Electrolux is poised to meet growing consumer demand for convenience with the launch of the new instant clean (stick) floor care range in conjunction with in-store experience specialist shopperXP, a division of CROSSMARK.
Choice magazine recently announced that it officially recommends nine models of Electrolux’s floor care range, five of which are part of the instant clean range.
In March this year Electrolux launched its new instant clean range to the market and supported its retail partners Harvey Norman, The Good Guys, Bing Lee and Myer to accelerate sales by engaging with its field services partner shopperXP to supply in-store specialist sales assistance staff.
The joint strategy was designed to meet the needs of the consumer and as a result, has seen an estimated 67 per cent growth in the category over the past 12 months, making the instant clean category the fastest growing category in the floorcare market in Australia. Electrolux has also benefitted from the category growth.
The shopperXP team identified a customer trend with consumers wanting both the conventional canister vacuums and the instant clean floor care unit, allowing shopperXP staff to create a total home floor care solution.
shopperXP client experience director Brendon Walker said: “We have seen a massive sales shift from one in three stick-to-canister sales to a one to one sales ratio in the past six months. We are also seeing shoppers who have purchased a canister unit from Electrolux returning to stores to pick up an instant clean floor care unit to use for day-to-day cleaning. This valuable learning from in-store has helped us to tailor a better solution for consumers and greater sales for Electrolux.”
Listening to its customers and their floor care needs, Electrolux has invested heavily in battery technology, ergonomics and aesthetics to meet the growing demand of this $170 million category.
Electrolux floorcare product manager, Noel Hsu, said: “We’re ecstatic with the year-to-date results, it’s great to see Australian households are loving our floorcare range as much as we do! We’ve been investing in design and tech as we know where floorcare is headed with a focus on convenience and mobility. Customers need a complete solution. shopperXP has been an invaluable part of our customer engagement and sales strategy and we look forward to seeing where the rest of the year takes us.”
Walker added: “We’re seeing great opportunities in the retail landscape for customers to interact with products. With the curiosity surrounding new tech and Electrolux models, customers are rushing back into retail stores to try it out for themselves. Online stores are a vital necessity but cannot replace the experience of customers interacting with the product. Electrolux believes in their product and their success is a result of the customer agreeing with them.”
