Online orders boost home appliance sales

Home appliance makers and retailers are witnessing better sales than previous year on the back of online shopping, promotional offers and free delivery ahead of Eid-ul-Fitr.

Usually, home appliance makers and retailers enjoy a festive mood ahead of the biggest spending season of the year. The sales went down during the same period last year because of the pandemic. 

The scenario is slightly different this year as consumers seem to have overcome nervousness about the deadly pathogen, although the infection rate of Covid-19 and death from the virus have risen to record levels.

The major players in the household appliance market are Walton Group, Transcom Electronics, Rangs Electronics, Rangs Toshiba, Singer Bangladesh, Best Electronics, MyOne Electronics, Jamuna Electronics, Pran RFL (Vision), Esquire Electronics, Electra International, and Super Star Group.

Among the foreign companies, Samsung, LG, General, Sharp, and Whirlpool are popular among the customers.    

"The demand for home appliances is quite better than during the sales reported in the March-April period last year," said Saikat Azad, deputy general manager for marketing at Transcom Digital.

The demand for air-conditioners, refrigerators and televisions is really good although outlets were shut due to lockdown. "Our online shopping window is open," said Azad.

The situation will improve further once the sales at the brick-and-mortar shops get a boost, he said.

The government yesterday eased lockdown rules, allowing shops and malls to reopen.

Transcom Digital retails home appliances of Hitachi, Panasonic, Whirlpool, Samsung and Transtec brands.

Azad said the middle-income groups had disposable income, and they had no scope to spend on tourism, travel or any other purpose. "This boosted the sales of home appliances."

Transcom Digital is giving various discounts, and banks have come up with promotional offers ahead of Eid-ul-Fitr. Altogether, customers are getting around 20 per cent discount. They can take advantage of the equated monthly instalment facilities for up to 18 months.

"These types of offers and free home delivery by maintaining proper health safety protocols are helping the sales recover," he noted.

Augustin Sujan, additional senior director at Walton Group, said the sales had risen around three times compared to the March-April period last year.

Under the digital campaign Season 10, buyers may get up to Tk 1 lakh in cashback on the purchase of Walton fridge and washing machines. There are guaranteed cash vouchers worth crores of taka.

Customers can get a 25 per cent discount on the price of Walton AC if they exchange their old AC of any brand. Also, Walton is offering up to a 40 per cent discount on the purchase of specific models of AC from e-Plaza.

All models of Walton AC have free home delivery and free installation facilities.

The company is giving a discount of up to Tk 6,500 under the mega sale offer for TVs, 50 per cent discount on mobile handsets and 20 per cent off on laptops.

Esquire Electronics said its online sales increased, but it would not cover the store sale as its 77 outlets across the country were shut since April 5.

"Our sales had received momentum in March, and we had expected good sales ahead of Eid. But the lockdown does not support the situation," said Md Manzurul Karim, general manager of Esquire Electronics, the sole distributor of Japanese electronics brands General and Sharp.

He said they did not have a massive online platform to reach out to consumers. "When store sales resume, the market situation will definitely improve."

Singer Bangladesh, the country's leading home appliance and electronics retailer brand, has commenced a special service.

Under the service "One Call, That's All" just by making a phone call at 16482, customers will get the product delivered to the address within 24 hours, said Raziur Rahman, senior manager for marketing communication of Singer Bangladesh.

Customers will make the payment upon receiving the product. Singer is offering free home delivery.

Singer has unveiled the service to meet the emergency need of home appliances or electronic products during the crisis, Rahman said.

Mohammad Shariful Islam, product manager of Samsung Bangladesh, said it introduced offers as part of the Eid-ul-Fitr campaign, and the offer will continue until April 30.