Adobe Digital Dialogue

Meet the Electrolux Experience Maker: Vinay Dixit

From the rooftop bar­beque of Hong Kong to Australia’s icon­ic back­yard siz­zler, you can tell a lot about a cul­ture from its cui­sine. Across India, Kal­mi kebabs roast for 12 or more hours in the tan­door, while many Chi­nese dish­es are defined by a sin­gle flash in the pan.

For brands in Asia Pacif­ic, cul­tur­al dif­fer­ences like these pose a sig­nif­i­cant chal­lenge when attempt­ing to pro­mote a con­sis­tent mes­sage to con­sumers.

For Vinay Dix­it, the Head of Elec­trolux India, effec­tive local­i­sa­tion requires a deep under­stand­ing of the consumer’s unique rela­tion­ship to food. And it was this insight that helped spear­head a move away from sim­ply sell­ing prod­ucts to devel­op­ing ongo­ing cus­tomer rela­tion­ships, includ­ing an omni-chan­nel cam­paign designed to mar­ry tra­di­tion­al in-store mar­ket­ing with social chan­nels.

“One area that I’m par­tic­u­lar­ly pas­sion­ate about is allow­ing peo­ple to actu­al­ly touch, feel and use the prod­uct and then com­mu­ni­cate the ben­e­fits of that through dig­i­tal,” Dix­it says.

Elec­trolux opened ‘Expe­ri­ence Cen­tres’ where avid ama­teur chefs can livestream their culi­nary exploits through Electrolux’s own dig­i­tal chan­nels, often ampli­fied via their own Face­book and Insta­gram plat­forms.

“This real­ly encour­ages a cul­ture that brings peo­ple togeth­er and allows them to use our prod­ucts to their best advan­tage,” Dix­it says.

Join your hosts Siva Gane­shanan­dan and Janie Lim on this tasty episode of Adobe Expe­ri­ence Mak­ers.

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Customer Experience, Digital Marketing

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