Relationships Built to Last

An Electrolux kitchen with a poster reading '5 year warranty'

How We Helped Electrolux

Working collaboratively with The Electrolux Group in the UK we created and launched a new partner programme to attract new trade customers and better support existing ones. Our overall aim was to help Electrolux gain market share and achieve an ambitious 5-year growth target.

Insight & Discovery

Through internal research and primary customer research, we built a clear picture of what was truly valuable to the different customer groups.

Strategy Development

An aligned Marketing and Sales strategy was developed for each channel focussing on what partners needed from the relationship and how best to support them.

Ongoing Marketing Support

Over the last six years we have supported Electrolux as an extension of their trade marketing team. 

"

Perfectly Picked played a key role in enabling us to provide an industry leading partner programme to our sector. As an integral part of the team, they provided a valued strategic steer, created the collateral, and assisted in the delivery of the marketing plan. It was easy to forget that they weren’t part of Electrolux as they were so invested in our success.”

Steve Breen
Sales Director - Kitchen Retail & Contracts, The Electrolux Group

About
Electrolux

The Electrolux Group is a multinational manufacturer of AEG, Electrolux and Zanussi kitchen appliances. The Group’s trade customers span a diverse range of channels including Independent Kitchen Studios, Housebuilders and Builders Merchants.

The UK team embarked on a major relaunch of their ailing partnership program. They knew that the needed to transform how they worked to successfully foster meaningful partner relationships.

An Electrolux kitchen

Laying Foundations

By working closely with the Channel Heads and their teams, combined with conducting customer research in each channel, we gained a clear understanding of what these different customer groups required and desired from the appliance manufacturer. A cross Marketing and Sales strategy was developed for each channel focussing on what partners needed from the relationship and how best to support them.

Redefining touchpoints

A cornerstone for each channel was a tailored partner portal. The portals allow partners 24/7 access to everything they need in one place, for the first time. We also built online versions of business critical tools to satisfy the need to be ‘easy to work with’ that was highlighted in our research.

Reaping the rewards

The three channels, Independent Kitchen Studios, Housebuilders and Builders Merchants, all experienced reduced churn with partner accounts. With a deeper knowledge of their customers' needs and an ongoing investment in the partner relationship, Electrolux is better equipped to serve their customer groups. The result has been improved satisfaction ratings, expanding their partner network, increased revenue, and an enhanced perception within the marketplace.

The website for The Premier Partner Portal on a laptop screen

"

Our work with Electrolux enabled them to take centre stage within their market. This launch heralded a new era for them, positioning themselves as a challenger and enabled them to gain market share "

Ruth Davies
Account Director, Perfectly Picked
An Electrolux kitchen

Invested in
Partnership

Since the launch, our work with Electrolux has continued for over six years. We now act as an extension of their trade marketing team, providing marketing support to enable them to continue leading the way with their partner programmes.

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