The Laundry Industry Goes Circular: A Sustainable Approach to Laundry
Starting point
As part of Henkel's strategy for sustainable operating models, we have developed a completely new innovative service within the framework of the circular economy. It is called “Comfort Wash” and takes laundry to the next level. With Persil Samsung Comfort Wash, customers never have to worry about buying and storing laundry detergent or about a faulty washing machine again. Instead of buying their machines, they can now simply lease them as long as they use the new Comfort Wash service.
Result
Main Goal. Make Henkel a pioneer in the circular economy
The COVID-19 pandemic presented many companies with the challenge of responding quickly to the increasingly digital needs of their customers. The Henkel team saw exactly this situation as a great opportunity and worked purposefully to adapt to changing consumer behavior. These include the increasing preference for online shopping and direct-to-consumer services.
Henkel set strategic priorities to improve its online presence and direct contact with consumers. Henkel saw a unique opportunity to demonstrate its commitment to sustainability and innovation by becoming a pioneer in the transition to a circular economy business model.
In collaboration with Henkel, Etribes developed, validated and prototyped a new D2C business model using the concept of subscription-based services in a circular economy. From the start, the vision for Comfort Wash was to save resources, reduce waste and increase customer lifetime value.
Takeaways
Flexibility. Comfort Wash is aimed at people who move often or want to try a washing machine before buying. Not everyone wants to own one.
Simple delivery. Users choose one of three subscription plans, and the delivery service brings the Samsung washing machine to their door.
Sustainability. The subscription model in a circular economy is meant to save resources, reduce waste and raise customer lifetime value.
- 4 business days
- until the subscription washing machine arrives, in the concept, not measured
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