Dyson improves market share, trusts in technology, new products planned

Dyson Australia’s marketing manager Karen Gentles provided Current.com.au editor Patrick Avenell with some insights into how the floorcare and seasonal appliance manufacturer performed in 2012 and what we can expect in New Year.

How has the year been for Dyson?

2012 has been a strong year for Dyson Australia despite a backdrop of low consumer confidence and a tough retail environment. New Dyson technology launches throughout the year have ensured momentum and growth.

The highlights have been the introduction of a new product category, the AM04 hot + cool fan heater, launched in April 2012. And the next generation of Dyson’s successful Digital Slim range, DC44 launched in September 2012.

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What trends have you seen in 2012?

Dyson saw a shift in purchasing away from base model machines to top-of-the-range, indicating Australian consumers are researching and investing in technology best suited to their home and lifestyle; as opposed to simply purchasing on price.

2012 has seen significant investment in above the line initiatives to ensure Australian consumers understand the Dyson difference – specifically Dyson’s patented technology. This investment was replicated in-store to support retail partners with impactful stand displays and training.

How is the floorcare market going?

The total floorcare market grew to 1.5 million units and $329 million value in 2012 (up from 1.4 million units and $302 million in 2011). Dyson maintained share within this market.

The category to highlight remains handsticks, which continued to grow strongly in 2012. Dyson has contributed the majority of growth, with 46 per cent value share, up from 39 per cent at the same point in 2011 (GfK October 2011 to October 2012).

This growth came with only two SKUs until the DC44 launched in September 2012.

Dyson Digital Slim DC44: one of Appliance Retailer magazine's Editor's Picks for 2012.

How is seasonal market performing?

Seasonal also continues to be a strong performer. The launch of the AM04 Hot + Cool added $10.7 million to the category and raised the average selling price of fan heaters by 43 per cent. The weather forecasts for summer 2013 indicate a much hotter summer than last year, so Dyson is anticipating a strong performance of the Air Multiplier cooling range.

What was Dyson’ biggest ‘learning’ in 2012?

Never underestimate the appetite of Australians for new technology that works properly. Whilst we anticipated AM04 Hot + Cool being successful, even internally we were thrilled with how well this product was embraced by retailers and consumers.

Dyson AM04 Hot + Cool was also recognised by Appliance Retailer magazine in its Editor's Picks feature.

Does Dyson expect growth in 2013?

We have a strong 2013 planned. Handsticks will continue to be a growth category in the market as Australians embrace the versatility that the Dyson Digital Slim offers in-between regular cleans. New product development will also continue to provide growth and momentum in 2013.

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