Three lessons in cleaning up your marketing from Electrolux
Many large international businesses, particularly in the consumer packaged goods (CPG) industry, have decentralized marketing operations for common sense reasons. Campaigns that succeed in the US may (or even probably) won’t work in Europe. Products that are popular in Asia may not appeal to Latin American consumers. These sorts of differences in regional tastes, marketing, and product preferences also exist inside domestic markets (like the US), with sub-brands taking advantage of the benefits of scale for production and distribution.
But while decentralization gives the company the flexibility to market what works in each region, it also has negative consequences like siloed data, disparate marketing technologies, and, as a consequence, difficulty in acting quickly or in unison. This was the case for Electrolux, particularly in their APAC and MEA regions.
When COVID-19 hit, they had to suspend their usual model of selling appliances like vacuum cleaners, air conditioners, and washing machines through retail channels–and issues with their marketing technology meant they couldn’t easily pivot to direct-to-consumer marketing and sales.
Andy Chang, Marketing Technology Director for APAC & MEA, recalled that his colleagues “wanted to go very quick to test [direct-to-consumer marketing] immediately, but our data infrastructure just didn’t allow us to do that.”
Lesson #1: Choose a customer data platform (CDP) that plays well with your current technology.
To get value out of a CDP, it needs to connect with your existing data sources and your digital marketing execution tools, from your website CMS to your email marketing solution. Chances are you already have customer records, purchase histories, demographic data, and other valuable data on your customers; you don’t want to ignore or lose it. More importantly, you need to be able to apply the insights you learn from your CDP to create personalized digital experiences, as that personal touch is what will deliver results.
Personalized popup screens on Electrolux’s website tripled conversions for new users and doubled conversions for existing users, while personalized email campaigns produced increases to 26% in open rate and 22% in click through rate.
Lesson #2: Choose a CDP that measures customer affinity.
Understanding your customers’ affinity–both toward content and toward products–lets you deliver relevant offers in a timely manner. To get the most value, you first need to assign content tags to images and text, so you understand what topics are of primary (and secondary) interest to your customers. Once you know what they’re interested in, you can offer them more related content or product offers. Building off a content tagging exercise, Electrolux introduced a “You May Also Like…” section of personalized product recommendations on their website, increasing web conversions by 37.5%.
Lesson #3: Choose a CDP that delivers actionable insights quickly.
Long implementation projects or difficult data integrations delay return on investments and place additional burdens on stakeholders in CDP projects. Finding a CDP that delivers quick wins–insights that you can use to increase conversions–helps ensure organizational support for the CDP initiative. With Lytics, Andy Chang explains that Electrolux was able to use Facebook “ to start retargeting right out of the box”–something that they had never done before.
Lytics CDP gives marketers insight into their customers’ preferences and intentions by uniting existing data sources with powerful behavioral and affinity indicators, then provides strategic direction by enabling marketers to deliver true 1:1 personalization at scale through integrations with their marketing technology stack. A true “smart hub” CDP, Lytics delivers rapid time-to-value across all digital marketing channels.
Learn more about Electrolux’s story by downloading the case study.