How Electrolux Cleaned Up Its Marketing

CASE STUDY

lytics.com/customers

Electrolux—the company whose very name is synonymous with

cleaning—had a dirty little secret. After years of selling its products

through a global network of channel partners, Electrolux recognized

it didn’t have personal relationships with the very people who used

their products in their homes.

Electrolux needed to establish a first-party relationship with its

customers. They embarked upon that journey, yet soon after,

COVID-19 hit and forced retail stores around the world to temporarily

close their doors. To stay on track, Electrolux had to speed up the

process of building those relationships through a direct-to-consumer

model.

This is the story of how one Electrolux marketing team built

relationships with their customers using the Lytics customer data

platform.

lytics.com/customersCASE STUDY: Lytics + Electrolux

Making a clean break from the past

Electrolux was founded more than 100 years ago in Sweden and soon became a household

name through its brand of electric vacuum cleaners. Today, Electrolux manufactures a

wide range of home appliances in three distinct categories: Taste, Care, and Well-Being.

Examples of popular products in those categories include washing machines, dishwashers,

and air conditioners, respectively.

Over the years, like many long-standing companies, Electrolux found itself saddled with

siloed data and point solutions that were spread throughout their organization in APAC

& MEA. Their infrastructure worked to keep the business running as usual, but when the

unusual happened—a global pandemic that quickly spread across the world—the company

realized it needed to accelerate their efforts to get closer to consumers ever than before

with the help of technology.

After years of building their business on a highly successful channel-to-consumer

model, Electrolux had to expand their go-to-market to include direct to consumer.

lytics.com/customersCASE STUDY: Lytics + Electrolux

Andy Chang, Marketing Technology Director APAC & MEA at Electrolux,

remembers the initial reaction from his marketing colleagues in Asia Pacific.

“They wanted to go very quick,” he recalled, “to test things and do

things immediately, but our data infrastructure just didn’t allow us to

do that. They couldn’t wait to get closer to the consumer as soon as

possible.”

The solution? Choose a best of breed customer data platform (CDP) that would

work with their current infrastructure while allowing them to confidently update

their MarTech stack as their needs changed.

lytics.com/customersCASE STUDY: Lytics + Electrolux

Pressing the turbo button on customer marketing

In Asia Pacific, Electrolux partners with Niteco for digital marketing and e-commerce initiatives. Together,

Niteco and Electrolux selected the Lytics CDP to create personalized customer experiences across

their digital channels. Within weeks, Electrolux and Niteco had collected enough customer behavioral

data through the Lytics platform to clearly identify product and content affinities and make real-time

recommendations to customers who visited their website.

In the months that followed, Electrolux began an aggressive campaign to transform their online

experiences from general to highly personalized, with some stunning results.

With Lytics, Electrolux and Niteco were able to assign content tags to images and other digital content

on the website, enabling them to tailor their website’s visual appearance for each individual customer.

Personalized popup screens that showcased specific products based on a customer’s previous behavior

nearly tripled the number of web conversions for new users and more than doubled the number of web

conversions for existing users.

Electrolux introduced its own “You May Also Like…” section of personalized product recommendations

on its e-commerce site, which boosted web conversions by an additional 37.5 percent.

tag

3x

+37.5%

lytics.com/customersCASE STUDY: Lytics + Electrolux

22%email click

through rate

Getting more value from Facebook and Iterable

The value of Lytics didn’t stop at the CDP. Niteco and Electrolux also combined Lytics data

with Iterable’s email marketing software to create automated, personalized email campaigns.

Tailoring email content to each customer yielded some eye-opening, email-opening results:

an average email open rate of 26 percent and an email click through rate of 22 percent.

Electrolux was also able to get more value from their Facebook ad spend by retargeting

customers with the behavioral data gleaned from Lytics. Instead of treating customers

on Facebook as unknown, Electrolux could now direct Facebook users directly to a

personalized page on their website for a more connected experience. Retargeting was

something that Electrolux had talked about before, but had never pursued because it was

perceived as difficult to do.

“We were able to start retargeting right out of the box,” Andy explains. “That’s the

strength of Lytics. Before Lytics, we didn’t have technology that was flexible enough to

do this.”

26%email open rate

lytics.com/customersCASE STUDY: Lytics + Electrolux

The customer journey continues

Electrolux has learned a lot in the last several months, both about its customers and how

to deliver highly personalized digital experiences. At some point, of course, stores

will re-open and sales will flow through their global channel partners once more.

But the lessons learned with Lytics will have a lasting impact on the way that

Electrolux sees its customers and how it measures success for its digital

marketing campaigns.

Customer data can’t exist in a vacuum, even for Electrolux. Personalized,

omnichannel experiences depend upon the behavioral and affinity-

based data that flow through the customer journey. Using the robust

data science that is the foundation of Lytics, Electrolux is creating

the kind of customer relationships that, like its products, will last for a

very long time.

lytics.com/customersCASE STUDY: Lytics + Electrolux

Achieve your marketing goals with Lytics’ data science, artificial intelligence, and automation.

sales@lytics.com

Portland Office – (503) 479-5880

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