Yale has been in the door and locks business for almost 180 years, available across 125 countries. Its smart home security portfolio includes products such as smart door locks, IP cameras, digital safes et cetera.
Traditionally, Yale sells via distributors and resellers. However, recognising the need for more experiential product display and dedicated service for consumers in today’s competitive environment, Yale established Yale Smart Shop using a direct-to-consumer business model. Its efforts nabbed it the bronze for the Best Use of Mobile Integration at MARKETING-INTERACTIVE’s Mobex 2020.
Challenge
The target audience for the brand is generally tech-savvy Millennials aged 22 to 38 who are more receptible towards smart home products. A special focus was placed on “mothers and wives” who are traditionally believed to be the key family member most concerned about the family and children’s safety.