Imagine stepping into a marketplace where every brand is in a race not just for visibility but for a lasting connection with consumers. Electrolux, a global home appliance market leader, has been running this race for years. But as technology accelerates, consumer expectations rise, and sustainability becomes a priority, the course changes rapidly. Now, even established names like Electrolux face tough digital competition from brands like Bosch, Miele, and Liebherr.

Let’s take a look at the main competitor trends revealed by our DDD analysis:

• Over the past decade, digital interest in Bosch and Miele has steadily risen, meaning that their brand names have become increasingly popular in online searches.
• Bosch has emerged with a more powerful global digital presence than Electrolux and currently holds the highest growth rate in brand interest.
• Electrolux has the most Facebook followers. However, Bosch has built a well-rounded social media strategy that goes beyond Facebook, tapping into newer platforms like TikTok to stay relevant with younger, tech-savvy audiences.
• Bosch and Liebherr have also secured leading positions when it comes to Google’s performance benchmarks (a scoring system that assesses desktop and mobile performance, SEO, number of organic keywords, organic search traffic, domain authority, and number of backlinks), with Liebherr particularly strong in organic penetration.
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A Bit of a Bottleneck

Now let’s shift our focus to the wine storage market specifically. To get a better sense of the bigger picture, we took a close look at the wine fridge market in the DDD. It’s got great potential: valued at $2.4 billion in 2022, it's growing steadily at 5.3% CAGR, and it’s expected to hit a 6% growth rate by 2030 by 2030. North America and Europe are the largest markets, with the Asia–Pacific region (APAC) close behind. 

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When Electrolux acquired Vintec in 2016, it brought a specialist brand in climate-controlled wine storage systems to its portfolio. But even though Vintec has brilliant products, its digital presence is still fairly limited, especially outside of APAC. This gap could be holding it back from reaching new audiences and fully tapping into its market potential. To tackle this challenge, Vintec developed the Oeno by Vintec app, a virtual cellar management tool that uses AI for wine label recognition. Yet, despite expectations, Oeno hasn’t significantly boosted Vintec’s revenue, suggesting it may be time to rethink its value proposition.

Pouring New Opportunities

As we've seen, Electrolux is up against tough digital competition, but there's also huge growth potential in certain areas of the home appliances market – such as the wine storage market. Our Digital Due Diligence analysis uncovered some important insights into the competitive landscape and pointed out where Vintec can step up its digital game to fuel growth.

Today, consumers expect great digital experiences, and new models like Platform-as-a-Service and subscriptions could help Electrolux boost recurring business and grow service income. These trends can help drive recurring business and increase service-based income. By focusing on creating value through digital-first strategies, Electrolux can seriously accelerate its growth moving forward (potentially driving annual revenue increases from 2% to as much as 15%).

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To Be Ageing Like Fine Wine?

A Possible Digital Evolution

The Solution: Launching Digital Services - MVP in the Wine Fridge Business

Strategic Shift - Turning into a Growth-Driven Digital Direction

We prepared a scalable digital business model for Electrolux, starting with the wine fridge business unit. This combined model integrates digital services with the main business, creating a foundation for future growth across other units. By leveraging digital-first strategies, Electrolux aims to become a trailblazer in the industry.

Using Digital to Facilitate Growth

Our two-pillar model focuses on increasing sales and driving revenue through digital services.

• Pillar 1: Driving users to Electrolux wine fridges by addressing their challenges and providing valuable insights. This involves translating the wine world into easy-to-understand terminology and offering advanced insights for expert wine lovers and investors.
• Pillar 2: Creating value-added services that can be monetized, such as a yearly license for cellar planning and investment value tracking.

By focusing on these strategies, Electrolux is poised to enhance its digital presence, drive revenue growth, and establish itself as a leader in the digital market.