Viking Range Corp. is offering customers complete control of their appliance image through a customization tool that lets users design appliances from the D3 line on its Web site.

Consumers can choose range color, knobs and handles through an experience on the Web site. This is part of a multichannel push to build awareness of the new D3 line.

“With the launch of this online tool, we are able to create a cohesive brand and multichannel user experience while building brand awareness, driving traffic to dealer locations, creating online quote requests and allowing customer engagement and conversation,” said Tim Tyler, manager of Viking digital at Viking Range Corp., Greenwood, MS.

“Since this customization is an exclusive in the appliance market and Viking is the only company offering the ability to personalize the knobs and handles on their kitchen products, we needed a way to show the customer their infinite design options,” he said.

Range of optionsThe customization tool is available on each product page on the Viking Web site.

When consumers click on a specific product, they are offered accent and coloring customization options. For example, customers looking at the freestanding ranges can choose from 24 colors for the door and two options for accents.

Customization colors
In addition, consumers can choose from chrome, clear, cherry, white oak, maple and unfinished maple inserts for knobs and handles.
These are removable and can be changed depending on what renovations are done to the kitchen, per Viking.
To bolster customization, consumers have the option of painting the clear inserts a specific color. They can also choose the stain color of the insert.

Knob customization
When they are done, customers are emailed a quote from the Viking Web site. “This tool definitely taps into the needs and wants of its consumer,” said Abbie Weiss, digital strategist at Pod1, New York. “The high-end appliance consumer is equally affected by the form and the function.

“Viking is creating a way for luxury buyers to visualize its appliances from a design perspective in addition to highlighting the functional specifications,” she said. “This could serve as a differentiator for Viking.

“Allowing consumers to see its products online in all the available combinations could give it an edge over other brands who rely on the consumers’ vision to picture appliances within their greater design plans.”

Heating upViking has been using various efforts to push the features of its new D3 line.

For example, Viking opted for a print brochure that is being distributed through suppliers, stores and distributors, as well as requests over the phone and online (see story).

Each product segment – freestanding ranges, built-in cooking products, refrigerators and freezers, ventilation and dishwashers – has its own section in the brochure.

The introductory pages of the catalog have a short blurb on one page with a full-page, colored image on the other. In addition, each line is pictured with food that could be cooked in that product.

There are also customization options displayed in the catalog.

Viking D3 catalog
Consumers can share each customized Viking product with their Pinterest, Facebook and Twitter friends, likely to build engagement.

“The Viking D3 product is an industry exclusive,” Mr. Tyler said. “No other appliance manufacturer allows a customer to customize their product with customizable knobs and handles to create a truly exclusive and one-of-a-kind look.

“The customization tool allows our customers to dream, plan and personalize their Viking D3 kitchen, and it allows Viking to open a dialogue with all potential new owners,” he said.