Ceiling fans are a high penetration consumer goods category, but also a seriously low engagement one. This makes the choice of product highly price sensitive and trade influenced. The brief was to use design to enhance the value of the product using a strong user hook. Future Factory assigned its FutureProof team to identify a whitespace to address business growth, and reorganise product development around a long term user driven platform.
The team used a set of deep dive and quantitative FutureProof methodologies, to identify strong user hooks for the category of ceiling fans. A key insight outlined how purchase decision for ceiling fans was amongst the last in the home renovation process, and how enhancing this rank would build stronger user engagement. The result was “Thematise”, a product platform rooted in true user value. The recommended strategy crafted aspirational “Themes” that users would design their homes around, with a portfolio of fans to match. Influencing users to engage with ceiling fans early in the renovation process and driving up the product value. The “Thematise” range surpassed forecasted sales, helping establish Luminous as a key brand in the competitive ceiling fans category.
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