Electrolux NZ: Driving Consumer Connection and Market Growth.

Client’s Challenge / Goals

Electrolux sought to strengthen its position in the New Zealand market and prepare for an upcoming product launch. The goal was to better understand consumer needs, identify opportunities for brand growth, and ensure marketing and product strategies were aligned with evolving consumer trends. Electrolux also aimed to position itself as a thought leader among its retail partners, fostering data-driven, collaborative conversations to strengthen relationships and drive mutual growth.

Type of Research Conducted

10 THOUSAND FEET designed and executed a nationally representative consumer study focused on key appliance categories and consumers purchasing within those categories. The research explored:

• Consumer engagement with major brands.

• Preferences for product features and design.

• Retail dynamics and purchase pathways.

• Promotional and pricing expectations.

Result

The study delivered clear, actionable insights that informed Electrolux’s strategic decisions. These included opportunities to:

• Leverage the strengths of its various brands and deepen the emotional connection with consumers.

• Align messaging with consumer aspirations and emerging trends.

• Enhance retail presence and promotional strategies.

The findings provided a robust evidence base for marketing and product planning, supporting Electrolux’s ambition to grow its footprint in the NZ market.

Electrolux leveraged the research to guide internal planning, align future investment priorities with APAC and global teams, and engage retail partners in informed, collaborative discussions.

Electrolux’s experience working with 10 THOUSAND FEET

Electrolux appreciated the collaborative approach and strategic clarity offered by 10 THOUSAND FEET. The research insights were not only data-driven, but also translated into practical recommendations that could be implemented quickly and effectively.

“Thank you for the fantastic work you’ve done providing us with crucial insights into the NZ Electrolux Home Products business. We really appreciate working with you.” Raquel Schauff, Trade Development Manager NZ & Sell Out Manager ANZ, Electrolux

“We’re hugely appreciative of the work that went into the project. Thank you so much for turning it around so quickly. The insights will make a fundamental difference to how we prioritise our efforts for our longer-term strategy and where we invest for faster wins, with a small team on the ground this is half the battle. As we move into the next stage of our growth, I’d be keen to circle back with the next business problem we have to solve.” Gabrielle Archer, NZ General Manager, Electrolux

Electrolux’s time investment

Minimal time investment was required by Electrolux. After an initial briefing, 10 THOUSAND FEET managed the entire process, from design and fieldwork to analysis and reporting within a tight timeframe.

Electrolux reviewed the questionnaire, brought key leaders together for a presentation by 10 THOUSAND FEET, socialised findings and proposed actions with APAC and Global teams and retail partners and then started implementing initiatives based on the research insights. 10 THOUSAND FEET have since been on hand to answer any ad-hoc queries that have arisen.

Let’s start a conversation

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