MARKETING Magazine Asia

VMLY&R has been appointed as the Customer Experience & Data Strategy partner for Swedish multinational home appliance manufacturer, Electrolux, to enhance customer experience across the brand’s digital platforms.

Consistently ranked as the second largest appliance maker in the world, Electrolux, specialises in creating products that help people to live happier, more sustainable lives.

VMLY&R Singapore will work with Electrolux to enhance the brand’s digital capabilities across Asia, with a special focus on Electrolux’s digital channels, starting with the brand website.

VMLY&R won the business via competitive tender and has been working with the brand to develop an analytics framework which is the foundation to propel the brand towards a ‘data-driven ecosystem’.

The data will feed into driving both marketing efficiency and customer experience enhancement; with a view to higher digital conversion & brand desirability. The digital experience will also look at the whole consumer journey, including owner experience across digital platforms for Electrolux customers across Singapore, Malaysia, Thailand, Indonesia, Philippines and Vietnam.

Since appointing VMLY&R Singapore in summer 2019, Electrolux has taken the decision to expand the agency’s scope of work in foundational data and analytics, which will see the agency working on a marketing dashboard for the brand across Australia, North Asia and the Middle East & Africa, from January 2020.

Kevin Levine, Digital Director, APAC MEA, Electrolux said, “We are confident that with VMLY&R on board as our strategic and consultative partner, we will be able to significantly strengthen our brand experience across all our digital platforms. Our website plays a critical role in our digital strategy and we intend for it to deliver engaging ‘micro-moments’ which will surprise and delight throughout the customer journey.”

Gary Teo, Managing Director of Experience & Technology, VMLY&R Asia, said, “Most brands today are fighting for differentiation, while constantly striving to make every dollar of marketing spend work harder for them. Our approach to a data-driven marketing system keeps a relentless focus on customer experience for brand differentiation; geared up to deliver business results for our clients. We are excited to partner with a marquee brand like Electrolux on this digital journey centred around data, CX and technology.”