ESTABLISHING A COFFEE CONNECTION
The #1 globally selling coffee maker brand, De’Longhi, began its partnership with BDSmktg in 2016 to boost the presence for all its brands in the United States, where brands such as Cuisinart, Keurig, KitchenAid, Breville, and Jura have traditionally dominated the coffee and espresso industries.
TRIPLE SHOT OF ADVOCACY, PLEASE
To increase mind share and market share for De’Longhi’s brands in retailers nationwide, BDS implemented a full-time Market Development program accented by Assisted Sales, Training, Merchandising, and 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. Once the program established a good base to work with, specialized teams started collecting data regarding display status, associate knowledge level, and brand recommendation.
WHERE WE ARE NOW
Dedicated Market Development Managers continue to make strides for De’Longhi in stores. From negotiating better shelf placement and incremental displays/bulk stacks, to replacing missing/broken parts and conducting in-store events to train store associates hands on and provide live demos to customers, the team consistently exceeds their KPIs and delivers the results that De’Longhi desires.