Business Objective

  • Keep the Maytag/Whirlpool brand top-of-mind with Home Depot and Lowe’s Sales Associates.

Context/Challenge

  • Order and delivery of branded sales incentives was a decentralized manual process contracted through multiple vendors servicing various field sales offices nationwide, requiring significant manpower and overhead for Whirlpool to manage.

Marketing Approach & Solution

  • Mercury developed a fully integrated Whirlpool/Maytag branded webstore platform, featuring a centralized supply base and a custom branded user interface that is cost-effectively “re-skinned” for use by each of Whirlpool’s key home channel retailers.
  • Branded merchandise offerings on the site are all useful “sales tool” items designed to assist Sales Associates in their daily job/routine, while promoting Whirlpool/Maytag brand equity and reminding Associates of the unique product features.
    • Individual Sales Associates are assigned a unique user ID and budget for ease of use in ordering merchandise and to prevent any overspend.
  • Dedicated Mercury service team provides ongoing turnkey management of eStore on Whirlpool’s behalf, including: Product Sourcing, Inventory Management, Reporting, Billing and Customer Service.

Results

  • Whirlpool reported reduced excess stock, improved accurate order delivery and measurable cost savings as a result of the new centralized online ordering system.