Electrolux tracks sales metrics and KPIs for European offices with Klipfolio

Andreas Tóth, the Online Sales Manager at Electrolux, has worked for the company since November 2016, helping grow online sales and introduce a data-driven culture using Klipfolio dashboards.

When asked about his role, Andreas tells us, "We are a completely new team at Electrolux, in charge of starting up 55 shops in 19 European countries. The stores were created to sell spare parts and accessories directly to consumers." Andreas needed a way to track these new stores from the central Electrolux office and share that data with each country — that's when his journey with Klipfolio began.

About Electrolux

Electrolux is a Swedish multinational home appliance manufacturer headquartered in Stockholm. Consistently ranked among the world's largest appliance makers by units sold, the company sells products under a wide variety of brand names, including its own.

Electrolux was founded in 1919, selling vacuum cleaners across several European countries. Over the past century, Electrolux has expanded significantly and now sells a wide variety of products including refrigerators and dishwashers. The company employs over 50,000 people worldwide.

Electrolux before Klipfolio

Before building dashboards with Klipfolio, the Electrolux team relied solely on GA4 to track and share data. The problem: not everyone knew how to use the platform, and finding the exact data they needed was difficult.

The team needed a simple, easy-to-understand dashboard that each store and country could use to access their specific sales data without requiring technical expertise.

Why Electrolux chose Klipfolio

The Electrolux team was looking for a tool that could monitor daily sales dashboards and KPIs — and make it easy to share that data with teams around the world.

When asked why he chose Klipfolio, Andreas said, "I tried a couple of different dashboard tools, but decided to go with Klipfolio because I think it had the best Google Analytics integration. The number of pre-built Klips to choose from made it the easiest and fastest dashboarding tool for us. And the ability to set up different user groups and permissions was also an important factor in our decision."

The Electrolux team also found the mobile app dashboards to be a useful feature, helping them stay on top of their metrics no matter where they are in the world.

How Electrolux uses Klipfolio

The Electrolux team uses their dashboards in three ways: on TV monitors around their offices, on personal desktops when they want to dig into the data, and through the mobile app for a quick view of KPIs on the go.

The central e-commerce team uses two TV monitors in their office to track daily sales and performance, giving the team a real-time view into their KPIs. They also use their dashboard as the focal point in bi-weekly meetings to discuss current performance and compare it to year-over-year data.

The ability to share data easily with different users, groups, and shops was a key factor in choosing Klipfolio. Local Electrolux shops have full access to the dashboards, so they can follow sales for their specific brand and country. This puts the power of data in the hands of everyone at Electrolux — helping the team make informed, data-driven decisions.

Metrics tracked by Electrolux

What does a worldwide home appliance company track on a daily basis? Andreas says their dashboards include both sales and web metrics:

• Revenue
• Average Order Value
• Daily Sales
• Weekly Sales
• Monthly Sales
• Website Sessions
• Conversion Rate
• Revenue per Channel
• ROI for Paid Traffic

These metrics keep the sales team up-to-date on their own performance and the overall health of the business.

How Electrolux celebrates big wins

With Klipfolio, the Electrolux team can react faster when they spot problems with sales or performance numbers at any of their shops. Catching issues early — before they affect the bottom line — supports continued growth and leaves more room to celebrate wins.

So how does the Electrolux team mark a big win? Andreas shares, "We celebrate by having fika, and we find a way to have fika at least once a day!"

Cheers to that — and to Electrolux building a data-driven culture that keeps every shop, in every country, moving in the same direction.