Robotic Vacuum Cleaners

Part
01
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Part
01

Robotic Vacuum Cleaners: Barriers, Likes and Dislikes

The popular robotic vacuum cleaners on the market include iRobot Roomba 675 and eufy BoostIQ RoboVac 11S (Slim). Below are explicit details on the topic.

iRobot Roomba 675

What Customers Like About the Product

  • According to various reviews, most consumers love iRobot 675 because it cleans the floor pretty well. This is because the robot has a 3 stage cleaning process, which involves loosening, lifting, and suctioning dirt, hair, and dust from hard floors and carpets. Most of these positive reviews are from people who own pets, and they claim Roomba 675 is doing a good job cleaning the sheds and house in general.
  • One consumer on Amazon said, "My dog, as much as I love him, sheds like crazy. I have laminate floors, and it has been a constant battle keeping up with the dog hair everywhere. People with dogs that shed a lot probably know what I'm talking about, dog hair tumbleweeds, and such. I bought this Roomba, and it has been a game-changer". Another one on Walmart website said, "It does an amazing job of getting all the dust and pet hair up in such a large space."
  • In addition, most consumers claim Roomba 675 is very easy to set up and use; also, it runs for a long time before it automatically docks and recharges again. One customer said, "I received it today, so far so good. It was very easy and quick to set it up with WiFi. I used to have model 655, which I love cause of the suction power; this model(675) is not as powerful as the 655 but definitely is less noisy". At the same time, another one said, "Its full suite of intelligent sensors guide the robot under and around the furniture to help thoroughly clean your floors while it runs for up to 90 minutes before automatically docking and recharging".

What Customers Dislike About the Product

  • Some customers dislike the iRobot Roomba 675 because it cannot clean surfaces that have clothes or crap. One has to pick up the clutter from the surface before running it, or it won't work. One customer said, It gets stuck if you have crap or clothes on the floor," and another one said, “It is inconveniencing to go around the house to pick things up that it could get stuck on or suck up.”
  • Apart from cleaning up well, customers dislike the product because it lacks uniformity as it does not clean every part of the house. This because it works randomly, and therefore, it doesn’t cover some parts of the surface. One customer said, It goes around the house kind of randomly, and it does miss some spots," while another said, She doesn’t go everywhere."

Customers' Expectations About the Product

  • Some customers claim that when purchasing the product, they expected it to work for a long time before it starts experiencing mechanical problems. Unfortunately, after purchasing, the device could not work for long before these problems began. One of the consumers said, "The device died twice while cleaning, and we had to hit the clean button again each time to reactivate. Also, it no longer charges."
  • The majority of consumers expected Roomba 675 to clean effectively, especially removing pets' hair. Fortunately, the product delivered what they expected. One consumer made the following remarks, "I was a little hesitant to go this route but needed something for general pet hair clean-up as we have 3 dogs, 2 of which are 75+ lbs. Although they each have fine, thin hair - they tend to shed quite a bit. 'Rosie' does everything we expected her to do!"

eufy BoostIQ RoboVac 11S (Slim)

What Customers Like About the Product

  • Customers like Eufy because of its long and extended battery life. One of the customers said, “This eufy also runs a lot longer than the Neato does." Another one said, “I had it programmed to come out at 8:00, and it ran until 10:03 before it returned to its docking station. Over two hours!! I was expecting a maximum of 100 minutes, so this little over-achiever impressed me!”
  • Also, customers like eufy because it's quieter as compared to other robots, such as Neato. As one customer said, "The motor is SO quiet! The bumper guard is gentle, so if it runs into something, it lightly taps it before redirecting itself in another direction, so it doesn’t create much noise either. That’s also a nice feature for caring for your furniture, too!.” Another customer said, “Very quiet. I can work on stuff with it in the room, and it does not bother me at all (my dog also does not mind it)”.

What Customers Dislike About the Product

  • Some customers dislike the eufy because of its random way of cleaning; hence, it leaves out some surfaces. One of the customers said, "I don't like the random way in which it cleans," while another said, Sometimes it returns multiple times to the same spot but missing other areas." This because this product lacks mapping features.
  • The product also gets stuck often; hence, someone needs to be there to unstuck it, and this causes inconvenience for some customers. One customer said, "Occasionally gets stuck, results in a game of hide-and-seek".

Customers' Expectations About the Product

  • Most consumers, before purchasing the product, they did not expect it to clean very thoroughly. The majority thought it's just an average cleaner. However, after purchasing it, they were mesmerized by the performance of the robot in terms of cleaning. One client said, "The RoboVac's performance actually exceeded my expectations by picking up quantities of hair from my six cats that I couldn't even see in the low-pile carpet."
  • According to various reviews, most customers expected the product to last for a long time before it breaks down. However, in most cases, the product could not last for a year. One customer said, "I expect it to work more than 6 months being run once a day. I will be looking for a different brand for replacement."

Barriers to Purchase Robotic Vacuum Cleaners

  • According to Tony Bradley, an expert in technology, one still needs to use a traditional vacuum to clean places where an automated vacuum cleaner cannot reach, for example, stairs and corners. This may make someone reluctant to purchase a robotic vacuum cleaner.

Research Strategy

To determine the popular robotic vacuum cleaners on the market, your research team went through the Amazon website. On the website, we could find that the best-sellers in robotic vacuums are iRobot Roomba 675 and eufy BoostIQ RoboVac 11S (Slim), which means they are popular among consumers. Also, these two products have multiple positive consumer reviews; for example, iRobot Roomba 675 has 1,920 positive customer reviews that are rated at 5 stars, while eufy BoostIQ RoboVac 11S (Slim) has 6,319 positive customer reviews, which are rated at 5 stars. Additionally, some experts on these sources, The Wire Cutter, MSN, and Best Vacuum Resource, have identified iRobot Roomba 675 and eufy BoostIQ RoboVac 11S vacuums to be among the best/popular robotic vacuums. On providing likes, dislikes, and expectations, of the above products, we have directly quoted some customers' remarks to support the points.


Part
02
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Part
02

Robotic Vacuum Cleaners: Case Studies

Both iRobot and ECOVACS are the robotic vacuum cleaner manufacturers that have successfully advertised around their product.

iRobot

  • The effective marketing strategies done by iRobot to advertise their robotic vacuum cleaners are through the television advertising campaign, and trade shows.
  • Aside from television advertising campaigns and trade shows, iRobot also applying digital marketing strategy through Search Engine Optimization (SEO). This strategy is essential as it to drive customers to the business via online platforms.
  • There are 2,135 paid keywords. The major of these paid keywords are 'Roomba', the name of iRobot robotic vacuum cleaner brand with $37,700 monthly cost and 'Irobot Roomba' with 3,000 monthly cost.
  • Their main marketing messaging surrounding robotic vacuum cleaners is giving customers have an easier life in the presence of their products. Some of its messaging are "Forget about vacuuming for months", "Here to help", and "Free yourself from cleaning." Further, it also highlights that "If it's not from iRobot, it's not a Roomba."
  • Most of the types of content they use in their ads are in video format and digital marketing and SEO. Some of their nationally aired TV ad campaigns are found here.
  • Based on the iRobot annual report in 2018, their sales and marketing expenses only rendered 19.3%, 18.3%, and 17.4% of their total revenue in 2018, 2017 and 2016. Through these figures and successful marketing, the iRobot is expected to "continue to invest in national advertising, consumer and industry trade shows, direct marketing and public relations to further build brand awareness."
  • Further, US revenue grew $108.4 million in which most of it came from the strong sales of Roomba 900 and 600 vacuum cleaner series robots with significant large investments in advertising media and national promotions.

Ecovacs

  • Ecovacs uses digital marketing by leveraging its social media and website to reach its costumers. They have large numbers of media presence especially on Facebook where they have 507,838 likes and 508,134 followers.
  • To have successful sales on Black Friday, the company is building momentum to prepare for the upcoming event. On their website, before the upcoming Black Friday, they highlighted their robot vacuum cleaner named Deebot N79S through a promotional video. Besides, in 2017, they also advertise their robotic vacuum cleaner products with sales and deals in celebrating Black Friday through their social media.
  • With the hashtag #NothingMissed, their marketing messaging surrounding robotic vacuum cleaners is through developing effortless and everyday cleaning solutions. Besides, it also messages a "Live smart, enjoy life."
  • Their digital media marketing efforts like promotions are done by presenting through videos and images formats.
  • Through their digital media marketing efforts, they successfully advertised their robotic vacuum cleaners as they recorded a 100% growth in turnover and great success on omni-channel sales during Black Friday in 2018. Besides, in the US, ECOVACS is the "country's leading specialist retailers to further strengthen its market presence and increase sales."

Research Strategy

To address the research question, I searched for robotic vacuum cleaner manufacturers that have successfully advertised their products. I identified each popular robotic vacuum cleaner manufacturer by looking at the best-selling products in the market. According to Amazon, based on sales, iRobot and ECOVACS are among the best-sellers in robotic vacuums. I leveraged business and financial news and updates, search analytics, TV attribution sites, social media, and official website to provide the information for successfully advertised product. Therefore, several sources are older than 2 years but were utilized to provide information for each manufacturer's success in advertising their products. Finally, my findings fulfilled the research requirements as it identifies the manufacturer, which channels they used to advertise, their marketing messaging surrounding robotic vacuum cleaners, the type of content they use and success metrics about a successful marketing campaign.
Sources
Sources