Insights

Journey Phase

Information - Orientation

Needs

acc. to most recent REU/REM/RNA Needs & Touchpoints Studies (little regional differences)

Key Topics

Main jobs to be done

Overview of available options / offer
Narrowing down kitchen layout
Inspiration on kitchen style / design, storage solutions, Dos & Don'ts / Must Haves

Detailed Subjourney

JTBD / Tasks within a journey phase acc. to UK KIP Research 2024

Activity performed:

Reason identified for new kitchen. Typically kitchen will be 11 years old and has outdated décor and lacks layout/space.

Attitudes:

My kitchen is a functional place to store, cook and prep food, I want my new kitchen to suit my functional needs but I also want to create something new and modern that suits my lifestyle.

Appliance consideration:

Aware of which appliances need replacing and start to pinpoint requirements or aesthetic preferences.
Activity performed:

Prepare what elements of their kitchen they will need to get expert advice on. Some initial online research may be done at this stage.

Attitudes:

My kitchen is a functional place to store, cook and prep food, I want my new kitchen to suit my functional needs but I also want to create something new and modern that suits my lifestyle.

Appliance consideration:

Aware of which appliances need replacing and start to pinpoint requirements or aesthetic preferences.
Activity performed:

Evaluate budgets and priorities against needs. Look at finances and prioritise against needs for kitchen.

Attitudes:

I want premium fixtures/fittings and will prioritise spend on these over appliances.

Appliance consideration:

Many will be thinking about appliances brand/features etc. and budgets.
Activity performed:

Only for Lavish Lifestyles, use image-based sites such as Flickr, Tumblr, Pinterest and Instagram to look for inspiration. Creation of mood boards.

Attitudes:

I want to be visually inspired. Looking for design, colours as well as layout inspiration.

Appliance consideration:

Focus will be on total kitchen layout and design. Appliance consideration will be comparatively less.
Activity performed:

Carefully evaluates the available space and considers appliance placement e.g. golden triangle.

Attitudes:

I want to ensure all appliances fit in the layout and work together in the space.

Appliance consideration:

The space and layout of the appliances they intend to buy. This is key prompt for those to consider size/dimensions.
Activity performed:

Executive Wealth & Lavish Lifestyles will consults architect/builders to support their kitchen plans. Find these through recommendations.

Attitudes:

I want high quality and expert support on buying kitchens especially when looking to renovate layout /extend my space.

Appliance consideration:

While brands do get recommended, especially NEFF and Bosch, the majority say they weren’t recommended. Appliance consideration is underdeveloped.
Activity performed:

Search online for kitchen dealer and make 1st appointment and share initial vision ideas. Dealer supports with advice.

Attitudes:

I want to understand what services offerings I get from a kitchen dealer.

Appliance consideration:

Key touchpoint for prompting appliance consideration, incl. brand. Especially true for Mature Money.

Key Challenges

Major pain points & problems

Realm of possibilities overwhelming
Online kitchen showcases for large kitchens / budgets only (too staged)
Very basic knowledge on appliances > difficult to understand product / feature "jungle" and compare between brands
Offline research requires a lot of time

Search Focus

Online vs Offline channels

Focus on furniture vs appliance selection

Key Touchpoint

Channels used acc. to research purpose

Focus on furniture:
Online: Pinterest, Instagram et al. > creative impetus
Offline: kitchen studios / furniture stores > real life validation (touch & feel, fit)

First appliance consideration:
Online: Google, Price comparison pages, ERT Retailer Website, Manufacturer Websites
Offline: ERT Retailer Store
Most important: Test reports, salesperson, search engine, devices viewed in shop
Most helpful: Test reports, ads/promotions, salesperson, manufacturer website

In a nutshell

Key take-aways to consider

I want to get relevant information / inspiration in an easy and accessible way.

Focus on relevant results.

I want to get inspiration and support in planning my kitchen.

Focus on tips, tricks, and lifehacks regarding kitchen interior and inspiration regarding general kitchen layout.

I want to easily compare products (/features) and find the best match for me.

Focus on design fit, features, prices.

I want to see my wish-listed kitchens / appliances live.

Focus on experiencing the look and feel.