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Winning Group relaunches site to reflect purpose

Winning Group has shed the serviceable if bland corporate website (see below) that has introduced visitors to the appliance company’s four businesses – Winning Appliances, Appliances Online, Winning Services and Home Clearance – for the past several years.

In its place is a new site that better reflects the company’s culture and mission to provide the best shopping experience in the world, according to Winning Group CEO John Winning.

“We are delighted to not only be launching our new website but also introducing our purpose; we say yes in a no world,” he said.

The website – and purpose – came out of a 12-month-long process to create a brand that better matches the company as a whole.

Katharina Kuehn, Winning Group chief strategy officer and neuroscientist, said the company worked with 700-plus staff to understand how teams perceive the business, who they are and what matters to them in their work.

“Purpose, progress and first principles – we found these are the rules we live by; traits we have had for 113 years,” Kuehn said.

“That means we don’t determine our strategy by way of analogy or live by the rules of others in our industries. Today’s disruptive changes in the market require strategic action for businesses to survive and thrive,” she said.

Winning said this strategic action based on neuroscience is the key to Winning Group’s success.

“Being a purpose-led business means that we find unique and smart solutions, rather than applying brute force. In a highly competitive environment, this is key to succeeding. We are not just a retail company, we are a technology, logistics and customer service engine that happens to sell appliances,” he said.

“We lead, we innovate and we invest seriously in R&D. There’s no other retailer in the world doing the things we are doing and we are proud to lead the industry with a Net Promoter Score of over 80.


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