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Schwarzkopf, founder and principal of Project Partners Network, said, “be there when it counts,” at the right times, with the right products, in the right places, with the right displays, with the right promotions and with the right experiences. Every business, every product and every interaction are brands, she said, and businesses should think about emotions as the currency of the future. Satisfaction delivers mediocrity; work to make people happy, she said.  

Key pillars on top of the right product, placement and promotion, Schwarzkopf remarked, are intimacy, reciprocity, commitment, self-connection, meaning and symbolism. While brands always should have the baseline of a great product, it is also critical to know the consumer better than the competition, she said. Know their lifestyles, and anticipate their needs, she added. 

Trust is also a huge factor when it comes to a brand’s credibility, Schwarzkopf said. In a recent study from Project Partners Network/Springboard Futures proprietary research, 75% of respondents said trust was “very” or “extremely important” when choosing a retailer or a brand from which to buy home and housewares products. Less than 3% said it is “not important”.  

Schwarzkopf also cited a study by Hawk Partners revealing 57% of consumers also believe brand authenticity is important, and 77% prefer to purchase from a brand they perceive as authentic. At the heart of a strong brand are great products and services, but every brand contact matters, Schwarzkopf asserted. Brands should communicate what they stand for with performance and imagery, meeting consumer needs physically and socially.  

Companies can also see a positive response using three or more channels to reach their consumer. “Omni is the new normal,” Schwarzkopf stated, presenting supporting data from Retail Dive. Campaigns with three or more channels have an engagement and purchase rate that is 250% higher than single-channel campaigns, according to Retail Dive. 

Schwarzkopf encouraged an emphasis on the consumer’s experience. “Retail is theater,” she said, adding employees are the performers, products are the props, service is the stage, and customer interactions are events. She cited a study from Project Partners Network/Springboard Futures, indicating one-third to three-fourths of consumers will walk away from the brand after just one bad experience; and 41% are willing to pay as much as 20% more for an exceptional customer experience. 

When considering growing a business, Schwarzkopf listed three brand selection options:  

• Build: Brands are built from every encounter, delivered product, packaging, marketing, customer service, display and trend statement.  

• Borrow: License someone else’s intellectual property to gain traction through their brand recognition and marketing, keeping the branding authentic and organic. 
• Buy: Purchase another brand that is complementary, incremental or meets specific objectives. 

Schwarzkopf reminded companies, when it comes to branding, to speak to evolving consumer priorities; to be authentic and take accountability; to lead with trend while being true to a brand; and to exceed consumer satisfaction by striving to make them happy. 

The post Consumers Pave the Path to Building, Becoming & Broadcasting a Brand appeared first on The Inspired Home Show.

Material Matters, a collaboration of the International Housewares Association, Material Connexion, Springboard Futures and BridgeTower Media, was featured during the IHA Connect FALL virtual event. Dr. Keskar, vice president, research for Material Connexion, fielded questions from Tom Mirabile, founder of Springboard Futures and IHA trend analyst; and Allison Zisko, executive editor of Home Accents Today. 

Dr. Gayatri said material advances are playing a central role in stimulating cognitive and emotional responses for more engaged consumer experiences with everyday products.   

Brands have an opportunity to share the story of a product’s material through all stages of its life, Gayatri said. “Make sure you are equally invested in the relationship with the consumer experience from the start to the end of life [of a product],’ she said. 

Springboard Future’s Mirabile added, “This gives retailers and brands a way to keep speaking to the consumer throughout the life of a product.” 

Gayatri identified key considerations impacting material choice in product design, including performance, sustainability, experience and open innovation. On open innovation, she said partnerships across the supply chain with parties that can contribute to material innovation helps reduce the time to market of new material application. 

Asked by Mirabile to assess the value to consumers of transparency and traceability of material origin, Dr. Gayatri answered, “The origin of material is an important part of material story… It’s very important to authenticate claims and to provide direction on what to do next.”  

Consumers once less interested in the specifics of what makes a product sustainable — such as if it is renewable or made of recycled content — now want more data confirming details of a product’s genuine sustainability, Dr. Gayatri explained. 

The discussion turned to the growing use of agricultural waste, such as rice hulls, coffee beans and orange peels, in the development of bioplastics that sometimes outperform their non-organic counterparts.  

Gayatri, noting the growth of sensory materials infused with unique aromas and slightly irregular textures, said consumers are embracing subtle imperfections that can give a product a one-off quality and unique aesthetic beauty while telling the story of a material’s origin. “That creates an emotional bond with the consumer,” she said.

Dr. Gayatri shared examples of innovative material applications aligned to improved consumer experiences. 

Embedded technology was spotlighted in a fabric with electrically conductive layers for heating, sensing and lighting; and a flexible solar cell material that can be processed to look like leather or carbon fiber while enabling self-powered products, such as wireless headphones. “It becomes a design element, not just a supporting technology,” Dr. Gayatri said. 

Also featured were new surface texturing material concepts that blend functional and decorative qualities, such as soft-touch finishes created through injection molding without needing a separate coating; and flexible, laser-etched wood veneers that can be applied to products of different shapes. 

She also spotlighted a new material process enabling one-of-kind, custom personalization by crafting a single 3D-printed piece with different zone densities. She cited a bicycle helmet blending a soft custom fit with hardened protection zones.  

The post Keep Consumer Experience at the Core of Material Choices appeared first on The Inspired Home Show.

i-Drink Products Drinkmate Arctic Blue Sparkling Beverage Machine

This carbonation machine is designed to allow users to carbonate any beverage: water, juices, wine, cocktails and more. The machine comes in a new arctic blue color. 

The beverage machine is available now.

NewAir LLC NewAir Countertop Nugget Ice Maker

The Nugget Ice Maker is a compact countertop ice machine. Made from BPA-free parts, the ice maker comes with an automatic self-cleaning function. 

The ice maker is available now.

NewAir LLC FlipShelf 24” Built-In or Freestanding Wine and Beverage Fridge

The FlipShelf Wine and Beverage Fridge has a reversible shelf: a flat side for cans and a notched side to nestle bottles. The fridge has freestanding and built-in options for installation. The thermostat allows users to select temperatures between 37F-65F to store a variety of beverages at preferred temperatures. 

The fridge is available now.

NewAir 250-Count Electric Cigar Humidor

This cigar humidor is a heating and cooling system designed to preserve the flavors of cigars. It comes in stainless steel with removable Spanish cedar shelves, a cedar drawer and a digital thermostat for temperature control between 52F-74F. 

The cigar humidor is available now.

NewAir LLC Froster 125 Can Freestanding Beverage Fridge

This fridge was designed to cool drinks to 23F for an ice-cold beverage. 

The fridge is available now.

NewAir Countertop Clear Ice Maker

This clear ice maker was designed to make crystal-clear ice that melts more slowly, tastes better and fizzes less. Users add water and choose ice thickness to make up to 45 pounds of clear ice per day. The ice maker has a large 1-gallon bottle holder and self-cleaning function. 

The clear ice maker is available now.

Tristar Products PowerXL Stuffed Wafflizer

The Wafflizer is a compact, countertop waffle maker designed to make custom-stuffed waffles. The waffle maker’s surface was designed for evenly cooked, crisp waffles without sticking. 

The waffle maker is available now.

Tristar Products PowerXL Vortex Dual Basket Air Fryer

With two baskets and a SmartSync setting, this air fryer allows users to cook two foods two ways and finish at the same time by alerting you when to add each food. The two five-quart baskets fit main and side dishes separately, and they combine into one 10-quart basket for extra-large meals. The Vortex rapid air technology was designed to combine extra-high temperature with a super convection speed for crisp results and even air frying. 

The air fryer is available in October 2021.

Tristar Products Emeril Lagasse Pasta & Beyond

This fully automatic electric pasta and noodle maker is a compact countertop appliance that mixes, kneads and extrudes pasta. The machine includes juicing and frozen dessert attachments. 

The Pasta & Beyond is available in October 2021.

Master Grade Alpine Electric Knife Sharpener

Known for its commercial-grade sharpeners, Master Grade has created a sharpener for home chefs with the Alpine Electric Knife Sharpener. The knife sharpener was designed to be simple to use at a size that can easily be stored or presented on kitchen countertop.  

The knife sharpener is available now.

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ECONAT Inc. UFO UK-15 Electric Infrared Heaters

This infrared heater was designed to heat a specific room or space to decrease energy consumption. Heating through light and not air, the heaters are also suitable for outdoor use and semi-open areas. 

The heaters are available now. 

Rapid Conn Inc. LumiCharge II – All-in-One LED Desk Lamp & Phone Dock

This LED desk lamp was designed to organize and improve home décor, eliminating multiple cords from wall outlets by integrating multiple phone chargers into the desk lamp. 

The desk lamp is available now. 

NewAir LLC Frigidaire Evaporative Air Cooler and Heater

This 2-in-1 evaporative cooler with heating was designed to keep the user comfortable in all seasons with efficient eco-friendly technology. The cooler provides a breeze in the summer, while the heater provides warmth in winter while adding humidity to the air. Casters make it easy to position, and the removable water tank assists in refills.  

The cooler/heater is available now. 

TRINITY Industries International 18” Pet Crate End Table

This end table, made from pine wood and offered in natural or espresso brown coloring, was designed to offer a stylish addition to consumers’ homes while offering space for a small pet. The table includes a drawer for storage, a mesh lockable two-sided gate and a removable plastic tray in the crate for clean-up. 

The pet crate end table is available in October 2021. 

Water Stream LLC Little Luxury 3-Stage Tap Water Filter

The Little Luxury 3-Stage Tap Water Filter was made to provide filtration for safe, clear and healthy drinking water with enhanced flavor. The filter fits kitchen and bathroom faucets and has a selector to switch between filtered and unfiltered to prolong the life of the filter cartridges. 

The water filter is available now. 

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Weiss, the founder of Adrienne Weiss Corp, has spearheaded startup branding and rebranding projects for dozens of prominent retailers, food-and-beverage brands, consumer products suppliers, entertainment companies and more. She also has collaborated with the International Housewares Association on trade show re-branding. 

The root principle behind reenergizing brands spans industries and businesses, Weiss said. It all starts with cultivating a brand story that resonates with the target customer. 

“Brand is not a logo,” Weiss said. “It needs a logo, but in essence, the brand is a story. And the story has to be about what’s in it for the guest… A story is told through words and pictures. It has to be emotional and intellectual.” 

She encouraged businesses to think of a brand as a culturally relevant club people want to join, or as a country with its own language and rituals.  

She shared examples from among her clients. 

• To prime the launch of Build-A-Bear Workshop, Weiss tapped into the heartfelt connection between Teddy bears and children. 
  • “It is not where you make a toy, it is where best friends are made,” she said, noting how giving each child-made plush bear a “heart” became integral to the logo and store experience. “When you hook those emotional aspects to a brand, you have a winner,” she said. 

• For Baskin-Robbins, Weiss showed how the number 31— representing the iconic 31 flavors offered by the ice cream store brand — was integrated into the brand logo.
  • “When you can embed the brand equity in the mark, that’s special,” she said. 
• For Casabella cleaning products, she demonstrated how the “Be” in the logo is highlighted to anchor a story built on the brand’s primary “Be Clean” attribute, enabling such extensions as “Be Flexible,” “Be Handy” and “Be Outdoors.”
  • “Less is more in the brand business,” Weiss said. “If you can say it in two words, that’s more powerful than two sentences.” 

• For Giant Eagle, she noted how a simple embellishment, in this case, the addition to the logo of what looks to be a handwritten “Friendly” between “Super” and “Market” cements the brand promise.
  • “Distill the story down to the most powerful things,” Weiss said.  

“Put the simplest, most powerful brand story at the top,” she continued, explaining that a rebrand can be implemented effectively through a rolling change. “You don’t have to do everything at the beginning… Start by getting the brand story right. And get it right as soon as possible.” 

The post Adrienne Weiss: Strong Branding Starts with a Strong Story appeared first on The Inspired Home Show.

TAO Clean Umma Diamond Sonic Toothbrush & Cleaning Station

The TAO Clean Umma Diamond Sonic Toothbrush & Cleaning Station comes with a base station that dries and sanitizes the consumer’s toothbrush after use. The toothbrush and cleaning station is designed to make routines simple and practical. 

The toothbrush and cleaning station is available now.

TAO Clean ONA Diamond Face Brush & Cleaning Station

The TAO Clean ONA Diamond Face Brush & Cleaning Station was made to gently cleanse using rotational technology said to be more effective than manual washing. The UV-C charging station kills 99.9% of germs after use, according to the company. 

The face brush is available now.

WBM Smart Portable Massage Gun

This massage gun was designed to relieve muscle stiffness and soreness while promoting blood and lymph circulation and accelerating recovery after a workout or injury. The therapy gun was made to improve the overall health of the body’s soft tissues and prevent inflammation caused by adhesion between the fascia and muscle. With a 4800 mAh lithium battery, it can work 6-8 hours per charge. 

The massage gun is available now.

Viatek Consumer Products Groups, Inc. Body Dryer

The Body Dryer dries excess water on the user’s body within seconds. Supporting up to 350 pounds, the dryer comes with a remote to stream air up to 100 mph. The Body Dryer was made to be environmentally friendly, reducing towel use. 

The Body Dryer is available now.

The post Connect FALL Virtual Product Demos: Personal Care appeared first on The Inspired Home Show.

Leana Salamah, IHA’s vice president, marketing, and Peter Giannetti, editor in chief, HomePage News, discussed the Occasions report, commissioned by IHA and HomePage News, that will be released later this year.  

The report is based on a survey conducted in early September of 2,200 adults nationwide, measuring their expectations on life events in 2022 for themselves, as well as for friends and family. For each event type, the survey identified tendencies and preferences related to home and housewares product purchases.  

Salamah and Giannetti reviewed topline findings for home-dwelling (new homes or rentals) and new pet ownership, weddings, baby showers, going to college and retirement.  

Giannetti explained it is easy from a product development marketing standpoint to zero in on each life occasion individually and the opportunity each offers, but he believes it is better to look at this as a continuum from a merchandising opportunity and a marketing opportunity. “This is an opportunity to engage a lifelong customer by understanding how they go through each of these life events,” he said. 

“In 2020 we were down something like 300,000 births from past years,” Salamah added. “New pet ownership went up dramatically. Things that have changed in life during the pandemic. We’re seeking to benchmark and understand how they will be going forward.” 

The two most likely events to take place over the next year regardless of age, gender, geography and income are new home dwelling and new pet acquisition, Salamah said. “The obvious response is this is a continuum of what we’ve seen over the pandemic period of the last year and a half, coming up on two years, where people are seeking out new places to live as they look for more space for the ability to work from home or school from home,” she explained. 

Giannetti said the pandemic changed how people looked at their homes and brought a move away from the city, with consumers getting bigger homes with more space for offices and other stay-at-home activities, he said. 

“A lot has been happening in the suburbs,” he added. “More space brings more needs for household products. Will it be growing at the same rate as the last 18, 19 months? No, but we’re expecting the new home (activity) to extend.”  

All the events measured were disproportionally likely to take place in the Northeast region in 2022, the report showed. This result especially spiked in relation to new homes, baby showers and bridal showers/weddings, Salamah said, speculating that higher COVID vaccination rates in the region may play a factor. 

“Of those nine (Northeast) states, eight are in the top 10 in terms of vaccination rates,” she said. “It may be appropriate to assume that those people in the northeast have a disproportionate sense of confidence in their ability to gather and move on and see life coming back to normal.” 

“As we head into 2022, I think that appetite will be manifested into a real zeal to optimize the occasion and the celebration,” Giannetti added.  

The report also showed that across the board cash and gift cards account for most expected purchases related to life occasions. 

“Housewares retailers and manufacturers have to step in and say, ‘how are we going to push that redemption sooner than later into the home and housewares business’,” Giannetti said. He added gift registry completion is a big opportunity confronting the housewares industry.  

Salamah said no single housewares category dominated buying preferences for any one event.  

In relation to what new pet owners would likely purchase, typical pet products fell behind home environment and cleaning products. “It’s not just getting them a dog collar or cute little serving bowl. It’s also about getting them an air purifier that takes care of allergens or a rug cleaner,” Salamah explained. “It’s an important opportunity in the home environment category and the cleaning category to think about how to capitalize on all this new pet ownership.” 

Giannetti noted that organization products were on the top of the purchase likelihood list for retirement.  

“It was very revealing that as you move into that stage of life… You want to figure out a way to get rid of the clutter, organize the clutter, downsize your clutter,” he said.  “We spend a lot of time talking about how to get new consumers or younger consumers into the mix, but you can’t forget that people are retiring to live now…Take advantage of understanding what retirement means now. It’s not the end of life, it’s the start of a new life.” 

Key data points were shared for weddings, baby showers and leaving for college, with results showing higher age groups expecting these life moments than in the past. 

Weddings Expected in 2022 (self) 

Very likely and somewhat likely: 

• Age 18-23: 13% 
• Age 24-29: 19% 
• Age 30-34: 39% 

• Age 35-44: 23% 
• Age 45-64:  11% 
• Age 65+:       7% 

Salamah said it’s not surprising that the average wedding age is rising, but she didn’t expect such a concentrating in 30-44 age range. It was noted how couples marrying at older ages often own most household basics, and the marketing opportunity may be different than that for those getting married younger and for the first time. 

Baby Showers expected in 2022 (self) 

• Age 18-23: 18% 
• Age 24-29: 18% 
• Age 30-34: 42% 
• Age 35-44: 22% 
• Age 45-64: 7% 
• Age 65+: 6% 

“If you’re getting married later then it’s natural that you’ll have children later in life, and, again, the industry needs to understand how that changes their needs and their wants,” Giannetti noted. 

Leaving for College – folks who expect to leave for college next year: 

• Age 18-23: 32% 
• Age 24-29: 12% 
• Age 30-34: 28% 
• Age 35-44: 16% 
• Age 45-64: 5% 
• Age 65+: 2% 

Salamah and Giannetti expressed surprise that the percentage of 18-23-year-olds wasn’t higher and suggested might be attributed to student “gap” years, financial issues or attending community colleges before heading to full-time universities. Many collegegoers in the 30-34-year-old group may be getting higher education from home.  

“Back to school or off to school is not a one-size-fits-all merchandising and marketing opportunity,” Giannetti said. “And if you get to know your potential consumer at this stage of their life and you can stay with them through each of these life moments.” 

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3 Sprouts Modern Folding Crate

This folding crate is stackable and designed to keep order without taking up much space. The crate is made from 60% recycled plastic and is available in two different sizes and many colors. The open design was created to allow the user to keep track of what’s inside while being collapsible for flat, compact storage when not in use.  

The folding crate is available in October 2021 with an MSRP of $6.99.

Delta Cycle & Home Sports Equipment Storage

Delta’s line of sports storage products was created to deliver purpose-built, optimized storage solutions for bicycles, home gym equipment and sports equipment.  

The sports equipment storage is available now.

INSPIRED Product Development Group Cabinet Caddy SNAP!

The Cabinet Caddy SNAP! is a pull-and-rotate organizer for spices, prescriptions, crafts and more. Designed to fit smaller cabinets, the SNAP! has three adjustable snap-in shelves made for easy access to any item. It includes a “small things” tray for smaller, odd-sized items. The SNAP! comes with a magnetic latch to connect additional units side-by-side for add-on storage. 

The SNAP! is available in October 2021 with an MSRP of $42.99.

John Ritzenthaler Company All Clad Dry Mat & Cookware Protector Set

Both items were made to improve storage space and keep the kitchen organized. The Dry Mat is made with polyester mesh and thick foam to protect dishes and eliminate fog inside glassware while absorbing excess water and keeping countertops dry. With multiple folding options, the mat was designed to fit small or large countertop spaces and provide easy storage. The Cookware Protector Set was made for storing pots and pans, stoneware, glass and ceramic by preventing scratching, chipping and sliding. 

The dry mat and cookware protector set are available now.

Snips s.r.l. Spin & Serve

Made for washing vegetables, the Spin & Serve has a centrifuge that removes excess water and can also be used for serving as a salad bowl. The Spin & Serve is dishwasher-safe, BPA-free and 100% recyclable. 

The Spin & Serve is available in November 2021.

Tristar Products Inc. Sturdy Stax

The Sturdy Stax is a collapsible storage solution. The Sturdy Stax is moisture resistant, has front and top zippers, built-in carry handles and front and side windows to see what is inside.  

The storage solution is available in January 2022.

VACCARO Dishrack

The VACCARO Dishrack features an integrated drainage system to funnel water from the utensil holder to the sink, not the countertop. A quick-dry surface repels water, while the anti-microbial material resists mold. Separate compartments were designed to keep utensils neat and organized.

The dishrack is available now.

YouCopia RollOut Fridge Drawers

These RollOut Fridge Drawers are an adjustable, rolling organization system for the refrigerator. The wheels and handles are designed to make it easy to pull food forward. Two adjustable dividers can create compartments for produce, meals, snacks and more.  

The fridge drawers are available now with an MSRP of $29.99.

Sttelli, LLC Silicone Bath Organizer

Made from 100% silicone, this bath organizer is self-draining to offer convenient storage for toiletries in the bathroom. They grip on glass, mirrors, tiles and marble and come in white, navy and gray. 

The bath organizer is available now with an MSRP of $10.00.

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