1) The document discusses a new digital strategy and website project for Lavazza to build stronger relationships with consumers and provide customized experiences. 2) It highlights changing consumer expectations around digital and mobile usage as well as personalized experiences. 3) The proposed strategy is to create a single digital experience for Lavazza using Adobe Experience Manager and Hybris, with personalization, simplified user experience, and integrated e-commerce capabilities.

1. CORPORATE & E-COMMERCE WEBSITE PROJECT
AEM USER FORUM 2017 - JUNE 8 - MADRID, SPAIN

2. Marco Galimberti
Digital Strategy & Data,
Global Marketing

3. THE ROLE OF DIGITAL
Digital is not just e-commerce or display advertising
It’s a business enabler that can help Lavazza build a stronger relationship with consumers, being where they are,
delivering data-driven experiences, services and contents that are valuable and customised to their needs.
If Lavazza wants to enter the competitive landscape of tomorrow as a leader,
it should understand the intent of other innovation leaders
but find in its own history of innovation a proprietary recipe for change.

4. In a digital economy, customers expect to be treated as single individuals.
The new benchmark is defined by a selected number of companies that are able to deliver memorable customer
experiences: the tolerance for whatever is below that level is at a minimum.
Today’s consumers have rising expectations and brands must necessarily adapt to match these new standards.
NEW EXPECTATIONS

5. How consumers interact with brands: a major shift
• 50% of the world’s population is connected.
(Digital in 2017 Global Overview)
• >50% of the world’s web traffic now comes from mobile phones.
(Digital in 2017 Global Overview
• 71% of consumers prefer ads that are tailored to their personalized interests and habits.
(Adlucent, 2016)
• >20% of the world’s population shopped online in the past 30 days.
(Digital in 2017 Global Overview
• 8 in 10 Millennials are online shoppers.
(Global Web Index, 2017)
• 7,5 hours is the average time spent online by people aged 16-24
(Global Web Index, 2017)

6. We are in the
Era of the
Connected Consumer

7. Customer experience is
the new battlefield
90% of consumers want to engage with brands that
are setting new standards.
3 out of 4 of them define these new standards as
“higher level of Customer Experience”
(Wunderman)
By 2018, more than 50% of organizations will
redirect their investments to customer experience
innovations
(Gartner)

8. Accessibile Premium
Capitalise the excellence of the product
in order to identify a distinctive way to
premiumness across every channel.
Contemporary
(Re)gain relevancy among younger
segments, especially in Italy, declining
Lavazza’s values across today’s codes
and formats.
International
Become truly international, as a brand -
securing consistency as well as some
degree of local adaptation - and as a
company, accelerating growth in the 5 key
global markets.
Strategic objective
Leverage Digital to build a stronger relationship
with our customers and broaden the target
audience, increasing awareness and
preference among younger segments (<35).
Provide rewarding and customised
experiences and identify service opportunities
to elevate the product offer.
STRATEGIC FRAMEWORK

9. But today…
Lack of brand consistency accross the markets, highgly fragmented digital eco-system, contents not always up to date
But today…
Lack of brand consistency across the markets, highly fragmented digital eco-system, contents not always up to date.

10. Where should we start from?

11. It’s a place where the brand is speaking to its
customers and it is in full control of the quality of
the experience.
That’s why we need it to be excellent and aligned
to digital standards and user’s expectations.
The brand website is its
online flagship, the only
fully proprietary
channel

12. Paolo Mussi
Business Partner

13. Websites are a
thing of the past
How can one be the answer?

14. People stumble upon brands
everywhere, and there’s
often little to no control
over those experiences

15. How could we design such touchpoint?
The stakes are high

16. It needed a secret ingredient.
Not enough.

17. Excellence is not enough by itself.
The website experience has to be branded and
translate Lavazza’s values through its Tone of Voice,
the way users can navigate, what they can and can’t
do, and so on.
It has to have
Lavazza’s voice

18. A NEW CUSTOMER PROPOSITION
From coffee blends to your experience blended by Lavazza
Blending

19. From coffee blends to your experience blended by Lavazza
A NEW CUSTOMER PROPOSITION
From coffee blends to your experience blended by Lavazza
Blending

20. Blending experiences
being able to offer a new, empowering and personalized
way of having a relationship with Lavazza

21. Value proposition
Built on three main pillars

22. A single digital
experience
We merged the corporate and e-commerce websites into a single digital space.
Keeping the focus on product, we leverage on content marketing as a business driver.
Content will engage the users at every stage of their paths, while the purchase will always remain “one-click away”

23. Personalization
Every action made on the website is used to deepen the knowledge of our users.
Data collected will help Lavazza to provide users with the content and products that better respond to their needs.
This allows Lavazza to build a personal and human relationship with its clients.

32. A simplified UX
A simpler menu with a fewer number of items that respond to what users are looking for.
Category and product pages are enriched by related content and suggestions, in order to provide the user with a full
knowledge on the entire Lavazza’s world.
An assisted search tool will guide the user towards what is looking for in the shortest time.

47. Ignazio Locatelli
Chief Executive Officer Codeland
Co-founder Codebay Innovation

48. Simplified UX
Provides a engaging and responsive
digital experience across all digital
interactions and any touchpoints.
Single Digital Experience
AEM + Hybris for a fast, consistent and
relevant shopping experience.
Personalization
Makes every customer experience
completely personal combining the best
contents and offers.
Lavazza Pillars

49. • Easy content creation
• Flexibility
• Fast publication
• What you see is what you get interface
Power to Marketing

50. Combining the Best of Two Worlds
ADOBE EXPERIENCE
MANAGER
BEST OF BREED IN CMS
CONTENT PERSONALIZATION
EXPERIENCE CLOUD INTEGRATION
EXPERIENCE - DRIVEN
HYBRIS
PIM FUNCTIONALITIES
CATALOGUE MANAGEMENT
PROMOTIONS / OFFERS
POWERFUL APIS

51. Adobe Experience Manager integrates the most
relevant eCommerce engines in two ways:
• Using the Adobe Ecommerce Module
• Implementing the eCommerce Engine APIs
leveraging on OSGi framework
AEM eCommerce Integration

52. • AEM integration with any ecommerce system
through connectors
• OOTB commercial components
• Import catalogue through jobs
Up & Running with a base e-commerce integration in
few hours.
Adobe
Ecommerce Module
OSGI BUNDLES
RESTFUL API
HYBRIS
AEM
COMPONENTS
COMMERCE
HYBRIS
SCRIPTING

53. • Extremely personalized integration
• Direct connection to Hybris API
• Leveraging on Hybris also for Promotions
and Stores
Lavazza Integration
WEB USER
WEB SERVER
DISPATCHER
GIGYA
AEM 6
PUBLISH
AEM 6
AUTHOR
HIBRYS
FOLLOWING AJAX REQUEST
REQUEST PAGE
ACTIVATION/DEACTIVATION
CATCHABLE PRODUCT INFO
REAL TIME PRODUCT INFO (AJAX)
SAP
BASE PRODUCT INFO

54. A website that knows
what you want
A website that
continuosly speak to you
A website that cares
about you interests
Lavazza Experience Personalization

55. • Lavazza personalization leverages on Target
• Target extensions to match new personalization
requirements
• Rules management to propose personalized
and innovative contents
• User information coming from social +
ecommerce + navigation
Extending Adobe Target
CONTEXTHUB
SEGMENTATION
RESOLVED
SEGMENTS
RULES
INJECTION
COMPONENT
PROFILED SECTION
CONTEXTHUB
PROFILED HIT VIEWS
PREPARING
PROFILED CONTENT

56. PERFORMANCES
SCALABILITY & STABILITY
SECURITY
EDITORIAL
CAPABILITIES
SEAMLESS
COMMERCE
INTEGRATION
STRONG
PERSONALIZATION
Pillars need a solid base…

57. ¡GRACIAS!
AEM USER FORUM 2017 - JUNE 8 - MADRID, SPAIN