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Warranty sales continue to buck the market trend, putting real value into kitchen appliance sales says Lee Miller, Director of Sales at Domestic & General.
While the overall number of major electrical purchases in the UK is down, catastrophically in some categories, the percentage of customers choosing to add a warranty to their new product continues a slow rise. This increase in conversion is largely due to the economic climate itself, both in consumers looking to protect themselves into an uncertain future and hard-pressed kitchen specialists working ever harder to maximise peripheral sales.
However, simple additional revenue generation from warranties, which can be significant on a premium new kitchen with several appliances, is not the only benefit of these inverted market conditions. By offering the customer the opportunity to protect their purchases against breakdown, damage caused by accident and even wear and tear for up to five years with a D&G warranty, you can leave them safe in the knowledge that any issues will be resolved, quickly, efficiently and without any further cost to them.
Over 1400 high-street electrical retailers already sell D&G warranties at point of sale but the whole warranty concept has not been so widely adopted by kitchen designers and specialists. Many believe they do not turn over enough volume of appliances throughout the year to bother selling these value-add products, but the return in bottom line margin is significant on even a single mid-to high-end kitchen. The long term customer satisfaction is perhaps even more valuable as your customers will be ever more likely to recommend your services to friends and relatives.
How can we be so sure? Experience. Having been in the electrical goods warranty business for over 60 years, we know that the best way to keep customers coming back time and time again is to offer absolutely first class, red-carpet customer service. If your customer’s product under warranty has a problem, we offer dedicated UK call centres, fast call out, highly skilled engineers across a nationwide network and swift replacement of products that are deemed beyond economical repair. Even for customers affluent enough not to be too concerned about potential future repair bills will appreciate D&G’s seamless, hassle-free product repair or replacement service. In today’s society who isn’t looking for ways to make more time, save money and reduce stress?
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