By Craig Zammit
SYDNEY: Sunbeam, Dyson and Homedics have been announced as the winners of their respective categories at the recent 2007 Electrical Retailing Awards (ERAs) held on Friday 13 April at the Sofitel Wentworth in Sydney.
Up against fellow small appliance supplier finalists Breville, De’Longhi, George Foreman (Salton Australia) and Kambrook, Sunbeam won the ERA for Best Small Appliance Supplier with judges recognising the brand’s range of products as “well priced”, delivering “good sales growth” and supported by great representation and good promotions through a higher average sales price.
One judge noted Sunbeam’s “fantastic support through state and national office,” while another said “best service, best backup”.
Dyson stretched its dominance in the floorcare market by winning Best Floorcare Supplier for the second year running, beating Electrolux, Miele, Vax and Volta.
Judges commented that Dyson “just keeps on improving with good promotions” and that the brand “remains profitable at good retail values”. Several judges commented on Dyson’s consistent market leading design and advertising supported by excellent training programs.
Other comments included “fantastic representation”, “good support at store level”, “high average sell price” and “amazing after sales service”.
In the personal care category, Homedics took out the ERA for Best Personal Care Supplier, with Braun, Oral-B, Philips and Remington making up the top five.
Homedics was described as the clear winner in this category, with its success attributed to a very clear strategy in dominating a sub category of the personal care market.
Judges were complementary of Homedic’s ability to present a “unique range of innovative products that feature attractive design as well as margin”, with one retailing saying Homedics provided “great new products and great marketing support which has influenced strong sales growth with my business”.
Another judge added that the brand boasted “good reps and good GP, the product is very reliable and the returns policy is great”.