Refining Segment Strategies for a Home Appliance Manufacturer

Segmentation Insights for a Leading Home Appliance Manufacturer - Case Study

Client Background

A global consumer electronics brand sought to improve engagement and upsell performance across its premium home appliance portfolio in Asia-Pacific. While the company enjoyed strong distribution and brand recognition, it needed deeper insight into how customers interacted with appliances in real-world household settings.

Client’s Challenge

The client possessed extensive sales and service data but lacked a clear understanding of day-to-day product usage. Feature adoption varied significantly across markets, and early post-purchase behavior did not always align with expectations. Without visibility into how appliances were being used, interpreted, or adapted to local cultural habits, the brand struggled to segment audiences effectively, refine messaging, and build stronger loyalty pathways. The client needed behavioral insight that connected product ownership with actual usage patterns.

How Mordor Intelligence Helped

Conducted In-Depth Consumer Research: Engaged customers through in-home interviews and store-level observations across key metropolitan areas to understand usage routines and decision drivers.
Gathered Insights from Dealers and Service Networks: Surveyed dealers, technicians, and support teams to uncover recurring challenges, common service themes, and practical on-ground observations.
Benchmarked Category Usage Patterns: Compared usage habits across product categories to identify underutilized features, points of confusion, and factors influencing everyday engagement.
Refined Segmentation Frameworks: Developed updated segment archetypes and product messaging strategies grounded in cultural norms, feature priorities, and behavioral drivers.

Key Findings

Several advanced features were consistently underused due to unclear onboarding or mismatch with local habits.
Warranty registrations and service inquiries highlighted specific product types that required better guidance and education post-purchase.
Younger buyers displayed strong interest in smart connectivity features, while older segments prioritized reliability and ease of use.
Usage rituals varied significantly city to city, influencing preferred formats, product placement, and maintenance behavior.

Impact Created

Enabled Targeted Upgrade Campaigns: The client designed upgrade pathways anchored in feature adoption patterns and customer lifestyle profiles.
Improved Loyalty and CRM Segmentation: Behavioral insights shaped new triggers for personalized communication, improving retention and repeat purchase intent.
Enhanced Post-Purchase Journeys: Product education, onboarding flows, and service messaging were redesigned to match real-world usage habits rather than assumed behavior.
Strengthened Cross-Functional Alignment: Product, marketing, and after-sales teams adopted a unified understanding of customer needs, improving consistency in strategy and execution.

Our Industry Coverage

Mordor Intelligence has conducted customer purchase and usage behavior research across consumer goods, enterprise software, industrial tools, healthcare, and financial platforms. Our work supports market entry, product roadmaps, customer lifecycle design, and retention strategy development. Each engagement is tailored to the realities of the client’s category, delivery model, and customer journey.

By grounding decisions in observed behavior, Mordor Intelligence helps organizations build strategies that reflect how customers truly engage with products, from first use to long-term loyalty.