Blog articles by Kelly Vrachimis

Articles by

Kelly Vrachimis

Kelly Vrachimis is a Senior Marketing Communications Manager at SKIM, and is part of the Global Marketing team, working closely with SKIM's US and LATAM teams. Kelly has an MBA in Marketing and has spent her 10+ year career in B2B and B2C marketing roles across finance, tech, and media, primarily on the brand side. Kelly is passionate about content and consumer psychology, aligning with her role in market research.

How KitchenAid revealed the “end-to-end” global consumer journey

By Kelly Vrachimis on November 6, 2023

To achieve sales and marketing goals, brands need to know how customers make purchase decisions. But another key element of the consumer journey is often overlooked: the post-purchase experience. KitchenAid, a premium kitchen appliances brand, knew they needed to look beyond the point of purchase to uncover opportunities to build customer loyalty and grow their business globally.

KitchenAid had previously done some shopper research focused on the US, but needed to expand their knowledge and action plans globally, and recognized that a lot has changed in the way people shop and use appliances since they did their initial research, pre-COVID.

How could KitchenAid make sense of “messy” consumer journeys and experiences and uncover new opportunities to delight their customers?