ASK
Stanley Black & Decker is a global leader in providing powerful tools for both the home and for professional needs. It had recently launched a new line of battery operated lawn trimmers as a part of their “Outdoor Recharge” marketing campaign, and needed a mobile app that would help consumers select the most appropriate cordless trimmer for their yards.
The app would determine the needs of the consumer based on a series of questions, which included size of lawn and frequency of trimming in order to determine which cordless SBD trimmer would be appropriate. This could be used by consumers directly as well as at retail locations (like Home Depot) which would then be able to provide the consumer recommendations on which product would be ideal based on their query results within the app.
Weekend warriors usually don’t have much understanding of what tool they need for a project, and the corner store with a knowledgeable employee is a vestige of the past. To remedy this, Stanley Black & Decker asked Aumcore to create a mobile app to assist its customers in purchasing the right trimmer for their lawns in the summer.
SOLUTION
A multi-platform mobile app was developed by Aumcore (optimized for iOS, Android, and web) that allowed the consumer to answer five questions through a graphical questionnaire and based on the responses provided, recommended the appropriate trimmer from the new line of Stanley Black & Decker trimmers. For each trimmer, the application provided details on the product and offered an option to buy directly from SBD website. In addition, the app featured a product selector, product registration, product image gallery, specification, social media sharing, and a video library. This was incredibly helpful for the end consumer and built brand equity for Stanley Black & Decker, as the worry of buying the wrong trimmer was taken out of the equation.
The mobile app was a success for Stanley Black & Decker in two ways: first, it led to increased brand awareness and strengthened the brand’s image as source of knowledge for its customers in their purchase journey, separating them from the competition that only sold a product.
Second, the application provided useful data to Stanley Black & Decker regarding their consumer target audience.
For each questionnaire filled out by a consumer, all analytics were captured so that SBD could assess which trimmers were being recommended the most in which locations, as well as additional demographics assisting the development of clear personas. Consumers enjoyed using the interactive app, which took the guesswork out of their lawn equipment choice and the ease of purchase right from their phones.
