Battling old age appliances

When GE began its search for the World’s Oldest Fridge, it must have been happy with its national press and TV coverage. But, no doubt, what it hadn’t accounted for was the thoughts of owner, Doris Stogdale, 89, reported in the Daily Mail: “Things like fridges were made of strong stuff 60 years ago – nowadays they all have warranties of a couple of years and it’s almost as if the makers expect them to break at some point.” http://www.dailymail.co.uk/news/article-1323338/Still-chilling-58-years-Britains-oldest-fridge-shows-signs-freezing-up.html

It’s not exactly a glowing endorsement for modern refrigeration models and future fridge sales.

This type of media coverage could make the job of the kitchen designer and salesperson just that little bit harder when encouraging consumers to purchase new appliances. But what Doris, and some retail consumers, may not fully understand is that refrigeration technology has moved on in leaps and bounds over the past few years – let alone the past six decades.

This misunderstanding of modern refrigeration highlights the continued need for retailers and designers to gen up on their appliance product knowledge. They need to understand not only the technological features but the benefits they offer. Improved food preservation can reduce wastage, while enhanced energy efficiency means the appliance can be cheaper to run. If retailers and designers can show how appliances meet the needs of consumers and help their pockets too, then perhaps they will be able to covert the most resistant to change and maybe Doris?

Where are you?

Another event, another guest list, but what all industry occasions seem to have in common is the lack of participation from retailers and designers. So, in a Delia Smith-style shout to the terraces, “where are you?” Those of you on the front line of sales and design are noticeably absence from many events and yet it’s all of you that have the key to the future success of the industry. So, I’m going to ask you exactly the same question that was recently fired at me by a manufacturer “How do you get retailers and designers to attend events?”

What could encourage you to leave the showroom, studio or design desk? What would persuade you to mix with your peers and exchange retail or design ideas? Perhaps it’s a fear of raising your head above the parapet, scared of retribution following open and honest criticism, or maybe it’s a simple as you have no interest in the wider kitchen or bathroom community? Could it be as simple that no single event can answer the question “what’s in it for me?” We don’t want to judge you; we would just like to know!

It’s not a recent phenomenon. After all, the continued attempt to create retail representation, through associations, has still fallen wide of the mark. But how can we ever drive retailing and help businesses if retailing and designers refuse to get together? Well, aside from the exceptional editorial in Kitchens & Bathrooms News? *smug*. With 500,000 jobs set to go in sweeping cuts in the public sector, hold on for a bumpy ride. It’s now more important than ever to get together and help the industry come through the turbulent economic times!

Just as there are sweeping statements obviously, and equally, there are exceptions to the rule. I do know retailers and designers who will attend industry shows, awards, conferences and roundtables. They are willing to express ideas and (just as importantly) learn new ideas. No matter how long we’ve all been in business, we can always embrace new design theories and business practices. Let’s hope, we can add to this handful of dedicated professionals to keep driving the industry though challenging retail conditions!