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Winning Group Turns to Neuroscience for New Brand Strategy

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By Published On: July 24, 20180 Comments

As part of its revised focus and continued goal of providing “the best shopping experience in the world”, Winning Group has launched a new website that forms part of its revised brand strategy.

Winning Group, which heads up Appliances Online, Winning Appliances, Winning Services and Home Clearance, has re-launched its website, www.winning.com.au.

According to the company’s CEO, John Winning, the new website demonstrates the growth the business has gone through and reflects its overarching mission to provide the best possible customer experience.

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

“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.”

Winning believes that by re-imagining what exceptional customer experiences are, and providing quality service on a daily basis, is key to the businesses success and future growth plans, as it looks to neuroscience to develop its strategies.

“A repositioning strategy based on neuroscience, this is the first time that all of our businesses, the company values, and the team as a whole are represented under our new purpose and presence,” he said.

Katharina Kuehn, the neuroscientist and chief strategy officer of the Winning Group has reportedly been heading up the new brand and website strategy, ensuring the new direction better reflects the company as a whole.

“Twelve months ago, we embarked on a mission to create a brand that better matches our company as a whole, Kuehn said.

“So we assessed with our team how they perceived 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’ve had for 113 years.

Kuehn believes that businesses need to be disruptive and take strategic action to “survive and thrive” in the changing retail landscape, a task that she says Winning Group is tackling head-on.

“We believe that our new positioning reflects how we aim to achieve our mission to provide the best shopping experience in the world,” she said.

This is the second website within the Winning Group business to get a revamp this year, with its delivery, installation and warehousing service, Handy Crew, re-branding to Winning Services in February, when the company also launched a new website.

At the time, Winning said the new brand clearly represented and expressed the businesses core value proposition of “legendary care”.

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