Smart home technology has become more popular among consumers, but despite this, many homeowners say they aren't having a seamless experience when it comes to their home's gadgets. A recent report from market research and consulting company Parks Associates shows that each year 1% to 2% of broadband households return smart home devices, from a 2% to 5% purchase rate. Many consumers desire an easy experience, but most end up using separate apps for each product rather than having a unified control system. Currently, only 40% of smart home device owners enjoy multi-device integration, which limits the potential of their devices.
Because customer support should start from the point of purchase, home builders can address these issues by offering new-home buyers smart home packages that are backed by local support and come pre-installed in the home for better performance.
Reviews and word of mouth are important for brand loyalty and the consumer buyer journey. In the smart home in particular, the purchase journey is dependent on consumer awareness of products through their family and friends. Word-of-mouth referrals and strategic marketing are key drivers; this can help take interest to a sale just through advertising and sharing the benefits and value of the product. Consumers have gaps in their daily activities where technology can help provide convenience, context, and valuable information through these devices. Marketers need to focus on the value proposition more.