Contemporary style, HEPA filtration, hygienic dust disposal and a lengthy warranty are all in demand from consumers but only if they come in a floorcare model with a pricepoint they define as reasonable.

Miele has committed to assisting its specialist vacuum cleaner retailers with several initiatives such as consumer campaigns and tailored trade promotions. Plans are also in place to grow the firm's online presence in a bid to build contact with a younger generations.

Suppliers are introducing innovative features to add value to floorcare options in a competitive market. Advances are being made across the total category to generate greater consumer and retail interest in more affordable as well as premium models.

Suppliers are taking proactive steps to reverse a disturbing downward trend in value recorded by the floorcare category during the past financial year. A 0.7% drop in value was recorded for this segment for the year ending June 2010 compared to the year ending June 2009, according to GfK Retail and Technology Australia.

 Suppliers are building new and emerging market categories into serious contenders to attract Mother's Day sales for 2010. This strategy to proactively respond to market intelligence is being combined with yet another tactic to put in place initiatives to encourage consumers to up-sell by purchasing a more advanced version of a product or even to be persuaded to buy a second item.

Retailers may be poised to benefit from incentives provided by suppliers for Australian consumers to purchase additional or more technologically advanced appliances this Mother's Day

Emerging market categories are expected to build sales this Mother's Day season as suppliers act on identified trends in the marketplace. An example is the wider range of products to be available for discerning tea drinkers while other suppliers are poised to attract consumer interest in a growing selection of appliances suitable, not just for the kitchen, but for bedrooms and laundries.

Gift with purchase promotions will feature strongly in Breville's Mother's Day marketing campaign to drive consumers into stores and give them an added motivation to purchase the company's products. 'My Table', a book written by chef Peter Evans and retailing for $45, will be provided as a gift with purchase for participating items from the Breville Professional 800 series and ikon series. Included in this promotion are items such as the SmartOvenTM BOV800, WizzTM Planetary Mixer BEM800 and the Smart GrillTM BGR820.

US: Best Buy Co has appointed Carol Surface as executive vice president and chief human resources officer, effective March 1. Surface 44, will report to Brian Dunn, Best Buy's CEO, and will be responsible for developing and directing Best Buy's global human resources organization.

Floorcare suppliers may need to rethink their pricing strategies as research reveals that consumers are beginning to choose more economical options. A growing strategy to offer greater support to retailers in 2010 may be well advised due to these changing buying patterns. Providing consumers with more information on value-added options is now critical in any effort to convince them of product features and benefits and to demonstrate they are worthy of a higher price tag.