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Anyone who’s done home improvements is likely familiar with the Home Depot model of HVAC sales: A customer goes into the store, buys an air conditioner, and gets matched up with an HVAC contractor-partner to install it. Ace Hardware last year acquired more than a dozen HVAC and plumbing contracting companies and is now selling HVAC service alongside staples like weed and feed. Now the second-largest e-commerce provider in the U.S. is getting in on the action. In late March, Walmart.com launched a new service platform for HVAC in conjunction with Bryant Heating & Cooling. Walmart customers who purchase through “Bryant at Walmart” will receive special promos on a wide range of energy-efficient ducted and ductless HVAC systems, as well as installation by a local Bryant contractor.

Gavin Larson, retail national accounts manager with Bryant, said the partnership “makes a lot of sense.”

“I think the reason [Walmart] got into the HVAC space is they want to help their 120 million weekly online shoppers save money and live better — that’s part of their tagline,” he said. “By offering HVAC services, this is another way that they can bring these types of services to their customers in a convenient and affordable way … because with Bryant, we're able to offer our high-quality line of residential HVACR products, and then our excellent Bryant contractor base.”

Casting a Wider Net

Although it’s Walmart’s first foray into HVAC service, it’s not the first time the retailer has branched out from consumer goods into the service industry. The retailer has an entire “Services” department in its online shopping menu, covering everything from auto care, pharmacy, and financial services to custom cakes and personalized pet photo gifts. HVAC is listed under the “Protection, Home, & Tech” category.

Users who click “Home heating & A/C installation” are taken to a page with information about Bryant contractors, products, and promotions.

SHOP LOCAL: Walmart HVAC shoppers who fill out a brief questionnaire, including address and contact info, will be put in touch with a local Bryant contractor. (Staff photo)

“Need a new air conditioner? Walmart and Bryant Heating & Cooling are here to help,” the site reads. From there, users can click “Request a consultation” and fill out their address and a brief questionnaire to be matched with a local Bryant contractor.

“What you'll see online is really going to be related to Bryant, the brand,” Larson explained. “So the homeowner can learn more about Bryant, they can learn a little bit more about our contractor base, the products that Bryant manufactures, and then ultimately they'll get connected to that contractor and have that kind of kitchen table discussion.”

Also listed on the Walmart website are promos offered through the Bryant at Walmart program: a 5% discount, financing offers through either Wells Fargo or Turns Financing Services, and a 10-year parts limited warranty from Bryant, as well as guaranteed service from a Bryant contractor.

“We want to be cognizant of the fact that there might be some people that may be a little bit more credit challenged — not everyone may qualify for that Wells Fargo financing,” Larson said. “So if there's a situation where perhaps a homeowner doesn't have the greatest credit, they're still able to get low monthly financing options, pay month to month, even if they may not have money saved up and they might have poor credit … we can just cast that wider net.”

Contractor Benefits

While these perks are great for the Walmart shopper, local Bryant contractors stand to benefit from the program as well, Larson said. For example, the FAQ section also includes information about topics like pricing, choosing equipment, and preventive maintenance programs on existing systems. In most instances, the customer is encouraged to fill out the contact form to schedule an in-home consultation.

“It's truly a lead generation opportunity for a [contractor],” Larson explained. “They're able to get this lead that's been vetted — it is truly an HVAC lead that's a Walmart shopper, and then we're able to connect them to the Bryant contractor.”

The questionnaire includes name/phone/email, type of existing HVAC system, whether they’re interested in financing, and how soon the customer needs an appointment. Submitting the form indicates consent to receive emails/texts/calls about the program’s offers. At that point, the ball is in the contractor’s court; they can contact that potential customer, with a preliminary understanding of what they’re looking for, and offer up Bryant goods and services.

“They're getting access to vetted, quality leads,” Larson said. “And then the other part of that is, the dealer, once they have provided service, potentially may have a customer for life now — so if they want to enter into any maintenance agreements, or do any kind of cleaning checks, or if there's any installation opportunities down the road — because that customer was able to connect through Walmart. That's a really big opportunity.”

Right now, the program is in pilot mode, available in Atlanta, Detroit, Indianapolis, Houston, and Orlando — cities that have a strong existing Bryant contractor base. Walmart plans to roll out the program nationwide in 2025.

Other, non-Bryant products are still available at Walmart.com, although they are not part of the Bryant program.

Partnership Potential

Looking ahead, Larson thinks more well-known retailers will be looking to collaborate with service providers like HVAC contractors.

“We live in an economy where same-day delivery is becoming the new norm, and having quick access to high-quality services is certainly part of that,” he said.

Plus, having a trusted retailer backing a certain HVAC contractor helps customers navigate the sometimes overwhelming array of options available in today’s online shopping environment, where dozens of HVAC contractors are available at the tap of a touchscreen.

“There's a lot of paralysis by analysis from consumers when, let's say, their furnace does go out,” Larson said — whereas with a well-known store brand, there’s already kind of a built-in loyalty aspect. “A consumer might be saying, ‘OK, well, I take my car to get repaired at Walmart, and I shop at Walmart. Now it looks like they operate HVAC services. Let's look more into this.’ So I do think that there's a trend that you're probably going to see more of, going forward.”

Bryant is part of Carrier Global Corporation.