After a successful trial selling its accessories direct to customers via its website, Sunbeam has quietly added its food prep, cooking, cooling, coffee, ironing, personal care products and electric blankets to its online store.
The move was recorded in the financial results released by Sunbeam’s parent company GUD Holdings.
“Sunbeam trialled the expansion of its sales channels by selling product accessories on its website from late 2013. Following this trial, sales of the full Sunbeam product range were opened to consumers via the Sunbeam website in June 2014,” the company said.
A quick look at the Sunbeam websites shows that its full range is available for online purchase and is delivered via Australia Post.
There is also the ‘Where to Buy’ section of the website, which directs customers to the retail partners.
Nespresso, Dyson, Sony and Apple also sell their products through their own websites.
A spokesperson from Sunbeam said, “The objective of the Sunbeam website is to provide existing and potential customers with a Sunbeam brand experience that includes detailed information on our extensive product range.
“A natural consequence was to extend our online sales from accessories to the full range of Sunbeam products.”
Sunbeam said it is committed to the strong relationships it has with its retail partners and “will continue to actively support them with powerful in-store activations, promotions and exceptional products.
“Our current 7 Measures of Mixing campaign highlighting our range of planetary mixers is an exciting example that is running in major retail stores with a number of equally exciting activities planned in the months ahead.”
Also in the GUD financial results are plans to increase the number of Sunbeam factory outlets it operates to “improve its conversations with consumers.”
Currently Sunbeam has two outlets — one in Sydney and one in Melbourne — which sell end-of-line and obsolete stock. A second Melbourne outlet will open in September 2014 and “potential sites for a Sydney store are being assessed.”
“Although the primary objective for the outlets remains that of stock clearance, Sunbeam has identified the opportunity to use its own retail presence to improve its conversations with consumers and to provide hem more comprehensive product information and training. These initiatives will commence in both the existing and new stores over the coming years.”