Amica surveys retailers about built-in appliances

16 Nov, 15

Around 1,500 retailers interviewed about possible improvements to the range

Polish household appliance manufacturer Amica surveyed 1,500 retailers about developments to its built-in collection.

Over a 12 month period, Amica and its distributors quizzed kitchen and electrical retailers, as well as builders, department stores and service engineers to improve its offer.

Simon Freear, country manager for the UK and Ireland, explained why it chose to talk to its trade customers: “We often hear often how manufacturers have been listening to their customers, but one never really knows if that is to the end consumer or the retailer.

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“Our retail partners participate in the shop-floor dialogue whether that be praise or criticism for differing brands and products. What we have learnt has been convincing and compelling – generally positive and where we needed to improve we have.

“What we have now is a complete built-in range that covers all the requests made and offers retailers looking for brand-change a quantifiable business opportunity.”

Freear continued: “Our retailers pointed to a number of possible product enhancements; things like retractable controls, a clear but attractive digital programming display, two halogen lights in the oven cavities, fully extending telescopic guides/shelves and more than one roasting pan. All things we have now added to the range.

“Among the most persuasive product enhancements includes a super smooth soft close/open door mechanism that enhances the feel of quality and technological reliability. We are also adding a warming drawer and a compact oven to the collection reflecting specific product requests from retailers.”