Online positioning strategy and analysis
illy aims to redefine its digital ecosystem in order to support the brand’s positioning and business objectives.
First we assessed the brand’s digital and social media presence by meticulously analysing of all the functional, technical, creative and business aspects: this included interviews with the managers that are involved in operational processes of the business, data analysis, and critical analysis of user navigation paths.
The project transformed illy’s digital ecosystem into an important point of contact between the brand and users and their perception of the quality of the communication, experience and service.
It also enabled the performance to be measured and improved so it exceeded the KPIs that had been set, make the service more efficient and generate additional revenue through the online channel.