Jenn-Air taps mobile app to help consumers build dream kitchen
By Rimma Kats
April 13, 2012
Jenn-Airs DesignVision app
High-end appliance brand Jenn-Air is lettings consumers build the kitchen of their dreams via a new iPhone application that lets them instantly visualize a kitchen equipped with the brands appliances.
The company worked with Digitas on the mobile app. The app is available in Apples App Store for free download.
Our target consumer is in pursuit of creating a beautiful home and this begins with her kitchen, said Brian Maynard, director of marketing at Jenn-Air. The app allows them to see how beautiful our appliances will be in her kitchen.
It allows her see what it will be like to eclipse her old appliances with Jenn-Air products, he said. This is a digital extension of our analog creative unit we have been running in Architectural Digest.
The ad features a die cut appliance and instructions to hold the die cut appliance at arms length, close one eye while standing about 5 feet away from your current product. This allows you to see how Jenn-Air will eclipse your old product and look great in your kitchen.
The Jenn-Air DesignVision app lets users choose a new Jenn-Air appliance and position it over their old one to see what it can do for their kitchen.
Users can also take a photo and share it with friends and family.
The DesignVision app also lets consumers find the nearest showroom that has the appliance they want.
Additionally, users can also choose from different finishes and get product specifications.
Our consumer is very tech savvy, is comfortable with technology and uses it to help manage their day-to-day activities, Mr. Maynard said. In order to be an effective marketer, you need to be present where your customers are present.
As our target consumer is educated, upper income and mobile it makes sense for us to make information available to them in this manner, he said. Having said that it is a bit different than many CPG brands in that buying an appliance is a very considered purchase.
So it's not likely that they are going to make a purchase without significant research. Our mobile strategy allows them to do that research when and where they would like.
To get the word out about the DesignVision app Jenn-Air is using its social media to reach consumers.
The company is also promoting the app on its Web site.
Last month, Jenn-Air tapped Condé Nasts Architectural Digests affluent audience by incorporating a QR code that links to a mobile video in the publications April issue.
The video contained information on the Jenn-Air double wall oven. This is one of a few mobile relationships that Jenn-Air has with Architectural Digest (see story).
The Jenn-Air DesignVision app gives people the ability to really see how their kitchen would look with a new Jenn-Air appliance, said Chia Chen, North American mobile practice lead at Digitas.
And, given the types of kitchens that Jenn-Air appliances typically go into, these high performance appliances have to look right as well, he said. The app can serve to reaffirm the decision to acquire a Jenn-Air appliance or it can inspire consideration.
In general, smartphone owners are continuing to increase their engagement of mobile apps. We see it as the new standard unit of content and utility in the post-PC digital world. People are used to turning to apps to apps for entertainment, utility and connections. Thus, for many brands, apps are a way to make the brand benefits tangible and accessible to people throughout the customer journey.
Rimma Kats is associate editor on Mobile Marketer, New York
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