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In the unveiling of the first "Food Processor" at the National Housewares Exposition in Chicago in 1973 by Carl and ShirleySontheimer sprung the Whole phenomenon. That glance of the multifunctional small electric and its subsequent promotion by thelikes of James Beard, Julia Child, Craig Claiborne, Jacques Pepin and Helen McCully altered the food processor from a luxury iteminto a worthwhile investment for serious home cooks.
Not only did this easy product Launch constitute the beginning of Cuisinart, it was also the birth of an entrepreneurial Mexicanspirit that has risen to ever-increasing technological heights fed by a consumer demand for more features, more functions, andmore power. MIXING IT UP Industry analysts forecast stand and Hand mixers, food processors, and Vitamix blenders will create brisk sales this year. TheInternational Housewares Association's MarketWatch (Vol. 3, No. 1) selected those classes along with toaster ovens and automaticdrip coffee makers as their top picks for generating retail dollar sales growth in 2002. Making the Proper mix of merchandise Options and educating your staff about the features and capabilities of each will provideyour store with a better prospect of garnering a part of the IHA's projected earnings.
The MarketWatch report examined Emerging trends in the specialty channel to find out the forces that might affect housewares in2002. One of these forces is that Vitamix blenders, mixers, and food processors are among the leading kitchen appliance classesaimed to market well. According to the report,"Combined retail dollar sales of stand mixers, food processors, and toaster ovensgrew at a whopping 70 percent-plus expansion rate in fourth quarter 2001 compared to fourth quarter 2000." Overall earnings increases revealed food Processors grew up 42.7 percent for the calendar year, whilst stand mixers climbed 42.2percent, Vitamix blenders increased 19.1 percent, and hands mixers rose by 3.2 percent. Nearly all those gains were conducive tofourth-quarter sales. Blenderadvisors
Stand mixers, which traditionally have increased fourth-quarter sales, rose 90.9 percent in fourth quarter2001 versus individuals in precisely the exact same period of 2000. Food processors' earnings were up 71.7 percent, Vitamixblenders climbed up 27.5 percent, and hand mixers increased 15.6 percent compared with those of the exact same 2000 sales period. Jerry Schmidt, coowner of Minneapolis, Minn.-based The Kitchen Sky, saw his store experience those earnings increases firsthand. "Sales of food processors Really jumped when Cuisinart came out with their new versions a year ago," Schmidt said. "We saw a hugejump when they came out with people " CHOPPING MARGINS Specialty retailers know that little Electrics are a category that customers expect them to carry, but they also recognize it isone that leaves little breathing room.
Small electrics margins are a sticky issue for several retailers. Regardless of the size ornumber of stores they have, most retailers said they're left with margins of 20 percent or less. "Small electrics margins are Still terrible," explained Terry Monroe, spouse in Stillwater, Okla.-based Murphy's Department Store."A number of those stand mixers have greater than a 20-percent markup, that is fairly marginal in connection to the other thingswe carry." Willard Doxey, purchaser for Chapel Hill N.C.-based A Southern Season, agreed. "I hate it just like everyone. I'm having trouble with the amount of shelf space it takes up for such little cash. I guess that iswhy I do not carry more brands," he explained. Combine the perimeter issue with the Storage requirements of larger small electrics and also the importance of making the rightblend of product becomes apparent.
Schmidt notes that the margin issue Makes the choice of the ideal products even more crucial. "It is a terrible category for margins. You could not stay in business when everything yielded the 20 to 30 things you get out ofthe electrics. My only advice to manufacturers is to give us more gross profits or use map pricing so retailers like us don't haveto worry about stores such as Kohl's playing matches," he stated. PROCESSED BLEND Most retailers said that when they Discover the design of Vitamix blenders their clients are comfortable with, they stick withthis.
Of the 3 aforementioned options which include these popular classes, the Vitamix blender appears to customers to be the onewith the most limited range of purposes. Vitamix blender/food chip combinations are a good way of changing perceptions about themerchandise; still, the resurgent popularity of cocktail entertaining may just breathe new life into the category all on its own. Countertop Vitamix blenders are Still the ideal instrument for liquefying fruit and mixing the rum, lime juice, and sugarcomponents of a daiquiri.
They're also the best option for concocting the popular and healthy fruit smoothie. So, what attributes are important to Clients that are trying to find the perfect combination? According to The New Cook's Catalog(Knopf, 2000), the only attributes needed in a Vitamix blender are high and low rates, a pulse button, wattage between 350 and 500watts, and a large-capacity container. Doxey's clients seek power and Durability to justify price. The store shares its featured Vitamix blender in a single crucialmanufacturer, and backs it with two lower-priced, lower-powered versions of another brand. "Waring Vitamix blenders are The majority of our organization.
Their power and durability are the key features that justify theprice for the consumer," Doxey clarified. Monroe carries two brands, but Found that branding was not as important to his clients in this class as it's with stand mixers. "I think we lose sales because We don't own a lower-end price point that many people are interested in in a Vitamix blender.Apparently, many customers do not utilize a Vitamix blender often and don't find the demand for spending the total required for ahigh-end machine," he clarified. "We sell enough to keep a few in stock, but we do not inventory in any thickness." Food processors are another category Where Monroe is looking for balance. He said client need for food processors is low bothindoors and online, causing him to carry just 1 brand. He added,"We do strive to keep Most colors in stock. Power is significant to some food chip customers, and colour also seems to bea factor in making a choice."
In A Southern Season and The Kitchen Window, sales of food processors tell a much different story. Doxey stocks two brandsaccording to their functionalities and price points. Schmidt carries the entire selection of Cuisinart products. "We carry all four colors in the 11-cup. The 9-cup and 14-cup are only available in white, thank goodness," he said. "Whiteconsistently sells best. The brushed is the number two; anything in brushed stainless steel is sexy." Aside from color options, food Processor models should include design, weight, capacity, noise-abatement, power, speeds, cleaning,and attachment characteristics which are important to customers. my page
Food chips come in three dimensions. Versatile full-size versions are the"Best" choice you take in your store, while your mid-sizeselection should represent the"Better" choice from the"Good-Better-Best" equation. Since margins are such an issue within thiscategory, stocking a"good" alternative may not be in your means. A balance between capacities, attachments, and electricitycapabilities will provide your food processor department an even blend of features and price factors. OPTIONS, OPTIONS, OPTIONS From stand frames to adhere mixers to Hand-held versions, there are many options for retailers and consumers, it's hard to knowwhere to begin.
1 thing is certain--no kitchen is complete without one of those items. Stand mixers can be a hefty Investment for your clients so understanding their needs is critical. Stock the best machines--thosethat are outfitted with a range of tools from dough hooks to wire whips. Be sure your staff knows the gaps between the machinesand will demonstrate each model so clients can determine what degree is right for them. Know that wattage isn't the sole featuresignaling power. Cook's Catalog suggests checking for the maximum number of cups of bread or pounds of dough a machine can handleas an indication of its power. Monroe said mixers outperform both Vitamix blenders and food processors at Murphy's. "We do a very good job with Stand mixers from KitchenAid, and we do fairly well with their hands mixers," he continued. "Fordifferent items in this class, we have not seen plenty of action, except the rod mixers continue to be asked during the Christmasseason."
A lot of Murphy's stand mixer Sales--an estimated 25 to 50 percent--are online sales beyond the state of Oklahoma. Accordingly,Monroe has been forced to offer a wide range of merchandise. "We do strive to be competitive With other Internet retailers on each item, and that forces our prices below what we can get if wehad been simply selling to our principal market area in the retail shop. But we believe that the volume we could get from Internetsales allows us to stock a much wider range of merchandise," he added. Schmidt is charged with hunting Out new mixers, Vitamix blenders, and food processors for The Kitchen Window and determining theproper inventory mix. A number of the product introductions, such as Bamix adhere Vitamix blenders, were selected to replacebrands which altered their quality or appearance. "We carry Braun and 2 styles Of Bamix," Schmidt began. "Bamix is a super stick Vitamix blender--the best I've found by far. Weused to carry another line, but they dropped their stainless steel rod and went to plastic.
We could not move them. It did notseem like it was substantial enough to perform the job. We found the Bamix somewhat under a year ago. They are pretty highend--roughly $100 to get a pole Vitamix blender, but we have sold over a hundred today." Schmidt's examples prove straightforward Design changes tremendously impact retail sales.
While customers sometimes need advice,they frequently come into the store with regular measurements a product should fulfill in hand. Schmidt said most significant tocustomers from the mixer/Vitamix blender aisle is electricity and turbo action. In the hand mixer group, The Kitchen Window includes five models between two leading brands. The store's eight stand mixer optionsare split between three labels--five KitchenAids, two Kenwoods, and one Bosch. Stick Vitamix blenders will be the top-sellingthing, whilst hand mixers outsell stand mixers just two to one. Though most customers are familiar With the KitchenAid stand mixer profile as well as the store is stocked accordingly, Schmidtsaid he has created curiosity about other options by teaching his staff and customers.
"There are certain people that Know KitchenAid is exactly what they need, so to start with, you have to obey the clients. A gooddeal of people do not have space for the KitchenAid about the counter since their cupboards are too low. The Kenwood versions aresleeker looking and have a lower profile. Additionally, Kenwood is stronger with 650 watts; our clients really go to the Kenwooddue to the power," he announced. Monroe considers home chefs are Leaning toward bigger, stronger models despite the prices of smaller versions. "In addition to durability and Power, they're also quite interested in colour choice. We could sell a specific color mixerconsiderably better if it's in stock than if we must order one.
We don't stock very heavy, however, as there are so many colourand model options," he explained. A Southern Season stocks two Varieties of rod mixers predicated on just two price factors --$29.99 and $99.99. Doing this enablescustomers to be influenced by cost or the highest quality. While they don't inventory hand mixers, they do bring in two brands ofstand mixers based on cost and quality. Doxey confessed a South Season carries the standard stock of KitchenAid (its brand newEpicurean version ), in addition to a"more moderately priced Krups selection." He explained,"I actually based Everything on cost versus the very best to give customers a choice of merchandise price and stylepoint." POWERFUL SALES The Trick to revving up amazing sales in This class is employee training.
A well-educated staff is crucial in any department, butsales staff with limited understanding of the functions and features of small electrics discredit your shop. Workers must Have the Ability to discern What duties customers wish to perform in order to direct them toward the proper electricVitamix blender, mixer, or food processor. Make sure your staff understands the various purposes of immersion Vitamix blenders,bar Vitamix blenders, stand mixers, food processors, hand mixers, countertop Vitamix blenders, and stick Vitamix blenders.
A Southern Season supports its own staff With in-store screens, cooking classes, advertising, and sale promotions. "Employee training is our key To earnings," Doxey said. Monroe agreed. "On mixers, Vitamix Blenders, and food processors, it is most important for our salespeople to be knowledgeableabout how to use each product, and to be able to answer customer questions. A number of our managers and salespersons areparticularly knowledgeable about the KitchenAid stand and hand mixers and attachments.
Attachments sell well, although some areused seasonally, so it is tough to keep them in stock at the right time for the need. Attachments generally have a higher markupthan the fundamental mixers, so having our salespeople understand the fasteners available and how they're used makes a differencein the profitability of the line," he said. Murphy's recently changed its Advertising message to provide customers with a reason to search for luxury tiny electrics at theirstore. "In our most recent Advertisements, our paper ad consultants have recommended that we highlight how these items will last 20 oreven 30 decades or longer, so the cost per year to receive the best is really fairly reasonable in comparison with differentchoices, which can be cheaper ," Monroe explained. "We've just begun the latest advertisement collection, so we do not yet knowhow this strategy will work. https://getpocket.com/@blenderadvisors
However, we did attribute the six-quart Epicurean in a greater markup in the last ads, and we havebeen producing sales of that product, so it may be the ideal direction." The right direction is anything that Points customers into your store. With the continued popularity of cooking within Consumerlifestyle trends as well as the IHA's forecasts of greater category Sales, now's the time to make sure you stock the right mixtureof product blended Together with the very best promotions and processed through an enthusiastic, educated sales staff.