Peace of mind, not technical features, as key to adoption of smart washing-machines and servitisation business models, and the modernisation of UK manufacturing

In the summer of 2023, I posted about a research project that was starting at the time. The project explored the factors that could support consumers’ adoption of smart appliances and servitisation business models, and, consequently, the modernisation of UK manufacturing. Focusing on washing machines, we explored the use of a range of digital features, such as smart washing-machines enabled with predictive analytics to reduce water consumption, or digital passports for second-hand washing-machines to support the adoption of used appliances.

After interviews, surveys and experiments with washing-machine users, plus a review of the literature and interviews and a workshop with key informants), we have reached the end of the project. 

We found that, when using washing machines (like other products), customers care about achieving specific outcomes (e.g. clean clothes on demand), and the experience of using the product (e.g., peace of mind), not the features. So, adding technology features to the washing machines, is not enough to overcome customers’ dislike for refurbished washing machines or their scepticism about subscription-based revenue models.

To support the adoption of such features, manufacturers need to clearly convey how they improve consumers’ experience or outcomes, demonstrating their value-for-money, and cultivating trust. For example, they need to show how remote monitoring and predictive analytics can enable assured maintenance, which delivers peace of mind; or how business model innovation in the form of shared ownership or access-based service can enable access to clean clothes while reducing the life-time cost of doing laundry.

Here is our project report:

We also produced a video:

We are now busy producing academic ouputs about this project, and pursuing funding opportunities to continue this work.

Please, do check the report and the video, and let us know what you think.