Equipment manufacturers are capitalizing on shopper pleasure for kitchen upgrades and renovations
According to a recent 2020 analysis by Zillow of 1.4 million home sales, “Homes that advertised high quality kitchen and bathroom furnishings sold for more than expected in 2020.” High-end kitchens include usually luxury appliances such as refrigerators, ovens, and dishwashers. Laundry rooms are often equipped with top-notch washers / dryers. As home renovations continue to be popular with homeowners, device brands are using cross-channel digital marketing strategies to motivate consumers looking to upgrade.
Bosch offers special offers, discounts and discount packages for device buyers
Devices are expensive and many consumers look for the right sales, promotions, or discounts before they’re ready to make purchases. Whether it’s larger items like refrigerators or smaller appliances like high-end coffee makers, kitchen appliance buyers love deals. Bosch, a globally popular German high-end appliance manufacturer, offers a variety of offers and promotions on its website, including cashback offers, lower prices for bundling, discounts and fixed prices for various kitchen packages such as “Performance” or “Traditional”. ”
Promotions can help consumers take action, especially when delivered across channels, including push notifications, email, and social media to continually entice customers. Consumers who visit the Bosch website can sign up for the device brands’ newsletter, which contains discounts as well as recipes, tips and new product information. Newsletters are a popular way for brands to engage with and promote consumers.
Maytag offers free shipping and the option to buy now and pay later
Two of the most popular ecommerce sales strategies during the pandemic have been free shipping and seamless payment options. The Maytag e-commerce platform offers both. Consumers can compare Maytag washing machines, dryers, dishwashers, refrigerators, and other appliances and then purchase them directly from the Maytag e-commerce platform.
Home appliances are among the most popular items that consumers use BNPL for. Many consumers choose delayed payment options because of low or zero interest rates and ease of purchase. Free shipping is another offer that many brands and retailers use to encourage shopping.
Whirlpool Service & Support provides content troubleshooting and chat for consumers
When customers shop for equipment, installation and maintenance concerns can emerge, and brands that stay ahead of those concerns are likely to receive positive reviews from consumers. The Whirlpool website has a Service & Support tab that contains downloadable manuals, FAQs, how-tos and other services for those who already own Whirlpool equipment. Whirlpool also has a chat facility that connects website visitors with Whirlpool representatives who can answer questions about purchases or maintenance. Brands that provide world-class customer service can instill consumer confidence, which generates positive reviews and long-term loyalty.
Miele Content Marketing highlights the advantages of small and large devices
Many appliance websites offer extensive content marketing to demonstrate how their appliances work and provide additional information for consumers. Miele, which sells appliances both large and small, offers a variety of content hubs, many of which are advertised through a list of social media platforms. For example, Miele Cooks offers simple, family-friendly recipes – all prepared on Miele appliances – on a special YouTube channel.
Videos have become an increasingly popular marketing tool in recent years, especially as consumers are more familiar with the format. Miele Content Marketing also includes User Generated Content (UGC) with satisfied Miele customers who share pictures of their Miele appliances on Instagram and Twitter.
KitchenAid stories delight consumers with original content
Sometimes content marketing can go beyond the scope of the products and services offered and take audience engagement to another level. KitchenAid Stories is an example of a brand creating innovative content that is relevant to their consumers. The brand launched KitchenAid Stories in October 2020 with the release of the short film The Possibilities of Honey. A press release at the launch states: “The Possibilities Of Honey will position itself as the first tent mast of content to arrive at KitchenAid Stories, a new platform that supports KitchenAid’s own, conceived, produced and implemented media that supports the stories of cooks drift up. Makers and Epicurean radicals are changing the landscape we live in, and KitchenAid is influencing it. ”
KitchenAid previously co-produced A Woman’s Place, a documentary that “raises awareness of the harsh inequalities of women in the cooking industry and is an initiative to empower them and get them to the fore in the industry.” The documentary lives on the KitchenAid Stories hub, having previously shown it on Hulu.
More than ever, consumers are looking for brands that will help them live the life they want. Digital strategies that resonate and make consumers feel understood, including content, customer service, and discounts, can encourage consumers to take action.
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