Vacuum World

by David Parkes, Electrolux Home Care Products North America

From where I sit

One of the things I have learned from my 18 years in the floor care industry is the importance of the independent dealer to the marketplace. As a matter of fact, I have an enormous amount of respect for you. For years, many of you have stuck your neck out to run a business that is perhaps a family tradition, or a long standing fixture in your community. You’ve dealt with increased competition and the all too familiar squeeze by big box retailers. It’s a tough job, but you stick it out and prevail.

Yes, prevail. And here’s why… The things that you as an independent dealer provide are the exact things that consumers tell us they want. Our focus groups tell us that consumers repeatedly ask for knowledgeable sales personnel who are willing to explain (and demonstrate) the difference between various products and features. They want (and often times need) more information than they can get from carton packaging. They also want to be able to find the vacuums they read about on signage or in an ad when they visit a store. Only the independent channel can fulfill these needs day in and day out.

Flexibility, trained personnel, warranty service and replacement parts are just a few of the other services you can also provide. You can try out a new SKU or run a promotion without completing layers of administrative paperwork. And because you employ trained sales people who really know the difference between different types of vacuum cleaners and floor care products, your customers trust their recommendations and are more likely to move up into a higher price point model that truly fits their home, lifestyle and cleaning needs.

Many consumers have resorted to a “grab-n-go” method of shopping for floor care at the larger retailers, but they frequently say that they are dissatisfied with this method of shopping. When purchasing a cleaner from a big box retailer they say that they do not feel completely confident that they have found the right product that fits their needs. This observation leads to great opportunities for you as an independent dealer to reach out and draw them into your store.

At Electrolux, we continue to identify ways to help you leverage these unique advantages as well as continue to provide innovative, consumer-driven products to sell in your stores. We know what you bring to the consumer and we know that you are integral to the future of the floor care industry.

Be sure to stop by our booth (#139) at the VDTA Show this month to learn more about our new products for 2007. Share your challenges and what you are hearing from your customers. Let us know what we can do to better serve you in the year ahead. After all, in my estimation, the independent dealer channel consists of some of the most important partners we could have in the retail floor business.

David Parkes is national sales director, field sales for Electrolux Home Care Products North America.

Reprinted from Floor Care Professional, February 2007