Showing posts with label Beko. Show all posts
Showing posts with label Beko. Show all posts

Friday, 11 May 2012

EDITOR'S COMMENT: Appliance brands under fire

Kitchens & Bathrooms News
Editor Philippa Turrell
The kitchen appliance industry could be placed under close scrutiny. Consumer watchdog Which? is calling on the Government to collect information on house fires, caused by faulty appliances, by brand. While some fire brigades already collate information on makes and models of appliances, it is not a statutory requirement in the UK and is not readily available to the public. Which? wants greater transparency to ‘alert manufacturers to faulty appliance and give consumers greater protection against these appliances’.
No-one would question the importance of safety for kitchen appliances. Of course the information would be useful for manufacturers to stop the issue ever re-occuring. But how could this information be passed to consumers without incurring widespread, national panic?
It is distressing enough when particular models, by particular manufacturers, have been the cause of household fires and worse still injury or death. Although one fire is too many, just how many cases or what percentage of fires would require a witch hunt?
When it was widely reported, last year, that selected Beko frost-free fridge freezers had been the cause of household fires in the capital, the manufacturer was already working with the London Fire Brigade, Trading Standards, had informed retailers and was using social media to contact customers. That’s before it had to increase its customer call centre five-fold to deal with incoming calls, following the publicity.
And herein lies the second issue, when would consumers actually be informed? Would it be on a weekly, monthly, yearly basis? Surely a major problem in providing statistics on appliances that may pose a fire risk lies in the fact they have to first be bought, and then installed, before any potential incident could occur. So in reality, how useful could this information be to consumers? And in fact, would the information be that accurate anyway, when an appliance model cannot be identified because it’s been ravaged by fire?
Consumer safety is of major importance to all kitchen (and bathroom, for that matter) professionals. And I’m sure that no matter where you work in the supply chain, all of you will endeavour to make home design as safe as possible. I just wouldn’t want to see the kitchen appliance industry held up as a scapegoat, with statistics created to provide a shocking headline for the sake of tabloid readers in ‘appalled’ middle England.

Monday, 19 December 2011

Beko invests in online

Appliance manufacturer Beko has invested in digital presence with a website re-launch, digital advertising and online competitions. The Beko website has a revised look and includes additional functions, with products given greater prominence through hero products.
Since the revamp, the website has doubled the number of visits compared to the same time last year. According to Beko the ‘where to buy’ page has also seen an upturn, with consumers using the page to find dealers of Beko products.
Many of the hero products on site are the same appliances that featured in the company’s Autumn TV ad campaign, which launched during the X factor.
In addition, Beko is also set to run a series of competitions and online advertising campaigns with high-profile home, family and lifestyle consumer websites.
Marketing director of Beko, Teresa Arbuckle commented: “Our brand came of age this year, when we celebrated 21 years of trading in the UK. To celebrate how far we’ve come, and to really show off some of our forward-thinking and innovative products, we’re delighted to be investing in digital technology and media, and reaching our consumers in a way that is meaningful and relevant to their evolving ways of living.”

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