PERHAPS not surprisingly Electrolux has chosen Moscow’s Red Square as a place to launch its latest floorcare products – the Power of Red – a range of upright vacuum cleaners.
Guided by detailed customer research, the company has decided on a red metallic finish for the cleaners – the colour which symbolises power. It is to complement the 2000W motor, since many consumers expressed clear preference for “a powerful cleaner that is easy to use and picks all the dirt, including pet hair”.
Electrolux consumer research conducted in the UK, France, Sweden and Russia has identified four basic types of consumers with strongly defined attitudes towards house cleaning: ‘life of convenience’, ‘super effectiveness’, ‘affirmation of self’ and ‘taking care’. The two last categories which together account for 50% of the customer base were the target market of the new Electrolux cleaner range. ‘Affirmation of self’ types highly value style but keeping the house clean was an affirmation of their self-worth. Meanwhile for the ‘taking care’ segment, looking after the well-being of the family was the number one priority. They are attempting to create ‘a germ-free environment’.
At the same time the research showed that the product’s design evokes instant customer association, and this ‘product personality’ directly influences their shopping decisions. Further insights into shopping behaviour showed that for the majority of consumers the vacuum cleaner still is a distress purchase, and many of them buy it the same day. 80% of decisions are done in store, hence the buying environment is very important. “Ironically the purchase decision is characterised by confusion and limited opportunities to interact with the product”, commented Elizabeth Falmer, marketing manger, Electrolux Floorcare. Hence there is need for a strong communication platform and consistent messages, which Electrolux plans to provide for the range in the format of innovative PoS material attached directly to the vacuum cleaners.
The Power of Red range
The range consists of three models: The Power of Red Pet, Red Reach and Red All in One, each designed to address specific customer needs. All offer a power of 2000 Watts – for exceptional dust, dirt and pet hair pick up.
The new range also includes the odour eliminating Arm & Hammer filter which is unique to Electrolux in the UK – with the special formula including baking soda which is ‘kid and pet’ friendly and allows to get rid of odours. Accessories – like the Power Paw, the Stair Hose and the unique Self Cleaning duster (which is elecrostatically charged to attract dust) make these cleaners stand out from the crowd.
IER asked Nick Munton, managing director, Electrolux Floorcare, about the significance of this launch for the company: “We were planning to develop the higher end of the cyclonic market – a considerable part of the UK floorcare market – and to bring a significant value into it. Some of the USPs which are on this model certainly meet this objective. The independents are much better than any other channel at selling USPs and benefits of products. This product has features that need selling, that’s why we are hoping that independents will take it on.”