From Consumer Understanding To Action – Beko’s Approach To Guiding and Advising Shoppers
Beko is an international home appliances brand and the second-largest brand in the European white goods sector. The company targets the middle class with efficient, environmentally-friendly and innovative products.
Beko places great importance on in-depth consumer research in many of the countries they sell in and modifies product features based on what they learn from consumers. Unlike other companies that may dream up new product features in a conference room, Beko taps the marketplace to gather intelligence first.
One example: Through discussions with Chinese consumers, Beko’s Marketing learned that the traditional approach of drying clothing in the sun is an important aspect of Chinese culture. They developed a dryer that includes a setting that stops the cycle after clothes are half dry. The consumer is then able to hang the slightly damp clothing outside in the sun to finish the process. These dryers are selling very well in China. (Source)
Beko takes pride in understanding the everyday needs of consumers and providing people with meaningful solutions to make their life easier.
“We understand people’s everyday needs and give them meaningful, fast and flexible solutions
so that they can simply enjoy their unpredictable, busy, real lives.”
Tamara Dutina, Digital Marketing Specialist at Beko Balkans, will share exciting consumer insights and show how Beko used this knowledge to optimize the customer journey with digital advisors in several categories.
- Today’s customer expectations and strategic implications
- Understanding the customer journey
- Digital Advice: From insight to implementation – When a product becomes a choice
About the Speaker
Tamara Dutina is Digital Marketing Specialist at Beko Balkans, the regional subsidiary of Beko, which covers six surrounding markets. She is responsible for all digital activities in Serbia, Macedonia, Bosnia, Kosovo, Albania and Montenegro, with a focus on a strategic improvement of the brand’s online presence, both on-site and through retailers.