Luke Harding, Commercial Director at GDHA
How independent retailers need to approach selling big ticket items like range cookers to set themselves apart from internet retailers. This could include not focussing purely on specs but looking at selling solutions – what problems the appliance solves for the consumer, the benefits. This could also include how to sell colour – ie how to pair colours with different materials/finishes etc.
By Luke Harding, Commercial Director at Glen Dimplex Home Appliances
A range cooker isn’t just an appliance. It’s the centrepiece of a kitchen and a big investment for a consumer. And, for that reason, the purchase of a range cooker is about much more than price and spec – which presents independent electrical retailers with a valuable opportunity to distinguish themselves from online-only competitors.
Offering a personalised experience that engages the customer by explaining the solutions and benefits that the appliance offers, can be the difference in closing a sale or up-selling to a more premium product.
In-store experiences are a key advantage – letting customers see and feel the quality first hand is something online retailers can’t replicate.  And the most important stage should be uncovering what matters most to each customer and the issues they want their new appliance to address. Is it the joy of cooking for family gatherings, but not having enough cooking capacity;  the desire for a statement piece; or the need for a versatile appliance that can handle everything from weekday dinners to special occasions – in other words, framing the conversation around lifestyle and problem-solving.
Example solutions can include multi-oven functionality to help busy families cook multiple dishes simultaneously – with the added bonus of functions such as air-fry meaning valuable countertop space can be freed up.
For households where there are perhaps two people cooking at the same time and jostling for space, zoneless induction hobs enable pans to be moved around without loss of heat, and for keen cooks and bakers a digital thermostat enables more consistent results.
Colour is another way independent retailers can add value. Buying a range colour that isn’t black or stainless steel can be a leap for some customers, so the ability to advise not only on complementary colours but also  different materials and finishes that work with the colours can encourage the sale.
Ultimately, by selling practical solutions—not just specifications—independent retailers can turn a transactional purchase into an engaging, consultative experience that builds loyalty and sets them apart.
