Dyson report

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And no matter the theory, the argument will be repeated everywhere, by sellers as by the public. To communicate on its products, Dyson certainly pays some advertising campaigns, but above all on word-of-mouth. For example, the Airblade sold 250,000 copies in five years, or nearly 20% of the sales of the brand.. It must be said that with its high prices, Dyson can afford to pay them commissions stronger than its competitors.

An argument that should strike a blow, as in previous launches: salesmen were barely under control of the announcement. Including when the brand landed in universes where it was not necessarily legitimate. Take the Air Multiplier, the fan launched in 2009, a success despite its price of 250euros. Dyson tells the BHV that the manager, Philippe Houzé, claimed it from his buyer after he had spotted it.

At Fnac, when it launched into household appliances at the beginning of 2012, Dyson corners were put into place in about forty stores, where customers can test vacuum cleaners on a piece of carpet. "A requirement of the brand, but we needed products that were beautiful, effective and leaders in their category," explains Olivier Garcia, in charge of department development for Fnac. Like Apple, the brand can afford to play the divas and does not deprive themselves. Today, in 70% of its outlets, it imposes white displays of 3 meters long with giant slogan - "No bag, no loss of aspiration" - and videos on the big screen most of the time.

Dyson Academy. Dyson does not employ in-store animators, but directly trains sellers. In 2012, a thousand, all brands combined, spent a full day (competitors are satisfied with a few hours at most) at the Dyson Academy in teams of ten to twenty. On the program: home history course, technical explanations, assembly and dismantling workshop, speed course with vacuum cleaners ... Those who wish can even leave with a model at 300euros with only paying 25% of its price. "Nothing like using our products at home to become a convinced ambassador," smiles David Abrard, sales manager and trainer at Dyson. Will the vendors snap the new Dyson faucet? Answer in the coming weeks.