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Award-winning smell of cheese – creating unique online experiences - 10 maj på Creuna

Arla Unika is where Arla experiments and challenges conventions in dairy. Since 2002, Arla Unika has developed new world class cheeses in close cooperation with passionate and skilled people in the dairy business and adventurous product developers.

Today, Arla Unika is an exclusive and well known brand in Denmark and Unika’s cheeses are on the menu of several of Denmark’s top restaurants. The dairy products are also available for the consumers, however only in Arla Unika’s designated stores in Aarhus and Copenhagen and in a limited range of speciality stores.

How can we move online and make it possible to reach more people while still keeping the extremely high level of expertise, storytelling and sensory experience that is such an essential part of the experience in the physical shops? This was the core challenge for Creuna in creating a unique and award-winning online cheese experience.

Helle Jensen, Senior UX Consultant in Creuna Denmark

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Award-winning smell of cheese – creating unique online experiences - 10 maj på Creuna

  1. 1. Award-winning smell of cheese Creating unique online experiences Helle Jensen, Senior UX Creuna Denmark
  2. 2. © Creuna
  3. 3. We will deliver a digital experience that exemplifies our unique and innovative approach to making cheese and puts the customer in the driving seat. Our website is the natural extension of our stores. © Creuna
  4. 4. We will deliver a digital experience that exemplifies our unique and innovative approach to making cheese and puts the customer in the driving seat. Our website is the natural extension of our stores. © Creuna
  5. 5. © Creuna
  6. 6. © Creuna
  7. 7. What is the website about?
  8. 8. © Creuna
  9. 9. © Creuna
  10. 10. © Creuna
  11. 11. © Creuna
  12. 12. © Creuna
  13. 13. © Creuna Cheese is not JUST cheese…
  14. 14. © Creuna
  15. 15. © Creuna Forget what you think you know about ”cheese and wine”
  16. 16. © Creuna
  17. 17. © Creuna
  18. 18. © Creuna The digital journey to becoming a cheese expert – in the comfort of your own home
  19. 19. © Creuna
  20. 20. © Creuna
  21. 21. © Creuna Do people REALLY eat that much cheese?
  22. 22. © Creuna
  23. 23. © Creuna
  24. 24. © Creuna Let’s take a closer look at the process
  25. 25. © Creuna
  26. 26. © Creuna
  27. 27. © Creuna
  28. 28. © Creuna What was the plan?
  29. 29. We’ve mapped all initiatives in the customer journey © Creuna discover search investigate compare decision advocate attract Purchase acquire retainuse get support share trust
  30. 30. This will drive traffic to the site before purchase © Creuna attract acquire retain Purchase content contributors restaurants and chefs pr social media newsletterspartners & arla stakeholders sem + seo in-store
  31. 31. This will ensure conversions and a good experience © Creuna attract retain acquire live content product combos gifts findability getting in touch content types relations products Purchase
  32. 32. acquire This will extend the experience after purchase © Creuna attract retain shipping mails Purchase
  33. 33. © Creuna So…does it work?
  34. 34. © Creuna
  35. 35. © Creuna • Be true to the brand – also when it means three iterations on buttons • Make an effort with your content • Tell the story all the way from the shop to the delivery • Look at what you can use to elevate the experience of your product • Empower and educate your customers to create preference and loyalty Today’s take aways
  36. 36. thanks! Helle Jensen Senior UX Creuna Denmark

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Arla Unika is where Arla experiments and challenges conventions in dairy. Since 2002, Arla Unika has developed new world class cheeses in close cooperation with passionate and skilled people in the dairy business and adventurous product developers. Today, Arla Unika is an exclusive and well known brand in Denmark and Unika’s cheeses are on the menu of several of Denmark’s top restaurants. The dairy products are also available for the consumers, however only in Arla Unika’s designated stores in Aarhus and Copenhagen and in a limited range of speciality stores. How can we move online and make it possible to reach more people while still keeping the extremely high level of expertise, storytelling and sensory experience that is such an essential part of the experience in the physical shops? This was the core challenge for Creuna in creating a unique and award-winning online cheese experience. Helle Jensen, Senior UX Consultant in Creuna Denmark

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