Home Appliance Sales in Morocco Rebound After Pandemic Slump

The dark days still loom over this sector, which has been tested by the lockdown, the health and economic crisis, reports l’Économiste. During this health crisis period, customers were more concerned with the invisible enemy than with the purchase of home appliances. As a result, sales figures have taken a hit.

A small relief was felt during the Eid al-Adha period and the summer period. For Abdeljalil Lahlou, CEO of Manar (Siera), the June-July period made it possible to sell some 60,000 refrigerators, 24,000 freezers, as well as quantities of washing machines, stoves, water heaters and small appliances. These sales have made it possible to limit the sales backlog to 10% at the end of July, he adds. As for refrigerators, the group recorded a 38% increase compared to the same period in 2019, as well as 8% market share in the Defrost segment.

As for the LG brand, it has experienced difficulties in selling B2B products, which require a long decision-making process and high purchase costs during the post-lockdown period, unlike consumer (B2C) products. According to Soufiane Benabadji, Marketing Director of LG, sales of essential home appliances such as refrigerators and air conditioners were higher during the summer period, as were television sales, due to the decrease in outings during the lockdown period.

If for now, sales have resumed after a major decline, layoffs are not yet considered, but could arise at any time at the next lockdown, says the LG Marketing Director. Pending better days for a normal resumption of activities, digital marketing is in the sights of these home appliance giants.