Case Study: Electrolux achieves clarity on real online shoppers and actionable website insights with Medallia for Digital

Frigidaire Finds Out Who Their REAL Online Shoppers Are Powered by Medallia for Digital’s Voice of Customer Insights

Electrolux North America needed clear, real‑time insight into who was using frigidaire.com as it prepared a site redesign. The company lacked reliable segmentation of visitors (pre‑purchase vs. post‑purchase), relied on long biased surveys that attracted detractors, and had no fast way to act on feedback — so they engaged Medallia and its Medallia for Digital Voice of Customer solution to better target and understand online users.

Using Medallia for Digital’s targeted intercept surveys, Electrolux captured over 6,000 feedback responses in one month, revealing that only 18% of visitors were pre‑purchase while 80% were post‑purchase owners mainly seeking parts, accessories, and troubleshooting — information they struggled to find. Medallia’s real‑time insights gave Electrolux clear, measurable direction on which pages to change and how, directly informing the frigidaire.com redesign.

Electrolux

Denise Dobyns

Senior Manager of CRM