Every homeowner needs a refrigerator, an oven, a cooktop or stove. For some people it’s a simple purchase to fill a hole their kitchen. For others, however, it is an important purchase for the most important room in their home: the kitchen, the heart of the home. Specialty Appliance was trying to tap into the consumers in the latter group. Specialty Appliance had been selling luxury brand appliances for more than a decade, but its sales were flat. Philosophy came on board and began evaluating the whole purchase experience, and we noticed that the Speciality Appliance brand simply didn’t match the products it was selling.
To start, we dove into research — research about current Specialty customers, research about appliance customers and research about luxury brand customers. What we found was that just because a customer could spend upwards of $20,000 on an appliance package for their new kitchen, didn’t mean they didn’t want value. Philosophy looked at competing appliance dealers and recognized they were clearly missing the mark. Speciality had a great opportunity to carve out a big piece of the luxury appliance business in Colorado. Through targeted branding, advertising, special events, direct mail, new signage and truck graphics, Philosophy helped Speciality Appliance do just that.
The cornerstone of Specialty’s new brand was a vibrant logo and a to-the-point tagline that set the company way apart from its competitors. “Buy Smarter” became not only the tagline, but the mantra for Speciality to tell consumers that there was a better way to buy appliances, and they could feel good about making such a significant purchase with Speciality. The appliance dealer had a 94% increase in sales in four years, and it opened two additional showrooms to reach new customers and keep up with demand. As a direct result of Philosophy’s work, consumers began thinking about appliances in a whole new way, and Specialty Appliance saw its sales soar.