Skip to main content
  • Toolset
  • Solutions
  • About DMS
  • Case Studies
  • Contact Us

Connect With Your Audience At Scale

    • Acquire New Customers
    • Generate More Inquiries
    • Grow My Email Database
    • Grow My Website Traffic
    • Monetize My Audience
    • Re-Engage Consumers
    • Contact DMS
    • See The DMS Live Schedule
    • Be Inspired
    • How To / Best Practices
    • What Is...?
    • DMS Reports & More
    • Contact DMS
    • As Seen In...
    • Press Releases
    • Contact DMS
    • Enjoying The Journey
    • Work/Life Harmony
    • DMS Team
    • Contact DMS
    • DMS Case Studies
    • Careers @ DMS
    • DMS Toolset
    • DMS Solutions
    • DMS Overview
    • DMS Investor Info
    • Contact DMS

Recent Searches

    Share this Post

    • Share on facebook
    • Share on twitter
    • Share on linkedin
    • Share on email
    1. Home
    2. DMS Insights: Digital Advertising News
    3. Appliance Marketing Should Capitalize On Consumer Excitement Around Kitchen Upgrades

    Appliance Marketing Should Capitalize On Consumer Excitement Around Kitchen Upgrades

    Published Date March 23, 2021

    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.

    Bosch Offers 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.

    Maytag Provides 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. 

    Whirlpool Service & Support Offers Consumers Troubleshooting Content And Chat

    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. 

    Miele Content Marketing Highlights 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. 

    KitchenAid 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.

    Seeking New Ways To Maximize Your Customer Acquisition?

    Digital Media Solutions (DMS) is a technology-enabled, data-driven performance advertising solutions provider connecting consumers and advertisers. Contact DMS today to learn how our first-party data asset, proprietary technology and expansive digital media reach can help you scale your customer acquisition results.

    Contact DMS
    • Previous Article

      Ecommerce Grocery Marketing Ideas To Engage & Convert Consumers

      Ecommerce Grocery Marketing Ideas To Engage & Convert Consumers

      The need and preference of many consumers to shop online for groceries has led supermarkets to adopt digital strategies.

    • Next Article

      Top 3 Borrower Motivations For Refinancing

      Top 3 Borrower Motivations For Refinancing

      Even with interest rate fluctuation, 2021 is expected to be another strong year for refinance loan volume.

    Most Recent Articles

    • 5 Ways To Manage Customer Acquisition Challenges

      5 Ways To Manage Customer Acquisition Challenges

      Customer acquisition challenges are universal, but finding the right solutions shouldn’t be hard. Here’s a look at 5 ways to overcome your customer acquisition challenges & drive the results you need.

      Read Article

    • What Is Happening With The Twitter Purchase?
      18 days ago

      What Is Happening With The Twitter Purchase?

      Elon Musk is taking over Twitter. Now what? Here’s what you need to know about the sale of Twitter and how you can proceed confidently on the social media platform.

      Read Article

    • 6 Ways To Create A Successful TikTok Marketing Strategy In 2022

      6 Ways To Create A Successful TikTok Marketing Strategy In 2022

      A successful TikTok marketing strategy is important in 2022, but advertisers don’t have to do it alone.

      Read Article

    • Tax Prep Advertising Can Use The Lessons of 2022 To Better Target Audiences In 2023

      Tax Prep Advertising Can Use The Lessons of 2022 To Better Target Audiences In 2023

      The DMS Tax Preparation Survey offers clues for tax preparation advertisers who want to reach consumers with relevant messaging, when and where they are shopping.

      Read Article

    • 3 Strategies To Modernize Lead Generation Campaigns

      3 Strategies To Modernize Lead Generation Campaigns

      Brands can modernize their lead generation strategies with versatile creative, customized plans and personalized re-engagement.

      Read Article

    • What Is A Publisher?

      What Is A Publisher?

      Do you want to understand the best way to reach the right people with the right messages at the right time? Consider partnering with publishers.

      Read Article

    • How To Boost Engagement By Using Video In Emails

      How To Boost Engagement By Using Video In Emails

      Video advertising within email is gaining momentum with brands, aligning with the overall growth of video in advertising.

      Read Article

    • It's Okay To Believe Advertising IRL > Metaverse
      30 days ago

      It's Okay To Believe Advertising IRL > Metaverse

      Metaverse marketing is likely to be a part of future strategies for brands & businesses, but many are taking a “wait and see” approach while relying on the “tried & true,” like performance marketing.

      Read Article

    • Tax Season Marketing Should Target Americans Filing Their Taxes Early To Pay Off Holiday Debt
      4 months ago

      Tax Season Marketing Should Target Americans Filing Their Taxes Early To Pay Off Holiday Debt

      Filing taxes early to get refunds is the top way Americans are planning to deal with holiday overspending.

      Read Article

    • Valentine’s Day Advertising Must Reach Shoppers Ready To Take Action
      4 months ago

      Valentine’s Day Advertising Must Reach Shoppers Ready To Take Action

      Valentine’s Day is a time for ecommerce brands to reach consumers in the mood for love – and shopping. DMS surveyed 250 adults in January and found that gift giving has extended beyond just couples.

      Read Article

    • Post-Holiday Personal Finance Marketing: What Converts Based On A Recent Consumer Survey
      4 months ago

      Post-Holiday Personal Finance Marketing: What Converts Based On A Recent Consumer Survey

      71% of Americans believe they possibly overspent during the holidays. The brands that best engage borrowers by demonstrating how their solutions will deliver quick relief are likely to see success.

      Read Article

    • What Are Data Signals?

      What Are Data Signals?

      Real-time data signals can pinpoint the individual consumers most likely to respond to your advertising when they are ready to take action.

      Read Article

    • The Top 5 Social Media Strategies For Lead Generation

      The Top 5 Social Media Strategies For Lead Generation

      These best practices can help advertisers set up social media campaigns that successfully generate leads while creating ongoing engagement.

      Read Article

    • What Is Real-Time Data?

      What Is Real-Time Data?

      Quality, real-time data helps understand consumer desires and predict future actions, allowing advertisers to get the right message in front of the right person at the right time to encourage action.

      Read Article

    • Consumers Start Holiday Product Searches On Google – Make Sure You Are Easy To Find
      6 months ago

      Consumers Start Holiday Product Searches On Google – Make Sure You Are Easy To Find

      To connect with consumers during the early phases of their holiday shopping, advertisers need to make sure their brands are easily discoverable in multiple places on Google.

      Read Article

    • Weight Loss & Wellness Brands Acquire New Customers By Scaling Their Multichannel Advertising
      over 1 year ago

      Weight Loss & Wellness Brands Acquire New Customers By Scaling Their Multichannel Advertising

      Weight loss advertisers have tapped into a mix of digital advertising solutions, including user-generated content (UGC), content marketing and digital solutions that encourage enrollments.

      Read Article

    • 4 Tips To Leverage Returns & Exchanges For More Sales

      4 Tips To Leverage Returns & Exchanges For More Sales

      With holiday shopping comes holiday returns, and savvy retailers must leverage the post-holiday return season to drive website visits, in-store traffic and incremental sales while collecting data.

      Read Article

    • How Ecommerce Advertising Can Address Supply Shortages & Shipping Delays During The Holiday Season
      over 1 year ago

      How Ecommerce Advertising Can Address Supply Shortages & Shipping Delays During The Holiday Season

      Brands that want to meet demand, scale revenues & have happy customers may find success by re-engaging audiences, promoting pick-up & delivery options & creating online experiences that drive loyalty.

      Read Article

    • Advertising To Pet Owners: What Are They Buying, Where Are They Shopping & What Do They Want To See?

      Advertising To Pet Owners: What Are They Buying, Where Are They Shopping & What Do They Want To See?

      People love a dog in a sweater. A bow on the cat. A tiny hat for the gerbil. But what are pet owners buying, where are they shopping and how can you best reach them?

      Read Article

    • Advertising To Encourage Car Sales During The Holidays

      Advertising To Encourage Car Sales During The Holidays

      As auto manufacturers and car dealerships start to embrace digital advertising more readily, holiday marketing campaigns are also an opportunity to reach a wider range of consumers.

      Read Article

    Return to Home
    DMS Logo

    Tech-Enabled, Data-Based Performance Advertising

    facebook icon twitter icon linkedin icon instagram icon

    © 2021 Digital Media Solutions, LLC. All Rights Reserved. Digital Media Solutions and its logos are trademarks or registered trademarks of Digital Media Solutions, LLC. All other company and product names referenced herein are the property of their respective owners.

    Digital Performance Advertising

    linkedin icon
    facebook icon
    twitter icon
    instagram icon

    Subscribe To News From DMS


    About DMS
    Toolset Solutions DMS Insurance DMS Performance Ad Market DMS Ecommerce Advertising DMS Consumer Finance DMS Education DMS Managed Services DMS Nonprofit Advertising DMS Subscription Advertising Newsroom DMS Insights Investor Info
    Contact Us
    (877) 236-8632 [email protected] Careers Become A DMS Advertiser Become A DMS Publisher
    DMS Proprietary Technology
    Aimtell Sparkroom ZipQuote
    Logins
    Aimtell Login DMS Exchange Login DMS Performance Ad Market Publisher Login Sparkroom Login ZipQuote Agent Login
    Privacy & Terms
    Privacy Policy Terms and Conditions Code of Conduct

    © 2022 Digital Media Solutions®, Inc. All Rights Reserved. Digital Media Solutions and its logos are trademarks or registered trademarks of Digital Media Solutions, Inc. All other company and product names referenced herein are the property of their respective owners.