Best practices for kitchen appliance stores

Appliances sit between home and electronics. Shoppers need specifications and dimensions, but above all they need to see the product working. A stand mixer or a coffee machine is a promise about results, and a still image cannot show results. IRP Commerce reports 2.59% conversion for UK and Irish kitchen and home appliance stores.

Short video of the appliance doing its job is the most useful content in this category. Show a mixer kneading dough, a blender crushing ice, a coffee machine frothing milk. Show it on a real kitchen counter so the shopper sees its size next to familiar things.

Add images of each attachment in use, and of the controls up close. Shoppers want to know how many speeds there are and how the settings work before they buy.

“4.8 litre bowl” means little to most people. “Kneads dough for two loaves” or “makes 12 cups” means a lot. Give capacity in the units people cook with, next to the technical figure.

Give width, depth and height, and the height with the lid open or the head tilted if it changes. Many appliances live under wall cabinets, and a mixer that does not fit there is a return.

The regrets after buying an appliance are rarely about performance. They are about cleaning and noise. Say which parts are dishwasher safe, how the product is cleaned and how long it takes. Give a noise level if you have it, and describe it honestly if you do not. Reviews that mention these things deserve a place near the top of the page.

Large appliances such as fridges, freezers, dishwashers and washing machines carry the EU energy label. When you sell them online, the label and the product information sheet must be available on every page that shows the price and lets the product be ordered. A nested display is allowed, where the label opens when the shopper clicks or hovers over an arrow showing the energy class.

Ads for a specific model must also show its energy efficiency class and the range of classes on the label.

Show which attachments are included and which can be bought separately, and link to them. Offer spare parts such as bowls, blades and filters. Recipes and guides for getting started reduce early disappointment and give customers a reason to return to your store.