Posted by Crystal Kam on October 19, 2017
Unlock your phone, load the app, tap to start your laundry, preheat your oven, and activate the robot to vacuum your house before your guests arrive. No, this isn’t something from the The Jetsons, the future is now, and you can hold it in hand.
Smart appliances and technologies are changing how we live our lives. A fridge isn’t simply a fridge anymore, it’s also an electronic bulletin board that lets you order groceries without leaving your home. Devices such as Amazon’s Alexa and Google Home can automate your thermostat, adjust your lights, and when connected to your home’s appliances - can turn them on or off and let you know when your food is ready.
While these technological advances seem to be solving problems that we didn’t know we had – leading appliance manufacturers like Whirlpool, LG, and Samsung are just getting started. The challenge now is of course to make cool products for your home that challenge the industry standard and do more than we ever thought possible - but ultimately help consumers get more of the most valuable commodity of all: time.
Imagine coming home and having absolutely no chores to do with everything already done for you. Smart technology enables us to take shortcuts and have fewer responsibilities at the end of the day. This means less time spent on mundane tasks and more time with friends and family.
At the moment, the move towards smart appliances is still in its infancy with only 28% of consumers owning a connected home device. According to a 2016 study by Nielsen, many consumers are aware of smart technologies. However, the biggest barrier keeping them from making the leap is that they are satisfied with current technology: 52% of consumers feel that they won’t use the technology enough, while 45% who feel that the technology is too expensive.
However, the demand is evident - 46% of Canadian consumers are looking towards owning or planning to purchase a connected home device in the next two years. And of those who already own a product with connected technology, 91% of them feel that it is not overpriced, with one-fifth of those consumers willing to pay a premium.
So what does this mean for marketers?
Previously, marketing for products would focus on a “one-size fits all” strategy. With the rise of smart appliances and their apps, it means that these products tailor themselves to fit the lifestyle of the individual consumer. Everything is customizable. According to Appliance Design, this shift means that consumers want a personalized and meaningful interaction with the brand. It also means better interactions with customers, faster and more accurate feedback about products, as well as instant and meaningful solutions to challenges.
Technology is only a piece of the puzzle, it all starts with insights. By having a deep and thorough understanding of your customer’s journey – the right technology can provide solutions to problems and inconveniences that were once chalked up to be a fact of life.
To infinity and beyond.
While trends come and go, there is absolutely no doubt that technology is rapidly changing the way we live. Technological advancements will quickly find their way to becoming more affordable, simpler and smaller. For the everyday consumer, it means new ways of making our lives more convenient and connected. For companies, smart technology and appliances mark a shift in the customer first, technology second approach. By focusing on a customized experience for consumers, companies can develop better products to fit seamlessly into everyday life.
Contact us to learn about the vital role consumer insights play when it comes to leveraging new technology.