Frigidaire

Breaking through the sea of stainless steel

Frigidaire

Frigidaire has been a trusted American brand for over 90 years. They were looking to connect with customers, both those purchasing major appliances for the first time and those who hadn’t purchased an appliance in 10 years or more. Frigidaire wanted to elevate their perception in the market place by relating more to consumers through various engaging experiences that would boost sales and strengthen retailer partnerships. By establishing a holistic shopper journey they were able to reposition the Frigidaire Gallery brand, and build awareness while increasing consumer involvement.

Within the appliance category, shopper mindset can be greatly swayed by the in-store experience and through product interaction. Most appliance shoppers have either never purchased appliances before or haven’t in over a decade. In the store environment, Frigidaire Gallery needed to attract customers to its products, excite them to learn more and engage with them in a real way.

In-store events and experiential marketing helped shoppers engage with the brand, generated new excitement and captured content for future use. By ideating and executing pop-up displays, sweepstakes, digital touch points and promotions the brand was able to influence retail traffic. On a larger scale, the “Smudge Proof Tour” initiative was a memorable outdoor road show that demonstrated the benefits of Frigidaire Gallery’s Smudge-Proof Stainless Steel.

Project Suppliers

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WD Partners

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Please visit wdpartners.com/work for more information.

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