It is a frustration for the Vorwerk group which markets the Thermomix robot. While with confinement, most French people are confined to their homes and have time to devote to cooking, the brand has had to put an end (temporarily) to its sales system.
Unlike competing household robots, the Thermomix is only sold at home meetings or in a handful of shops in France (but they are also closed).
However, the brand has not given up selling robots. When the confinement was announced in most European countries, the group’s regional departments have all set up an online sales system. But Thermomix obliges, it is not a question of simply buying your robot online as you would on Amazon. You have to go to the site, fill in their contact details and phone number so that an advisor can call you back and give you a virtual appointment. It usually does this after a few hours.
Once in contact, you will then be offered to attend an online demonstration. Like a home meeting, except that the demonstrator is at home on video. “It is a technological feat achieved in a few days to deal with this exceptional situation,” says one side of Thermomix. If the demonstration convinced the customer, the latter is offered a link on a purchase page to be able to order his precious robot (1299 euros for the latest TM6 model).
Lidl’s robot returns in June
In addition to selling online, the brand has set up a satisfied or refunded system to allow customers to return their product if it ultimately does not suit them. Within 30 days of receiving the device, the customer can go to the site and request a refund. It will be refunded after 30 days after returning the device.
A system that is still a bit restrictive but which seems to appeal to customers. Especially those who were reluctant to organize or participate in Thermomix meetings. According to the group’s management, “online sales are exceeding expectations”. This sales model should continue in the future in addition to home sales to attract new customers. Even if they recognize that they remain below regular sales. The brand sells around 200,000 copies per year and the last few years have not been the most prolific for the brand.
In particular because of competition which has increased sharply in recent years. In particular that of Lidl and its robot Monsieur Cuisine. And no luck for Thermomix, but the hard-discounter robot sold at 359 euros during occasional sales will soon return to the store. One year after its initial launch, Lidl will put its Monsieur Cuisine Connect back on sale in its 1,500 stores on June 4. A launch that does not worry the German manufacturer of Thermomix who believes that the two devices do not box in the same category. “It’s like cars, at first we start with a small one before offering a more comfortable model,” says Bertrand Lengaigne, commercial director of Thermomix France. With the social crisis looming, the French will perhaps prefer in the coming months the “small cars”.
–
–
