Heatcraft’s Cross-Reference Instrument was helpful. It crammed a necessity and was extensively utilized by clients to match mannequin numbers with particular home equipment. That use helped the crew notice a cellular app may serve clients on a fair deeper degree by offering a complete Refrigeration Toolkit to assist with all levels of the shopper journey.
Outcomes from voice of buyer workout routines, buyer surveys, business analysis and competitor evaluation revealed options that Heatcraft’s clients would worth, together with an power calculator, a build-a-model software and a brand new mannequin search. These options and extra had been developed by the advertising, IT and engineering departments and delivered through compelled app replace. The modifications had been promoted by outreach to commerce media and search engine promoting. A video collection, webinars and an e-mail marketing campaign helped unfold the phrase and prepare customers on the brand new performance.
Because the rebranding, customers have doubled to greater than 8,500 — considerably surpassing the objective of seven,250. Every person averages about 30 actions whereas utilizing the app, and the app took the highest spot within the Apple Retailer for refrigeration apps, beating out established opponents. The marketing campaign additionally obtained recognition from Lennox Industries Worldwide and ACHR Information, the main commerce publication.
Kudos to the Heatcraft crew on a efficiently rebranded app.
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