Whirlpool 2002 Annual Report Download - page 13

2002 Annual Report 23
To effectively display and explain this type of new innovation
to consumers, Whirlpool and an increasing number of its
North American trade partners and contract-home builders
present these products in unique store and model-home
formats that enhance the purchase experience. These displays
break away from traditional “sea of white” retail formats and
invite consumers to become more engaged in buying and
understanding how Whirlpool appliances can benefit their
lives. Consumer demand for Whirlpool innovation has helped
the company build and strengthen its leading position with
the region’s top value-added distribution partners.
Taking customer involvement even further, Whirlpool opened
the Insperience studio in Atlanta, a 6,000-sq.-ft. facility that
has working kitchen and laundry displays, and features
the latest products from Whirlpool and KitchenAid. The
Insperience studio gives customers, builders, architects,
designers and trade partners a hands-on appliance
experience, while giving Whirlpool employees more insight
into customer needs and desires.
Insperience studio expands upon the company’s hands-on
approach to interacting with customers. The KitchenAid
Experience store in Greenville, Ohio, also provides customers
with an interactive environment that features KitchenAid
major and portable appliances. Visitors can discover the
history of the KitchenAid brand, participate in cooking
classes, and shop for KitchenAid portable appliances and
cooking accessories.
Additionally, Whirlpool sponsors the House of Innoventions
at Innoventions at Epcot®, the ever-changing theme park of
discovery at the Walt Disney World®Resort in Lake Buena
Vista, Florida. Millions of guests each year tour the popular
attraction that showcases the latest in home innovation,
including a prototype Internet-ready refrigerator from
KitchenAid.
In addition, the company has been using design and style as
a strategic tool to create appealing visual connections with
consumers on the retail floor. The design community is taking
note as well. The Smithsonian Institution’s Cooper-Hewitt
National Design Museum presented Whirlpool with the 2002
National Design Award for Corporate Achievement – one of
many prestigious design awards that the company received
during the year.
The company continues to offer consumers a full range of
energy-efficient products that reduce home energy costs.
Whirlpool’s ENERGY STAR®qualified appliances, such as the
Whirlpool Duet washer and dryer and Conquest refrigerator,
provide exceptional levels of energy efficiency that meet or
exceed government guidelines.
An ongoing fundraising partnership between KitchenAid
and the Susan G. Komen Breast Cancer Foundation generated
more than half a million dollars in 2002 for the fight against
breast cancer. Each sale of a pink KitchenAid stand mixer
generates an additional $50 donation to the Komen Foundation.
Since 2001, KitchenAid has raised more than $1 million through
the sale of the mixer.
Whirlpool continued its partnership with Habitat for Humanity
in 2002 by donating approximately 11,000 appliances to
Habitat homes built in North America. Whirlpool donates
an ENERGY STAR®qualified refrigerator and free-standing
range to every Habitat home built in North America. Through
Habitat, Whirlpool has helped improve the lives of more than
15,000 families.
>Whirlpool Family Studio
The Whirlpool Family Studio is a
center of home activity that also
serves as an efficient, functional fabric
care space. Customers make use of
breakthrough fabric-care products,
such as the Whirlpool Personal Valet
clothes vitalizer, which are smartly
integrated within attractive cabinetry.
Family Studio gives home builders,
designers and remodelers the
innovative products and design
flexibility to meet the unique space
requirements of their customers.
A>The Whirlpool ImPress ironing station features an easy-to-access, adjustable board, storage
for an iron while it cools, and automatic shut-off controls.
B>The Whirlpool SinkSpa jetted sink gently cleans delicate garments and other hand-washables
with specially designed water jets.
C>The Whirlpool DryAire drying cabinet shaves hours off the air-drying process for heavy woolens
and bulky garments, while gently drying delicates.
D>The Whirlpool Duet washer and dryer pair delivers stylish design, unbeatable water and energy
efficiency, and time-saving washing capacity.
North America Operating Review
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North America Operating Review (continued)
D
A
B
C