By Patrick Avenell

Sharp’s range of PlasmaCluster ion generators has been a quiet achiever for the Japanese company, with strong sales on the back of a demonstration program.

These generators are best described as the next generation of air purifiers. They work by using an electrical discharge to create positive and negative ions, which are then surrounded in water and then released into the air. Sharp says this process can clean the air of irritants including dust, bacteria, viruses, pollen and mould.

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Mark Beard, national marketing manager at Sharp Corporation of Australia, told Current.com.au that these units have proven to be strong profit drivers when promoted properly.

“Sharp has undertaken a number of live product demonstration sites in the last 12 months in major shopping centres,” Beard said. “This activity allows Sharp staff to interact directly with consumers and get feedback as to the consumers needs — the overwhelming reaction has been very positive.

“Sharp will partner with a retailer when carrying out these activities: the most recent one in Hornsby in Sydney achieved over 100 unit sales in just over three weeks.

“Clearly there is a consumer need that is not currently being met by most retailers. Sharp will use the knowledge gained from consumers to further advance the penetration into this lightly tapped market.”

As with other Japanese brands with a heritage in the AV category, Sharp is actively combating the reduction in profitability from the flat screen TV industry. Beard said the PlasmaCluster ion generator was an example of Sharp’s efforts to keep supplying retailers with high value products.

“At a time of eroding profitability and declining demand in mainstream consumer electronics products, the Sharp PlasmaCluster Air Purifier range can bring retailers new sales opportunities. Retailers should talk to one of the Sharp sales team about ranging, training and display.”