Pentair Softeners support Vaillant Heat Pump business
Pentair softeners chosen to give Vaillant heat pump installers a more complete, efficient and versatile offering.
An innovative incentive scheme involving residential heat pumps and water softeners is boosting business for one of Europe’s largest HVAC companies while putting a smile on the faces of its Polish partner network.
As a reward for business and loyalty, Vaillant Group provides its Polish installation companies and service partners with complimentary Pentair softeners when they buy its heat pumps. Now in its third year, the scheme has proved a great hit and shows little sign of slowing down due to market slowdown in building sector.
Having invested around €2 billion in its heat pump business, German-based Vaillant Group has seen 75% growth in this part of its business in the last 12 months. As societal pressures turn consumers away from fossil fuel heating systems, heat pumps have become the environmentally-friendly heat source of choice.
Pentair softeners make a compelling offer
In 2021, to improve its Polish loyalty programme, Vaillant sought a compelling offer for its partner network as an incentive for specifying its premium heat pumps. For inspiration it turned to Pentair and its Softena water softeners.
These cabinet softeners are big on both performance and salt storage. They also share a hallmark with the Vaillant brand for the highest possible quality.
When Vaillant heat pumps were bought and registered in the loyalty programme, the company would reward the installation company or service partner with a Softena softener as a thank you for its loyalty and to enhance their offering.
The scheme was an instant success and was expanded in 2022 to the Vaillant-owned Saunier Duval heat pump brand, with a Pentair River Soft softener awarded when this brand was registered. So far, Vaillant has gifted over 2,000 Softena and River Soft softeners as part of the loyalty programme.
High-quality brands are a perfect match
The success of the programme is no surprise to Jakub Koczorowski, Business Manager for Heat Pumps at Vaillant Saunier Duval in Poland. “The scheme ticks plenty of boxes for Vaillant and its installers,” explains Jakub. “Both Vaillant and Pentair are associated as premium, high-quality brands.
There is also some synergy between the applications, given that heat pumps perform better when commissioned with softened water. We are delighted to offer our installation and service partner network with a worthwhile and meaningful incentive that can add a positive contribution to their businesses.”
Vaillant and Pentair incentive is a win-win-win
The collaboration between Vaillant and Pentair, and the success of the loyalty scheme has many winners. Vaillant has the opportunity to incentivise and reward its partners with a relevant and valuable commodity, while encouraging investment in its high-quality, sustainable heat pumps. Pentair gains exposure and market share for its industry-leading softeners. And Vaillant installers can increase their margin while offering customers best-in-class appliances from two of Europe’s leading manufacturers.
