#72 - Why you may not own your next washing machine - Ritz Steyter, Electrolux

In this episode of Commerce Talks with Alexander Graf, I sit down with Ritz Steyter, the digital e-commerce director for Electrolux in Asia Pacific, Middle East, and Africa. We explore why your next washing machine might be rented rather than owned, as Electrolux pioneers the appliances-as-a-service model in Singapore. Ritz shares insights into Electrolux's strategy for entering new markets, emphasizing the importance of both brick-and-mortar and e-commerce channels. We also discuss the brand's commitment to sustainability and how it's influencing their business model. From pop-up stores to direct-to-consumer websites, Electrolux is adapting to changing consumer habits while maintaining a focus on customer experience and brand differentiation. Join us as we delve into the future of home appliances and the evolving landscape of commerce in the Middle East and beyond.