Fisher & Paykel (F&P) Australia recently launched its new website to give customers a real insight into what drives the brand. F&P COO, Jeremy Sargeant told Appliance Retailer about the web updates in a recent video interview.

“We are a design-led brand, we are proudly New Zealand in our heritage, and our focus is on engaging our customers,” he said.

“The website is one of the most important windows into what we stand for, it brings our insights to the fore and delves deep into how life is lived around appliances, demonstrating how our human-centred design enriches our customers’ lives.

“Through combining beautiful imagery and video with inspirational content and elegant, intuitive navigation, we are showcasing the beauty and luxurious nature of our brand, while delivering a premium experience at every touchpoint.”

Sargeant went on to explain the key updates to the user experience.

“We have brought our brand values to life on this first landing page, elevating them into a prime position in the customer journey. While our website is mobile-optimised, for the best possible user experience, the desktop allows visitors enjoy the immersive first look into our beautiful products,” he said.

“We have aimed to deepen the user’s understanding of cooking, cooling, and cleaning, by embedding insights gained over decades of appliance design into the website. For example, in the cooking category, customers can gain a deeper understanding of the Mastery of Temperature – the ability to introduce the right heat source at the right moment to create fine cuisine.

“Product styles are a key part of the customer journey when looking to purchase new appliances for the kitchen, so we have built this into the onsite journey, with information about our four styles – minimal, contemporary, integrated and classic.

“Our Series 9 products feature prominently across the site, aligning with our premium focus. The introduction of Series as a prominent product filter allows customers to easily understand and navigate the step ups across our range.

“Series 9 is our highest standard for performance, materials, quality, and design experiences; Series 7 offers products developed to provide great performance and designed to match solutions; Series 5 is quality products that share the DNA of the premium range at a competitive price, and Series 3 is the best balance of features, quality and price.

“The content has been crafted with the intent to demonstrate how full appliance suites come together to create considered, design-forward spaces. We have also added live chat functionality for customer support.”

Another key element of the Fisher & Paykel brand is The Social Kitchen – the concept that underpins the brand’s entire design philosophy.

“We understand that the kitchen is the heart of home. It is a social space, where we prepare and cook food for our families, help kids with their homework and entertain friends, and in our fast paced world, taking time to celebrate those special moments we spend with our family and friends in this space is more important than ever. This philosophy is embedded deep within our culture and is why we have been able to consistently challenge conventional appliance design and deliver products that are truly tailored to human needs,” he said.