The use of digital technologies to improve the post-purchase phase of a traditional company in the white goods sector: Case study on Electrolux

• Main Authors: Cunha, Luisa, Kidanu, Delila
• Format: Others
• Language: English
• Published: KTH, Industriell Marknadsföring och Entreprenörskap 2017
• Subjects: Customer engagement; customer experience; digital marketing; digital transformation; experience economy; post-purchase phase; Other Engineering and Technologies not elsewhere specified; Övrig annan teknik
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-209407

Digital transformation effects the way companies engage with their customers, which is reflected in the post-purchase offerings. This change and added utilization of digital technologies allow companies to capture more data about their customer through different sources and by having the digital capabilities to transform this data into knowledge, companies can offer better products and personalized experiences. The purpose of this thesis is to investigate how a traditional company in the white goods sector can improve its post-purchase phase offerings to engage with its customers, through the use of digital technologies, by conducting a case study on Electrolux. To do so, an extensive literature review was conducted and key learnings used to investigate the post-purchase offerings from Electrolux, compared with three traditional and eight born digital companies. Empirical data is collected through direct observation, desk research, and interviews. Overall, the analysis revealed Electrolux offers about the same to its customers as the other companies in the post-purchase phase. However, the differences are in the process behind the creation of each offering. This lead to the creation of a substantive model that presents the process by which a company in the white goods sector can deliver personalized and data-driven experiences to their customers. The model additionally outlines the need for a quick-learning environment, developed through testing and experimentation within the companies. Concluding, the conclusions and recommendations suggested identifies what focuses need to be implemented by traditional companies in the white goods sector in order to succeed in a digital environment.