352. Kaan Aykac, Director DTC and E-Commerce at Electrolux: Conversion, Premium Experiences, LLMs, App vs Web

Kaan Aykac is the Director DTC and E-Commerce Europe at appliances leader Electrolux, In this episode we explore what great DTC looks like in a high-consideration category, where the website is not just a sales channel, but the digital flagship of the brand. We look at how consumer expectations are increasingly shaped by the best digital experiences across industries, why consistency matters as much as perfection, and how Electrolux is evolving the online customer journey.

Tune in to hear about:

Why DTC is more than just driving conversion What Electrolux has learned about how consumers shop for appliances online Bringing lessons from Louis Vuitton into a very different category Why consumers benchmark you against Apple and Amazon, not only your direct competitors AI FAQs, natural-language search and the rise of LLM discoverability The role of UGC, personalization and connected appliances Kaan's approach to leadership and why he believes in "optimizing for the steepness of the learning curve" Watch on YouTube: https://youtu.be/dNMKuBFdBf8

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Audio Mixing by Modest Ferrer

Voice Acting by Jason Martorell Parsekian

Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.