In today’s competitive digital landscape, Consumer Electronics and Home Appliance brands must continuously innovate and adapt to maintain their edge. On recent episodes of the BRAVE COMMERCE Podcast, Sarah Larsen, Chief Marketing Officer of Samsung, and Murat Genc, former Global Chief Technology and Digital Officer at Whirlpool, shared key commerce marketing strategies their companies have used to drive success. These insights provide a roadmap for similar Consumer Electronics and Home Appliance brands looking to strengthen their eCommerce and overall digital strategies.
Innovation drives competitive advantage
In her episode, Sarah Larsen emphasized that innovation is a core principle at Samsung. She explained how the company stays ahead by anticipating consumer needs before they even become apparent. “We innovate before people even realize it's a need or a problem,” she said, highlighting how this proactive approach has kept Samsung at the forefront of the home entertainment market for over 18 years.
For brands, staying relevant in this fast-paced industry means continually investing in research and development. By doing so, brands can introduce products that not only meet current market demands but also predict and solve future challenges. Innovation is not just about technology, it’s about understanding and enhancing the consumer experience. MikMak explores using data to innovate and bring new products to market in our recent blog.
Build authentic influencer relationships for long-term success
Sarah also explained in her episode that a significant part of Samsung’s success in marketing has come from their approach to influencer partnerships. Rather than focusing on short-term, transactional engagements with a large pool of micro-influencers, Samsung shifted its strategy. “We made the conscientious decision to develop more of a relationship… instead of so many micro-influencers, and instead have genuine symbiotic relationships with the talent that we work in,” Larsen explained.
For brands in this space, fostering deeper, more authentic relationships with influencers can lead to more meaningful and engaging content that resonates with consumers. Rather than relying on quantity, focusing on quality can strengthen brand identity and consumer loyalty.
Use data to keep the consumer at the center of your business
Both Larsen of Samsung and Genc, formerly of Whirlpool, expressed a strong emphasis on data-driven decision-making. Larsen noted that Samsung relies heavily on real-time data to assess both brand health metrics and sales performance, allowing the company to make informed adjustments as needed. This combination of creativity and analytics ensures that their marketing efforts remain aligned with consumer preferences and behaviors.
Murat Genc also shared how first-party data has transformed Whirlpool’s approach to product development and marketing. He expressed that it is important that the data used is democratized across the company, ensuring that everyone has access to the insights and can see how shoppers are buying.
Don’t know where to start with the data? MikMak recently released a guide containing benchmarks and insights we see in the market for both Home Appliance brands and Consumer Electronics brands that serve as a great starting place to further understand shoppers in your industry.
Break down the silos in your organization to foster collaboration
One of Genc’s core messages was the importance of breaking down silos within organizations. He described how Whirlpool fosters cross-functional collaboration between departments such as product development, marketing, and operations, which enables the company to be more agile and responsive to market shifts.
For brands, integrating teams and encouraging open communication across departments ensures that everyone is aligned on company goals. This collaboration allows brands to innovate more quickly, improve operational efficiency, and stay responsive to changes in consumer behavior.
Takeaways for Brands
- Innovate Continuously: Staying ahead of the curve requires anticipating consumer needs before they arise
- Foster Meaningful Influencer Relationships: Build long-term partnerships with influencers who align with your brand’s identity for more authentic engagement; check out some examples of influencer ads from Whirlpool and Samsung below
- Leverage First-Party Data: Use real-time data insights to drive marketing decisions and refine product offerings that resonate with consumers; partner with a software solution like MikMak to access best-in-class insights that power your brand’s marketing
- Promote Cross-Functional Collaboration: Breaking down silos between departments can enhance agility and help brands respond to market trends more quickly
