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.
Through internal research and primary customer research, we built a clear picture of what was truly valuable to the different customer groups.
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.
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.”
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.
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.
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.
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.
"Our work with Shepherd has been to help them clearly articulate what they have on offer, to the right people and at the right moment.
Allowing them to scale up, create sustainable growth, and turn the company into a credible long-term player.”
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.
We worked with Shepherd to clearly define what they do and how this is important for their customers. We onboarded them with HubSpot and continue to support them with this. Our overall aim is to help Shepherd secure investment and to scale up.
Defining Weekly10's Value Proposition and messaging so that they could effectively launch their application on Microsoft Teams. Aiming to win new business and encourage existing customers to access the platform via Teams.