BACKGROUND

Most consumers know KitchenAid as the king of the countertop with the iconic stand mixer. But ranges? Award-winning dishwashers? Invisible. And with overall category sales down, KitchenAid's major appliances were continuing to disappear in a sea of stainless steel. We needed to drive awareness and sales of KitchenAid major appliances with no line innovation, no media and no product innovation.

IDEA

What if shopping for your dream kitchen could be as fun as... well, dreaming about it? We connected the inspirational powerhouse of our small appliances to our major appliances business. Then created a shopping experience at Lowe's that delivers on consumers' expectations for premium appliances by standing out against the overwhelming, drab sea of stainless.

HOW

Enter: the KitchenAid Experience at Lowe's. Starting with 33 locations, we took 30 square feet of stainless sameness and turned it into the KitchenAid showroom of customers' dreams. Not only did the KitchenAid Experience at Lowe's transform a normally stressful appliance shopping experience, it gave kitchen-loving shoppers the opportunity to actually get to know our major appliances, up close and personal within an inspirational kitchen oasis.

RESULTS

$0 media spend

+12.8% increase in $YoY total

5x customer engagement vs. stores without experiment

+8% increase in brand premium appliance impression

+165pt increase in $YoY of SKUs within experience vs. stores without experiment

KitchenAid appliances saw a 12.8% increase in vear-over-year dollar totals, and eft 90% of Lowe's shoppers with the impression that KitchenAid had premium Major Appliance offerings, turning "the King of the Countertop" into "King of the Kitchen." The KitchenAid Experience was so successful, it led Lowe's to expand the experience to 1,000 stores nationwide. As of October 2024, over 200 experiences have been built with another 220 to be built by February 2025.