Launching AEG Premier Partner Retail Program

Following a successful year in the Nordics with high-impact ATL campaigns, product launches and engaging brand activations, AEG introduced one of its most ambitious retail initiatives to date: Premier Partner – a new two-tiered retail program designed to strengthen loyalty, increase visibility in-store and create a more seamless ownership experience for consumers.

WaveCrest has been a trusted retail agency partner for Electrolux since 2020, managing all aspects of in-store communication. When Electrolux needed help with their brand AEG, they turned to WaveCrest.

The initiative brought together some of AEG’s strongest customer promises, including extended warranties, try-before-you-decide security and added-value services for selected retail partners across the Nordic market.

Four Markets, Four Target Groups

Goal was to launch AEG’s completely new retail framework across multiple channels, audiences – and in four markets – while keeping the communication simple, premium and easy to activate in-store.

The program needed to: 

• strengthen retailer preference for AEG

• increase in-house and display share

• create stronger long-term customer relationships

• simplify warranty activation and service communication

• make the added value immediately understandable for both sales staff and consumers 

At the same time, the concept had to work equally well for kitchen retailers, internal sales organisations and end customers. 

From Strategy to Store Floors 

We developed a full launch ecosystem for the Premier Partner program, combining retail communication and onboarding material into one cohesive brand experience. 

Our work included: 

• messaging frameworks for both Premier Partner and Premier Partner+

• in-store signage and PoS material

• sales and sell-in presentations/toolkits

• digital communication (banners & content for social media)

• landing pages and intranet content 

The communication focused heavily on making the value proposition tangible and easy to understand. Rather than leading with technical warranty information, we positioned the program around peace of mind, simplicity and long-term confidence. 

Key customer benefits included a 150-day try-and-buy guarantee, a 5-year warranty with additional extension options, discounts on care products and accessories, and a simple digital registration and activation.

The messaging strategy was designed to help retailers clearly communicate why purchasing from a Premier Partner creates added value beyond the appliance itself. 

Creating Consistency Across the Customer Journey 

One important part of the project was ensuring that the experience felt connected at every touchpoint — from showroom signage and sales conversations to post-purchase registration. 

The visual and verbal identity therefore balanced scandinavian premium aesthetics, clarity and simplicity, reassurance and trust, and modern retail guidance. 

The result was a launch platform that helped transform service promises into a visible competitive advantage in-store.