Italian coffee giant gains actionable insights from coffee lovers worldwide
18 December 2017
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Famous coffee maker, Lavazza, is identifying the preferences of coffee lovers by turning to advanced data analytics and artificial intelligence (AI).
Deep consumer knowledge is obtained by leveraging Nextatlas, a data intelligence platform from iCoolhunt, to analyse data from social media such as comments, likes and posts, and identify genuine coffee lovers who have a trendsetting influence on their peers, as well as the characteristics of their followers.
Nextatlas analyses data to achieve much more than just an understanding of what types of people coffee lovers really are – do they prefer hiking in the great outdoors or lying in the sun next to a pool; listening to classical music or dancing to pop songs? The platform enables Lavazza to see which ones share its brand values, making them ideal target consumers. From a marketing standpoint, the end result is that Lavazza achieves a fine segmentation of the target audiences for its promotional campaigns, automatically and in real-time. Deeper knowledge is furthermore gained about customers and the different ways people enjoy coffee drinks.
“Using technology and insights to build relations with an ‘insider’ audience of coffee lovers is key to the Lavazza strategy applied through Nextatlas,” says Luca Morena, iCoolhunt’s co-founder and CEO. “Our AI-driven platform looks at finding indications of the future through social media by analysing behaviours, psychologies and stories posted online by influential insiders and their followers. The result is a geographically diverse worldwide community, yet with the same cosmopolitan values and a love of good coffee.”
According to Simone Ballarini, Lavazza’s Head of Consumer Insights, the Lavazza values of innovation, elegance, optimism, sharing, spontaneous authenticity and being an Italian premium coffee are key to the company’s strategies. “We needed to identify the people in our specific market – coffee – who are closest to those brand values. The important benefits we found from using the Nextatlas approach were consumer immersion, authentic uncompromised feedback and the fact that each influencer has multiple followers, tantamount to each one having the potential to create a sub-branding effort by themselves.”
Following the implementation of the brand strategy, a number of experiential marketing campaigns are in progress alongside permanent Lavazza consumer hubs. These include a Lavazza online community established through the creation of a club of key influencers, a digital space called Open Coffee for sharing experiences, anecdotes and stories and the opening of the Lavazza flagship store in Milan, Italy as a coffee hub. According to Lavazza, the success of the Nextatlas methodology used is to be applied for the marketing efforts of the company’s other major international product – the popular instant coffee brand Café Noir.
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