Opportunity

World-renowned Italian coffee brand illycaffe (illy) wanted a partner that could help extend its global reach into new strategic markets and strengthen its brand equity.

The company already ran a complex global platform serving illy’s B2B and B2C customers in Europe, the US and APAC regions. Wunderman Thompson Commerce's challenge was to help develop the company’s digital strategy, implement an ambitious developmental roadmap and improve its ecommerce applications.

Inspiration

Our expertise in digital commerce comes into its own right at the intersection of technological innovation and strategy. Working with illy was an opportunity to really get our teeth into a big, complex, global infrastructure to see where we could add value and drive improvements.

Illy’s existing platform was impressive. Along with third-party integrations, it presented a single physical infrastructure and web services that comprised more than a dozen separate functions, including ecommerce applications and web stores, web content manager & accelerator, customer contact database and more. All of these combine to support illy’s digital marketing activities, including content delivery, ecommerce selling, community management, brand awareness, and brand identity.

Solution

The focus of our support was to create a more engaging omnichannel experience for both B2B and B2C customers, with a single, global ‘go-to’ area across the illy domain which tied together social engagement, CX and commerce.

We delivered multiple international mobile sites to support global growth ambitions, including sites for the US and Italy delivered in just four weeks. We improved accessibility for the hugely popular illy subscription flow across all channels, integrated a customer service Order Management System for a smarter order fulfilment process and implemented a new payment gateway to align the US and European stores.

Growth

The impact of our work was to achieve better integration and consistency across social, consumer and online, ensuring a more engaging and seamless omnichannel experience for both B2B and B2C buyers. As a result, transactions rose by 12% and sessions by 9% year-on-year.

Wunderman Thompson Commerce is an expert in delivering and supporting world-class eCommerce solutions. It has helped us maintain and enhance illy’s eCommerce applications while contributing to our digital strategy and roadmap… It is responsive, and the team delivers what they say, when they say.

Giovanni Niero

Digital Business Technology & Global Web Platform Manager, illy

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