Whirlpool cuts down on household pain point via app
September 6, 2013
Whirlpool launches mobile app
Whirlpool has launched a mobile application that helps families manage and reward chores around the house.
The WashSquad laundry app is meant to help families manage the chore of doing laundry. The app also includes Whirlpool-branded information to help consumers with their chores.
“The WashSquad app was created based on a consumer insight uncovering that 44 percent of United States households only have one person responsible for laundry,” said Shana Redd, brand manager at Whirlpool, Benton Harbor, MI.
“Sixty-two percent of those people say they are perfectly content with this fact because they feel that they have a hard time delegating tasks and obtaining their desired results,” she said. “To help aid this, Whirlpool developed a tool to give users confidence in assigning tasks by ensuring their laundry gets completed in a fool-proof system.”
Whirlpool worked with DigitasLBi on the creative and development of the app.
Whirlpool’s app lets consumers delegate different tasks for family members.
For example, a user can set up a task within the wash board section so that a chore is assigned to a specific family member. The task can also include a deadline and points in increments of five that are meant to give children an incentive for helping around the house.
The tasks can also be customized by typing in a note.
A screenshot of the app
To use the app, consumers need to create an account that is either tied to an email address or Facebook account. Each family member that participates in the app needs to have their own account.
Users can also select which kind of Whirlpool washer and dryer they own, which helps keep the Whirlpool brand top-of-mind.
The appliance brand’s app is available for free download in Apple’s App Store.
Another screenshot of the app
In addition to the wash board section, the app also includes laundry tips and tricks from Whirlpool.
For example, consumers can view cycle guides for different types of laundry, including whites, colors, delicates and towels. The laundry guides provide users with information on organizing, cleaning, drying and folding clothes.
Consumers can also buy cleaning supplies such as Affresh’s washer cleaner via a landing page that pulls in Amazon’s mobile site.
There is also a stain eraser tab within the app that doles out information on how to deal with fabric stains from products such as foods and cosmetics.
Links to Whirlpool’s Facebook, Twitter, Pinterest, YouTube and mobile site are included in the app.
Whirlpool also rolled out a commerce-enabled mobile site last year (see story).
Opposed to strictly driving commerce, Whirlpool is also trying to build brand awareness through the app to target its core group of moms.
“Whirlpool’s goal for the app is to provide consumers with simple technology that enables them to tackle their daily tasks seamlessly,” Ms. Redd said.
“This app is aimed to instill confidence in users that their laundry duties will be completed the way they desire,” she said. “This app is perfect for keeping families organized while providing them with the knowledge of laundry experts right in their homes.”
Lauren Johnson is associate reporter on Mobile Marketer, New York
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