Electrolux

Turning up the heat on Amazon Ads

Frigidaire Case Header

Frigidaire, a subsidiary of Electrolux, has served as a renowned consumer and commercial home appliances company for over 100 years. Loyal customers rely on Frigidaire for high quality home appliances, including refrigerators, freezers, washers, dryers, air conditioners and dehumidifiers.

A full-funnel approach

Since 2019, Electrolux has put its full trust in FACTOR-A/DEPT® to manage its large product portfolio and develop an effective full-funnel approach that helps them to not only gain customers on Amazon in the US, but also maintain a strong relationship with those customers.

With our advertising and consulting services, we have applied a holistic approach to help Electrolux go from performing well on Amazon, to excelling above and beyond.

Electrolux is already an internationally known brand with an established presence on more traditional retail channels. Frigidaire aimed to continue building and strengthening brand awareness when it brought their Amazon business in-house, so elected to sell its inventory to Amazon from the beginning. This posed a unique challenge that led to us pursuing sell-through as the primary performance indicator.

Frigidaire Case Bedroom

Three objectives

The primary objective of this campaign was to build brand awareness, as Frigidaire brought its Amazon business in-house. We also aimed to position Frigidaire at the top of the market from the start.

We focused on building a strategy to help reach our goal of sell-through by positioning Frigidaire to reach many shoppers that were likely to make a purchase.

Finally, we aimed for a high category ranking, to take Frigidaire to the top of the Room & Air category in the US with our advertising efforts.

Our approach

Full-funnel

Location targeting

Incorporating strategy consulting

Frigidaire Case Living Room

Getting to #1

This case was a perfect example of how a brand can fully utilise all of Amazon’s advertising products and achieve great results by implementing them in combination. We built a full-funnel advertising strategy that included all of the Sponsored Advertising products, as well as the Demand Side Platform (DSP).

Leveraged products:

  • Sponsored Products
  • Sponsored Brands
  • Sponsored Brands videos
  • Sponsored Display Ads
  • DSP

Sponsored Brands allowed us to achieve visibility in the upper funnel, but the majority of the budget was targeted on Sponsored Products Ads, as this ad type generated most of the revenue.

This shift allowed us to get to the top of search placements. We have also been using generic category targeting which has driven Frigidaire to the number one ranking in the Room & Air category.

Results

This campaign and these efforts continue to run, and the results continue to improve even more. We hit 65% sell-through – a result that still continues to increase, and occurred even before the peak summer season.

DSP KPIs, April 2022

  • 3% CTR on video campaigns (benchmark: 0.3%)
  • 16.5 Total ROAS (benchmark: 6)
  • >100 Total ROAS in retargeting campaigns (benchmark: 20)

Due to this success, Electrolux has already planned to send more Frigidaire inventory to Amazon.

Questions?

Strategy Consultant

Maxime Delatte

Electrolux

The ultimate knowledge acquisition on Amazon

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Founded in 1919 and with about 60 million sales each year, Electrolux has been a consistent global leader in manufacturing home appliances. With 52.000+ people across 61 countries, the company turned to FACTOR-A/DEPT® to help train their teams to maximize its Amazon e-commerce channel performance.

The challenge: varying degrees of knowledge

Upon working with FACTOR-A/DEPT®, Electrolux recognised that their internal stakeholders had varying degrees of knowledge about Amazon. Amazon is a fast-evolving and complex world that requires a thorough understanding in order to be leveraged fully. Therefore, building up a consistent knowledge base across the entire company was necessary in order to achieve well-rounded success in every aspect of Amazon.

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The solution: a concrete teaching tool

FACTOR-A/DEPT®, as Amazon experts, developed an entirely new way of working with Electrolux to ensure a uniform transfer of knowledge with the most up-to-date information on Amazon and transparent, flawless communication across the board. They worked to offer Electrolux a personalised Vendor Academy that serves as a concrete teaching tool for both current employees as well as for onboarding new employees.

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The Electrolux Vendor Academy

To help Electrolux master the main topics, FACTOR-A/DEPT® developed learning materials with personalized topics.

FACTOR-A/DEPT® held 18 live sessions in two time zones and even helped Electrolux to develop an internal learning academy with complimentary promotional materials. All the sessions were recorded, so that every participant has the opportunity to re-watch them at their own convenience.

1.4k

Informational slides

900+

Minutes of live streams

200+

International participants

The Electrolux Vendor Academy consists of a combination of pre-reading materials, learning videos, online sessions and practical workshops on the topics of Content Optimization, Search Advertising and Amazon Performance. Learning incentives are created through the notion of gamification: each topic is addressed at different levels – from basic to advanced to expert. Participants must successfully complete a quiz to advance to the next level. Upon successful completion of all levels, they have the knowledge to achieve performance excellence on Amazon.

Electrolux 1

The Academy brings all learning material on Amazon Marketing into one place with depth on each topic, yet it is still easy to navigate and understand.

Patrik Bälter, Consumer Conversion Director, Electrolux

Made for years to come

FACTOR-A/DEPT® developed the Amazon Academy tailored to Electrolux, keeping in mind their specific business needs on Amazon. It is a flexibly built tool that Electrolux can continue to leverage for years to come. In addition, the Academy covers fundamentals that will remain relevant over time and can be easily updated as changes in Amazon develop.

The development of the Electrolux Amazon Academy left not only the participants, but also the experts who created it with a new level of Amazon knowledge. The first of its kind, the Amazon Academy became a framework for knowledge transfer both from FACTOR-A/DEPT® to Electrolux, and also internally within Electrolux.

Electrolux’ Amazon Academy is helping us drive organizational learning at scale across our global marketing community, to execute world class marketing on Amazon.

Patrik Bälter, Consumer Conversion Director, Electrolux

What began as an interactive, flexible 6-month program for Electrolux employees around the world soon became a fixture in the company’s internal Learning Management System.
 
The Academy proved to be an extremely valuable tool for Amazon knowledge transfer and has paved the way for many future brands to obtain the fundamental Amazon knowledge they need for success.

Questions?

Head of Consulting & Strategy, FACTOR-A/DEPT®

Sebastian Gilles

Stay in touch!

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