Electrolux ConCenT


Electrolux is a Swedish multinational home appliance manufacturer. It is consistently ranked the world’s second largest appliance maker by units sold after Whirlpool.




Enable outstanding consumer experiences. One of the core elements of Electrolux’ strategy is to capitalize on the tremendous digitalization opportunities through embracing new technology/IoT, for example by connected appliances, a digital manufacturing and closer end-consumer relationships.

These key development areas offers a huge opportunity to enable a digital interaction between consumers, customers and suppliers. 


– Research & insights
– Digital & experience strategy
– Communication strategy
– Communication design
– Environmental & retail design


This is a HUGE project for Electrolux. The idea is to become truly user-centric. This has been an ongoing project for a number of years at Electrolux.

I came in at the time where the CRM-team was starting to consolidate touch points where the end-user meets the company. What channel and to what purpose.

My main job was to set the communication that should happen in those meetings, whether it was via email, SMS, on the website, or customer service.

All these interactions needed direction and material that easily be personalized to include your personal information, ticket numbers, relevant information to your specific item and model, etc, etc.

I also put together a workshop for all managers in the EMEA (Europe, Middle East, and Africa) region where all heads of each country were brought up to speed on the project. We also aimed to get to know about potential challenges and opportunities that each country has, which is hard to know centrally. For example, the challenges in communication for a country that speaks two languages or more.

Excerpts from this workshop can be seen below.