Manufacturing

From pilot to winning strategy for Whirlpool

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A household name, around the globe

Whirlpool Corporation is the number one major appliance manufacturer in the world, marketing Whirlpool, KitchenAid, Maytag, Consul, Brastemp, Amana, Bauknecht, Jenn-Air, Indesit and Hotpoint. In Europe, the Middle East and Africa (EMEA) it has approximately 24,000 employees, a sales presence in more than 30 countries and manufacturing sites in eight countries. Whirlpool Corp.’s European Operations Centers are located in Pero (MI), Italy.

A two-step challenge, both technical and marketing

When we first met, Whirlpool was in the early stages of developing an online sales program, designed for a targeted audience of customers, with the scope of offering the possibility to purchase appliances and services online, through a dedicated website.

Whirlpool proceeded with the website and set itself the goal of increasing revenues and conversion rate through solid database growth and increased engagement. In terms of operations, Whirlpool wanted to strengthen the relationship with consumers with a better management of the one-to-one communication, mainly done through DEM. For internal management, Whirlpool was also looking for a solution that required little to no technical knowledge, capable of being managed by a marketing team of two.

Email marketing, CloudPages and MobileConnect for engagement

After the success of the initial phase, Whirlpool launched the first marketing campaign with Salesforce Marketing Cloud. Alongside the newsletter module, Tinext configured MobileConnect, allowing customers to subscribe to the newsletter via SMS.

Next, Whirlpool decided to integrate and implement predictive intelligence to observe customer behaviour and build preference profiles anticipating consumers’ future needs. 

On the web publishing side, with CloudPages, Whirlpool was able to configure engaging content for landing pages available to all European countries. Since CloudPages is part of the Marketing Cloud platform, the client can access the same content assets used in other applications to maintain brand standards across all digital channels.

In light of the pilot project’s success in Italy, Whirlpool will be expanding the program to 6 new countries.

Results

+114%

Newsletter subscriptions

33%

Average Open Rate

+13%

Average CTR
(Click Through Rate)

+76%

Monthly visitors
to the VIP website

5%

Overall abandoned cart
value recovered

+24.4%

Increase in
conversion rate

We have been working with Tinext on this pilot for more than one year and the results we are getting are terrific. Using the many features of Salesforce Marketing Cloud, and thanks to excellent insights from Tinext, a key contributor for this success, we have been able to transform the traditional way we once contacted customers.

Eugenio Clerici –
e-Commerce Manager EMEA

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