How does a well established, 300-year-old manufacturer apply IoT technology, subscription models and innovative marketing techniques to expand their customer base? Husqvarna answered that question with their new concept, Husqvarna Battery Box, a connected, automated tool rental shop featuring their line of eco-friendly, battery-powered professional gardening tools.
With the launch of their new line of battery-powered tools in 2014, Husqvarna Group sought to strengthen their commitment to sustainability, while complementing their existing product line. With low noise emissions and no exhaust fumes, the battery-powered product line is designed for professionals and consumers in urban and suburban areas.
In consumer research conducted during 2016, the target demographic communicated two barriers to buying the battery-powered tools. First, was making an upfront investment without the chance to test-drive tools. Second, was the need for year-round storage space. With this in mind, Husqvarna looked to trends such as the sharing economy to create a new, experimental retail model.
To make product adoption easier for the consumer, Husqvarna decided to offer a new shopping experience based on a usage-based rental model. In May 2017, Husqvarna introduced the Battery Box, a customised shipping container “tool box”. The initial test model Battery Box was set up in a shopping mall car park just outside Stockholm.
With Battery Box’s usage-based payment model, customers don’t have to buy the tools, they can easily rent and pay for them using an app. When the customer arrives at the Battery Box, they use a one-time code delivered via an app to open the locker containing their tool. Upon return, the tools are serviced by the nearest Husqvarna retailer, to ensure each tool is always in top working condition.