Insights

Journey Phase

Purchase

Needs

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

Key Topics

Main jobs to be done

Negotiating final pricing (based on other offers) and bargains (mostly discouts, free appliances, extended warranty, free delivery and installation, additional services), considering all other costs (installation / service)
Deciding on where to buy appliances (all in one (contact person, installation, warranty, ...) vs best price / selected appliances / brands on offer)

Key Challenges

Major pain points & problems

Availability of chosen appliances (or alternatives without compromising) at chosen kitchen retailer
Negotiating terms for installing 3rd party appliances with KRT
Staying within budget
Ensuring smooth delivery and installation process within an acceptable waiting time (frustration with long delivery times >3 months)

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 retailer
Online: electric retailer website, online marketplace (amazon)

Detailed Subjourney

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

Activity performed:

After narrowing down their appliances they will make a final decision. Might also revisit descriptions or consult with advisors on concerns they have.

Attitudes:

The appliances need to be offering both quality and reliability as well as being well designed.

Appliance consideration:

High levels of engagement.
Activity performed:

Executive Wealth will purchase by proceeding to the checkout and providing delivery information, including address and contact details.

Attitudes:

I am happy I have found the appliances I wanted with the right features and I didn’t compromise.

Appliance consideration:

For Executive Wealth who buy appliances elsewhere, brand decisions might only be thought of when making the order.
Activity performed:

Go to buy from their preferred dealer. We know our audiences all choose independent specialists or high street kitchen dealer e.g. Wren.

Attitudes:

I am happy with the final design and ready to get my kitchen booked in. I hope I have considered everything I need.

Appliance consideration:

For all Lavish Lifestyles and Successful Suburbs, brand decisions often only start being thought of when making the order for the kitchen.
Activity performed:

Will complete purchase transaction using available wealth. This will be with their savings or inheritance. Executive Wealth will consider finance/deals to pay monthly

Attitudes:

I want to ensure the payment goes through easily with no issues.

Appliance consideration:

n/a
Activity performed:

Once the kitchen is ordered the dealer will book in a preferred date for the furniture & fixtures (and appliances, if purchased together) to be delivered.

Attitudes:

II want to have a date that is convenient to me. I don’t want to wait longer than 3 months.

Appliance consideration:

n/a

In a nutshell

Key take-aways to consider

I want to find the best dealer & offer to guarantee a smooth purchase.

Focus on prices, delivery /installation terms/times, additional services