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Whirlpool Corporation is the world’s leading manufacturer and marketer of major home appliances, with annual sales of over $12 billion, 68,000 employees, and nearly 50 manufacturing and technology research centers around the globe. The company markets Whirlpool, KitchenAid, Maytag, Jenn-Air, and other major brand names to consumers in more than 170 countries.
Like many manufacturers today, Whirlpool recognized the value of multi-channel marketing and set out to meet their customers in new ways.
Whirlpool’s business-to-consumer Web properties have become significant channels for marketing, communication, consumer loyalty, and revenue. As a manufacturer, Whirlpool values this direct interaction with its consumers through the Web sites for each of its brands. But as its online channels grew, Whirlpool needed to consolidate the sites onto a more flexible, stable, common platform that could support the unique needs of each brand and allow Whirlpool to better leverage their existing enterprise systems.
Together, Fry and the eWhirlpool group crafted an e-commerce strategy, including plans for site redesigns that would speak to their various consumer groups, reinforce brand image, and provide site visitors with the product information they need to make informed purchases. The new sites would require a platform able to meet the increasing demand on these growing business channels.
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Fry worked with eWhirlpool, Whirlpool IT, and the Whirlpool brands to assess the current Web sites, gather requirements, identify audience needs, define the online brand direction, and provide strategic recommendations for moving forward. The cross-disciplinary team of strategic consultants, technical engineers, information architects, creative designers, and data analysts approached the challenge from multiple perspectives to deliver a comprehensive strategy. For example, the site data analysis provided quantitative and qualitative support for specific information architecture recommendations. This approach helped to gain consensus from the various brand stakeholders, IT and eWhirlpool.
Open Commerce Platform™
The Whirlpool and KitchenAid sites were completely redesigned and rebuilt using Fry’s Open Commerce Platform™, an eCommerce solution that enables manufacturers to quickly and economically develop an online presence. This J2EE-compliant, license-free framework can run on a number of application servers and integrates into multiple systems and databases. It provides a robust feature set, including targeted merchandising and site management with workflow and scheduling.
The new sites offer improved functionality, new features, and contemporary designs that reflect the personality and character of the brands’ customers. Fry worked closely with Whirlpool and KitchenAid’s interactive agencies to provide seamless integration between the new presentation layers created for the sites and the rich functionality behind them. The sites are more attractive and easier to navigate than ever before, providing information about the products, services, and accessories available from Whirlpool and KitchenAid.
Fry also hosts both sites and provides managed services and maintenance on an ongoing basis.
Guided Search and Navigation
For its search and navigation solution, Whirlpool chose Endeca InFront™ for its ability to help customers quickly and easily find the products and information they are looking for, whether browsing or searching.
As the sole authorized application service provider (ASP) for Endeca, Fry was able to provide this powerful and proven technology to Whirlpool without the acquisition costs and processes required to obtain software licenses and with only a fraction of the ongoing costs of maintaining the application and its associated server hardware. Each of Whirlpool’s brands developed unique search and navigation functionality for their customers but leveraged a common platform. Whirlpool site visitors enjoy superior browse and search experiences. Fry continues to manage the shared Endeca ASP environment to ensure that Whirlpool customers have quick and easy access to product information, purchase options, services, and literature.
As a result of the e-commerce strategy engagement and subsequent site redesigns, Whirlpool is staying ahead of their competition by meeting their customers’ shopping needs - no matter which channels they shop. The new sites showcase Whirlpool brands while providing shoppers with effective means of product research, retail and purchase assistance, and post-sale product support. Whirlpool is creating dialogues with customers, supporting their retailers, and facilitating multi-channel transactions.
"As the world's leading appliance brand, consumers turn to Whirlpool when researching or shopping for a new appliance. These new sites convey our reputation as a trusted source for appliances and are helping us evolve as a multi-channel organization."
Mike Dykstra – Internet Operations Manager, eWhirlpool Group
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