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.

CHALLENGE

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.

SOLUTION

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.

RESULTS

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.