Water Filtration Product Triggers

Case Study #1: Brita’s Infinity Pitcher 

What the Company/Brand did to get Product Compliance

• There are customers that are likely to forget to keep the filter up-to date, but Brita ensures that this doesn’t happen with its new product line by partnering with Amazon. 
• The new Wi-Fi-enabled Brita Infinity pitcher has a built-in counter that tracks the amount of water that passes through the pitcher’s filter, and the pitcher itself will automatically order a new filter through Amazon Dash Replenishment when the old filter nears its capacity.
• This ensures timely delivery of a new Brita filter on the customer's doorstep at the time they need it, without any hassle.

The Compliance Technique that Drove Better Results

• The Wi-Fi-enabled Brita Infinity pitcher drove satisfaction levels to 91% among customers.
• This satisfaction level is due in large to the fact that the customer does not have to check the filter and then make a purchase. The automatic ordering allows the replacement to get delivered successfully and the user can then change the filter. It is a seamless experience.

Which Lever Made the Greatest Impact

• The use of Amazon Dash Replenishment to trigger an automatic reorder of essential supplies and components, to be delivered directly to consumers’ homes, created a major impact in the industry.
• This trigger prevents the customers from drinking water through a dirty filter, by providing a fresh replacement and also acts as a reminder to change the filter.
• The new filter arrives on customers’ doorsteps as the old filter is nearing the end of its lifetime. In other words, after about 40 gallons of water filtered, customers are not required to remember the time to change the filter.

Main Reasons for the Product’s Success

• Brita achieved zero UI (User Interface) with their wifi-connected Infinity pitcher that orders its own filters.
• Brita Infinity Pitcher and Amazon Dash Replenishment ensured that their customers will always have clean, great-tasting water. 
• Brita also focuses on the large demographic that is “less-than disciplined in replacing filters in a timely fashion” as their target audience and they upsell to disorganized customers, while adding another “smart” gadget to a “growing repertoire of IoT-enabled tech.”

Case Study #2: Elkay ezH2O 

What The Company/Brand Did To Get Product Compliance:

• The brand has put a Visual Filter Monitor in their ezH2O Bottle Filling Stations which has green, yellow and red LED lights. Those lights indicate filter status, and ultimately, when a filter needs to be replaced.

The Compliance Technique that Drove Better Results

• Elkay’s ezH2O Bottle Filling Stations helped Holton High School reduce plastic waste by using reusable water bottles.
•  Holton High School students were also keen on the unit’s ticker feature that counts the number of refills which made them engaged to the extent that they went out to buy water bottles so they could start using the new bottle filling station.
• This initiative at the school saw reduction in plastic bottles and recycled more than 70,000 pounds of waste produced by the school every year.

Which Lever Made the Greatest Impact

• Their trademarked Green Ticker tells users of the number of 20 oz. single-use water bottles saved from waste by using reusable bottles and cups.
• The impact can be seen through the installation by Holton High School where they recycled more than 70,000 pounds of waste produced by the school every year.
• The benefit filter recognition system detects a new Elkay filter and automatically resets the filter monitor light to green without any manual work.

Main Reasons for the Product’s Success

• The ezH2O bottle filling stations help reduce or eliminate the cost of disposable and single-serve beverages.
• By providing water on demand, ezH2O bottle filling stations they save time and resources.
•  Enhanced models help save energy as they use low energy LED illumination for an energy efficient touch that helps users see when their bottle is full.
• They are also beneficial for the environment as they help reduce the number of disposable plastic bottles that end up in landfills or polluting our oceans. 

Research Strategy