Insights

Journey Phase

Information - Reassurance

Needs

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

Key Topics

Main jobs to be done

Finding trusted partner (retailer, etc. -> no need for support from appliance brands)
Detailing out plans:
- Furniture: shapes/layout, materials, colors, ...
- Appliances: features (incl. sustainability), design, dimensions, price
Cost and budget considerations (compromising on appliances)
Sparing plans with trusted sources

Key Challenges

Major pain points & problems

Inconsistent and complex information across TPs and brands (expert jargon / technical details make it hard to identify which products meet needs)
Prices for both furniture and appliances vary largely between dealers (often lack of transparency regarding included services and extra fees)
Finding a competent and trustworthy salesperson
Appliances displayed online not easy to find offline

Search Focus

Online vs Offline channels

Focus on furniture vs appliance selection

Key Touchpoint

Channels used acc. to research purpose

Offline: kitchen studios, furniture stores, electric retail > expert opinion, live impression
Online: ERT websites, price comparison pages, test reports, manufacturer website (kitchen & appliances), online marketplace (amazon) > price comparison, reviews,
Most important: salesperson, devices viewed in shop, test reports, retailer website
Most helpful: ads/promotions, salesperson, manufacturer website, test reports

Detailed Subjourney

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

Activity performed:

Will seek advice from friends and family on kitchen. More so for furniture & fittings than appliances.

Attitudes:

I want to understand other kitchen planners experiences with buying a kitchen with appliances.

Appliance consideration:

Appliances are considered, despite the focus being on furniture. Brands get recommended and should be considered a point of influence.
Activity performed:

Initial plans have been created. Now personas will go away and continue to research plans. May visit up to 2 other dealers to compare plans and offerings.

Attitudes:

I want to explore different options, and ensure my plans or the services can’t be improved.

Appliance consideration:

More conversations with differing suppliers creates an additional touchpoint to discuss appliances.
Activity performed:

This is where consumers start having to make compromises. They will start to see where their are constraints to requirements.

Attitudes:

I am willing to stretch my budget by around 10%.

Appliance consideration:

They will look to reduce appliance spend if budget is too high. Mature Money is opposite, will increase budget for appliances.
Activity performed:

Explore different websites, carefully looking at product images, descriptions, and specifications.

Attitudes:

I want to be able to easily compare my options, looking at features but also to check sizes and any added value aspects.

Appliance consideration:

High level of engagement. But could be overwhelmed at this stage if information is not appropriately given.
Activity performed:

Locate stores to find and visit chosen appliances. Majority visit electrical retailer stores incl. John Lewis. Our target personas will visit branded appliance showrooms.

Attitudes:

I want to be able to look in-store at the brand of appliances. I want to find out where are the best places to do this.

Appliance consideration:

High level of engagement. Will have a list of desired brands either those they started the journey with, or the ones given by the dealer.
Activity performed:

Visit as many as 3 stores. Spend up to 2 hrs. researching and exploring appliances. Will be reading information but also interacting with appliances. Speak to store staff.

Attitudes:

I want to be able to explore my chosen appliances or models of the same brand. I want to have experts on hand to help, if needed.

Appliance consideration:

High level of engagement. Will have a list of desired brands either those they started the journey with, or the ones given by the dealer.
Activity performed:

Read descriptions & specifications. Compare different models, considering what is best for their needs. Looking at look and feel.

Attitudes:

I want to be able to compare different models, descriptions, specs and how each of the different branded models look.

Appliance consideration:

Engagement for appliances is high, important we use materials to transfer the information they learnt in the store to the home.
Activity performed:

Narrow down appliance options. Typically, narrow to 2 brands of appliances to buy. Make up to 3 appointments to finalise plans.

Attitudes:

I want to be sure I am getting the best value for money. Both in the specifications but the brand reputation and quality.

Appliance consideration:

Despite wealth, value for money is still considered. Brand reputation was key for our target personas, specifically previous experience.
Activity performed:

Finalising decisions of kitchen plans against budget. Fitting costs only get considered here if using independent installers. Budgets do get stretched.

Attitudes:

I don’t mind stretching my budget, but only for my kitchen furniture or worktops.

Appliance consideration:

Budget increases unlikely to come from a need for better appliances. Executive Wealth also show willingness to switch brands if spend goes to high. Brands at risk.

In a nutshell

Key take-aways to consider

I want a professional consult.

Focus on comparison, match & prices.