Features content when, where, and how consumers want to see it.
Trane has been a world leader in HVAC systems for more than a hundred years, and there have been plenty of comfort product inventions and reinventions along the way.
Along that line, Trane recently took a look at its consumer website and did some "reinventing" there, as well. With the help of its agency-of-record, Carmichael Lynch, Trane transformed its brand communication through the redesign of its corporate website — trane.com/residential.
One of the first steps in the HVAC purchase cycle is visiting the manufacturer's website. However, Trane managers found that a large portion of consumers clicked out of the site without finding what they wanted. Carmichael Lynch offered a solution in the way of a more simplistic experience, while also helping the Trane brand separate itself from other HVAC manufacturers.
Helpful consumer information at anytime.
"It's simple, engaging, and helpful. Not too much to ask from a website. We strayed from the traditional product talk found on other HVAC sites that clutter and confuse the consumer, and concentrated on easy navigation and straightforward messaging," says Dave Damman, executive creative director at Carmichael Lynch. "The new website highlights the special features that set Trane apart from its competitors: reliability, rigorous testing measures, Trane's Comfort Specialist dealers and their presence around the world," Danman says.
In a category where 90% of people only think about it when they have an immediate need (due to an air conditioner or furnace breakdown), the key with the new site was in finding a way to offer up content when, where, and how consumers wanted to see it.
"The most common visitors to HVAC sites are those who've just had a furnace or air conditioner fail. Our easy-to-navigate site features a help bar and prominent dealer locator tab, offering the consumer the fast and reliable assistance they're seeking," explains Trane Director of Brand Marketing, Joyce Warrington.