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Consider your own washing machine – and dishwasher for that matter. How many different wash programmes do you select? In both cases, the majority of us would have to admit to using one and the same programme on most occasions; and perhaps one other for specific reasons, e.g. delicates.
Why do customers find multitudinous programmes so appealing? Perhaps it’s because when they see a smart display with lots of buttons and switches, they feel they are getting better value for money? Or perhaps the actual benefits of the machine are not always explained sufficiently at point of sale?
Obviously price is - and always will be - a key factor in this market. With replacement models now a sizeable chunk of laundry product sales, distress purchases made in the heat of the moment can also affect the final decision.
How can we persuade customers to trade up to a new washing machine? Like all appliance sales, it’s about asking the right usage questions and then matching the customer’s lifestyle demands to the latest relevant model.
With time saving at the top of the agenda, some manufacturers have introduced highly practical improvements, such as faster times and automatic programming, together with specialist hand wash programmes for silks and lingerie and textile management for fabric care. And energy efficiency ratings mean that cost savings can be implemented immediately, too.
Surely, if explained properly, tangible benefits like these would make a convincing case for selling a premium product that stands out from the crowd?
For further information contact 0870 840 3300 or visit the website at www.siemensappliances.co.uk
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