Transitioning to B2C: Building loyalty and first-party data in a legacy brand
Adam Nowak explains how Electrolux used first party data to transform customer engagement, retention and loyalty
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 more than 100 years. But the brand knew that to make the shift it would need first-party data to build loyal, direct customer relationships for sustainable growth.
Although costly to acquire, first-party data provides deep insights into customer behavior and reveals opportunities for personalization and CX improvement, which in turn strengthen customer loyalty.
That’s when Electrolux launched its loyalty program; based on emotional connection and intended to build first-party data, the program enabled personalization and enhanced CX.
Listen to Adam Nowak, global CRM and loyalty director for Electrolux, as he explains the project during All Access: Customer Loyalty and Retention 2024.
Hear more from Adam in this interview with CX Network and click here to read the full event round-up from All Access: Customer Loyalty and Retention.
