HIDDEN FUNCTIONS IN MAJOR APPLIANCES

That is according to Tommy Myhre, Nordic category director for white goods at Elkjøp, or MDA (Major Domestic Appliances), as it is known in industry jargon in English. We meet him and Nordic sales director Martin Jensen at the end of May, at the Campus training fair at Gardermoen.

Here, they emphasise that white goods have developed far more rapidly than many consumers realise, and that their sales staff therefore play an increasingly important role.

– The last time a customer bought a washing machine may have been 10–15 years ago, and an enormous amount has happened over those years. We are talking about automatic detergent dosing, capacity that is twice as large as before, while the machine uses less water and electricity, and AI programmes that mean you can practically throw in the laundry and let the machine take care of the rest, says Myhre.

Jensen adds:

– We live with white goods every day, and things quickly become taken for granted. That is why we remind our sales staff not to forget everything we have to talk about, such as automatic dosing on a washing machine. Far from all customers in the Nordic countries have such products; they may not even know they exist, so we must remember to tell them about it every time the customer comes in, says Jensen.

More technology-driven

Jensen says the major domestic appliances category has become more technology-driven.

– Many of the major technology players now supply major domestic appliances. In cooking, you have assistance systems, camera solutions that recognise food, and AI assistants that ensure perfect results. This is also something many customers do not know exists, says Jensen.

Myhre says customers need to experience the products in order to understand the development.

– Customers are impressed when we show that the oven recognises what you put in it and monitors the cooking process until the result is perfect. This is why training is so important to us, and why Campus is important for creating customer moments in stores, says Myhre.

– Is it possible to explain these possibilities without demonstrating the product?

– Yes and no. The best thing is to let the customer experience it. But with many products and limited time, we have to use words, descriptions and screen-based solutions as tools. Some products are connected to water and electricity, so we can demonstrate the functions in full, says Myhre.

Omnichannel most important

Elkjøp also envisages changes in how major domestic appliances will be presented in its stores.

– You will see developments in stores, given that major domestic appliances are becoming more technology-driven. This is the start of a journey in how we welcome customers, says Jensen.

– What would you say about the relationship between physical stores and online shopping?

– In-store, customers receive guidance, and their needs can be identified more effectively. Online, many focus on price and have little awareness of functionality. For our category, the interaction works well: people research online, come to the store to learn more, and can still place an order online. We need to be where the customer is. Omnichannel is most important to us, says Jensen.

Myhre highlights the store’s role as an arena for product experiences.

– The role of the store is to showcase products and run demonstrations. We invite suppliers to engage customers in-store. They also want to showcase new developments, Myhre tells the trade magazine Elektronikkbransjen.

Ten years of Campus

This year, Elkjøp marks ten years of the current Campus format.

– Training is extremely important at Elkjøp. Campus is our most important training arena, and a cultural institution. We bring together salespeople from all countries to learn from one another and experience being part of a large company that works in the same way throughout the Nordic region, says Myhre.

Jensen highlights the importance of suppliers.

– We are impressed by the suppliers who return every year and find new ways to conduct training. They engage the salespeople and adapt to our target group. Great kudos to the suppliers. They take training seriously, which is extremely important to us, says Jensen.

Fewer suppliers

Elkjøp has also reduced the number of white goods suppliers.

– The suppliers here at Campus are our largest ones, what we call partner suppliers. We have reduced the number over time and built the range around them, says Myhre.

The company has also strengthened its focus on own brands.

– We have increased our focus on own brands with Logik and Epoq, and consolidated some smaller suppliers under what we can offer with our own brands, says Myhre.

– What is the difference between developing your own Epoq products and the collaboration with Temptech and Franke that you are showing here at Campus?

– In the collaboration with Temptech and Franke, we draw on their expertise and develop products closely together. For more traditional white goods, it is our purchasing office in Hong Kong that works directly with the manufacturers, with A-to-Z responsibility for production, says Myhre.

He says that the Epoq by Franke extractor hoods are offered in the same 26 colours as Epoq’s kitchen trend range. Speaking about the collaboration with Temptech, Jensen says:

– We have long had a good range from Temptech. Now, together, we have developed an Epoq range that completes the total kitchen when we sell Epoq products.

Merging together

The two directors highlight how new product categories are merging with traditional white goods.

– Pizza ovens are engaging, and the trend is strong in the Nordic countries. We are also seeing how air fryer functions have moved into the oven. When new product categories find their way into traditional white goods, customers gain choice and more integrated solutions, says Myhre.

– Choice is key. You can buy a freestanding air fryer, or have the function integrated into the oven if you prefer or have limited space, says Jensen.

Shoe washing

Elkjøp has also taken note of Miele’s new solution for washing shoes.

– Miele is launching a shoe-washing bag. It has optimised washing and drying programmes for shoes, and supplies dedicated washing tablets that are powerful enough without damaging the glue. The result is good, and it will probably be well received since many people care about clean, fresh-smelling shoes, says Myhre.

– This applies particularly to a younger target group. If you have white trainers, they should be properly white. Here at Campus, sales staff can leave their shoes behind, walk around the fair in slippers, and return to freshly washed shoes. It is cool, says Jensen.

More efficient

In the white goods sector, energy efficiency and capacity remain key selling points.

– Capacity has increased within the same dimensions, while energy consumption has decreased, whether you look at washing machines or refrigerators. It is extremely important to make customers understand this. A good example is LG's new X9 washer-dryer with heat pump technology and an A energy rating for both washing and drying. It has an attractive design, with a display in the dial, and a great appearance. It is a product we are excited about, says Jensen.