From Traffic to Conversion: Electrolux's D2C Growth Strategy
Retail Management students attended a theme lecture with Electrolux on growing its direct-to-consumer business across Europe.
Olena Rogozina, D2C Demand & Discoverability Manager at Electrolux, shared insights into the company's approach to direct-to-consumer growth. Key topics included driving traffic, improving conversion rates, and optimizing content and marketing investments across diverse European markets.
The theme lecture explored how Electrolux builds a D2C growth strategy across Europe's diverse markets while adapting to changing consumer behavior. Students examined the decisions behind attracting visitors, turning interest into purchases, and prioritizing marketing investments - and how these elements come together to drive growth at scale within a multinational organization.
Lili Tarkhanyan, Key Account Manager, E-commerce Retail Club
