Electrolux is a global leader in home appliances, making home and self-care tasks more enjoyable and sustainable for millions of people. Under its collection of brands, including Electrolux, AEG, Anova, Frigidaire, Westinghouse, and Zanussi, the company sells more than 60 million products to both household and professional customers in more than 150 markets each year. When the company decided to develop a digital commerce channel in Southern Latin America, they chose VTEX as their ecommerce platform. As a result, the brand has experienced outstanding growth and performance improvements.
Agility, Accessibility, and Excellence
When Electrolux made the decision to utilize ecommerce as a way to strengthen its direct relationship with customers in Southern Latin America, they sought out a platform solution that would allow them to create an excellent customer experience while still maintaining agility. Valuing the combination of scalability, quick implementation, and accessible, personalized shopping experiences, they chose VTEX.
The company’s primary objectives for the project were efficiency, simplicity, and closeness to the consumer. To achieve these, they would use VTEX to align, and even merge, the physical point-of-sale process with the digital channel experience. This required a consolidated ecommerce strategy that served Columbia, Peru, and other regional markets.
Seamless Omnichannel Shopping through VTEX Sales App
VTEX’s composable ecosystem allowed the brand to deliver smoother omnichannel interactions throughout the entire shopping process by implementing features like VTEX’s Sales App. Sales App helps companies create seamless “assisted selling” shopping experiences by creating an “endless aisle” that provides real-time access to store, warehouse, ecommerce, and third party inventory. Additionally, synced pricing boosts the power of in-store promotions, customer data integration creates opportunities for sales associates to offer tailored recommendations, and flexible checkout options allow management of multiple carts at once. Utilizing VTEX enabled Electrolux to offer an integrated, cohesive experience across various sales channels, with precise real-time alignment of prices and promotions.
Powerful Growth and Partnerships
Since migrating to VTEX in late 2019, Electrolux has consistently achieved double-digit annual growth for its digital channels in Southern Latin America. As a result, Electrolux’s digital sales increased from 0.5% to 65% of total revenue in the market between 2019 and 2023. Electrolux has also seen over 90% growth in units sold during the first quarter of 2024, exceeding sales expectations and reaching record highs in its digital channel.
Through its VTEX implementation, Electrolux has developed an internal business management system that leverages the platform’s intuitive interfaces and streamlined data sharing. This strategic partnership has strengthened the company’s presence in other marketplaces, increasing the visibility of its virtual store and contributing to brand growth.
Additionally, the company has significantly benefited from its partnerships with other players in the VTEX ecosystem. Through these collaborations, Electrolux has established business partnerships with marketplaces such as Yape and Shopstar to improve efficiency and customer experiences.
“VTEX enables Electrolux to implement differentiated promotion plans for each marketplace, such as progressive discounts on one and cross-selling strategies and coupons on another.”
Since launching its online channel with VTEX, Electrolux has experienced remarkable growth, improving efficiency and consumer closeness. The collaboration with VTEX has helped the company optimize its e-commerce strategy by leveraging the platform’s advanced tools and support functions. Today, Electrolux is evaluating B2B projects in Colombia and integrations with marketplaces at the national level in Peru, reinforcing its commitment to a regional omnichannel strategy. Electrolux is projecting a successful close to 2024 in Peru.