Whirlpool Canada LP

A Consumers Path to Savings

Challenge

Whirlpool, Maytag, and KitchenAid are part of the leading home appliance manufacturer in Canada, but they still face a fierce retail environment where there are many channels vying for shoppers’ attention. With each brand’s budgets already tightly allocated, it was imperative for each marketing initiative to provide as much value as possible.

Solution

BTI's research revealed that with less time on their hands and tighter budgets, shoppers were using an omni-channel approach to shopping for appliances. A combination of print flyers, digital flyer apps and retailer websites were all utilized. To provide consumers with what they were searching for, fully branded flyers were developed that worked across all print and digital formats. The modern, sleek design and the carefully selected products helped consumers to not only easily find the best prices but to also be inspired. Plus, all of the flyer artwork is housed on a web portal, easily accessible to retailers large and small.

Result

The program was so successful that major retailers like The Brick, Lowe's and Leon's began to request customized versions exclusive to their needs, and independent retailers started to create more professional looking flyers cost effectively. This gave each appliance brand a distinct voice amidst the competition, more reach and increased market share, leading to increased sales not just on sale items but across their entire portfolio.