Being one of the leaders in the household appliances sector in Turkey, Arcelik operates 2,000+ distributors and stores in Turkey.
Being one of the leaders in the household appliances sector in Turkey, Arcelik operates 2,000+ distributors and stores in Turkey. The company employs 25,000 people in 15 different production facilities in 6 countries; Turkey, Romania, Russia, China, South Africa and Thailand. It also has international sales and marketing organizations in 27 countries and, with its parent brands such as Beko, Grundig, Blomberg, Elektra Bregenz, Arctic, Leisure, Flavel, Defy and Altus, Arcelik offers products and services in over 135 countries. At the end of 2015, Arcelik reported to have a sales revenue around $5,2 billion.
It is extremely critical for a business with a vast distribution network as Arcelik; to track the visitor traffic it draws and anticipate the trends to make well-founded decisions rapidly. In this case, the real metric that needed to be analyzed was conversion rate to determine performance. In addition, the company wanted to see the potential it had and the reasons behind the successful or poor strategic moves regarding its customers’ buying habits. To evaluate its transaction performance better, Arcelik wanted to assess what its average basket size was, so it would figure out how many of these sales opportunities were lost and how they could have been regained. Lastly, since Arcelik is a worldwide known brand, it is important to keep its customers satisfied throughout the purchasing process, including post sales across all parent brands. The company aimed to maximize its customer satisfaction levels by evaluating customer behavior and intent, thus turn them into recurring buyers.
Solution
Arcelik has been our client since 2013 and has purchased V-Count 3D devices to stay ahead of the curve. Along with the devices, Arcelik has been making complete use of our cloud services in terms of total traffic and sales, conversion rate and analysis, total stock and average basket size. With our advanced cloud software system, the company overcame the challenges of total footfall, average basket size and conversion rate. As of now, it has 600 devices installed in 465 stores and distributors around Turkey.
Benefits and results
With V-Count people counting technologies, Arcelik now measures:
- The total footfall amount in the stores
- The total sales volume vs. the lost opportunities
- The levels of customer satisfaction through tracking conversion rates