#08 When Washing Became a Service: Lessons from Electrolux’s Pay-Per-Wash Experiment
Автор: Digital Servitization: Rigorness meets relevance
Загружено: 2026-01-08
Просмотров: 10
Description
In this episode, we unpack Electrolux’s pioneering—and often overlooked—pay-per-wash pilot, launched in Sweden more than 20 years before “as-a-service” models went mainstream. Electrolux tested a radical idea: households would no longer buy washing machines, but pay only for the function—each wash cycle. We explore why the model emerged, how it worked technically and commercially, why adoption was modest, and what valuable lessons it revealed about customer behavior, sustainability, and cultural readiness for service-based consumption.
This story offers a rare glimpse into an innovation that was ahead of its time—and what it tells us about the future of product-service systems.
Key Words: Servitization, Circular Economy, Functional Sales, Consumer Behavior
Sustainability, Business Model Innovation
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