KONE Spares Escalator Market Research
Challenge:
KONE Spares escalator sales were down for the year, while overall sales and the market had improved.
Solution:
We conducted qualitative and quantitative research to identify the reason for lower escalator sales.
Outcome:
We uncovered that there were actually a few reasons why sales had been lower. The perception of KONE Spares has been high quality escalator equipment, which also meant higher prices. Customers just wanted a quick fix. Also, customers were under the impression that KONE Spares original escalator equipment was the same quality as ‘after-market’ equipment, which is not the case, proven by a third-party engineering firm. Our plan was to combat this with focused messaging on price adjustments and product education for customers.