What is the purpose of brand sites in a multi-market omnichannel environment? Electrolux Europe’s brand sites have quickly evolved from a basic online product catalog into a strategic consumer touchpoint that drives multiple key business areas. With almost 100 live sites across multiple European brands, Electrolux wanted to tackle varying expectations from consumers and central and local stakeholders.

Twain Studios helped Electrolux align the design of consumer journeys with newly defined commercial principles and a revised technical architecture. Future-proofing the platform by reducing complexity and removing conflicting expectations and KPIs. The project spanned strategic workshops and stakeholder engagement, the definition of commercial principles, identifying and prototyping lacking digital/physical omnichannel journeys, and storytelling through presentations.