor dining. The powerful 2000 watt electric Barbecue Grill (BG500C) features a combined ribbed and flat plate, angled to drain oils and fats coated with ceramic Durastone. The 1500 watt Contact Grill (CGH900C) doubles as a sandwich press and open grill plate.

The FireBox from CDB Goldair is a light and portable unit designed to sit on top of an existing gas or charcoal barbecue. No

There are two Everdure by Heston Blumenthal gas

barbecues, the Furnace and

Force with high performance

burners and super-fast heat-up.

De’Longhi Barbecue Grill (BG500C). assembly is needed and the product is easy to clean. RRP is $149.95.

GBI is adding a portable gas barbecue and pizza oven to its Excelair range this summer.

The stainless steel, (EBB2001), retails at $299 and features two u-shaped burners. The pizza oven, (EPO001), retails at $399 and includes flameout protection and mechanical thermostat.

The DCS outdoor grill (BGB48BQR-FS) is for those who take outdoor cooking seriously, said Max Woodhead.

“Fisher & Paykel have replicated a

Fisher & Paykel DCS outdoor grill.

Arisit the Steel (19c-4). commercial kitchen experience and applied it to a full repertoire of durable, professional-styled, indoor and outdoor cooking equipment.”

Arisit has two entries in the category the Steel (19C-4) is a slimline hooded cart grill with four high performance burners with fl ame failure. A built-in option to the trolley version is also available.

The wall-mounted electric cooktop (WM700EW) brings outdoor cooking to any space and offers two ceramic cooking surfaces. AR

AR BARBECUES

Ilve MYQ BBQ (ILBBQ643X)  Three rotary igniters  Stainless steel gas burners  Multiple ergonomic cooking plate configurations  Front control knobs

RRP: $1,399

Eurolinx: 1300 694 583 The innovative design and chic styling suits compact, outdoor spaces or a secondary unit for larger entertaining landscapes and is easily installed at a preferred height.

PRODUCT GALLERY This stainless steel built-in comes with an optional built-in QuadBurner side burner with triple-ring burner and reversible hot plate for greater cooking scope.

BeefEater Signature ProLine    

Six powerful burners Intuitive controls with power level indicators Oil management system with removable containers Easy clean grill and hot plate

RRP: $2,749 (with lid);

RRP: $2,299 (with hood)

Electrolux Home Products: 1300 363 640

Everdure by Heston Blumenthal Fusion  Flame fast ignition ignites coals in nine minutes  Integrated rotisserie with three adjustable heights  Cliplock Fork secures food on rod for even cooking  Retractable 1.5 metre cord

RRP: $699 (Barbecue); RRP: $299 (Pedestal) Shriro: 1300 739 033

Retro design meets maximum functionality in this electric ignition charcoal barbecue with pedestal that can be treated as a table by inserting the food grade bamboo table inlay.

62

Appliance Retailer September 2016

PROMOTIONS BeefEater has developed a new look website to support the revamp of the range.

The website features the entire range plus recipes. Visit: www.beefeaterbbq.com.

FROM THE FLOOR

With Rawson’s Elite Appliances

BY KYMBERLY MARTIN

F

or more than a decade there has been a marked increase in developing alfresco dining areas according to Rawsons Elite Appliances, sales director, Jon Pysing. Appliance retailers should be pushing this category because it is a natural extension to home renovations and new builds, he said.

“A lot more cooking and entertaining is taking place in open, alfresco areas of the home. While in Australia it always has been our way to eat outside, now the areas have become a lot more sophisticated. So the opportunity to sell BBQs, BBQ rangehoods, outdoor fridges, sinks and taps has increased.”

His answer to the price competition from hardware outlets is simple: “Quality alfresco dining products will always be in demand. It’s a bloke thing. Guys like to show off their toys, but more importantly most of our clients have bought cheap before from traditional outlets such as hardware or BBQ stores, and not had a good cooking experience. Remember long after the purchase and the price it’s about the food you turn out for your family and guests. I said it’s a bloke thing but we are increasingly speaking with women who are encouraging more cooking to be done outside”.

He said BBQs are for year-round selling because the planning and execution of a home build or renovation can occur at any time. “Don’t forget the ever increasing apartment market as balcony BBQs are much needed too.

Obviously as the weather warms up the impulse purchases increase but sales are solid all year round.”

And promotions get the big tick and “most defi nitely work for this category.”

Weber run a specialist promotion several times a year leading into peak periods and we notice a big increase in inquiry rates. Newspaper drops and EDMs have proven to be popular mediums for promotion. For the South Australian market TV also works well and typically bonus giveaways have been successful in driving customer interest,” he said.

Since becoming a Weber specialist last October, the Adelaide-based retailer has been very pleased with the impact this product has had on its premium appliance stores. “It has introduced another client segment to our business and the brand sits comfortably with BeefEater, Heatlie and Smeg in offering a built-in BBQ dining area. Weber delivers an excellent cooking experience for barbecuing, searing and smoking food. It’s all that they do.” AR

As well as being a sponsor at The Good Food and Wine Shows nationally, Ilve is promoting its built-in barbecue and new MYQ in retailer catalogues this summer.

Shriro has launched a new website to promote its Everdure by Heston Blumenthal range with a focus on social and digital media platforms for the remainder of this year.

CDB Goldair is supporting its new FireBox BBQ pizza oven with a comprehensive TV campaign that kicked off in mid-August and continues post-Christmas.

www.applianceretailer.com.au

63

AR NEW PRODUCTS

FitZone MG300 Shiatsu Massage Seat Cover

Verve Ones+ Wireless Smart Stereo Earbuds

his seat cover provides a personalised body scan and full body/neck massage with heat. It has three automatic massage programs and users can adjust the width of the massage rollers. It includes an automatic switch-off after 15 minutes and can be operated via the remote control.

T

erve Ones+ Wireless Smart stereo earbuds are water/sweat proof and dust protected. Ideal for running, yoga, kayaking and fishing with up to 12 hours of playback time and an integrated dual microphone.

V

RRP: $499.95

Available November 2016

RRP: $469.95

Beurer: 02 9451 0333

Uniden: 1300 366 895

George Foreman Mix & Go Blend & Freeze (GFBLP2)

he Mix & Go blender has ice crushing blades and includes two 600mL BPA free blender bottles and lids, as well as two BPA free chill sticks to keep drinks cold.

The blender has dishwasher safe parts and comes with a 12 month warranty.

T

RRP $49.95

Spectrum Brands: 1900 623 118

NEW PRODUCTS Smeg SJF01 Slow Juicer

esigned for cold press juices, this slow juicer produces nutrients and flavour out of fresh fruit, vegetables and nuts. It uses a single gear system to replicate the action of a manual squeeze but with more pressure. It is available in four colours: black, red, pastel blue and panna.

D

RRP: $499

Smeg: 02 8867 4888

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Appliance Retailer September 2016

Kambrook Golden Pancake Perfection (KPC120GLD)

ake light and fluffy pancakes, potato rosti, mini-cakes, prawn toast and quinoa patties in just minutes. It can be stored on its side to maximise storage space and the non-stick coating surface makes it easy to clean.

M

RRP: $49.95

Breville: 1300 139 798

Kenwood KSense TwoSlice Toaster (TCM400)

Kenwood KSense Kettle (ZJM401)

he even cook function creates consistent browning every time, while the eco one slot toasts just one slice at a time. The preview function checks if the toast is done mid-cycle and the reheat function warms toast at any time.

T

he spout of this large 1.6 litre capacity kettle has been designed for easy filling and perfect pouring. The Shhh boil function and double wall construction keeps noise at a minimum. There is also a flip lid for easy single handed operation.

T

RRP: $169

RRP: $169

De’Longhi: 1800 126 659

De’Longhi: 1800 126 659

Panasonic Bread Maker (SD-ZB2512)

anasonic’s new slim and compact stainless steel bread maker creates rustic sourdough bread or artisan breads filled with cheese, herbs, vegetables, nuts or fruits.

It has 33 baking and dough modes and the dispenser automatically adds ingredients.

P

RRP $399

Panasonic: 132 600

www.applianceretailer.com.au

65

AR RETAIL RULES

SPACE & LAYOUT

S

helf layouts should be designed to optimise product fi ndability to increase conversion. In shopper terms, can’t fi nd it equals don’t have it, so shelf sets need to be logical for the consumer.

Increasing findability means reducing dwell time (the amount of time shoppers spend at a shelf). Contrary to some beliefs, longer dwell times are not necessarily better.

Shoppers want to be able to find things easily to get in and out quickly so the shelf layout needs to facilitate quick decision making.

Therefore, the role of the shelf is potentially one of uptrade (to a more premium or larger item), not an impulse sale.

Shelf layouts need to be efficient and one of the key principles is space to sales.

That is, each individual SKU gets the amount of space relevant to its share of the category and growth trajectory.

‘Overfacing’ means giving a product or category more space (facings) than its share of sales, where ‘underfacing’ means giving a product or category less space than its share of sales. Shelf sets can be varied

in order to increase sales or market share of particular brands, through overfacing or changing shelf positions of some products.

LOCATION

Aside from security concerns, ultimately items can be placed anywhere in the store.

So where do you start? Some general questions are: • Where should the category be located in the store? Is it a destination category and for how many shoppers?

• Does the category require dual location?

• Which categories should this category be located next to? This is based on the category’s role – if it’s a high traffic category you may choose to locate it next to a low traffic one to generate browsing of the lower traffic category.

CATEGORY SEGMENTATION AND BLOCKING

Segmenting the category in the way that shoppers look at it (not just how retailers or manufacturers look at it) is key. Products should be grouped in

ABOUT NORRELLE GOLDRING & GFK

Norrelle Goldring from GfK discusses the most effective approaches to in-store shelf layouts. segments. In small appliances this may mean starting at the room level: kitchen, bathroom, or laundry; or by purpose: cleaning, cooking, or washing.

Blocking then applies when you have bays and shelves to play with. Blocking is typically vertical, so that each category segment has one or more vertical bay blocks. The category segment blocks are then placed in a horizontal ‘flow’ or order along the aisle. Most category ranges will have good/value, better/mainstream, best/premium and typically these will be laid out from bottom to top respectively.

NAVIGATION AND IMPLICATIONS FOR SHELF SETS

As they approach a category, most consumers have a slight downward gaze of about a 10-15% angle. This is one of the reasons that the second and third shelves on a layout are often the most seen (if not actively browsed, there is a difference).

Hence the retail truism ‘eye level is buy level’, and the contest for what gets eye level space. 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 September 2016

COMPANY INDEX AR COMPANY

PAGE #

READERSHIP GROUPS

Appliances Online ...........................................................................................14 Arisit .................................................................................................................61

Asko ............................................................................................................12, 13 Betta Home Living ......................................................................................... 6, 7

Beurer International ..................................................................................22, 27 Breville ........................................................... 16, 20, 22, 26, 28, 48, 52, 54, 55

BSH...............................................................................................................9, 16 Camera House ................................................................................................... 9

CDB Goldair ........................................................................................ 57, 61, 63 Cleanstar ..........................................................................................................65 De’Longhi..... 17, 18, 19, 21, 23, 28, 29, 30, 34, 38, 42, 47, 50, 51, 53, 55, 60 Dick Smith.......................................................................................................... 5 Dyson ......................................................................... 45, 46, 47, 49, 50, 53, 55 Electrolux ................................................................... 43, 57, 58, 59, 60, 62, 63

Elite Appliances ...............................................................................................63 Eurolinx .............................................................................14, 57, 60, 61, 62, 63

Euromonitor...............................................................................................46, 56

Fisher & Paykel.................................................................................... 16, 57, 61 Fujitsu General .......................................................... 31, 32, 33, 35, 36, 40, 44

GAF .............................................................................................................48, 52 GBI..............................................................................................................57, 61 GfK...........................................................................................18, 20, 32, 46, 56 Glen Dimplex ....................................................... 32, 33, 36, 39, 40, 47, 52, 53

Godfreys ...........................................................................................................16 Groupe SEB .............................................................................20, 23, 24, 25, 29

Harvey Norman................................................................................................44 Hitachi ..............................................................................................................16 Hong Kong Trade Development........................................................................ 9 LG ............................................................................................... OBC, 15, 34, 38 Mitsubishi Electric ......................................... 32, 33, 36, 37, 42, 44, 48, 52, 54

Mitsubishi Heavy Industries ..................................................32, 33, 36, 40, 41

MiTAC ...............................................................................................................15

Myer ...........................................................................................................10, 30 Nestle ........................................................................................... IFC, 20, 26, 29

Oral-B .........................................................................................................22, 27

Panasonic ............................................................................................ 27, 34, 38 Roy Morgan ........................................................................................ 18, 32, 56 Samsung ....................................................................................... 15, 16, 34, 38

Seeley International ........................................................................................38 Shriro............................................................................................. 57, 60, 62, 63 Spectrum Brands .......................................................................................22, 27 Sunbeam........................................................................ OFC, 20, 23, 26, 47, 50

TECO .................................................................................................... 38, 42, 44 The Good Guys ................................................................................................... 8 Thomson’s Home Furnishers...........................................................................55 Uniden .............................................................................................................27

Vornado............................................................................................... 48, 52, 54 Williams-Sonoma ............................................................................................11 Winning Appliances ........................................................................................10 Woolworths........................................................................................................ 8

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67

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