Rent or buy: a home appliance manufacturer chooses its offer model by customer value.
Two offer models for a water dispenser in the test. Renting on subscription achieved clearly more purchase intent than buying.
7.2%
purchase intent for rent on subscription
4.3%
purchase intent for buying
4,264
people in the test
< 5 weeks
to the decision
Starting question
The manufacturer wanted to raise customer value and retention with a rental model, but feared that customers would rather own the device.
Variants
Two offers for the same device: buy for €498 or rent on subscription for €24.99 a month.
Delivered through Facebook and Instagram: 4,264 people, seven days in the field.
Result
Renting on subscription reached 7.2% purchase intent, buying 4.3%.
Decision
The data clearly favoured renting on subscription, which brings recurring revenue and a higher customer value.
Home appliance manufacturer
An offer model the customers choose.
Tested with two offers for the same device, before the model reached the market.
Related cases
More cases.
Which offer model works for your customers?
Bring your models. We will sketch a possible test design with you.
You will speak with Daniel Putsche
Founder & CEO, 30 minutes