Unplanned appliance purchases can take a chunk out of anyone’s household budget and they always happen at the wrong time. The clothes washer is apt to break the same week the mortgage is due. Or the refrigerator often shuts off for good when a homeowner is getting ready to pay for new windows. Besides the expense involved in purchasing a new appliance, consumers know they’ll need to spend time researching which models are best for them. Who can blame some consumers for considering a used or refurbished appliance? The Association of Home Appliance Manufacturers (AHAM) cautions against that solution, especially when it comes to energy costs, and has suggestions to help retailers sell more new appliances.
The AHAM’s latest release points out that new appliances, especially those with the Energy Star label, have been designed to save consumers money. The organization's statistics show that a refrigerator manufactured in the 1990s is likely to consume 857 kWh annually compared to 452 kWh being used by a 2012 model. The difference in energy costs for this single appliance adds up to $50 a year. Similar statistics for dishwashers show that consumers can save $53 a year in energy costs by purchasing a new model.
Consumers should also be wary of used appliances because there is no guarantee on life expectancy, especially if the dishwasher or refrigerator wasn’t well maintained.
Because new appliances are pricey, retailers might want to encourage consumers to make use of any rebates that local utilities are offering when they purchase new equipment, whether it's a planned or surprise purchase. Retailers can also target their advertising to consumers who are most likely to purchase major appliances.
Ad-ology Research reports that nearly 20% of consumers will be shopping for new kitchen appliances in the next year. About 67% of these consumers prefer to patronize a locally-owned business. At least 46% say that newspaper advertising, in any form, prompts them to take action on a product or service, which is 33% higher than average.
AudienceSCAN data is available as part of a subscription to Ad-ology PRO. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.