Water Filtration Product Triggers

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Filtration Product Triggers

Quip and Molekule are two brands that have ushered in successful strategies for promoting customer compliance in replacing toothbrush heads and air filters, respectively. Both companies use subscription plans to promote the timely replacement of brush heads/filters that will ensure the best product performance.

Case Study #1:Quip

What The Company/Brand Did To Get Product Compliance:

  • Quip is a direct-to-consumer electric toothbrush with a subscription plan to ensure that customers replace their toothbrush heads every three months, as recommended by the American Dental Association (ADA).
  • The average consumer replaces their toothbrush every nine months so Simon Enever and Bill May designed an affordable opt-in subscription system.
  • The $5 opt-in subscription service makes replacing brush heads easy and ensures that customers comply with ADA recommendations. Shipping is free for this opt-in plan.

Effective Compliance

  • Since the company launched in 2015, Quip has sold over 1 million brushes and has enrolled over 1 million subscribers. It is the largest oral care subscription service.

Which Lever Made the Greatest Impact

  • Enever and May are industrial designers and hence focused on product design to ensure better customer compliance with ADA guidelines, including replacement of brush heads.
  • Rather than follow the trend of designing electric brushes with a lot of unnecessary features, Enever and May focused on designing a product that built good oral care habits.

Product's Success

  • Quip is also the first electric toothbrush to get approval from the ADA.
  • With new funding, Quip is acquiring a dental insurance company, Afora, which will connect the company to 25,000 dental professionals. This merger will enable Quip to team up with these providers and enable them to offer free Quip toothbrushes to patients who use their services.

Case Study #2: Molekule

What The Company/Brand Did To Get Product Compliance:

  • Molekule is an air purifier that offers an auto-refill program to ensure that filters are replaced on schedule. The pre-filters need to be replaced every three months and the PECO filter every six months.
  • The annual air filter subscriptions start at $129.

Effective Compliance

  • Since launching in 2016, Molekule has sold out its product and annual subscription eight times.

Which Lever Made the Greatest Impact

  • To get replacement filters for the Molekule, customers must buy them directly from the company. The subscription plan is the easiest and most cost-effective.

Product Success

  • Gaurav Agarwal, VP of Growth at Molekule, points out that part of their success is through selling subscriptions (replacement air filters).
  • Like Quip, Molekule generated interest via Facebook. However, they also first built an enormous email list to identify potential buyers (especially those suffering from allergies or asthma) and sent those interested customers to Facebook.

Research Strategy

The team identified different sectors--not water filtration products--that require regular replacement of a filter or part without obvious signals in the product's function that it was time to replace. We searched through press releases and business periodicals (Business Wire, Forbes, and Fortune) and narrowed our search to brush heads for electric toothbrushes (which need to be replaced every three months) and filters for air purifiers (which, depending on the product, need to be replace three to six months).

We next focused on marketing and design reports (Fast Company, Entrepreneur, Forbes, and Fortune) that featured innovative designs for enhancing customer compliance in replacing brush heads and filters and focused on Quip and Molekule. We located sources (product websites, Forbes, iMore, and Shopify) that explained the success of their subscription models, what lever helped the company ensure customer compliance, and key points for the products' success.
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