From Consumer Understanding To Action - Beko's Approach To Guiding And Advising Shoppers

Digital advice –From customer understanding to action

To start

CustomerJourney

Find yourBeko

Whatfutureholds

So, you need a dishwasher

Customer’sBrand’s PATH

Official

partner of

the everyday

Customervalues

Official partner of the everydayEveryday – this is the key word for us in Beko, to which we gave many thoughts

Everyday happens

New generation of peoplemeans new generation of needs.

Explore Listen

Official partner of the everyday

Millenials are the core to look at when exploring, listeningand delivering.

SIMPLE HUMAN SMART SURPRISING

Customers values

Welcome to theHome of

Millenials

HomeAppliance

insight

Small is the new

charming:

• 17% of the EU-28 population livein overcrowded dwellings

• 48% of UK don´t have enoughspace for their furniture

Prefer socializing space to functionality

Also:

managing work-life balance has become more difficult in past 5 years

unappealing expensive

monolitic

complicated unintutitive

Lovecooking

Hatedoing dishes

4 groups defined:

living alone moving intogether

new home first baby

4 groups defined:

NEEDS:

living alone moving intogether

new home first baby

4 groups defined:

living alone moving intogether

new home first baby

NEEDS:

So, what do they do?search engine

brand

retailerwebsites In-store

37% start searching weeks before purchase and

76% consider 1 to 3 brands

Researching/Learning phase

So, what do they do?blogs social media

live chats

product review websites

forums friends and family

29% believes in those recommendations enoughto pick a brand based on it

Evaluation phase

So, what do they do?Brand retailer websites product comparison websites

73% of shoppers visit stores to validate their online research

Product Selectionphase

To shorten their quest

Providing them with a solution to narrowdown the choice by emphasizing the

relrevant features and eliminating theirrelevant ones Serbia

Example

About the market68% Internet penetration

60% desktop usage

51% mobile usage

According to GCB, Serbians who recently bought a HA used the search engine, brand/retailerwebsites and price comparison websites to find the perfect appliance.78% compared choices online

Serbia tool customization:

Facebook data call center short surveys

51%

60%

The benefit was two sided:

The results

Remain relevant,continue the upgrade

• Optimisation of the tool

• Inmersive content

• Multi-channel guided selling

• Product development strategy

Thank you