A new generation of digital circulator pumps

A digital era emerges

Digital advancement in technology has elevated expectations of products and services in every industry, and it is one of the defining ways to differentiate yourself from competitors. Grundfos recognised the potential and developed a ground-breaking new generation of digital circulator pumps, creating the best and most advanced circulator pumps in the market. The introduction of digital infrastructure to existing circulator technology can only be described as the single most important business-critical pivot in Grundfos’ recent history. Because of this fundamental quantum leap, Grundfos needed to ensure understanding and acceptance of the new digitally enabled features and the potential it offered for both installers and their customers.

A strong concept and creative campaign were created to highlight the product launch and how it solidified that Grundfos has entered a new era as a supplier with incredible digital solution capabilities. The concept and campaign also followed a comprehensive go-to-market plan to ensure a successful product launch through the concept “DIGITAL NEXT”.

How it began

Installers are ready for digital solutions

Today’s circulator pump market consists of 200 million circulators worldwide, of which one-third are Grundfos. The new generation of digital circulator pumps is a quantum leap within the industry and the most business-critical project in Grundfos’ recent history. A successful launch required a market-wide understanding and acceptance – but was the market ready for a change like this?

Because the digital features that make the new circulator range so special were previously unknown to the market, it was crucial to assess installers’ readiness for digital solutions through comprehensive testing. Evidently, installers were ready for digital solutions, and 70% called for the change to happen.

Developing the solution

From installer pains to digitally enabled value

Through comprehensive testing and working closely with Grundfos, we discovered that digital features create a value-adding perception compared to competitors and previous products. The test also showed that installers were ready for digital features that allow them to work smarter, create more efficient solutions, and offer better value to their customers.

Installers, in particular, highlighted firmware updates and trouble-shooting capabilities as premium features, as they made the circulators future-proof. Therefore, the concept and campaign focused on how digitalisation creates future-proof circulators and can eliminate installer pain points, provide unique advantages, and ultimately create value – all unified in one concept: DIGITAL NEXT.

The outcome

DIGITAL NEXT positions Grundfos as the digital solutions supplier

To ensure a successful launch and market acceptance, DIGITAL NEXT was rolled out through a three-step go-to-market plan. Before the product range launch, DIGITAL NEXT was introduced through concept, value proposition, and explainer films, allowing installers and Grundfos employees to get familiarised and excited ahead of the product launch. For the product launch, awareness material was made alongside appearances at industry exhibitions, such as the AHR Expo, for increased market visibility. Post-launch, more in-depth material was developed to give additional information about specific digital product features, providing installers with the tools to educate themselves in greater detail.