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June 07, 2004
Test-driving appliances
Maytag is taking a page from the Apple marketing book by opening stores so buyers can try a Maytag appliance.
According to a USA Today article, the 6,000-square-feet stores display the merchandise in "vignettes" of home kitchens and laundry rooms. Future customers can do a load of laundry in the washer/dryer and bake a sheet of cookies in a Maytag oven. Just like home.
Maytag has opened 41 stores the past 18 months, with plans for 60 by year's end, and 30-40 in 2005. Executives say the bite-size chunk strategy is good for sales.
Although Maytag does not say which appliances sell best this way, the strategy must work especially well for high-end appliances. The chance to try a $2,100 washer/dryer most certainly reduces sales decision time.
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» Test-driving Appliances from Business Opportunities Weblog
Church of the Customer: Maytag is taking a page from the Apple marketing book by opening stores so buyers can try a Maytag appliance. According to a USA Today article, the 6,000-square-feet stores display the merchandise in "vignettes" of home... [Read More]
