Transitioning from a B2B model to include a B2C offering is challenging, especially for a well-established household name like Electrolux, which has a history spanning over 100 years. When Electrolux decided to make this shift, their primary goal was to own first-party data and build loyal, direct customer relationships for sustainable growth. Although acquiring first-party data can be costly, it provides deep insights into customer behavior and reveals opportunities for personalization and CX improvement, which in turn strengthen customer loyalty.

However, for a legacy brand traditionally focused on B2B with partners selling their products, convincing customers to engage directly can be tough. Additionally, shifting organizational culture from B2B principles to embrace B2C and CX principles presents its own set of challenges. To address this, Electrolux launched a loyalty scheme based on emotional connection, aimed at building first-party data, enabling personalization, and enhancing CX to drive customer loyalty.

Joining us to discuss Electrolux’s journey into B2C loyalty is Adam Nowak, Global CRM & Loyalty Director at Electrolux. This session will explore the challenges of embarking on a loyalty program with a new B2C offering and how to drive engagement by showing loyalty to your customers.

Attendees will learn:

• Strategies for transitioning from B2B to B2C: Gain insights into the specific challenges and strategies for shifting from a B2B to a B2C model, including cultural transformation and direct customer engagement.
• Leveraging first-party data for personalization: Understand how to acquire and use first-party data to gain deep insights into customer behavior, enabling personalized experiences that enhance customer satisfaction and loyalty.
• Building a successful loyalty program: Discover the key elements of creating and maintaining a loyalty program from scratch that fosters emotional connections with customers, driving long-term engagement and loyalty.