By Claire Reilly
With the start of winter just over two weeks away, Sunbeam has launched a new radio campaign to promote its electric blankets, targeting consumers with so-called “winter intolerance”. The radio ad, which began airing last week in Sydney, Melbourne and Adelaide, asks consumers whether they are “in denial about winter” and suggests buying a Sunbeam Sleep Perfect electric blanket to help them get through winter “as if it doesn’t exist”.
With the brand increasing its marketing push in the seasonal space, Current.com.au spoke to Sunbeam’s seasonal product manager, Roslyn Anderson, about ways retailers can capitalise on increased sales in the winter months.
Click here to sign up for our FREE daily newsletter
Follow Current.com.au on Twitter
According to Anderson, many consumers are getting by with an older blanket without realising the advantages of a newer model, and retailers need to let them know all the new features available.
“Talk about the benefits of the new products such as fast heat up and cosy feet heating,” said Anderson. “Consumers might also have a tie-tape blanket, so retailers can talk about the ease of use of the fitted blankets, and there are also many more options available to improve comfort – such as quilted, pillowtop and wool fleece blankets.”
Anderson suggested having fitted electric blankets out of their packaging and on display on a bed in a high traffic area. This way, consumers can see what they’re getting and see the features and benefits.
Because the category is so dependent on changes in the weather, seasonal appliances can be a tough sell, and Anderson conceded that heating and electric blankets could be a difficult category for retailers.
“It really is the same for suppliers such as Sunbeam,” she said, noting the difficulties. “We look at trends in weather patterns as well as the selling patterns from the year before. Unfortunately it’s not an exact science, so over- or under-stocks are a hazard we all know about."
Despite this, Anderson said there were ways to sell electric blankets and heaters, regardless of the weather conditions outside.
“If the weather isn’t conducive to selling electric blankets, then talking about what products consumers currently use in their home can be a starting point. You may be able to talk about the merits and advantages of buying a new product that is more energy efficient, has more functions than their current product, and will improve warmth.
“If the weather is cold and miserable, then consumers are already in the store looking to purchase.”
Finally, as with all seasonal appliances, Anderson reiterated the message that safety comes first.
“It’s good to remind consumers that electric blankets should be regularly checked and that making sure they are safe to use from year to year is paramount.”