Instrumented Interconnecteds Intelligent

Jacques Leroy, CIO, eCommerce, Whirlpool Europe

 By Jacques Leroy

Whirlpool has thrived for more than 100 years by making significant business model changes to stay customer centric. Our vision of “loyal customers for life” means we need to stay active, current and available – especially for the empowered consumer.

 It’s no surprise customers today are embracing and using technology in all aspects of their lives through an array of devices and channels. In our business, social networks such as Facebook, YouTube and LinkedIn are now the main resources for brand information. The numbers are eye-opening and intimidating all at once.

  

  • Last year, there were 1.3 billion mobile phones shipped globally.
  • 7 billion pieces of content such as links, news, posts etc. are shared each week via social media.
  • One trillion connected devices will be in place by 2015.

The opportunity for Whirlpool Europe to reach and interact with these connected customers is significant, but there are challenges.

The good news: The total e-commerce market in Europe is actually larger and growing faster than in the U.S. The Euro e-commerce market grew 18.2 percent to $259.5 billion last year. By comparison, all American e-retailers grew 16.1 percent last year to $194.3 billion.

The bad news: In a very short time we’ve had a banking crisis, and now we’re dealing with the Euro political and economical crisis. So customers today are nervous about their financial future. Competition in Europe is also intense, with pricing pressures per individual market, and the need to keep pace with new innovations, such as environmental labeling, constants.

The key to success today? Be relevant and speak to customers how, when, and where they want to be spoken to. Marketing no longer means targeting a big demographic group. You need to listen to your consumer and understand individual needs, so you can tailor real-time campaigns, pricing, and promotions across thousands of offers that are individualized for millions of customers. For us, IBM framework and eCommerce tools are great contributor.

Whirlpool Europe ensures positive customer experiences across all touch-points by delivering content and communications relevant to each individual recipient. Through this personalization, we can go beyond the advertising channels and deliver information requested and promotions that provide real value to the consumer. This has allowed our teams in Europe to gain trust with customers, which in turn drives loyalty and revenue. With analytics, marketing, and closer interaction with our consumers, Whirlpool is becoming more appealing as a brand and gets to influence the next generation of product and services requested by consumers.

Winning online is also a big part of our strategy. For instance, we’ve worked with IBM to create kiosks with our key partners such as Home Depot, Best Buy, and Sears, so that customers can easily buy Whirlpool appliances in these stores.

We are also working in Europe toward enriching product information with marketing that has relative details that were requested by our consumers across multiple channels.

The Whirlpool vision reinforces the idea that every home is our domain, every customer and customer activity our opportunity. This vision fuels the passion we have for our customers, pushing us to continue to provide innovative solutions for today’s consumers.

Bookmark and Share

Previous post

Next post

9 Comments
 
March 18, 2014
12:17 am

I’m extremely impressed with your writing skills as well as with the layout on your blog. Is this a paid theme or did you modify it yourself? Anyway keep up the nice quality writing, it is rare to see a nice blog like this one nowadays..


Posted by: furniture shopping
 
August 1, 2013
9:10 am

I’m not sure where you’re getting your info, but good topic. I needs to spend some time learning much more or understanding more. Thanks for fantastic info I was looking for this info for my mission.


Posted by: Learn Spanish
 
July 29, 2013
10:57 am

My spouse and i were quite fulfilled Louis managed to round up his researching through the ideas he got using your weblog. It is now and again perplexing to simply choose to be freely giving things which many people could have been making money from. And we know we need you to give thanks to because of that. All of the explanations you made, the easy web site navigation, the friendships your site give support to promote – it is most astounding, and it’s really aiding our son in addition to our family do think this subject is pleasurable, which is seriously fundamental. Many thanks for all the pieces!


Posted by: beneful dog food
 
July 27, 2013
2:24 am

Good post. I study one thing tougher on totally different blogs everyday. It would all the time be stimulating to learn content material from different writers and observe a little bit one thing from their store. I�d prefer to make use of some with the content material on my weblog whether or not you don�t mind. Natually I�ll offer you a hyperlink in your net blog. Thanks for sharing.


Posted by: Ossie Tavernier
 
July 20, 2013
6:17 am

SEO Services Hyderabad
Thanks for providing such informative blog, you have nice post here. I will be back soon. continue this hard work, people will be appreciate you like me.


Posted by: Oyasisspring
 
July 19, 2013
12:45 am

Can I just say what a reduction to search out someone who really knows what theyre talking about on the internet. You positively know the way to bring a difficulty to gentle and make it important. More folks must read this and understand this facet of the story. I cant imagine youre not more popular because you positively have the gift.


Posted by: Wilburn Wenskoski
 
July 4, 2013
12:03 pm

Police injured, but no one else around at the moment, if he dared to fooling with it is to find their own unpleasant, so very honest authentic: You ask it, as long as I know for sure to tell you.


Posted by: http://shop.kulefu.com/bbs/home.php?mod=space&uid=86820
 
July 4, 2013
12:01 pm

Liu production, we do not go above plus room to play?


Posted by: http://www.wedding80.com/home.php?mod=space&uid=42713
 
May 18, 2013
8:08 am

In 2008 and 2009, with the downturn in the housing market, The Home Depot announced the layoff of several thousand associates, as well as the closing of 54 stores nationwide, including the entire EXPO Design Center chain.*”**

http://www.healthfitnessbook.com

Current posting straight from our personal internet page


Posted by: Eli Caira
 
4 Trackbacks
 
December 13, 2012
8:01 am

[...] you follow this blog, you know that there’s been a lot of discussion about the evolved consumer and how the need to gain insights from mountains of data is drawing CMOs and CIOs closer together. [...]


Posted by: When Marketing and IT Collide, Good Things Happen « A Smarter Planet Blog
 
December 9, 2012
3:12 pm

[...] 7) A whopping 7 billion things are shared in social media each week. Tweet This (Source) [...]


Posted by: How Social Media Is a Lot Like Sex [DATA] #socialsmushing - ~ RPMgr.com | ~ RPMgr.com
 
November 10, 2012
11:53 pm

[...] shoppers can get what they want from virtually any channel for a variety of prices, they’re becoming much more discerning about what they [...]


Posted by: Zara Has Fundamentally Changed Fashion And There’s No Going Back | Web Development, Search Engine Optimization, Social Media Marketing Guru
 
October 25, 2012
6:00 pm

[...] you follow this blog, you know that there’s been a lot of discussion about the evolved consumer and how the need to gain insights from mountains of data is drawing CMOs and CIOs closer together. [...]


Posted by: When Marketing and IT Collide, Good Things Happen | My blog
 
Post a Comment