Dyson Gains Consumer Trust with a ‘Home Trial’ Product Launch Promo in Benelux
Dyson Hot + Cool Link Purifier
BOOSTING SALES OF A NEW PRODUCT WITH RISK-FREE ENGAGEMENT
Discover how Benamic’s deep expertise in promotional management assisted Dyson in running a successful ‘home trial’ campaign for their newly launched Dyson Pure Hot + Cool Link Purifier. By devising an engaging incentive—a 30-day risk-free trial—we delivered a compelling value proposition that increased Dyson’s customer engagement, driving sales and further strengthening their brand image.
BUILDING TRUST THROUGH TRIAL
01 The Challenge & Opportunity
Dyson, a world-renowned leader in consumer electronics, was preparing to launch their new Pure Hot + Cool Link Purifier across the Benelux region – Netherlands, Belgium, and Luxembourg. Confronted with consumer hesitation about snapping up high-end appliances without prior experience, Dyson turned to the possibility of a ‘home trial’ campaign.
This path allowed customers to take the product for a test spin, risk-free for 30 days, promising a full refund if they were not entirely satisfied. Dyson’s challenge was to implement a hassle-free returns process that would build consumer trust and reinforce the quality of the product, ultimately boosting sales and solidifying their market presence.
ENABLING A HASSLE-FREE EXPERIENCE
02 The Strategy & Objectives
The strategy was an energetic mix of simplicity and power. Dyson worked with the Benamic team to set up a streamlined ‘home trial’ promotion. Customers were encouraged to purchase the product from a qualifying retailer and trial the product for up to 30 days. Should they be dissatisfied, they could return the machine, and Dyson would refund the full purchase price, with the return shipping cost covered by Dyson.
This promotion aimed to:
Increase sales of Dyson’s Pure Hot + Cool Link Purifier.
Reinforce Dyson’s commitment to quality and customer satisfaction.
Provide consumers an effortless way to test Dyson’s innovative product.
Ensure an easy and consumer-friendly return process.
THE PROMOTION IN ACTION
03 The Execution
At a Glance
PROMOTION MECHANIC
Free Trial
COUNTRIES
Netherlands, Belgium, Luxembourg
INDUSTRY
Consumer Electronics
LANGUAGES
NL, BNL & FR
INCENTIVE
Full Purchase Price Refund
The successful execution of the campaign was shepherded by Benamic’s comprehensive promotional management services, with the key to success lying in:
An Engaging Promotional Site:
We created an intuitive website, guiding customers through the process of purchase, trial, and possible return. This included a user-friendly registration form for customers to submit their claims and upload proof of purchase.
Detailed Product Evaluation:
We laid down stringent validation criteria to guard against potential fraud and protect Dyson’s interests. We wanted to ensure the returned products were in good working order and met all return conditions. This careful scrutiny was crucial for maintaining Dyson’s high standards and providing assurance that the promotion was used appropriately by genuinely interested customers.
Seamless Return Process:
To make the process hassle-free, we provided customers with a prepaid postal label for returning the product. This move not only eased the customer journey but also underscored Dyson’s commitment to customer satisfaction.
Prompt Refund System:
Upon receipt and validation, a refund was issued directly into the participant’s bank account, ensuring customer satisfaction and trust.
Efficient Communication:
We tailored a suite of customer notifications, including automatic emails, login details for the Customer Online Tracking System, Missing Information Emails, Successful Claim Email, and Unsuccessful Claim/Rejection Email. These communications made sure customers were kept in the loop throughout their journey.
Real-Time Reporting:
Dyson was given access to an online platform that tracked the progress of the campaign in real-time. We also provided a final report at the close of the campaign for Dyson to evaluate the promotion’s success.
UNVEILING QUALITY & ENHANCING CUSTOMER EXPERIENCE
04 Reflecting on the Impact & Results
The execution of the Dyson Pure Hot + Cool Link Purifier ‘home trial’ promotion is an excellent display of Benamic’s expertise in delivering high-quality promotional campaigns. This promotion offered an innovative approach to customer engagement, allowing Dyson customers to test an innovative product without any risk, thus bolstering their trust in the brand.
The campaign’s smooth flow, from purchase through the trial period to potential return, underscores our focus on providing a seamless customer experience. This commitment to a high-quality customer journey enhances brand relationships and promotes a positive brand image.
“We are very pleased with the level of quality and cooperation received from the Benamic team throughout each campaign. The team are always very responsive to our requests and are able to meet tight deadlines as a result. Benamic knows exactly what we’re looking for and is very efficient and proactive. Furthermore, it’s great that we’re able to monitor the progress of our campaigns on the online reporting platform.”
Marketing Executive Dyson
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