Dyson enjoys continued growth on technology and good service

Canstar Blue’s latest customer satisfaction survey has placed Dyson in the number one spot for vacuums. Dyson managing director Glenn Andrew explained  Appliance Retailer in our Mid-Year Report Card how the company manages to keep such high standards.

How has the first half of 2015 been for your business?

For both retailers and Dyson we’re continuing to see growth as we continue to lead and create new categories. In March, Dyson achieved all of the top 10 selling vacuum cleaners position by value. But, we’re not only number one in floorcare, Dyson is now Australia’s number one small domestic appliance brand. We built on that success with the launch of the Dyson V6 cordless range in April, and two new environmental control products, the bladeless Dyson Hot+Cool fan heater and our new Dyson Humidifier in May. The market is reacting well to the new technology. Good Design Australia has awarded the Dyson Humidifier and the new Dyson Hot+Cool with Good Design Awards. And, our fullsize range was accredited with a Sensitive Choice mark.  It’s not only our technology which is doing well, Canstar Blue’s latest customer satisfaction survey has recently placed Dyson in the number one spot for vacuums. It’s an incredible result as we’ve now won the top spot three out of past four years.

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What are your predictions for the second half of the year?

Only 12 per cent of Australian homes own a handstick, so we’ll be working closely with retailers to reach more homes who’ve yet to know Dyson cordless technology. Positively, the sale of our cordless machines is incremental and an addition in the ownership of a full size Dyson. The Dyson V6 Absolute comes with two new cleaner heads, engineered specially for hard floors and carpets. It’s proving hugely popular and follows the success of the previous iteration, DC59, which was the number one selling vacuum in Australia last year. $8 out of every $10 spent on hand stick vacuums purchased in Australia is spent on a Dyson.

Moreover, with the launch of two new environmental control products, Dyson Hot+Cool and Dyson Humidifier, we are again invigorating the category with new high performance technology. It’s a great opportunity for retailers to take advantage of. Patented and unique, Dyson technology leads where others poorly imitate. The Dyson humidifier cost over $63.5m to develop and has over 275 patents and 120 patent pending on the new technology.  By investing in the category we’re working hard to deliver growth for retailers who back Dyson.

 

What opportunities do you see for the electrical retailing industry?

As category leader we bring customers in-store, and we’ll continue to work closely with retailers who support Dyson. This year, Dyson is spending heavily in-store to create a highly impactful sales environment for retailers and customers alike. The V6 range and our new environmental control technology have been launched with impact with 500 new controlled installations. We know that where Dyson is demonstrated we get higher conversion rates. So, Team Dyson is doubling in size and we’ve trained over 1,000 retail staff that are now highly engaged and educated on Dyson technology to help shoppers. Our investment doesn’t stop on the shop floor. Dyson spends $6 million a week on research and development to create new machines and new categories. This year, retailers can expect Dyson to continue to create new growth platforms, especially in the connected home. The Dyson 360 Eye robot vacuum cleaner is currently going through home trials in Japan and it comes with a new Dyson-developed app which will let Dyson owners keep on top of the cleaning, even if they are out of the house.  For those retailers who work in co-operation with Dyson, the opportunity is there.

 

What threats are currently present in the industry?

Dyson is investing in creating new exciting technology for retailers to take to their customers. People coming in-store wanting to try the latest Dyson technology, may be switch sold, eventually going away unsatisfied.

Short term gain for the retailer but, by choosing to back companies who aren’t investing in floorcare, retailers are inadvertently damaging the category as whole. With over 1,500 engineers and scientists, Dyson will continue to create new problem solving technology. With a close relationship with Dyson, retailers can reap long term rewards with category first innovation in their stores.

What is your favourite product of 2015 so far?

The Dyson V6 Absolute. Dyson cordless technology is changing the way people clean. Our research shows it actually increases how many times people clean their home during the week.  Because Dyson engineers have designed one of the World’s lightest and most efficient 350 watt digital motors, the cordless vacuum is light in the hand. So, you can get up high, down low and in between.

 

 

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