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Customer: Moccamaster Nordic
Cooperation objectives: Further develop Moccamester's strong brand by improving digital customer travel and assisting with both advice and implementation of a new digital strategy.
The story of Moccamaster started in a garage in the Netherlands over 50 years ago. Up until 2020, Moccamaster is synonymous with top quality coffee, and is present in every other home in Norway. With a strong brand and heavy presence of dealers, they contacted INEVO as they needed a strategic and operational partner in their ambition to improve their digital presence.
Success factors:
CMO Kari Aven secured a clear direction and made it easy to cooperate with Moccamester and other partners involved. With steel control over the direction Moccamaster was going, as well as huge drive, there was a cooperation marked by high pace and focus on results. Kari ensured that Moccamaster's core values and qualities permeate all of marketing work, making it easy to take ownership of the project and share their commitment and ambition to take a greater role digitally. Henrik Alfheim was also an important contributor to the success of the campaign by ensuring that Moccamester had a clear communication strategy and that the right message was given to the right target group in social media.
So we went forward.
Phase 1: Design Sprint and direction of cooperation
The project was kicked off with a Design Sprint in San Remo in 2016. A comprehensive analysis of user behaviour of existing online shops was then carried out. After several rounds of user testing and mapping of different customer ratings, we had a good data base to build on.
CRO and Growth Marketing Specialist Jonas Moe in INEVO was used as project manager in their first redesign of the online store to ensure that we addressed all the friction points we discovered in the initial analysis, and to ensure that we moved in the direction that was anchored after Design Sprinten.
As version 2 of the online store was published, we rigged Moccamaster with the tools they needed to evaluate the impact of the changes and all predefined indicators showed positive developments after launch.
Phase 2: Optimization of digital presence
After successful launch, it was time to raise your eyes and focus on the next step – optimisation of the digital presence of Moccamaster on correct point in the customer journey. In this phase, IineVOs became SEO and Google Ads team involved, led by Head of Search, Hannah Haraldsen Lindelien. At this point, we were also more involved in assisting Moccamaster Nordic both strategically and operationally in the rest of the Nordic region.
The team led by Hannah worked as Moccamasters spearhead in the implementation of an effective strategy in search engines. We actively identified different search intentions and important search terms at the different stages of the customer journey to gain a comprehensive understanding of the behaviour of the different segments.
This made it easier to identify and rank good organic positions to reach customers earlier in the assessment phase. This was desirable to take a greater role as an authority in the coffee universe with relevant content and not only be available to customers who had already decided to buy a Moccamaster.
By increasing the presence of Moccamaster in search engines, we reached out to relevant users and rigged Moccamaster to sell more through our own channels and not just dealers.
Phase 3: International optimisation
After 1 year of new and improved design in the Norwegian online shop, as well as increased presence in search engines and social media, it was time to take what we had learned in Norway and continue it to other markets – the rest of Scandinavia. This was done while the transition from Magento 1 to Magento 2 was planned to blend in all the knowledge we had acquired about user patterns into an upgrade that had to be completed anyway.
Here, INEVO acted as a strategic advisory partner to ensure that all learning was continued and addressed in the new version of the online store while at the same time having operational responsibility for SEO in all markets. The result was successful launch without reduction in organic traffic in Norway, Sweden, Denmark and Finland.
We would like to thank the great crowd in Moccamaster Nordic for all the trust that was given, all the responsibilities we received, and a very engaging cooperation.
Cooperation partners and responsibilities in the project: