Heatcraft’s Cross-Reference Device was helpful. It stuffed a necessity and was extensively utilized by prospects to match mannequin numbers with particular home equipment. That use helped the staff notice a cellular app might serve prospects on a good deeper stage by offering a complete Refrigeration Toolkit to assist with all levels of the shopper journey.
Outcomes from voice of buyer workouts, buyer surveys, business analysis and competitor evaluation revealed options that Heatcraft’s prospects would worth, together with an power calculator, a build-a-model software and a brand new mannequin search. These options and extra have been developed by the advertising, IT and engineering departments and delivered by way of pressured app replace. The adjustments have been promoted by outreach to commerce media and search engine promoting. A video sequence, webinars and an electronic mail marketing campaign helped unfold the phrase and practice customers on the brand new performance.
For the reason that rebranding, customers have doubled to greater than 8,500 — considerably surpassing the aim 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 rivals. The marketing campaign additionally obtained recognition from Lennox Industries Worldwide and ACHR Information, the main commerce publication.
Kudos to the Heatcraft staff on a efficiently rebranded app.
