Elevate Your Appliance Experience
by Danielle Vigueria
When buying a luxury appliance, consumers are filled with excitement as they make selections and plan for their dream kitchens, but the peak of joy ignites once their new Sub-Zero refrigerator or Wolf range is installed.
“All of our products are known for exceptional engineering, quality, and reliability,” says Denise Knoblich, Vice President of Roth Living. “But before a client makes a buying decision, we want to work closely with them and explore the possibilities of models to fit their lifestyle. We build a relationship during this process and we want to keep that conversation going once a purchase has been made. So, we are creating ways to enhance the pre- and post-purchase with new opportunities for engagement.”
“Once we began virtual classes, it became so clear that clients truly benefit from being able to learn aboutownership from their own kitchens, using their new equipment.”
-Denise Knoblich, Vice President, Roth Living
In an unlikely result of the COVID-19 pandemic, Roth Living discovered they had become more connected to their clients than ever. During the time of social distancing restrictions, Roth Living turned to virtual events to provide the information they had previously been sharing through in-person consultations. They quickly realized that they could deepen their interactions and provide a lifetime of service by taking advantage of opportunities in the digital space.
Roth Living began hosting online events focused on all stages of the buying process. For those in the decision-making phase, still exploring options, Roth Living offers “The Chef’s Table,” a virtual demonstration and conversation about Sub-Zero, Wolf, and Cove product features and benefits with a live Q&A session. This gives potential customers the opportunity to see professional demonstrations of products although they may not be close to a Sub-Zero, Wolf, and Cove showroom.
Once a purchase has been made, clients are invited to presentations about optimizing their appliance’s features and ongoing maintenance, care, and use. Experts share their best tips and tricks, field questions, and can impart a deeper understanding of the products.
“The virtual events have been a huge success and frankly an eye-opener,” says Denise. “Once we began virtual classes, it became so clear that clients truly benefit from being able to learn about ownership from their own kitchens, using their new equipment. They can get hands-on, pushing the buttons on their own appliances, rather than just watching us do it.”
“Hosting a meal is an expression of love and care for those you are serving and it may feel like there’s a lot riding on what you prepare. With this content we want to help build confidence and remove some of the guesswork.
-Denise Knoblich, Vice President, Roth Livings
theculinaryscene.com
Following the success of the virtual events, Roth Living began the development of a comprehensive online community at theculinaryscene.com, expected to fully launch in the fall of 2022. Everyone who makes a purchase receives a free, one-year membership to the platform where they can access aggregated and on-demand content. The majority of the content is being created by the exceptional Roth Living Executive Chefs who are not only culinary talents, but also deeply knowledgeable about all of the luxury brands available from Roth Living.
The site contains a searchable database of Sub-Zero, Wolf, and Cove use and care videos as well as live, on-demand experiences with Roth Living Executive Chefs. The content not only offers universal advice, but also locally and seasonally focused content. Think Thanksgiving meal planning or Palisade peach seasonal recipes. The recipes will have customized instructions for every product. For example, a recipe video experience might include the subtle considerations and adjustments made based on the type of oven you are using, providing rack positioning, serving sizes, and ideal modes for dual-fuel, steam, or wall ovens.
“We may not realize it, but oftentimes, we have a tendency to just use an oven the way we always have—bake at 350 degrees for 30 minutes—and that’s that.
-Denise Knoblich, Vice President, Roth Living
“For many people there is an inherent anxiety around cooking,” says Denise. “Hosting a meal is an expression of love and care for those you are serving and it may feel like there’s a lot riding on what you prepare. With this content we want to help build confidence and remove some of the guesswork. Position the cook for success as much as we can. We may not realize it, but oftentimes, we have a tendency to just use an oven the way we always have—bake at 350 degrees for 30 minutes—and that’s that. But when someone purchases one of our luxury products, we want to help them realize that they don’t necessarily have to do things the way they always have. Our appliances help them cook with confidence.”
Roth Living has dedicated itself to elevating this at-home experience for clients. They recently built a culinary studio in their Denver headquarters with three different kitchen configurations, enabling them to produce and edit their content in-house. The five chefs who are featured in each of their regional showrooms will be the driving creative behind the content with plans to invite other local chefs to collaborate.
Another benefit of this digital community—it removes geographical limitations. Although Roth Living does have local showrooms in Denver, Salt Lake City, Minneapolis, St. Louis, and Kansas City, they do business in 14 states and many of their clients are quite far from a metro area. “Some of our most exciting projects are in mountain communities—Big Sky, Sun Valley, Telluride, and Aspen to name a few,” says Denise. “We want our clients throughout all regions to have an engaged, on-brand experience.” Theculinaryscene.com allows Roth Living to deliver the same elevated service and experience to everyone, no matter where they live.
“Some of our most exciting projects are in mountain communities—Big Sky, Sun Valley, Telluride, and Aspen to name a few. We want our clients throughout all regions to have an engaged, on-brand experience.”
-Denise Knoblich, Vice President, Roth Living
“I’ve been in this industry for over 30 years,” says Denise. “And the shift we have seen in the motivations of the luxury buyer in the past few years are unprecedented. During COVID, people weren’t traveling. They were remodeling and nesting. Even as time has passed, people are still staying longer in homes that aren’t their primary residences and we believe this is here to stay. They are migrating from cities to less populated areas, and they are looking inward. Since we can’t just keep building physical locations, this online resource has been our way of extending our reach. I hope we can continue to build this community and keep delivering the next level of service and personal connection to our clients.”
