Dyson — Home Office Bundle

Leveraging Bundles to Support COVID-19 Revenue Recovery

The Brief

During the COVID-19 pandemic, home workers faced poor light and air quality challenges, affecting their well-being and productivity. Despite companies investing heavily in environmental control for office spaces, most home workers overlooked these factors.

Key challenges addressed:

• Light Quality Issues: Poor lighting can cause eye strain, disrupt body clocks, and affect performance.
• Air quality concerns: Indoor air can be up to five times more polluted than outdoor air, posing health risks.

Objective

Create a bundled product offering that addresses these issues while driving revenue recovery by:

1. Promoting the benefits of Dyson’s air purifiers and lighting.
2. Targeting affluent, health-conscious consumers through a streamlined digital journey.

The Solution

Home Office Bundle

The bundle paired two key Dyson products:

• Dyson Lightcycle™ Task Light: Reduces eye strain, improves visual performance, and adjusts light temperature to align with natural daylight and support body clocks.
• Dyson Pure Cool Me™ Personal Purifying Fan: Captures 99.95% of harmful pollutants with HEPA filtration and delivers precise airflow for personal comfort.

User Journey

• A dedicated landing page hosted on Dyson’s digital platforms targeted affluent tech professionals, young families, and health-conscious city dwellers.
• Promotional banners and bundle components on PDPs (Product Detail Pages) guided users to the bundle landing page.
• A two-step soft bundling process at checkout allowed users to customise their selections and complete their purchases seamlessly.

Fig 1.1 illustrates the user journey, guiding them through the process of purchasing a home office bundle.

Hi-Fidelity Designs

• Desktop & Mobile Product Detail Pages (PDPs): Highlighted bundle savings and provided clear calls to action for upgrading the bundle.
• Bundle Landing Page: The hero component emphasises savings, exclusivity, and lifestyle imagery. It provides a detailed breakdown of the benefits, product features, and customer customisation and offers step-by-step guidance for the two-step soft bundling process.
• CRM Email Campaign: Designed to target tech-savvy and city-based professionals, with messaging centred on productivity and well-being while working from home, thereby enhancing customer engagement.

Fig 1.2— Hi-fidelity Sketch design of the desktop PDP (Product Details Page) (BP01).

Fig 2.1 — Hi-fidelity Sketch design of the mobile PDP: blue promo banner.

Fig 2.2 — Hi-fidelity Sketch design of the mobile PDP: bundle promo component.

Fig 2.3 —Hi-fidelity Sketch design of the mobile PDP: trade-up cards promo copy.

Fig 2.4— Hi-fidelity Sketch design of the desktop bundle landing page.

Fig 3.1 — Hi-fidelity Sketch design of the mobile home office bundle landing: hero component.

Fig 3.2 — Hi-fidelity Sketch design of the mobile home office bundle landing: reasons to buy.

Fig 3.3 — Hi-fidelity Sketch design of the mobile home office bundle landing: “What’s included?”

Fig 3.4 — Hi-fidelity Sketch design of the mobile home office bundle landing: work smarter.

Fig 3.5 —Hi-fidelity Sketch design of the mobile home office bundle landing: two machines, one home office bundle.

Fig 3.6 — Hi-fidelity Sketch design of the mobile home office bundle landing: trade-up cards promo copy.

Fig 3.7— Hi-fidelity Sketch design of the CRM bundle email campaign.

The Result

The Dyson insights team evaluate performance metrics and is expected to measure the impact on revenue recovery and customer engagement.