Making the Transition From 'Household Appliance' to 'Lifestyle' Brand

The indoor air treatment market is undergoing a period of digitalization. As IoT innovation accelerates market disruption, the days of thinking about HVAC and air purifier systems as hardware-only devices are fast disappearing. The brands that succeed in the future are likely to be those best positioned to meet the consumer demand for personalization and automated comfort in the home.

To become a way of life, your brand needs to become an essential part of your customers’ daily decision-making and regular habit-formation. Using real-world examples, we'll demonstrate how environmental data integrations can help your products achieve this status.

 

Before integrating environmental intelligence, it’s important to know your product goals and needs. What benefit do you expect environmental data to bring to your indoor air treatment solution? Which problem are you trying to solve? Based on our experience working with indoor air and smart home leaders, we’ve identified the following challenges that frequently need to be addressed by consumer brands within this space:

 

Highlight Air Treatment Products as More than a ‘Nice-to Have’ 

 

You already know the value of your solutions and why they’re needed, but how do you get your users to see this? Indoor air providers have a unique challenge on their hands: The task of communicating why every home needs a defence against an almost entirely invisible health threat - air pollution.

 

Keep Users Engaged & Loyal Over the Long-term

You know the importance of long-term product loyalty and engagement: Higher purchase volumes, increased frequency and higher overall customer retention. But how do you actually achieve this as an indoor air product maker? 

 

Sell More Products & Boost ROI

At the end of the day, innovation always comes back to the bottom line: There are targets to meet and costs to reduce, so how can your indoor air brand reach new users and increase sales to existing ones?

 

Stand Out & Differentiate

Many consumers see HVAC and air purifier systems as household commodities, finding it hard to distinguish the offerings between different brands. The long-term success of your products and brand loyalty will depend upon your ability to fight against commoditization by highlighting what makes your products different from the rest.

 

Get Ahead of Market Disruption

As the connected home becomes more mainstream, new products are flooding the market and the way homeowners view their indoor air systems is changing. Increasingly, indoor air providers are required to develop not only connected experiences but to cater to their customers’ individual needs. Is your brand ready to address this drive for personalization?

To sell and communicate the value of a solution to an invisible threat, your customers need to understand both the reality and nature of the environmental hazards around them. After all, if your customers can’t see the enemy your product protects them against and they don’t understand the dynamic and local nature of air pollution, why would your products become a regular go-to for them?

 

Blueair’s Interactive Online Experience

 

What if your customers could put on a pair of glasses that showed them just how many pollutants were around them at any given time? This is the effect Unilever’s Blueair set out to achieve in creating their Air View experience, an interactive air pollution map for their website.  


The Air View map combines Google Street View and BreezoMeter's location-based pollution data to deliver an AR-like experience for Blueair users. The tool allows individuals to search for any location for a street view layered with dynamically moving air pollution particles. By helping users to visualize air pollution this way, users come to understand how dynamic, pervasive and truly localized air pollution really is.

 

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By making air pollution visible to all, the Airview map serves as an awareness and educational tool for Blueair would-be and existing customers, encouraging repeat visits, recommendations among users and serving as the ultimate brand awareness tool.

 

BreezoMeter's Pollution Heatmaps - Learn more

 

Aldes’ Connected Air Quality Companion

 

Like Blueair, the French indoor air leaders, Aldes, set out to help their residential customers understand the connection between outdoor and indoor air quality, and the need for their ventilation treatment solutions. In order to communicate the reality of air pollution, they chose to develop a connected air quality companion called Walter®.

 

 

Walter® helps to bring the reality of air pollution alive in a language that anyone can understand: When the air quality is good, he smiles, when it’s poor, he frowns. Users are also given a range of additional contextual information about the air quality inside and out - including individual pollutant concentration breakdowns.

 

By presenting a ‘face’ for their home ventilation products, Aldes’ customers quickly understand when action needs to be taken and Walter® becomes like another member of the family - even small children can read and engage with the device.

Indoors is where your products come into play, but outdoors is - where individuals have little control beyond their own behavior, yet it affects daily decisions across the indoor-outdoor spectrum. This is where your brand could really make a difference in individual lives.

 

Connected Air Quality Apps & Dashboards

 

If your products aren’t currently considering the environmental exposure of your users around the clock an air quality companion app or connected dashboard could help your brand make the transition to ‘lifestyle’ brand.

 

This is exactly the logic behind the Blueair Friend app. By offering their customers outdoor and indoor air quality while on the move, the air purifier app becomes a trusted daily wellness tool. The Blueair app enables users to automatically control the functions of their air purifier system, from activation and deactivation to operating speed, night mode and more - helping to ensure their residential customers always breathe clean air indoors.

Airthings, the makers of radon and indoor air quality monitors, also provides users with round-the-clock indoor and outdoor environmental data. Users of the Airthings’ Wave product series can connect all their devices within one app experience to provide on-demand and historic access to indoor air quality levels in every room.

 

 

Through the Airthings Dashboard, customers get an overview of indoor air quality and outdoor air quality side by side - covering Particulate Matter, Ozone, Allergens and more. By doing this, Airthings helps users take the right action, whether they are sitting at home or commuting home by train with their laptop.

 

Forecast, real-time and street-level environmental integration offer brands a range of possibilities and flexibility when it comes to developing connected apps and other devices: From programming real-time air quality and pollen alerts to delivering ‘best time to hang laundry’ information, and ‘best time to leave the house’ based on individual users’ patterns of activity and exposure logs.

 

Free Trial: Test BreezoMeter's APIs

Due to a lack of actionable environmental information, it used to be impossible for indoor air manufacturers to proactively protect individuals from unhealthy environmental elements. Now that actionable air quality and pollen information is available, there is a growing expectation for indoor air products to serve as automatic protectors of the home environment.

 

OneLife: Air Purifier Driven by the Environment

 

The OneLife X air purifier is presented as the ‘next generation in air purification’. Not only is there no requirement for filter replacement, OneLife X can be set to function automatically based on the current indoor and outdoor air quality levels. At any time, users can check their current and historical air pollution exposure status via the connected app or by syncing their product with Amazon Alexa, Siri or Google Assistant and simply asking.

 

Onelife App

Siemen’s Climatix IC: Intelligent Indoor Air Control

 

Through the launch of Climatix IC, the manufacturing giant Siemens has announced its transition to ‘air as a service’. Alongside other data inputs, Climatix IC can be used to leverage real-time information about the environment to maintain optimum air quality levels and safe conditions indoors at all times. Climatix IC has also been designed to optimize system use by reacting to significant environmental events (e.g. wildfires, high air pollution, high pollen) in real-time, improving equipment efficiency and life-span.

Combined with the digitalization of the indoor air experience, access to high-resolution outdoor environmental intelligence means indoor air providers have richer insights at their disposal for R&D than ever before. By learning more about the environmental context and a building’s status in relation to human health and behavior, indoor air makers can obtain valuable information to inform wider research efforts as well as their own future product roadmaps.

 

The Well Living Lab - A Delos and Mayo Clinic Collaboration

 

By combining their building science expertise and product innovation with medical research, Delos established a research center in collaboration with Mayo Clinic. The mission of the Well Living Lab is to understand how indoor environments affect factors such as health, aging, performance, and sleep. The findings from the research at the Lab are applied in practical ways to provide long-term benefits to people and society.

Delos Darwin Tablet

One of the applications informed by air quality research at Delos is the DARWIN™ Home Wellness Intelligence system, which integrates outdoor air quality data with indoor environmental quality data to enable the system to take automatic action through the home’s HVAC system to remediate indoor air quality based on changes that occur inside or outdoors.

Advertise Products Where they're Needed

 

What if you could automatically show air purifier ads in specific locations on high-pollution days? After all, it’s proven that consumers are more likely to purchase when they feel the need. By using real-time information about environmental hazards at the target audience’s location, brands can significantly reduce the number of wasted impressions by ensuring product ads only appear in the areas when and where their target customers are most likely to be looking.

 

Hyper-local contextual information can also be used to tailor ad content and messaging based on the specific location and level of threat, resulting in higher relevancy and conversion all round.

 

Our indoor air partners have found this programmatic approach to advertising can increase CTR by up to 80% and ad engagement by up to 60%.

 

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