Electrolux needed to relaunch its flagship brand in North America, Frigidaire. The brand had become tired and lost its way and needed to increase consumer consideration for its full line of kitchen appliances and combat the perception that Frigidaire only makes refrigerators. Along with the brand relaunch, VMLY&R was challenged to introduce two new products — Frigidaire’s Black Stainless Steel full suite of kitchen appliances and new Induction range and cooktop. We were to bring innovative thinking to the brand across the full consumer journey and create connected consumer experiences at retail to help educate shoppers about the full product offering.
At the intersection of digital and retail, VMLY&R built innovative in-store digital experiences, which included the Endless Aisle showroom display and Interactive Induction cooktop. The Endless Aisle display is an 84-inch life-sized touch-screen experience that allows high-end retail partners to showcase both the Electrolux and Frigidaire lines of kitchen appliances, letting shoppers dive deep into product details for appliances not featured on the retailers’ showroom floors. The Interactive Induction cooktop, also a touch-screen experience, was built to simulate a life-sized range and cooktop and educated shoppers on the benefits of induction cooking, a technology that has not yet been widely accepted in North America. It features interactive videos that illustrate the easy clean-up, safety, speed and precision cooking benefits that Frigidaire Induction offers.
The Endless Aisle in-store digital experience has increased sales by 38 percent in the pilot store locations, prompting orders for more than 25 additional deployments in 2018.