With its announcement that Cat is entering the portable gen set market, one part of the announcement may have escaped notice: the company is going beyond its dealer network to distribute these products. And, although Cat is remaining mum on exactly what’s next for their new Home & Outdoor Power division, it’s clear that there is a product introduction strategy in the works that goes beyond gen sets.
To approach the power gen market, Cat created three customer personas, all with different points of purchase:
“We see this as a good fit with our traditional markets, where many times a generator is the first thing on the jobsite,” says Nick Kelsch, omni channel marketing manager. “What’s new is the homeowner piece, including the emergency response and recreational markets.”
“We want to give the customer a seamless experience,” McAllister says, and Cat is counting on that to be a product differentiator while its price point remains competitive. For example, if customers register their gen set in Cat’s online portal, they’ll get an extra third year of warranty, and have an always-ready online receipt if needed down the line. A QR code on the equipment makes start-up instructions and other information instantly available.