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ApplianceOnline: quirky startup aims to help you find the perfect toaster


Need a friendly new washing machine, perhaps? With the online shopping industry heating up in South Africa ApplianceOnline has recently launched with the dream of becoming country’s largest appliance ecommerce venture. With existing competitors in the space such as Yuppiechef and Takealot, this startup wants to set itself apart by creating a place you can find your perfect appliance match.

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Customers can get their hands on a wide range of fridges, freezers, ovens, stoves, dishwashers, washing machines and tumble dryers, among other things. These will all be delivered straight to the customer’s doorstep anywhere in the country.

ApplianceOnline has received Series A funding from Sovereignty Technology and sets its platform apart from massive retail outlets such as Game or Makro in saying that the site will save you time and energy. Further making itself different from offline shopping stores, the startup integrates features such as group payment options around shopping carts for example.

ApplianceOnline is offering price transparency so whether you’re looking for premium luxury stoves or a budget smiley toaster, the site will help you make the right desicions based on your individual needs. On the friendly colourful site you’ll find buying guides, helpful tips, user-generated reviews as well as localized live support.

This tech startup has big dreams, but above all aims to focus on the customer. ApplianceOnline explains the methods used to modify customer experience:

In an endless pursuit for the perfection of localized online customer engagement within the appliances vertical, as well as incorporation of big data analytics in order to further enhance the customer’s experience, we’re bringing the fun back into deciding what appliance is worth your while, and making sure you maximize your use of it.

The site also gives the products personalities to provide tips and appliance guidance. Cheesy and quirky perhaps — there is, for instance, Freddie Fridge and Felicia Freezer who are a happily married couple. Characters like these are said to pop up around the website spreading the love and giving you help and advice.

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