As part of Beko’s business transformation programme, we were asked to create a holistic redesign of their digital universe in a much more consumer-centric way; creating relevant and useful experiences that span the entire customer journey from awareness and consideration through to purchase and aftersales.

The strategy informed a programme of work lasting 2-3 years and included a complete overhaul of Beko’s digital communication and services touchpoints.

In recognition of the ever-changing audience habits and technology, they wanted to get to know their Millennial audiences better in order to building propositions that are relevant to todays lifestyles and attitudes to shopping.

We started by creating created a series of personas based around key life events, produced following phases of desk research and social listening. Detail and local specifics were added thanks to the inputs from the wider McCann network (11 offices, plus McCann Truth Central research) and Beko local markets.

Using these personas and research insights, we focused on three distinct product experiences: Major Domestic Appliances, Small Domestic Appliances, and Breakdown. Each experience featuring it’s own unique set of audience emotions, perceptions, and barriers.

We held a series of workshops with Beko head office and nine local market groups to run through and validate these experiences, plus discuss and prioritise opportunity ideas.

Following the workshops, the opportunities were analysed, categorised, and developed to produce Beko Signature Experiences, all of which were built around four experience principles of ‘Simple’, ‘Useful’, ‘Smart’, and ‘Surprising’.

A final experience map acted as a unifying reference point, helping to inform and co-ordinate development roadmaps, and providing guidelines that enabled high-quality and consistent multichannel experiences to be developed across markets.