Electrolux Annual Commercial Excellence Meetup

Description

COMEX (Commercial Excellence) is an annual internal event hosted by Electrolux, bringing together management teams from central and cluster levels across Europe. Traditionally held in Stockholm over three days, the event focuses on key commercial highlights, priorities, and product innovations for the upcoming year. Due to the COVID-19 pandemic and the restrictions on travel and physical gatherings, Electrolux decided to transform COMEX 2020 into a fully virtual experience.

• The goal was not just to replicate a typical online meeting but to create a professional, visually appealing, and engaging virtual event that could set a benchmark for future digital gatherings. The initiative also aimed to provide long-term value by enabling broader audiences, such as sales teams and customers, to use the platform for training and business discussions.

Challenge

• Transitioning to Virtual: Moving from a physical to a digital event while ensuring a seamless and engaging experience.
• Ensuring Engagement: Avoiding the typical ‘video meeting fatigue’ and maintaining high participant involvement.
• High-Quality Streaming: Overcoming common streaming issues seen in platforms like BlueJeans and Zoom, where users experienced delays and poor video resolution.
• Interactivity: Enabling dynamic participation through live workshops, Q&A sessions, and real-time collaboration.
• Showcasing Products: Creating an immersive virtual showroom to present Electrolux and AEG product innovations effectively.
• Long-Term Usability: Ensuring the platform remained relevant beyond COMEX for training, sales, and customer engagement.

Solution

To tackle these challenges, a custom digital platform was developed with the following key features:

1. Online Event Platform
   
   • Electrolux-branded, visually appealing, and easy to navigate.
   • High-quality video streaming with optimized resolution for seamless playback.
   • Personalized registration with individual profiles.
   • Interactive agenda allowing users to add sessions to their Outlook calendar.
2. Live and On-Demand Event Content
   
   • Live keynote speeches, panel discussions, and Q&A sessions.
   • Pre-recorded content available on demand to ensure flexibility for attendees.
   • Workshop breakout rooms supporting up to 20 sessions simultaneously, with webcams and screen-sharing functionality.
   • Moderation tools for Q&A, enabling structured discussions.
3. Immersive Virtual Showroom
   
   • 3D-rendered kitchen and laundry environments for Electrolux and AEG products.
   • Interactive hotspots providing detailed product insights.
   • Shared screen presentations during COMEX to guide participants through the showroom.
   • Post-event access for individual exploration.
4. Post-Event Features & Analytics
   
   • Platform extended beyond COMEX for training, customer meetings, and internal workshops.
   • Access to on-demand content such as CEO welcome videos, product showcases, and training modules.
   • Engagement analytics tracking attendee participation and content consumption.

Impact

The success of Virtual COMEX 2020 not only met the immediate needs of hosting a large-scale virtual event but also established a digital-first approach that will continue shaping Electrolux’s future engagement strategies. The platform has remained a key asset for Electrolux from 2020 to 2024, proving its effectiveness and scalability for broader applications within the organization.

• Seamless Transition to Virtual: The platform successfully replicated the in-person COMEX experience with an intuitive, interactive digital interface.
• Increased Engagement: Live Q&A, breakout workshops, and interactive showrooms enhanced participation and attendee satisfaction.
• Enhanced Product Showcasing: The virtual showroom provided an immersive, high-quality environment for product demonstrations, strengthening brand positioning.
• Scalability Beyond COMEX: The platform’s long-term usability extended its value for Electrolux, enabling future sales training and customer engagement opportunities.
• Data-Driven Insights: Detailed analytics allowed Electrolux to measure attendee behavior and refine event strategies.