Appliance Marketing Should Capitalize On Consumer Excitement Around Kitchen Upgrades

According to recent analysis by Zillow of 1.4 million home sales from 2020, “Homes that advertised higher-end kitchen and bathroom amenities sold for more than otherwise expected in 2020.” High-end kitchens typically include luxury appliances like fridges, stoves and dishwashers, and laundry rooms are often kitted out with top-of-the-line washer/dryers. As renovations continue to be popular among homeowners, appliance brands are deploying digital marketing strategies across channels, engaging consumers looking to upgrade.

Emphasize Promotions, Rebates And Discount Packages For Appliance Shoppers

Appliances are expensive, and many consumers watch for the right sales, promotions or discounts before they are ready to make purchases. Whether it’s bigger items, like fridges, or smaller appliances, like high-end coffee machines, kitchen appliance shoppers love deals. Bosch, a high-end German appliance manufacturer popular around the world, offers a variety of deals and promotions across their website, including cashback offers, lower prices for bundling, rebates and set prices for different kitchen packages, like “performance” or “traditional.”

Promotions can be effective at getting consumers to take action, especially when they are deployed across channels, including push notifications, email and social media, to continually entice shoppers. Consumers that visit the Bosch website can sign up for the appliance brands’ enewsletter, which includes discounts plus recipes, tips and new product information. Enewsletters are a popular way for brands to connect with and nurture consumers.

Provide Free Delivery And The Option To Buy Now & Pay Later

Two of the most popular ecommerce sales strategies of the pandemic were free shipping and seamless payment options. The Maytag ecommerce platform offers both. Consumers can compare Maytag washers, dryers, dishwashers, refrigerators and other appliances, then buy them directly from the Maytag ecommerce platform with the option of using buy now pay later (BNPL) option Affirm.

Appliances are among the most popular items consumers are using BNPL for, with many consumers choosing delayed payment options because of low- or no-interest rates and the ease of checkout. Free shipping is another offer that many brands and retailers are using to entice purchases. 

Offer Consumers Troubleshooting Content And Chat Option 

When shoppers are looking for appliances, concerns about installation and servicing can pop up, and brands that get ahead of those worries are likely to be considered positively by consumers. The Whirlpool website includes a “service & support” tab that includes manuals that can be downloaded, FAQs and “how to” information and other services for people who already own Whirlpool appliances. In addition, Whirlpool has a chat feature that connects website visitors with Whirlpool representatives that can answer questions about purchases or maintenance. Brands that provide high-touch customer service can create consumer confidence that generates positive reviews and long-term loyalty. 

Use Content Marketing To Highlight Benefits Of Small & Large Appliances

Many appliance websites provide in-depth content marketing to illustrate how their appliances work and offer additional information for consumers. Miele, which sells big and small appliances, offers a variety of content hubs, many of which are promoted across a list of social media platforms. For example, Miele Cooks provides simple, family-friendly recipes – all cooked on Miele appliances – on a dedicated YouTube channel.

Videos have become an increasingly popular marketing tool in recent years, especially as consumers become more comfortable with the format. Miele content marketing also includes user-generated content (UGC) with happy Miele customers sharing pictures of their Miele appliances on Instagram and Twitter. 

Personalized Stories Engage 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 about the launch explains, “The Possibilities Of Honey will position itself as the first tentpole of content to arrive to KitchenAid Stories, a new platform that will helm KitchenAid owned, conceptualized, produced and realized mediums that elevate the stories of chefs, makers and epicurean radicals changing the landscape of which we live and KitchenAid affects.” 

KitchenAid previously co-produced A Woman's Place, a documentary that “raises awareness of the harsh inequalities women in the culinary profession face and is an initiative to empower and elevate them to the top of the industry.” The documentary lives on the KitchenAid Stories hub after previously screening on Hulu.

Now, more than ever, consumers are looking for brands to help them live the lives they want. Digital strategies that resonate with consumers and make them feel understood, including content, customer service and discounts, can encourage consumers to take action.

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