Fast-tracking Nespresso’s omnichannel strategy in over 35 countries with Lengow

Over thirty years ago, Nespresso completely transformed the coffee industry by introducing the first portioned coffee system. Since then, the Swiss brand’s innovative strategies have reshaped global coffee culture and redefined the way millions of people enjoy their coffee.

Present in over 81 countries, Nespresso is committed to providing its customers with some of the best coffees in the world.

In its relentless quest for excellence, Nespresso constantly strives to produce sustainable quality at each stage of its value chain, while maintaining direct and privileged relationships with its coffee farmers and customers, as well as with its suppliers and partners.

Industry

Coffee
Type

Brand
Market

International
Size

13,000 employees
Revenue

6.57 billion euros (2023)
Used by

Global Social Media Manager
Product used

A successful, centralized multichannel marketing strategy in numerous countries

Nespresso uses the Lengow platform in more than 35 countries.

Satisfied with its collaboration, Nespresso is now looking to expand to 13 new countries.

Challenges and objectives

Before joining Lengow, Nespresso managed the distribution of its catalog internally, but updating was time-consuming for its teams. As having an up-to-date online shop is essential for the company, automated product feed creation and optimisation were required.

The goal was to allocate its resources strategically to the various markets and to increase competitiveness on marketing channels such as Google Shopping, Facebook and Instagram. With this in mind, Nespresso decided on Lengow to help with its online growth.

The Lengow solution

Partners since 2015, Nespresso uses the Lengow platform in over 35 countries. The company distributes its products on numerous marketing channels, such as Meta, Google and Pinterest.

The brand quickly adapted to the tools available on the platform, especially those functions enabling the creation of automated rules and management of its inventory and promotions, whilst benefiting from automated updates.

As well as the channels already available to the company, Nespresso frequently uses My Custom Channel to meet the very specific needs of its partners, while customizing its channel structures without the need for technical assistance.

The tool is so user-friendly that the brand has been able to successfully modify its catalog attributes and adapt to each market. With Lengow, the company has quickly created new feeds.

After onboarding, Nespresso identified several areas of improvement which are now functioning successfully. The dedicated Lengow account manager supports Nespresso’s teams on a daily basis with project monitoring, integration of new channels and launching on new markets. Meanwhile, the technical support team assists the company with more specific development projects.

Benefits on business

Fast implementation of Lengow boosted Nespresso's visibility and saved time.

Optimized feeds helped Nespresso expand on Pinterest and drive website traffic.

Nespresso has also seen clear gains on new markets launched with Lengow.

An updated catalogue enhanced customer experience, leading Nespresso to expand into 13 new countries.

Collaborating with Lengow enabled Nespresso to scale its online activities on multiple marketing channels in several markets within a few months only.

Maud Tranquart

Global Social Media Manager

Nespresso

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