In this paper, an integrated solution to increase demand side management in households is presented. Both the prototype of the GOFLEX project as deployed in the field and the Internet of Things infrastructure are described. A thorough analysis of the pilot data to provide a quantification of the heating appliances' flexibility provided by 200 households located in the Sion area (Switzerland) is presented in details. An extended evaluation of the available flexibility throughout the year as well as a correlation analysis between the outside temperature and flexibility is performed. The impact of cutting the power to heating appliances and the incurred rebound effect is also described.