Thermador: Digital
Thermador Banners
Every Quarter, Thermador analyzes their banners and how they have performed. There are
four stages to the consumer journey: Awareness, Inspiration/Consideration, Education, and finally Buy. This quarter
was a change, shifting the entire company’s campaign from Share the Exceptional to Living Exceptional.
When it came to banners, we always approached this from two angles. One was showing lifestyle, and the second was focused
on product. These banners were AB tested to see what performed better.
Awareness
For the first stage of the journey, we chose to focus on the overall collections. Since Thermador had just launched over 300 new products within two very different collections, we aimed to highlight the lifestyle of both collections side by side: Masterpiece and Professional.
As for the second option, we kept it focused on the product. Comparing both collections to each other so the consumer can visually see the differences.
Inspiration / Consideration
One of the biggest changes to this new line of products is the fact that most of them can be connected. They have labeled this as the “Thermador Connected Experience”.
The first banner stems from a specific experience they have with Coffee. Beginning with the product, going to the app where you can learn more about the coffee experience, to finally holding the cup of coffee you decided on.
The second banner looks at different aspects of the app. From Coffee, to recipes you can use on your Rangetop, to adjusting the temperature within your Refrigeration.
Education
This phase of the journey was the most extensive. The entire purpose was to never see the same banner twice. At first, the consumer would be fed a specific collection, either Masterpiece or Professional. After that, it would retarget all the other product categories.
Buy
The final stage of the consumer journey ended with the deals that Thermador offers. Their most well-known program is their Gift with Purchase, or One-Two-Free program. The basics of the program is, the more you buy the more you get. The goal is to sell a full kitchen.
The most common free product in this program is a Dishwasher, which is often secondary to a Wall Oven, Range, or Cooktop.
After the deals are served to the consumer, the personality banners are retargeted. This is a test on Thermador’s end. The personalities were established to promote the program, showing that Thermador fits any lifestyle.
