Not every success happens overnight. Rome wasn’t built in a day and it took Apple several attempts before it became the global giant it is today. As many of us know it sometimes takes a series of trials and errors before a project or product becomes a success. With this in mind, in mid-September, colleagues from Fluidra‘s Digital Business & Internet of Things (IOT) teams attended an event at the IESE Business School in Barcelona (Spain), to share their experiences of the launch and eventual success of Fluidra Connect, Fluidra‘s groundbreaking product which allows you to manage your pool anytime, anywhere in real time.
The workshop, entitled Strategic Change with IESE: Fluidra Connect’s Case Study, was attended by professionals and those interested in working in the area of the internet of things (IoT) and led by Frederic Dalmau, Digital Business Manager at Fluidra. During the session Dalmau spoke of the challenges Fluidra Connect faced in gaining traction in the market after its initial launch in 2016. He explained that while Fluidra Connect worked without problems and was the only product of its kind on sale, the USP of the product didn’t quite match the needs of thedemographic originally targeted in its marketing campaign.
Initially aimed towards end users, the marketing team soon realized that due to the product’s cutting edge technology Fluidra Connect was targeting only early adopter pool owners. As it wasn’t quite reaching its desired sales potential, they went back to their original strategy to change the target demographic. Over the next 12 months the team looked at how Fluidra Connect could be repositioned to reach a wider audience. By shifting the focus towards professionals in the pool sector, the marketing campaign for Fluidra Connect yielded far greater results.
Meanwhile, in order to find a more user-oriented IoT solution, Fluidra investigated the idea of a simpler product for the wider market. This eventually led to Fluidra acquiring the Belgian start-up Riiot Labs and its smart pool water analyzer which we today know as Blue Connect.
The key lesson shared during the workshop, which was warmly received by those attending, was that it’s crucial to respond and not be afraid of changing your strategy if your product isn’t reaching its market potential. By re-evaluating its strategy and aligning Fluidra Connect closer to a more appropriate category of user, the marketing team enabled Fluidra’s IoT products to thrive. Fluidra now connects thousands of pools worldwide each year with Fluidra Connect, Blue Connect and other products like the salt water chlorinators Elite Connect and Control Connect, proving the change in strategy worked!