Archive - Oct 2009
October 14th
Don't replace, accessorize.
Leroy Merlin, a French home-improvement retailer, has launched a promotional website dedicated to its kitchen offerings. While new kitchen items are part of the site, the stress is put on solutions that alter, accessorize and improve existing kitchens.
Why it matters
Called “Comment relever sa cuisine” – literally “How to spice up your Kitchen”, this website replaces a hard-sell product focus with a more customer-benefit focus, based on customisation and optimisation. By considering and adjusting to the economic crisis and consumers’ changing behaviours, how will other brands take a positive role?
Trying a home on for size
Arremprar is a company offering a new kind of contract to rent and/or buy a house in a specific area of Lisbon called Alta de Lisboa. People can rent a house, with the option of buying it available until the 60th month. If it is then purchased, up to 40% of the rent payment will be taken from the final buying price.
Why it matters
The economic downturn had an immediate effect on the real estate market. This kind of solution provides a way in for would-be buyers who are cautious of a definite commitment in times of economic uncertainty. This low-commitment/temporary trend that we have seen in the car market is now gaining ground in the property market. Will we see more house and home brands acknowledging the transient housing trend with fully rentable/exchangeable offerings?
Safety for one
Telekom Austria has produced an alarm system package which provides professional protection at a basic cost for those living on their own. The products include ‘Komfortpaket’ for single parent family homes and the ‘Wohnungspaket’ for apartments. These can be individually tailored and provide protection from EUR 4.90 a month
Why it matters
With single person households and apartments becoming proliferate, will we see more brands targeting this niche with specialised products?
