Establishing A Coffee Connection With BDS
CASE STUDY: De’Longhi
FROM IN-PERSON TO ONLINE,
DE’LONGHI TAPS INTO SALES SUCCESS
Using an innovative combination of brand advocacy and virtual selling solutions, De’Longhi steams ahead with BDS to achieve awareness, mindshare, and sales in a competitive coffee maker and espresso machine market.
De’Longhi’s Custom Mix
A SHOT OF BRAND ADVOCACY AMPS UP
To increase mind share and market share for De’Longhi nationwide, BDS implemented a full-time Market Development program utilizing an optimized coverage approach and accented by Assisted Sales, Training, Merchandising, and Special Events. Initial visits for the program focused on introducing the De’Longhi brand to store associates, developing relationships with stores, and gathering intel on both De’Longhi and its competitors.
For over four years, the BDS team made strides for De’Longhi in covered markets. From negotiating better shelf placement and replacing missing/broken demo machine parts in the aisle, to hosting interactive in-store and local out-of-store events, providing hands-on training for store associates, and conducting live product demos for customers, the team consistently exceeded their KPIs and delivered the results that De’Longhi desired.
INNOVATING FOR THE NEW CUSTOMER JOURNEY
In early 2020, the program evolved from championing the brand in stores to supporting the entire customer journey with a major focus on De’Longhi’s online presence. While most retailers ceased or decreased operations due to the spread of COVID-19, BDS quickly pivoted De’Longhi’s Market Development and Assisted Sales strategy to a fully virtual, video-powered sales experience using two of BDS’ newest solutions: Tap-a-Tech and BrightShops.
De’Longhi’s custom Tap-a-Tech program called “De’Longhi Shop Live” featured two BrightShop remote store environments in NYC and New Jersey, equipped with the latest De’Longhi coffee machine models and a simulated home kitchen environment. In the event of additional “stay at home” orders, the BDS team ensured that each BrightShop was safe, well-equipped, and ready to transition from office to home to limit any interruption in service.
Highly trained and camera-friendly barista-like Shop Live Representatives (SLRs) staffed each location. The SLRs used BDS’ Tap-a-Tech digital platform to conduct 1-way video chat via a ‘shop-live’ widget embedded on De’Longhi’s website, enabling the team to provide instant product demos, answer product questions, provide further education, overcome objections, and assist purchases. The success of the quick pivot led to higher sales conversion online and an extension of the program.
Insight-Led Management Opens Additional Sales Opportunities
Early on in the Tap-a-Tech program, the BDS team combined their in-store knowledge with their digital expertise to identify additional sales opportunities based on De’Longhi website traffic peaks. To maximize the results even further, BDS recommended to increase the hours of operations and SLR coverage.
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