{"id":8589,"date":"2024-10-13T11:40:58","date_gmt":"2024-10-13T11:40:58","guid":{"rendered":"https:\/\/www.blauw.com\/case\/philips\/"},"modified":"2026-10-29T15:43:45","modified_gmt":"2026-10-29T15:43:45","slug":"philips","status":"publish","type":"case","link":"https:\/\/www.blauw.com\/en\/case\/philips\/","title":{"rendered":"Philips"},"content":{"rendered":"\t\t
\n\t\t\t\t
\n\t\t\t\t\t
\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Homepage<\/a><\/span><\/span><\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Philips<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t

Electronics customer journey: Philips boosts high-end TV sales.<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Case Information<\/h2>\t\t\t\t<\/div>\n\t\t
\n\t\t
\n\t\t\t\t
\n\t\t\t\t\tClient<\/span>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\tPhilips<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t
\n\t\t\t\t\tType<\/span>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\tNew Product Development<\/span><\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t
\n\t\t\t\t\tSector<\/span>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\tElectronics<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t
\n\t\t\t\t\tDate<\/span>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t2024<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\t
\n\t\t
\n\t\t\t\t
\n\t\t\t\t\tWhere is your brand missing opportunities in the customer journey? Here\u2019s what Philips can teach you. <\/span>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

This case demonstrates how community research provides in-depth insights into the customer journey for complex products. By following consumers step-by-step, you uncover concrete improvement points for your omnichannel strategy and pinpoint where your brand misses opportunities, both domestically and internationally. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

\n\t\t\t\t\t
\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t

The Question<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t

How does Philips win the hearts of high-end TV buyers?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Philips, a globally leading electronics company, is renowned for its innovative products. For their high-end televisions, Philips sought to understand precisely how consumers orient themselves and proceed to purchase. <\/p>

Through an in-depth electronics customer journey analysis, they aimed to identify opportunities to better reach and influence buyers, both online and offline.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\t
\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t

The Challenge<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Why dissect the complex purchasing process for high-end TVs?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Choosing and buying a premium television is not an impulsive decision; consumers take ample time for it. Philips wanted to gain insight into where they were missing opportunities in this extensive orientation and purchasing journey. <\/p>

The challenge lay in uncovering various assumptions and hypotheses about brand perception and product features, such as Ambilight, across different countries.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

\n\t\t\t\t\t
\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t

The approach<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Community research in two countries unravels the customer journey.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

To make the customer journey of high-end TV buyers transparent, community research was established in Russia and Germany. With 200 consumers per country, we followed the steps of their purchasing process for four weeks. <\/p>

This approach allowed us to daily engage and delve deeper into their experiences, guided by native moderators.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

\n\t\t\t\t\t
\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t

<span data-metadata="\"><\/span><span data-buffer="\"><\/span>The result<\/span><\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t

From hypotheses to a concrete action plan for Philips.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

The community research yielded a wealth of information that confirmed or refuted all of Philips’ preconceived hypotheses. This resulted in a clear picture of pain points and improvement opportunities within marketing, sales, and distribution. The subsequent quantitative research in five countries made this even more concrete, providing Philips with a clear action plan to boost high-end TV sales. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

\n\t\t\t\t\t
\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Consequence of the Result<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t

How the insight led to action.<\/h2>\t\t\t\t<\/div>\n\t\t
\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Optimise the in-store presentation of Ambilight.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Ensure sufficient space around the TV and activate the feature with dynamic content, allowing consumers to experience the spectacular ambiance firsthand and grasp its added value.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Streamline brand expressions per country.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Harmonise the look & feel of Philips’ promotional materials across different product families and nations, ensuring a consistent and modern brand image that enhances professionalism.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Localise marketing strategies effectively.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Consider cultural differences in promotional materials and distribution, such as German ‘Gr\u00fcndlichkeit’ versus Russian practices, for more effective campaigns and improved brand experience.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Train sales staff thoroughly.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Ensure salespeople can expertly explain and demonstrate the unique features of high-end TVs, such as Ambilight, so consumers make fully informed purchasing decisions.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Enhance the omnichannel experience.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Integrate insights from online orientation and physical store visits to create a seamless and compelling customer journey that aligns with the expectations of high-end buyers.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

\n\t\t
\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Related cases.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tView all case studies<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t
\n\t\t