Air treatment appliances, such as humidifiers and dehumidifiers, are becoming all the rage. More and more Australians are taking the quality of the air in their home more seriously, purchasing vacuum cleaners and washing machines that specifically target dust, mites and allergens.
You can check out all the best new appliances in this category in this feature: Breathe Easy: AR’s Ultimate Guide to Humidifiers, Dehumidifiers and Air Treatment appliances for 2015
We spoke with several leading brands to find out how in-store sales staff can best converse with customers in order to maximise sales in this nascent category.
Here’s Helen Finlayson from De’Longhi:
Floor staff can perform a quick home diagnosis to help determine if your customer’s home is sick. When selling a dehumidifier ask:
Is your house positioned with minimal exposure to natural light and poor-to-no ventilation?
Is it exposed to rainfall (this increases mould, condensation and dust mites)?
Is there visible water damage on floors and other furnishings?
Do your housemates or family suffer from respiratory problems or allergies?
Do your clothes often feel damp or, does it take a long time to dry your clothes indoors?
Here’s Mathew Kiley from Aquaport (CliMate):
It’s important to offer your customer a complete range of air treatment products from a reputable manufacturer, preferably with independent endorsements from associations like the National Asthma Council Australia. Identify the customer’s primary concern and understand what problems they are trying to solve.
Key purchase motivators for air purifiers are good health, air quality and pollution issues, asthma or respiratory concerns, poor quality sleep and snoring.
The purchase criteria is then based on the area to be purified, the included features, which air purifiying technology works best for their needs, product style and price.
Key purchase motivators for dehumidifiers include mould and mildew concerns, condensation on the inside of windows, damp cellars, asthma and respiratory concerns.
If the environment is hot and humid, steer the customer to compressor dehumidifiers. If the environment is cold and wet a dessicant dehumidifier (air dryer) is a better option.
Here’s Maria Russo from FitZone Solutions (Beurer):
As with any emerging category, there is a positive opportunity to engage consumers and help them to find the solution that’s best for their needs. Having product well merchandised, operating in store and knowledgeable staff are the fundamental foundations for success. The stores who have embraced the opportunity with clear, clean merchandising have already stood out for all of the right reasons.