Nilfisk exhibiting its top selling range

Nilfisk has acknowlledged some changes in consumer behaviour and spending patterns in the first half of 2011. Bargain hunters are chasing cheaper prices not only in store, but an increasing amount of online shopping has ultimately affected unit prices and created price erosion in the retail sector.

“The ‘more units sold for a lower value’ model of selling is what we have spent years moving away from and it seems to have had made a resurgence,”  Nilfisk national sales and marketing manager, Anita Gounder said.

“Today, consumers expect to pay less for a top-end product, devaluing the vacuum category. I feel that in the long-run it will be detrimental to the retail sector”, she said.

Given the current economic climate, most companies are under pressure to increase their prices.  Market pressure will affect the amount of discount that will occur for companies to sustain viable sales this year, while also determining the level of price increases that retailers will set this year.

Gounder said Nilfisk remained stable in market share across all categories, while the Nilfisk Extreme & Power Range range (X300, Extreme Free, X150 and Power Allergy) continues to be the top-seller.

“What our customers love about the range is that it gives them high-performance, reliability and a five year warranty, HEPA filter stops even the tiniest particles, animal hairs, dust mites, their droppings or even smaller nuisance dust and it is also quiet in the Extreme combines high performance level with low energy,” Gounder said.

The range is also renowned as being the best in its class when it comes to dirt and dust removal and has one of the highest levels of filtration in the market, with the added backing of the French Association for Allergy Prevention (AFPRAL) for allergy and asthma sufferers.

LG introduces industry first Steam Kompressor Vacuum

LG Electronics Australia (LG) Home Appliances this year released its new LG Kompressor Steam Vacuum cleaner - the first of its kind.

Available from selected retail outlets, the LG Kompressor Steam utilises industry leading technology, featuring two-in-one dust removal whereby consumers can vacuum and steam at the same time.

“Steam mops used to be another cleaning chore, along with traditional vacuuming. We have combined the two processes into one simple time-saving activity that will help streamline the cleaning process,” LG category marketing manager, Paul Fitzgerald  said.

The Kompressor Steam Vacuum features a high 2400W motor power, allowing for an optimal suction power of 360W. Combined with the HEPA filter system, designed to reduce the presence of household allergens and dust mites, little dust is left behind.

LG’s Roboking robotic vacuum is delivering positive results as consumers adopt time saving and convenient products.

“The Roboking is great as you can set it, and forget it. It does the cleaning for you as it maps out the most efficient cleaning path in the house – plus you can set it to work even when you’re not there,” he said.

According to Fitzgerald, LG is experiencing strong sales results from the Kompressor range as it has a strong point of difference for consumers. With LG’s Kompressor technology, dust is compressed into a compact and easy to empty canister, reducing the amount of dust escaping, and cutting back on the number of times it needs to be emptied for re-use.

Kambrook shining with and durability and extremely affordable vacuums

Kambrook has reported some very strong sales growth across the range, with the handheld vacuum cleaner proving a real winner.  In the last quarter to date (GfK MAT June 2011) it achieved number two in units and number five in value.

Kambrook marketing manager, Adam Tacey, pointed out that Kambrook’s vacuum cleaners will continue to go from strength to strength. In the event of a soft economic climate, consumers will likely be even more focused on purchasing well-featured, reliable products at an affordable price, which they expect from Kambrook.

“Kambrook recently re-launched their website.  However, the greatest opportunity for sales is still in-store.  Customers can go to stores, compare appliances and seek helpful advice from floor staff,” Tacey said.

Kambrook’s strongest performing model is the KBV420, offering exceptional value for money.

With 2000 watts of power for strong performance, cyclonic technology, two washable HEPA filters included and the bagless convenience is easy for removal of dirt and dust with no need for replacement bags.

Kambrook’s new cordless, compact vacuum cleaner offers excellent suction power and efficient all-round performance. Able to handle a variety of mess and spills with both wet and dry pick up, the Captiv12V portable vacuum also boasts a large capacity dust and liquid canister for comprehensive cleaning.  The lightweight unit is simple to manoeuvre and promises versatility, with a built-in crevice tool for hard-to-reach areas and additional brush tool.

The model features an on/off LED light which also indicates when the battery has been fully charged. For further convenience, the vacuum is wall-mountable making storage easy and is simple to clean thanks to the removable canister.

“True to Kambrook’s rigorous testing procedures, the Captiv12V model has been put through 200 hours of continuous usage. That’s enough time to pick up more than 300 litres of water,” Tacey said.

Tacey is not concerned with the robotic vaccums affecting the traditional floorcare sales, the impact they might have on the consumer category, particularly as traditional floorcare products are a more affordable option.

Bosch join floorcare market in December 2010

“We have certainly experienced the impact of the slow retail market as we move to establish Bosch Floorcare,” Bosch and Siemens Home Appliances, product manager, Elisha Crewe told www.connectedaustralia.com.

Crewe said it was difficult to gauge expected sales performance given the company is new to the floorcare category, with current distribution strategy commencing late in 2010.

“As a new entrant our focus is to develop the brand and build awareness for Bosch within the floorcare market and as expected this will take time,” she said.

Slow move towards buying florocare online

Despite a growing trend towards online shopping, Crewe said it’s not a new concept and will be slow process before consumers become comfortable with buying appliances online.

“Trends from online purchasing in the UK (where the online business is well established) show that small appliances are still more readily bought in store as they are easy to carry home and consumers like to see them and touch them before buying,” she said.

“In the UK consumers are willing to pay more for premium products online rather than less, as they don’t want the hassle of returning products and want the security of a premium product,” she added.

Crewe said this trend will suit Bosch as online purchases develop within Australia and the compnay focuses on reliable and innovative products that bring convenience and customer satisfaction.

Robotic vacuum is more of an add-on vacuum rather than a replacement vacuum solution. Many households own more than one vacuum to bring convenience to the household, in particular their main vacuum supported with a handstick for a quick vacuum, steam mop or alternatively a mini vacuum for cleaning the garage or the upstairs area.

“The Robotic vacuum is another option to consider into the mix to maintain house cleaning as its main purpose, in my opinion it will not replace the main canister or upright vacuum for sometime,” Crewe said.

Bosch is looking forward to delivering innovative products to add value to the floorcare category and provide customers with convenient solutions to their floorcare needs.

Dyson continues to grow technology edge

“2011 has seen a tough economic climate, with retailers feeling the brunt of a downturn in consumer sentiment and a trend of austerity,” Dyson PR & communications manager, Erica Galea said.

The impact on retailers generally has been slow foot traffic, additional promotional spend in order to get people through the door and higher levels of discounting outside the traditional January and June periods.

“For traditional retailers of floorcare including electrical superstores, independent electrical retailers and department stores, the situation is even tougher with an increasing share of business going to mass channels (now at over 40% of the total floorcare market and evident in the flat value share of the overall market), online trading exploding and the imminent arrival of international retailers,” she said.

“Dyson continues to hold its own within the mix; one of the key highlights being the success of entry into the hand stick market” she added.

Going against the trend to decrease brand investment when economic times are tougher, Dyson has continued to invest in both R&D and brand building with new product released in 2011.

Dyson launched the DC35 Animal in July 2011, offering twice the suction power of any other lightweight cordless vacuum cleaner for RRP$499.

“It’s features also allow for a true multi-purpose cleaner that can be used for cleaning ceilings, in-between appliances and furniture and of course across all floor surfaces. It suits people looking for convenient, quick cleaning,” Galea added.

Dyson vacuum cleaners use low wattage motors, and the Dyson DC24 Ball has a 650 watt motor. “Higher wattage does not equal greater power, simply more electricity being used. All materials are selected for their recyclability at end of life. Engineers are tasked with using minimal materials to conserve natural resources and minimise energy in production,” she said.

Dyson Australia also provides a product stewardship program for all Dyson products and will be collected from customers at end-of-life and responsibly recycled.

Rowenta vacuums convey a sense of well-being

Rowenta’s range of home appliances is precisely engineered to provide uncompromising quality with a combination of powerful performance, revolutionary innovation, and exceptional aesthetics with our exquisite collection of vacuum cleaners.

Available in three stylish colours, the Air Force Handstick in Pearl is Rowenta’s best selling model, it also comes Cherry Red, or Delicate Purple.

“So you don’t have to leave it in the cupboard, it can be part of your kitchen or living room decoration!”  Rowenta marketing manager, Lara Michell said.

Featuring exclusive Air Force Cyclonic technology, this 18V vacuum maintains suction power, even at a very high level, to offer maximum efficiency. It can function for up to 40 minutes when fully charged, while its patented Delta suction head with integrated electro-brush ensures a thorough clean every time.

This upright vacuum features an ergonomic loop handle with soft touch, which is extra-long so there’s no need to bend down when vacuuming under a low piece of furniture. It boasts a self-standing vertical position for effortless storage in any place, and an easy recharging system with jack plug.

The Air Force Handstick vacuum cleaner is bagless, featuring a 0.9L removable dust container with simple push button to avoid any contact with dust.

Electrolux vaccums offer innovative features
 
"Electrolux’s core focus is providing consumers with products designed with them in mind, offering best in class dust and dirt pick up, and innovative features that make vacuum clearing so much easier,” said Electrolux national product manager, Julian Huitfeldt.

“This is why we don’t limit ourselves to either bagged of bagless. Different consumers have different needs, we have addressed these unique needs and have a range that provides the best vacuum cleaning solutions,” he said.

Electrolux offers six different vacuum segments  - instant, green, quiet, compact, health and bagless each offering the consumer a real benefit and great value for money.

"The instant clean segment, which continues to be the fastest growing category in floor care, will continue to be a major focus for Electrolux in 2012," he said.

"The reason our 2-in-1 Ergorapido product is so successful is because it offers time poor consumers instant grab-and-go cleaning,” he added.

Choice has recommended the ZB2901 Antique Steel, Huitfeldt believes its beautiful design, intuitive ergonomics and functionality cannot be beaten.

Electrolux will also focus on deep cleaning effective vacuums in 2012 that deliver results.
Several facelifts are planned for UltraOne and UltraActive with the sustainable award winner - Ultrasilencer Green gaining more attention in the market for its corn starch bags and eco friendly offering at a great RRP of $399.