As a retail-focused consumer electronics manufacturer, Fisher & Paykel had to be content with limited contact with its customers. But in a world where relationships matter and first-party data matters, such a hands-off approach has diminishing value.

solution? Make your device part of your customer’s communication channel.

Fisher & Paykel expects most of that range to be connectable within two years, thanks to the rapidly dropping cost of digitally connected device technology. According to Sarah Lukins, her manager of the digital division, this journey to connected appliances will be very important for her.

“When you imagine the benefits of connecting products and the data you get when you connect products, it’s a whole new board game for us in terms of knowing our customers,” she says. CMOs.

That data can be used for a variety of purposes, many of which help customers better manage their devices. This includes helping reduce energy consumption while extending the life of the device and the items that pass through it, such as cleaning clothes and storing food.

While this fully connected vision isn’t far off, Lukins said Fisher & Paykel is now taking action to strengthen its connections with customers, ensuring they can register their products. I am starting by doing

“If you can get a customer to register your product, it’s like having sales information, and from a communication standpoint, there’s a lot you can do with that information post-purchase,” she says. “Let’s say you buy a refrigerator. You know you need to replace the water purifier in six months, so you can automate that. increase.

“Then we can automatically connect with you and talk about other products and interests.”