Whirlpool has taken a new approach to retail training, using a series of short videos to highlight the key benefits across four major appliances. An actor is shown in a number of roles, including a butler to tell a ‘story’ about the important features in the new Whirlpool Butler Professional top mount fridges. Other videos for the Sportswasher, Cabrio top loader and Crisp and Grill microwaves use similar selling tactics to impart the brand message.
“Instead of giving prominence to a long list of programs and features, the videos draw attention to just the key benefits of each appliance,” senior brand marketing manager, Jacqui McEwing told TT.
Each video explains up to five features using a humorous and coherent line that McEwing said was in contrast to the more predictable training methods traditionally used.
“It’s really been left to the territory managers to run training sessions and many of these are run on an ad-hoc basis. Whirlpool decided that a more consistent approach was needed,” McEwing told TT.
Many of the Whirlpool sales team have tablets and iPads to demonstrate the videos in-store to retailers.
The videos can be accessed at any time, like a digital training library, so the sales team can carry out training on the floor or conduct retail training nights. The videos can be downloaded to a USB for either showing in-store or given to customers to take home at the discretion of the retailer. The videos are free and available to all Whirlpool stockists. McEwing said some retailers are putting the videos on their websites for customers to see online. The videos can also be downloaded on YouTube.
McEwing said early results following the investment in the new training strategy have been positive. “We are seeing a nice turn in the sales tide with an increase in bulk purchases on these appliances.”
Beginning in October, Whirlpool is backing the Butler Series range with consumer promotions that include Aussie Farmer Direct vouchers on 300L and 400L models, to the value of $150. More activity is planned that will continue into the New Year with details still to be confirmed.