The challenge: unifying a global digital footprint
Electrolux, a world leader in home appliances, required a unified digital strategy to support its shift from B2B to a direct-to-consumer (D2C) model across the APAC and MEA regions. The goal was to replace disparate systems with a single, scalable, and high-performing digital ecosystem capable of secure commerce and personalized customer experiences. Niteco was selected as the trusted partner to architect this enterprise-level transformation.
Core platform architecture and scalability
To enable the D2C shift, we architected the core platform on Optimizely. This included building a new Commerce solution, integrated with Electrolux’s PIM and ERP systems for seamless transactions and accurate product data. We also provided continuous customisation and support for the Optimizely CMS, maintaining a unified code base to ensure a consistent, high-quality user experience across all brand sites.
Performance marketing: experimentation and growth
With the platform established, our focus shifted to driving measurable business performance. We deployed integrated Experimentation and SEO strategies. Rigorous A/B testing led to a 26.7% increase in ‘Add to Cart’ actions and a 21% boost in clicks on featured products. Our comprehensive SEO work delivered a 20% increase in organic traffic and a 91% rise in conversion rate.
Data foundation and personalization
Recognizing that performance relies on data, we overhauled Electrolux’s outdated tracking system. We restructured the analytics infrastructure, setting up best-practice Google Analytics and Google Tag Manager properties. Leveraging the Lytics Customer Data Platform (CDP), we enabled sophisticated marketing personalization, which successfully doubled the web conversion rate through targeted, multi-channel campaigns.
Automated customer engagement
To deepen customer relationships and drive sales efficiency, we implemented advanced automation. This included developing and managing advanced Email Marketing programs, such as automated post-purchase onboarding and abandoned cart campaigns, which achieved impressive metrics like a 22% email click-through rate. Furthermore, we deployed intelligent Chatbots in key South East Asian markets, which quickly achieved an 85% customer satisfaction rate for product recommendations.
The result: a high-performing ecosystem
The partnership between Electrolux and Niteco demonstrates the power of a single, deeply integrated digital partner. By consolidating development, platform management, data analytics, performance marketing, and customer engagement into one cohesive strategy, we delivered a robust, scalable, and high-performing digital ecosystem. The results-including over 1 million pageviews per month in the first full month of the D2C launch and millions of dollars in estimated annual sales-prove that a holistic, enterprise-level approach is the key to sustained digital growth for a global brand.
