The Brief
Background to the project
The De'Longhi name is known throughout Europe for its dependability, warmth and style. For the UK, perhaps more than anything, this warmth and style reflects in its range of iconic room-heaters. For the rest of Europe, however, the brand is synonymous with the warmth of freshly brewed espresso coffee, made with stylish coffee machines that are the best you can buy.
It is this marked difference in brand perception that, in the UK specifically, De'Longhi are trying to change. Despite its envious position as the market leader across Europe for its coffee machines, the UK consumer is just starting out in their appreciation and understanding of the brand and of what makes a great cup of coffee.
Rika was asked to help De'Longhi better define and reach its UK audience, communicating the values and passion of this distinctly Italian, yet global, brand.
Our priority was to help build awareness of De'Longhi's coffee products and, in particular, the range of sophisticated Bean to Cup, fully-automatic machines that are its flagships.
The Results
WHAT ARE THE BENEFITS?
- Improvements in audience segmentation and targeting.
- Introduction of multi-variate testing activity across marketing channels.
- Implementation of improved KPI dashboarding and tracking across customer touchpoints.
- Consolidated and integrated marketing and customer analytics.
- Comprehensive campaign reporting.
- Behavioural insights of De'Longhi's audience, allowing the brand to better focus its activities and for budgets to work harder.
- A renewed focus on the importance of Customer Experience and User Experience improvements as a competitive differentiator.
