Industry Ideas & Insights
Helping You Build a Thriving Premium & Luxury Appliance Business
We talk to appliance dealers nearly every day and have been for the last decade. Those conversations give us unique insights into what a healthy business looks like and how successful dealers are growing their high-end business. We share many of our observations in our regular blog posts. Make sure you join our email list to have those insights delivered to your inbox monthly.
Beyond the Showroom: Rethinking Luxury and Premium Selling
Before the spring of 2020, your showroom was a key part of your sales model. Appliance dealers used their funds to host events and draw people in to see their products in person. Manufacturers used the direct connections that come with showroom events to build their...
High-End Appliance Dealers: The Next Generation
Beginning in the 1970s, independent appliance dealers have enjoyed a great run. As family-owned businesses, they are often cornerstones in their communities. Everyone recognizes their name, and there is a lot of pride in having the second or even third generation...
Let’s Talk About Backorders … With Your Customers
In the premium appliance industry, we probably would all agree that “backorder” should be added to the list of overused business words from 2020 – along with, say, “WFH,” “pivot,” and “unprecedented.” In the past, your process probably involved a member of your sales...
3 Keys to the Rebranding Process
A strong brand speaks volumes. From time to time, it’s important to look at your company’s brand, marketing, and mission to make sure they all align with your current goals. Your brand should be a reflection of who you are, who you aim to be, and who your potential...
Adjusting to Recent Housing Market Trends
So far this year, everything has been in flux. The housing market has not escaped the unexpected shutdowns and the halt in new construction. However, as the economy recovers and mortgage rates remain low, the market shows no signs of slowing down to a stop. The need...
Working Smarter and Staying Ahead: Adjusting Your Strategy for a Changing Market
This article is the final piece in a series called Working Smarter and Staying Ahead featuring highlights from the annual KBIS Insights Breakfast presentation. Check out our previous posts for Part 1, Part 2, and Part 3. You know that your customer...
Adjusting Your Sales Funnel for an Affluent Audience™
When it comes to sales, there is no one-size-fits-all approach. The same is true when it comes to the luxury consumer. A more expensive purchase, even for the wealthiest among us, merits more time and consideration. And sometimes, the higher the price tag, the longer...
The High-End Appliance Audience Has Changed—Here’s How
Identifying your target audience is one of the first steps in developing a marketing strategy. After all, if you don’t understand who your target audience is, how can you be sure that your marketing efforts will reach the right people? However, simply identifying your...
Your Marketing Strategy: A Mid-Year Check-In
With two quarters of data and experience behind you, the middle of the year presents an ideal opportunity to take stock of how your marketing strategy has been performing. While we all hope to craft that perfect strategy that drives growth and sales for years to come,...
How Apple’s iOS Updates Are Affecting Online Advertising
As digital marketing experts, we are all too familiar with the idea that the systems and tools we rely on can change at any moment. If you’re familiar with online advertising, you’ve probably been hearing these three letters a lot lately… iOS. In 2021, Apple’s...
Enhance Your Affluent Strategy with Online Advertising
The advertising landscape has changed immensely in recent years, opening up new opportunities for appliance dealers to reach their most valuable audience. From manufacturer funding to promotional budgets, options to increase brand awareness and sales abound. But if...
How Will AI Impact High-End Appliance Marketing?
Artificial intelligence (AI) is here to stay, and it will absolutely impact your business if it hasn’t already. While machine learning has been used for a wide range of business functions for quite some time, a new form of AI known as generative AI was introduced to...
Playing a Smarter Game with Manufacturers
The game has changed with premium and luxury appliance manufacturers, and appliance dealers should rethink how they spend advertising funds. In this 3 Minute Marketing Strategy Session, we offer recommendations for high-end appliance dealers to spend ad funds...