The E-commerce void for efficient equipment
Nothing reflects a consumer’s desire and willingness to buy online more to me than Carvana, the online car marketplace that delivers the car you buy online right to your house. I have been seeing more Carvana license plate wraps recently in my area, proving in 20 years we made the leap from mail-order DVD subscriptions at $8/month to spending $20k plus on a vehicle sight unseen. Holy Moley.
We know this at TechniArt because we have seen it firsthand with heat pump water heaters and preach to everyone that people will buy anything online. Starting in 2019, TechniArt has run an annual heat pump water heater limited-time offer on behalf of Snohomish PUD. The original premise was to test whether customers did indeed disconnect installation with the purchase of large equipment. We heard anecdotally that customers are beginning to shop on price for large ticket items and then would worry about the details (e.g., how am I going to get this installed in my home) after the fact. The initial pilot generated 50 orders in a month, which turned into more than 250 the following year as we learned more about the nuances of selling the technology online.
The 5x jump in orders from year to year was impressive. What was even more impressive to us though was the decrease in customer returns we experienced. Much like buying a car online, confidently buying a large ticket item, such as a heat pump water heater, requires the seller to provide lots of information to the customer to explain its value, benefits, compatibility, and other key features. An intuitive e-commerce storefront paired with extensive information and a thorough and responsive customer support team made taking this leap online possible.
Customers want what they want, when they want it, and don’t want to be in the dark anytime during the process. If you can give them that, they will buy virtually anything from cars to heat pump water heaters.
We have made great strides embracing e-commerce as an industry in the last five years but can do more and move faster. TechniArt’s Product Advisor Plus is an enabler for utilities and energy programs to sell equipment online, backed by their local suppliers and installers. Product Advisor Plus provides customers with the service, support, and access to efficient equipment, like heat pump water heaters, in the manner customers have come to expect and demand from online vendors.
Still debating your e-commerce strategy internally? Let us give you an objective analysis of what we are seeing in the market and a demo of Product Advisor Plus.
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