In their effort to woo the department-store market, vacuum-cleaner vendors are increasing advertising and in-store demonstrations. Beyond offering a sharp price and margin, manufacturers also must pull customers into a store.
If manufacturers don’t do the best they can on margins, we won’t be in business,” said Dan Whitney, assistant buyer for Jordan Marsh. “But ad dollars are always a big help.”
The buyer from an East Coast chain also attributed the success of Royal this year to ad dollars. “There’s no doubt that their ads are pulling people into the store,” he said.
Another buyer added that aside from ad materials, vendors should concentrate on more demo support. “You have to sell them when you have them in the store,” he said.
When Electrolux developed its concept of direct selling through retail outlets, a cornerstone of the program was and still is in-store demonstrations.
Eureka introduces cordless upright BLOOMINGTON, Ill. — Eureka Co., one of the leading floor care manufacturers, has unveiled a full-size cordless upright vacuum cleaner operated by rechargeable batteries — a unique device, according to the company.
The Freedom vacuum cleaner is “a quantum leap in convenience and an entirely new product category for the floor care industry,” declared Gil Dorsey, Eureka’s new president.
“It’s the only new product that lets consumers thoroughly vacuum all their carpeting without a cord.”
The unit, which the company has been touting as “the next generation” in floor care, will be introduced at the Housewares Show in Chicago, which begins Jan. 15. Eureka said it has scheduled an array of product additions for the show.