HOW TO HELP HVAC CONSUMERS MAKE MORE EFFICIENT CHOICES

Manufacturers of HVAC systems can sometimes find it difficult to relay messages about products to their end-users. The HVAC purchase process usually happens through a sales channel that includes distributors, dealers, contractors, or other go-betweens. It is important to build relationships with HVAC buyers in particular, because consumers in the industry show patterns of choosing units that contradict their preferences. Manufacturers can use incentive programs to address this problem in two ways: by connecting to contractors, and by rewarding customer loyalty.

Connecting to Contractors

As an HVAC manufacturer, you can research surveys and reports about consumers’ general behaviors, but wouldn’t it be ideal to have information about those consumers who purchase your particular products? With information about end-user spending habits and interests, you can fine-tune marketing to your customers to better gauge what they want from their units. According to an article released by The Air Conditioning, Heating and Refrigeration NEWS (achrnews), the best way to reach HVAC consumers is through contractors. The article reported that consumers’ most-utilized sources of HVAC information are the Internet and contractors.

Incentive programs are one of the most mutually beneficial communication options in connecting to contractors. Much incentive technology, like Loyaltyworks multi-use online reward program technology, is built to accommodate complicated manufacturer relationships. The Loyaltyworks platform includes features like Performance Tracking that allow contractors to input sales claims to receive rewards. This is useful to you and the manufacturer because you can gather consumer information from sales claims. The exchange is attractive to contractors, in turn, because they can earn rewards for reporting claims. When rewards come from a vast and diverse catalog like Loyaltyworks’ Shopping Mall, millions of items strong, it’s impossible to resist the easy claims uploading process. Contractors can even upload claims instantly in the field using features like Loyaltyworks’ Mobile App module.

Offering Customer Loyalty Rewards

Quite often, HVAC consumers could use some guidance in their purchase habits. After conducting a joint-effort survey along with Triple Pundit, AC & Heating Connect reported in 2014 that “70 percent of consumers consistently purchase minimum efficiency and minimally featured HVAC systems.” This data contradicts the desires consumers expressed in an Emerson Climate Technologies survey. In the Emerson survey, over half of those questioned reported that energy savings would be the most important feature of their next HVAC purchase.

The AC & Heating Connect survey also revealed that consumers are not diligent in keeping their HVAC systems regularly maintained. Thirty-seven percent of participants answered that they only have their HVAC checked when it malfunctioned, while 28% answered that they never have their HVAC checked. AC & Heating Connect predicted that this would lead to consumers buying their next HVAC system under dire circumstances—replacing a broken air conditioner in the middle of summer, for example. In urgent conditions, buyers are less likely to put much thought into their options, and are drawn to units that are cheaper and easier to acquire.

The survey data reveals a need for manufacturers to be in contact with contractors and consumers so they can be better informed about HVAC maintenance practices. Reward programs incentivize contractors to recommend your brand’s parts and aftermarket services, ensuring consumers are receiving the best maintenance care. In addition to facilitating connections with contractors, incentive programs can be used to reward customer loyalty, as well. You can work alongside contractors to strengthen relationships with consumers, rewarding them for their continuing business or for maintaining their systems. You can reward consumers for returning to your brand, scheduling HVAC system checks, or referring new customers.

When contractors, dealers, or distributors are also part of your incentive program, you can work with all pieces of the sales channel to collect data and share the benefits of happier, more educated buyers. By showing customers how to resolve the disconnect between what they want from their HVAC systems and the systems they ultimately buy, everyone in your incentive program will enjoy a reputation for meeting needs, not just providing products.

Not only is consumer communication more difficult for HVAC manufacturers due to the sales channel process, but HVAC consumers in particular rely on contractors for their information and tend to make purchase choices that conflict with their desires. With incentive program providers like Loyaltyworks, it’s possible to maintain relationships with both contractors and consumers that promote open communication and educated purchase choices.