Promote the positives of DIY assembly
Products requiring at-home assembly or installation offer significant benefits to consumers.
Emphasize value: With most products that require at-home assembly, customers are getting better quality for the price compared to rigid goods that incur significantly higher shipping & handling charges. Shoppers are savvy enough to know assembly-required products can offer the best value for their money, and they are willing to accept doing the work of assembly or installation in exchange for that value.
Tout contactless delivery: Many consumers, particularly those at higher risk for illness, are reluctant to invite white glove service technicians or professional installers into their homes because of the ongoing pandemic. They appreciate the ability to assemble or install a product themselves with contactless delivery. Communicate expectations to your customers and they will welcome the benefit of having a product delivered to their home.
Highlight ease of transport: With the plummeting demand for white-glove service, the ability for large products to be easily transported is more important than ever. For online orders, make sure you set customer expectations for how large boxes will be delivered.
As long as the packaging is adequate, large flat-packed products are easier to move and are more likely to arrive undamaged compared to bulky, rigid products.
Underscore customizability: Want to paint that playhouse before assembling? Turn bookshelves into a bench seat? Assembly-required products encourage creativity that can spark additional sales.
Use the assembly process to showcase product quality
Because the assembly process reveals all, it can enhance customers’ perception of your brand. If you already have top-of-the-line quality, customers may be impressed with the engineering as they go through the assembly or installation process.
Don’t stress about perfection: If quality is not your primary advantage, make certain it aligns with customer expectations.
Sometimes customers will mention minor issues in reviews but still provide a good rating. Like driving a new car off the lot, even if they know a product will get nicked tomorrow, they want it to be perfect right out of the box. If the damage doesn’t affect overall performance, such as splintered wood, having a premium assembly experience may be impressive enough to overcome flaws that would normally affect the product rating. At BILT, we have seen this premium set up experience cover a multitude of manufacturing issues.
Ensure packaging & instructions bolster the customer’s perception of your product
You never get a second chance to make a first impression. After investing time researching and purchasing a product, anticipation builds until it arrives. The unboxing and assembly happen close to the apex of the customer journey. Thoughtful packaging and set up instructions make a significant difference in ratings and reviews, so use them to your advantage.
Use packaging as a differentiator: Some brands, (Apple, Razor, Nest) have perfected the unboxing experience with a wow factor, but at the very least, packaging should do an excellent job of protecting the product. In addition to preventing damage during shipping, customers associate packaging with product quality.
Protect, don’t imprison the product: When it comes to secure packaging there is a point of diminishing returns. Wrap rage is real. Excessive adhesive or plastic wrapping (remember CDs and DVDs?) or the theft-deterring blister containers most electronics (from GoPros to Oral B electric toothbrushes) come in make it next-to-impossible to get to the product. Packaging should not induce anger or injury.
Think of set-up as the first date: The initial interaction with a product should not cause any regrets. When a product arrives in pieces, the goal is to get the consumer using the product as quickly and safely as possible. Many products are returned for no reason other than the consumer becomes overwhelmed with the prospect of a daunting assembly. Set-up instructions are the easiest thing to get right and typically require the least investment.
Employ a secret weapon: As revolutionary as Google Maps was to driving directions, the BILT app is a game changer for assembly and installation. BILT’s free-to-use 3D interactive Intelligent Instructions® are voice & text-guided and accessible on almost any touchscreen mobile device.
BILT begins with a product overview that includes tools required, parts included, then gently directs the procedure step by step with animated 3D images. Users can tap on a part for more information, zoom in to see intricate parts more clearly, and rotate the entire image 360 degrees for the best possible perspective.
Superior to paper instructions or YouTube videos, BILT gives users the ability to easily forward, replay, or skip ahead to any step and work on the project at their own pace.
Tip: (If you include paper instructions, be sure to avoid these common mistakes with instructions.)
BILT users occasionally even go so far as to say 3D interactive instructions make the set-up experience fun.
Experience better reviews: Customers are most likely to talk about their product within 8-24 hours of opening the box so use this to your advantage. Upgrading your assembly or installation experience with BILT has proven to boost star ratings. Make your product a great experience so your customers embrace the value of at-home assembly and DIY installation. They’ll reward you with positive reviews.