Savvy, digitally-enabled consumers expect great brand experiences online, in-store and after purchase. Electrolux, a global leader in household and professional appliances, realized the need for an integrated and engaging branded shopper experience that would leapfrog the competition, and to do this, they needed a digital transformation.
Electrolux leaders partnered with Prophet to map the consumer experience and seamlessly integrate and activate the brand¹s digital and physical shopping experience touchpoints.
With a focus on the consumer, experience teams worked across business sectors and geographies to examine the consumer experience throughout the purchase cycle and identify key needs and pain points. With so many different opportunities, brands and geographies to explore, the main challenge was applying a razor sharp lens to the channels (e.g., mobile, retail, etc.) and identifying signature touchpoints to create a multi-year, step-by-step customer experience roadmap to drive transformation and business impact.
Creating a culture of experience innovation was also a priority. To empower and energize the delivery of the experience, Prophet worked with the CMO, CEO and sector business leaders at Electrolux to deliver a unique growth leadership development program for the top 350 brand, experience and product innovators across the company. The program provides experiential learning and access to capabilities/ knowledge from across the organization in exciting formats that engage their leaders and builds ambassadors for the transformation to a consumer-driven company.
The experience improvements are taking hold. In just the past 6 months, Electrolux has addressed key enablers for transformation and launched the following:
As a result of Electrolux putting the customer first, shopper experiences have improved and the organization has mobilized around a clear and common consumer vision.
In Q1 2014, The Electrolux Group delivered its ninth consecutive quarter of organic growth. The organization has produced a step change in the number of products and experience innovations that exceed new, aggressive standards for meeting consumers’ needs.