Case Study
Whirlpool
CUSTOMER EXPERIENCE
Consumer Goods
Providing assurance shoppers need in a confusing and tech-focused category.
THE CHALLENGE
Whirlpool has a suite of washer and dryer brands and needed a macro brand strategy that each brand could own in their own unique way.
A critical part of building this brand strategy would be to understand the emotional and behavioral pathway to making a decision around a washer and dryer.
Our team sought to identify emotional and functional drivers along the path, ultimately crafting a brand strategy that each brand could tailor to their own voice.
OUR STRATEGY
Researchers and strategists joined forces to employ our proprietary Customer Journey methodology to unearth shopping stages, behavioral drivers, emotions, and the ecosystem of influence among 32 consumers, ultimately building a more emotionally resonant brand strategy.
Our insights unearthed a deep need for assurance in a decision journey laden with confusion, unfamiliar terms and an unclear connection between consumer needs and product benefits.
IMPACT
Our recommendation for Whirlpool centered on being the brand that could deliver this assurance to shoppers, and message product benefits to clearly communicate against consumers actual needs.
