De’Longhi Success Story
Learn how we helped small appliance brand De’Longhi increase sales by 81% and become a market leader in the automatic machine category.
De’Longhi Group Snapshot
- Founded in 1902
- Headquartered in Treviso, Italy
- 10,000+ employees worldwide
- 3,221.6 in annual revenue as of 2021
De’Longhi is an award-winning small appliance brand owned by De’Longhi Group, whose portfolio includes household names such as Kenwood, Braun and Nutribullet.
Goals
- Increase brand awareness and sell-through of the De’Longhi espresso machine range
- Highlight the quality, history, and uniqueness of the brand
Solutions
- Display prominent, eye-catching demonstrations
- Recruit and implement sales-focused brand ambassadors in store
- Implement in-store promotional campaigns and events
Outcomes
- 81% increase in total sales
- from 13% market share to market leaders in the fully automatic machine category
The Challenges
De’Longhi needed its range of luxury espresso machines to stand out in a growing market – while still conveying the brand’s quality, history and uniqueness.
The brief was to stimulate the market’s interest by showcasing De’Longhi’s comprehensive SDA range, highlighting their manual espresso machines, and educating consumers through in-store demonstrations.
Before 1999, De’Longhi had an established reputation as a manufacturer of appliances like air conditioning and dehumidifiers, but its manual espresso machines were its first foray into the SDA market. As a result, brand awareness within the SDA category was still relatively low.
De’Longhi’s brick-and-mortar sell-through rates were comparatively low. To increase consumer awareness of its coffee brand, the company needed effective brand ambassador merchandising and in-store activations.
The Solutions
We gained the interest of new customers through sensory marketing tactics – and converted them to sales through the use of rigorously trained brand ambassadors, demonstrations, campaigns and events.
Prominent Visuals
Strong visual merchandising techniques served as the perfect canvas for De’Longhi’s sleek machines, highlighting their unique features and benefits.
Brand Ambassadors
Sales-focused brand ambassadors helped customers traverse ‘the last three feet’ of the buying journey with in-store samples, market research and reporting, and hands-on coffee-making demonstrations.
Promotions
We seized and held customer attention through in-store promo campaigns that included vouchers, gift packs, giveaways, and TV guest presenter appearances.
We also participated in major coffee festivals, food and wine shows, and national retailer roadshows.
Cornerstone Impact
The Outcomes
For 20 years, we supported De’Longhi’s espresso machine sales with in-store marketing strategies ranging from brand ambassadors to TVSN campaign executions.
The results:
We helped drive their brand awareness and more effective conversion of customer interest to revenue, with an 81% lift in gross espresso machine sales over the length of our engagement.
We managed their in-home barista service program for three years, which had to be adapted to online virtual demonstrations during the pandemic.
The success of the online demonstrations led to an ongoing virtual barista service strategy.
Aguzzo Group lifted De’Longhi’s market share from 13% to market leader in the fully automatic machine category.
To continue the drive towards automatic machine category domination, Aguzzo Group provided selective, professionally trained baristas to demonstrate and engage with consumers in the last three feet of the retail landscape.
