Aqualisa: Build Demand Beyond the Installer
By Fiona van Iersel
Minerva Empowerment
Marketing Theory and Practice
17 September 2024

Aqualisa’s pricing categories and distribution channels reveal one side of segmentation. Psychographics raise another question: what does a homeowner want the product to say about comfort, convenience or the home they are creating?

The rise of smart-home expectations makes the DIY and premium-homeowner audience worth investigating. Would connected features or integration with existing home systems change what these buyers value?

Where installers are reluctant to adopt a new product, direct consumer interest could help create demand. Targeted digital campaigns, demonstrations and partnerships with relevant home-improvement voices could put the benefits in front of homeowners before they ask a plumber for a recommendation.

The point is to make the innovation desirable and understandable to the person paying for it, while giving the installer a reason to become comfortable with it.