Whirlpool took a risk developing an alternative to the traditional washing machine when it launched Swash in conjunction with Procter & Gamble Co. in July. And now the appliance maker is gathering and analyzing data showing how the novel fabric-care contraption is displayed in stores. It's one way Whirlpool will gauge success of its marketing and consumer education efforts around Swash.
"We made a really healthy investment in in-store marketing," said Corey Moles, senior business manager at Whirlpool, regarding the launch of Swash. "We wanted visibility into the store level for every single store we invested in." The company turned to Gigwalk, which now offers an enterprise version of its mobile crowd-sourcing application. Whirlpool is using it to monitor what's really happening with Swash displays in retail locations including Best Buy stores.
"The resources in-field were already visiting Best Buy, but we weren't able to have this visibility before," said Mr. Moles. "I can literally see where it's placed in the store."
Whirlpool Is Awash in In-Store Display Data from Mobile Tool
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