Bielefeld, 17 February 2026 – With their two‑stage year‑end campaign, electroplus küchenplus and Bosch have impressively demonstrated how powerful the interaction between retail, industry and well‑thought‑out marketing can be.
At the heart of the initiative was targeted sell‑through support for selected Bosch washing machines and dryers at participating electroplus küchenplus specialist retailers. From 1 December 2025 to 31 January 2026, customers purchasing a promotional appliance received an immediate €50 discount at the checkout.
Impact beyond the Christmas season
The campaign followed a clear narrative structure:
In December, the launch theme “Merry CASHmas” focused on the Christmas business; in January, the campaign continued under the motto “Happy New CASH!”.
The goal was to carry attention and purchase readiness from the holiday season into the start of the new year—and to increase visibility of the promotional appliances both at the POS and in the online shops of electroplus küchenplus specialist retailers.
Effective mix of measures boosts visibility
The campaign relied on a well‑coordinated mix of POS materials, online and print support, as well as social media and search engine advertising. The combination of campaign idea, creative design and target‑group approach proved successful. The measures directed users purposefully to retailer websites and strengthened the online visibility of the promotional appliances.
Newcomers on both sides
For Lisa Kolbert, Key Account Manager Electrical Retail Germany at Bosch, the campaign was one of her first major activities in her new role following the restructuring at BSH:
“For me, this campaign was an excellent opportunity to create impact together with specialist retail and to show how reliably strong campaign partnerships can work.”
There was also a personnel change at electroplus küchenplus: Alice Jank took over the position of Category Manager on 1 January 2026 and continued the running campaign in her new responsibility.
“This campaign was the ideal starting point for me to immediately immerse myself in working with our industry partner Bosch. The seamless interaction of the many campaign components showed how effectively concept, communication, industry and retail can interlock,” says Alice Jank in retrospect.
That both responsible parties began their new roles with such a visible and multifaceted campaign gave the project additional character—and made the results all the more remarkable.
To be continued
Given the smooth collaboration across all levels, it is already clear that this will not be the last joint campaign by electroplus küchenplus and Bosch. The insights gained provide valuable guidance for upcoming initiatives and strengthen the foundation for future cooperation. The course is already set for further equally powerful campaigns.
Image caption:
Successful joint campaign by electroplus küchenplus and Bosch (from left to right): Lisa Kolbert (Key Account Manager Electrical Retail Germany, BSH), Franz Schreckenberg (Team Lead Category Management Electro, EK Retail) and Alice Jank (Category Manager Major Domestic Appliances, EK Retail).
