Whirlpool is a global leader in microwave ovens and household appliances. Their high-quality ovens can be used for a lot more than just reheating food. However, many consumers are unaware of the many possibilities and functions. As a result, they tend to buy standard rather than sophisticated models. To change the consumer’s perspective about microwave ovens, advertising agency Pubmarket! created a category project with Whirlpool.
It all started with a consumer survey in various Media Markt stores in Flanders and Wallonia. Consumer behaviour was observed and analysed for a better understanding of what the consumer needs to know during the buying process. After installing the POS material, the consumer survey was repeated.
Pubmarket! Developed POS material to explain the difference in technology and prices. To make it easier to understand for consumers, Pubmarket! divided the range of microwave ovens into three segments: Heat & defrost, Grill & crisp and Cook & bake. The POS material clearly explains the functions of the different types of microwave ovens. The complete POS package consists of info panels, shelf dividers, banners above the shelves and stickers on the price tags. The POS material was designed with the Media Markt look & feel in mind, and explains all different functions.
The results? The new POS material was extremely successful. Media Markt not only saw a general increase in the sale of microwave ovens, but also noticed a shift towards the more expensive items with more functions, of which significantly more were getting sold. The clear information about the extra functions of the more sophisticated models convinced consumers to switch to the more expensive items. Whirlpool even managed to create the perception that you can actually cook with a microwave oven. Another striking observation was that clients no longer felt the need to touch or open the device. The clear info on the POS material was sufficient for the purchase decision.
Research has shown that this try-out was successful for further implementation!