Although Russell Hobbs has been producing quality and affordable kitchen appliances for over 65 years, not much is heard about this brand on the Czech and Slovak markets. As brand awareness is very low, it is difficult to gain the trust of customers and motivate them to buy, especially when compared to better known brands and competitors' products.
The introduction of hot air fryers to the market was problematic because the Russell Hobbs brand was not known and trusted by users as much as the competition. That's why Russell Hobbs partnered with us. Our aim was to support the launch of the hot air fryers, to get reviews, and to show potential customers that the brand was trustworthy and that they wouldn't go wrong by buying these products. This will also boost sales.
It was also important for Russell Hobbs to find out if hot air fryers are attractive to Czech and Slovak customers. Are these products that have a place in our kitchens? Getting reviews will help customers decide if they are interested in the product, but if neither Czechs nor Slovaks are interested in the product, reviews will not help. Russell Hobbs is aware of this, which is why market research was also our goal.
The last goal we set was to raise awareness of the brand. The client also liked the opportunity to raise the profile of these products through our newsletter and Facebook and Instagram posts. Therefore, client also sees the actual collection of registrations as an advertisement that helps to raise awareness of the brand, even if some people choose not to participate in the testing.
Although this was a discounted product testing, which usually has fewer applicants, 71 people signed up for the testing and were willing to purchase the fryer at a 50% discount. All selected testers published 5 unique reviews on five different portals - Testuj.to (czech Brand Testing Club), Heureka.cz, Heureka.sk, Mall.sk and Electro World. The product received a total of 50 reviews (30 reviews and 20 translations) - an average rating of 4.5 and an average NPS score of 9.2.
An important insight gained by the client through testing is the amount of money a potential customer is willing to pay for the fryer. It turned out that Czech and Slovak consumers are willing to pay less than the non-discounted price of the tested product. They also found out for which target group the current price of the fryer is acceptable. As a result, the client now knows that the fryer is not for everyone in the Czech and Slovak market.
Compared to the Polish market, it is obvious that there is not as much interest in hot air fryers on our market. This fact was identified by our client as very important. Knowing that this product will not be sold on our market, brand can concentrate its resources and energy on selling other products. Through our campaign and market research, the client now knows what products are in demand and which products they will focus on testing in the future with our platform.
The client was looking for 10 testers to test the product and write reviews on it. We managed to get over 70 people who were willing to buy the fryer with a 50% discount. From them we selected the most suitable testers matching the intended target group. Each of the candidates filled in a questionnaire in which they answered questions about their own preferences, habits and reasons for buying. There was more than enough data collected from the sign-up questionnaires and the client appreciated it very much.
It's not easy to find out what's on potential customers' minds, and our testing lets the client know how consumers think. Thanks to our data, client already knows how well-known the Russell Hobbs brand is in the Czech Republic and why people are interested in hot air fryers. They can then use this knowledge in their marketing campaigns to target consumers' exact motivations. The data collected is also used to train the client's sales representatives and salespeople at Electro World stores.