How We Transformed Marketing at Electrolux
MaryKay Kopf and Fred Geyer
HBR Blog Network | 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.