Headline: Electrolux designs showrooms to reach women

The Electrolux Kelvinator brand of consumer durables, which has started to gear more of its communication and promotions towards women, has taken this strategy to the shop floor. It plans to set up dealer showrooms that are owned, managed and staffed by women. The first such showroom is scheduled to open in Delhi in a few months, and will be designed distinctly differently from its regular showrooms, giving a more feminine ambience.