Having operations in durable consumer goods industry with production, marketing and after-sales services, Arçelik A.Ş. offers products and services around the world with its 27,000 employees, 15 different production facilities in six countries (Turkey, Romania, Russia, China and South Africa), its sales and marketing companies all over the world and its 10 brands (Arçelik, Beko, Grundig, Blomberg, ElektraBregenz, Arctic, Leisure, Flavel, Defy and Altus) serving products and services in more than 130 countries.
DREAM: Inspire People
Arçelik is the one of the key players of innovation in Turkey. The age of innovation welcomed Thought Leadership. As we all know innovation is right in center of our lives and it brings new habits, new business models, new use cases. Therefore, many of the leader companies develop a journey to inspire people and make ideas happen.
Together, we designed a new thought leadership initiative called “Tomorrow”. The model was based on several elements including extensive desktop research, trend analysis, co-creation workshops with different target groups, brainstorming sessions to generate out of the box ideas. The “Tomorrow” concept will focus on the next 3 years. The system will run on a cyclic calendar of quarters. The theme of the quarter will be areas such as “future of retail”, “future of healthcare” and “future of artificial intelligence”.
EXECUTE: Thought Leadership
In the first quarter our focus was “the future of retail”. We had 7 perspectives when designing the future of retail: the stores of the future, the customer of the future, the campaign of the future, the money of the future, the order in the future, the delivery in the future, and the POS of the future. In addition to these, we designed an omni-channel model to illustrate the customer experience of the future. We also added a section about future jobs in the retail domain.
In order to gain insight from different parties from teenagers to resellers and white collars we ran several workshops. We ended with more than 150 cool ideas. We evaluated them all and took 10 of them to the next level with illustrations.
The outcome of all this work converts into a report named “Tomorrow Files”. Each quarter we will focus into a different topic and after all these detailed research, investigation, ideation, workshop stages we will publish a new issue of the report.