Retail Observer

RETAILOBSERVER.COM JANUARY 2016 72 T here is no question that the trend toward energy-efficiency is here to stay. It makes sense, really, considering that energy efficient appliances save consumers money in the long run and offer them peace of mind in knowing that they are doing something better for the environment. In fact, if consumers replaced their 10-year-old refrigerator, washing machine, and dishwasher with energy-efficient models, they would save on average more than $140 per year on their electricity bill. Dishwasher energy consumption is down nearly 42%, according to a study by the Association of Home Appliance Manufacturers (AHAM) released in September, thanks to advances is energy efficiency and new technologies like soil sensors that use as much water as needed, along with stainless steel interiors that help dishes dry faster. In April, Energy Star revised the specification for dishwashers, recognizing a selection of more efficient compact dishwashers. A test method for cleaning performance will also help the Environmental Protection Agency continue to ensure that Energy Star products save energy and water without sacrificing on the functions consumers expect. Dishwashers with connected functionality will offer consumers new convenience and energy-savings features, such as alerts for cycle completion or recommended maintenance, as well as feedback on the energy use of the product. Finally, the products will be "smart grid" ready, meaning they will give consumers the option to connect their dishwasher with their local utility to save money on energy bills. Another notable trend is that energy consumption is decreasing in the refrigeration segment while their overall capacity is increasing, which is great news for consumers. Even clothes washer tub volume continues to increase while energy consumption goes down, meaning consumers can wash more while using less energy. Clothes washers show a 70% decrease in energy consumption per unit since 1994, while tub capacity increased by more than 43%. The question then becomes: Are you doing everything in your power to tout your energy-efficient products and even your own energy-efficient operations? Show you are doing your part by displaying the Energy Star logo and even signage that you have decreased your energy consumption in your own building and daily operations. In fact, you can differentiate yourself as an independent retailer by promoting your environmental initiatives. Consumers prefer to buy from conscientious companies, and showing your commitment to energy efficiency is important. Tweet about it. Post it on your Facebook account. Trumpet it loudly. Even more crucial to your bottom line is being able to appropriately sell these products. While environmental responsibility is top of mind for most consumers, those used to older appliances may not immediately see the benefits of energy efficient appliances that have shorter lifespan than the battleaxes of yesteryear. Customer education on the product offerings and the savings they can provide year after year can be important, especially for older customers, to make the sale. Younger customers, on the other hand, largely understand the benefits of energy efficiency, so are also looking for convenience features, like a steam feature on a dishwasher that means less time spent scrubbing. No matter whom you are selling to, take this opportunity to infuse energy efficiency into your marketing plans, messaging, signage, and even the spirit of your company. Your customers are looking to shop from someone they can feel good about, so make it easy for them to shop from you. Meanwhile, mother earth, and your bottom line, will thank you for it. John White Appliance Trends John White is a 20-year veteran of the appliance industry and is currently serving as the Executive Vice President of Appliances for BrandSource. PROMOTING ENERGY EFFICIENCY Are you doing all you can in your store to promote this important and growing trend? RO

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