How We Transformed Marketing at Electrolux
July 2, 2014 Leave a comment
How We Transformed Marketing at Electrolux
by MaryKay Kopf and Fred Geyer | 11:00 AM June 30, 2014
Marketers are racing to create seamless customer experiences that make it easy for consumers to engage at every touchpoint as they navigate the “decision journey” and beyond. Despite this revolution, leading appliance makers have been slow to adapt to the ways people learn about and purchase appliances. Electrolux was no exception – until recently.
Many consumers think of us as a vacuum cleaner company – and indeed our first product, in 1919, was a vacuum. But today we’re a $15 billion global consumer and professional appliance firm that includes Frigidaire, AEG, Molteni, Electrolux, Zanussi, and Eureka among its brands. As we were a product-centric organization, the shopping experience had played a supporting role, with individual elements of the experience managed by different organizational silos. When online emerged it became a new silo, followed by mobile and social. The organization was locked in a structure that made it difficult to connect and integrate all the different ways that a person gathers information, makes a decision and receives support — online and offline. In 2012, Electrolux leadership decided this had to change.
Read more at http://blogs.hbr.org/2014/06/how-we-transformed-marketing-at-electrolux/
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