Marketing Customer Lifetime

My own experience matches what this article illustrates whereby plumbers are the brand chooser, as noted in Exhibit 4, with plumbers influencing the shower brand decision 73% of the time.  Aqualisa’s Quartz shower had an enticing value proposition to plumbers whereby a traditional shower installation took two days, but with the easy to use installation guide, plumbers were reporting a half-day installation time for Quartz.  Gaining an extra day and a half could amount to hundreds of more shower installations being performed by these plumbers which in turn would lead to more jobs, customers, and revenue.  However, plumbers typically installed a single shower brand and were reluctant to make a switch, so unfortunately if Quartz was to be adopted in the mainstream by plumbers this would be a slow, long process.

        In addition, the Quartz shower for consumers provided a multitude of new and improved features.  A “one-touch” control allowed consumers to preset their desired temperature, just press a button, and once the red light stopped flashing get in.  No longer did one have to fiddle with the controls or adjust the temperature based on hand tests.  Also, the Quartz shower came from three years of R&D and consumer field tests that resulted in consistent water pressure and a range of temperature settings for improved ease of use and functionality.  Overall, the Quartz shower proves to be an innovative double winner to both the plumbers and consumers.  However, if plumbers choose to not install the Quartz shower, then although a double winner in theory, the Quartz shower could be a major loser for Aqualiza.