What issue can we solve for you?
Type in your prompt above or try one of these suggestions
Suggested Prompt
Whirlpool
How Maytag Embraced Data to Raise Customer Engagement – and Sales
Becoming a data-driven business to better understand customers
With a major new pet product launch on the horizon, we partnered with Maytag, a renowned home and commercial appliance brand owned by Whirlpool, to implement a new insight-driven business model to engage more effectively with customers and continue Maytag Brand’s pursuit of improving life at home.
The Imperative for Change
With the impending launch of the Pet Pro System—designed to alleviate problem pet hair in the home—the team at Maytag set three key performance metrics: product awareness, in-market anticipation and product sales.
Together, we set to work identifying customer needs and priorities before crafting a robust, comprehensive data strategy designed to generate personalized customer experiences aligned with the power to dive deep into campaign performance analysis.
The Transformative Solution
Having run a series of workshops with Maytag Brand’s leadership team, a plan of action was formulated.
We provided consultation on data capture, benchmarking and SEO best practices, all underpinned by a holistic road map to guide business decisions. This was supported by new data strategies across data, logic, experiences and measurement, leveraged by a semi-real time dashboard (powered by Adobe Analytics Workspace), detailing engagement and conversions across the entire Maytag® Pet Pro System activation.
The Impact
With a new strategy and platform in place, the Maytag team found themselves able to successfully monitor the full funnel and customer journey performance of the Pet Pro System launch, from the cross-channel media activations, right up to the end conversions. Up-to-the-minute, real-time insights now provide visibility across the whole business.
But that’s not all; greater product awareness added new customers, and digital sales revenue increased, including site visits, email sign ups and units sold.
And of course, the needs of potential Pet Pro System customers are now better understood by Maytag, meaning a smoother, more effective engagement experience—as well as no more unwanted pet hair around the home.
“By working with Publicis Sapient, we developed a strong digital data strategy that set the team up for success and provided real-time learnings on how consumers interacted with this launch on digital platforms. This allowed us to make optimizations on-the-spot and learn along the way."
Kaitlyn Haag , Digital Brand Manager, Maytag brand at Whirlpool Corporation
Related Reading
How Heathrow Transformed the Digital Passenger Experience
A new customer web platform streamlined airport communications at the peak of the COVID-19 pandemic.
B2B Leader Wows with Integrated Omnichannel Experience
A global equipment rental specialist realized that delivering personalized experiences was essential to their success.
Creating a Stronger Brand Presence for a Leading Global Asset Management Firm
A playbook for rolling out new websites at a much faster rate.