New Business: VMLY&R Named Customer Experience & Data Strategy Partner for Home Appliance Manufacturer, Electrolux Asia

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SINGAPORE – VMLY&R, the global brand experience agency, 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.

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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.”

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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.”

 

About VMLY&R
VMLY&R is a global brand experience agency that harnesses creativity, technology, and culture to create connected brands. The agency is made up of nearly 7,000 employees worldwide with principal offices in Kansas City, New York, London, Sao Paulo, Shanghai, Singapore and Sydney. VMLY&R works with client partners including Caltex, Mediacorp, Red Bull, Kraft Heinz, Danone and Ford. For more information, visit www.vmlyr.com. VMLY&R is a WPP company (NYSE: WPP).

About Electrolux
Electrolux shapes living for the better by reinventing taste, care and wellbeing experiences, making life more enjoyable and sustainable for millions of people. As a leading global appliance company, we place the consumer at the heart of everything we do. Through our brands, including Electrolux, AEG and Frigidaire, we sell more than 60 million household and professional products in more than 150 markets every year. In 2018 Electrolux had sales of SEK 124 billion and employed 54,000 people around the world. For more information go to www.electroluxgroup.com.

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