|
As a result of the present inflationary pressures, customers are becoming increasingly aware of how much it costs to run their household products. Domestic appliances have been the focus of much of this attention, though consumer electronics are starting to come under scrutiny. The costs associated with running these household items are now forming a crucial part of customers' purchasing criteria, much like when they buy a new car. Of course, the ticket price remains a factor, but there are more and more customers interested in the substantial savings that can be made by running more efficient appliances.
This change in mindset equates to new sales opportunities for retailers, which is why retra is encouraging its members to stock energy efficient products where possible. With the right attitude, motivated retailers can sell up the range by pointing out the energy saving benefits, which may not be immediately clear to prospective customers. It is crucial therefore to remind a consumer that a dishwasher uses significantly less water than a person washing the same amount by hand. Tell them if a TV has an automatic switch-off facility, or that a tumble dryer has a sensor which detects when clothes are dry. Make sure you compare the running costs of an A+ rated appliance to that of a B or C rated one. These details will make a difference.
Calculating savings
A new addition to the retra website - www.retra.co.uk - is an energy savings calculator which will help retailers and customers understand how much they can save on domestic appliances.
The calculator forms part of the Time to Change campaign launched last year by the Association of Manufacturers of Domestic Appliances (AMDEA).The new online facility means that visitors to the retra website can key in the age of an old fridge, freezer or washing machine and instantly pull up the savings they can make if they invest in one of the latest high efficiency appliances. For example, replacing a fridge freezer manufactured in 1995 with an A+ rated one would more than halve the running cost and significantly cut the household carbon footprint. Customers visiting the retra website from the comfort of their own home are then able to search for their nearest independent retailer.
If possible, I would encourage retailers to use the new calculator in-store as a way of demonstrating how much customers can save by trading up.
There is a growing range of energy efficient products coming to market. In white goods, electronic sensors are becoming more common in dishwashers and tumble dryers, which enable them to think for themselves and switch off when they detect that the job is done. In the CE market meanwhile, automatic switch-off devices and the introduction of ‘Bye, Bye standbye' are helping to drive efficiency.
And it's a good thing too - a recent study by the Department for Environment, Food and Rural Affairs (Defra) revealed that the energy consumption of CE products could soar by as much as 64% by 2020 if preventative measures are not put in place.
Spreading the message
What's absolutely crucial is that independent retailers seize upon these new initiatives and shout them from the rooftops. Take the time to explain the true cost savings to consumers - in layman's terms - and it will surely pay dividends. Even if a customer is coming in to make a distress purchase, still point out the environmental benefits. You may just sway them to part with a little more cash in order to buy a more energy efficient appliance. Although energy efficiency is the new buzz word, never assume that a customer automatically understands all the benefits. Use your initiative, sell the value-added features, and you will put more money in the till.
We are currently in discussions with the Energy Saving Trust (EST) to find constructive ways of getting these environmentally friendly messages out through members' stores. We are delighted that the EST has agreed to support independent retailers by becoming an associate member of retra.
I am confident that the sale of energy efficient products will help independent retailers increase profits in the future - and retra will make sure these opportunities are shared with its members as soon as we hear of them.
- BSkyB hits the road to meet independent retai...
- The end of the race?
- Bosch gives it a thorough mix
- CIH calls its suppliers to support the indepe...
- Samsung aims to be top white goods brand in E...
- Bissell launches a rental proposition for indies
- Hard times
- BSH announces new head of customer services
- Intelligent solutions, wise investments
- The art of survival
