DIRECT TO CONSUMER PROGRAM

Partnering with major pool equipment manufacturer to launch homeowner-direct sales program

MMC leveraged its complete commercial engine to launch a D2C program that established direct relationships between manufacturer and homeowners.

At A Glance

1

COMPANY TYPE

Pool Equipment Manufacturer

2

TARGET AUDIENCE

Residential Pool Owners

3

program type

Direct Sales

Challenge

Our client, a major pool equipment manufacturer, relied heavily on a network of dealers to stock and promote their products to homeowners. A major challenge was ensuring homeowners had awareness about their full lines of products as well as options they had in maintaining and upgrading their pool equipment.
Our client challenged MMC to develop its first direct to consumer (D2C) program that leveraged a seamless digital marketing and user experience to engage with homeowners in order to generate sales and pull-through for their dealer network.

Solution

D2C pools

MMC started by analyzing homeowner data from multiple sources to prioritize and score customers’ propensity to purchase. These analyses were used to launch a targeted digital campaign that generated qualified inbound responses. In the first 6 months of launch, the team generated 200 qualified leads which converted to an average sale per order of $2,080. MMC’s virtual sales team seamlessly integrated with our lead generation strategies, allowing the team to directly engage with homeowners via their communication channel of preference, including phone, text, chat, or email.

Once MMC’s sales representative engaged the homeowner, they performed a “virtual assessment” of the current pool equipment by working with the homeowner to text or email pictures of their existing pool equipments’ specification plate. From there, our sales rep walked the homeowner through compatible equipment, explained the benefits of “good/better/best” options, and discussed additional add-ons that could be bundled with their equipment purchase.

After performing the virtual assessment, homeowners had the option of transacting online with our sales agent, including credit card and financing options that MMC procured on behalf of our client. Once payment was received, the signed agreement was transmitted to the installer for job completion.

As post-sale support, MMC sent a job satisfaction survey on behalf of the manufacturer. Finally, the homeowner was entered into the post-sales funnel to receive future customer support and marketing for new product offers, upgrades, equipment replacement, etc.

Results

Our client was thrilled with the results and ability to directly influence the sales with homeowners, along with increasing awareness of their premium and ancillary products. The process of qualifying leads and determining the service requirements first helps our network of dealers and installers be more efficient and profitable. The early success of the program has been the catalyst for activating multiple new markets, along with a plan to roll out nationally in year two.

D2C PROGRAM PROCESS

DATA MANAGEMENT

SALES ANALYTICS

INBOUND QUALIFICATION

VIRTUAL SALES TRANSACTION

DEALER DEPLOYMENT & INSTALL

POST-SALE SUPPORT

Results

24%

Close rate of qualified leads

$2,080

Average sale per order

Let’s discuss your team’s current direct to
consumer strategy.

See what MMC can do for you by calling George LaRose at 813-541-2608