LIXIL’s launch of the new digital experience hub GROHE X, for its GROHE brand across EMENA, has so far attracted more than 68,000 visits from 140 countries across the globe.
The comprehensive brand platform offers informative multimedia content to GROHE’s professional business partners and consumers. Tailored to visitors’ different needs and interests, a customised programme of content is offered to respective target groups. During the launch week, more than 8 events, ranging from a premiere keynote for media and a panel talk on consumer insights, to a deep-dive session on installer services, were hosted. Meanwhile, architects, designers and business partners sought out discussions on topics such as ‘Strategies for Future Living’ and ‘Green Buildings’. Videos and live sessions have already been viewed almost 70,000 times and are now available as on-demand content on the hub.
A highlight and further proof of the global brand’s position as a sustainability pioneer in the sanitary industry, was the reveal moment of its four best-selling products as Cradle to Cradle Certified® variants. In contrast to the linear take-make-waste model, Cradle to Cradle stands for continuous material cycles: a product is manufactured in such a way that, at the end of its life, the components can be used to create new products. This is a new milestone in the GROHE brand’s sustainability journey.
GROHE X offers a vast selection of how-to videos, inspirational articles and 360° virtual rooms that allow visitors to immerse themselves in the new product highlights and innovations. In addition, there are exciting video formats such as ‘A Glass of Water with…’, in which various GROHE experts offer behind-the-scenes glimpses of the global brand, or ‘Wow of the Week’, in which a particularly inspiring project or topic is presented each week. 2 While visitors to the brand hub can explore the world of GROHE on their own, GROHE X also opens up new ways of interaction. Business partners can use the platform to schedule appointments with their sales contact and thus exchange information directly about upcoming innovations. The visionary idea of driving customer engagement via the hub has so far resulted in more than 4,000 customer meetings.
“We were blown away by the positive feedback from our customers, suppliers, and various other stakeholders as well as colleagues from LIXIL around the globe,“ says Jonas Brennwald, Leader LIXIL EMENA and Co-CEO Grohe AG. “GROHE X is a true milestone in our brand history. It opens up unprecedented opportunities to experience GROHE and to discover our products and the topics that drive us. The digital journey we have embarked on with GROHE X has only just begun.”
