Pentair Pool Cleaners
How can growth be achieved in new ways using existing products?
The conventions of a category, when upended, can surface growth opportunities for those willing to act on them. Our work with residential pool owners (in-home visits and shop-alongs) clearly surfaced the different emotional stages of product ownership and how purchase motivations are dramatically different at each stage. These distinct motivations were not addressed by the category.
We demonstrated how Pentair, targeting these motivations, could redefine a large segment of the market to its advantage, one that gave it a compelling edge against its major competitor.