Lucaffe

About the client

Lucaffe is a world-leading coffee supplier specialising in artisan coffee. Alongside their brick-and-mortar stores and cafes, they have an established e-commerce presence selling coffee capsules, coffee machines, and their signature product; ESE (Easy Serve Espresso) coffee pods. Born in Italy, their Australian branch brings the same passion and dedication as that of the Italians.

What was the situation?

Lucaffe have been a long-standing client of ours since they started operating in Australia. They first came to us with the need for a basic e-commerce website to establish their online presence. However, as their business grew and expanded, they soon required more. A modern e-commerce platform with advanced functionalities, a refreshed look and feel, and a robust SEO strategy to enhance their visibility nationwide.

What did we do?

Over the years we have helped them with multiple updates and iterations of their website. As our partnership grew, so did their needs and our collaboration has evolved from basic website development to comprehensive e-commerce solutions and ongoing digital marketing support.

Our business has grown over the last 14 years and ireckon Digital have kept us disciplined to stay at the forefront of our digital needs.

When developing a digital marketing strategy for Lucaffe, the most important thing was focusing on their target market. Who are the people we want to sell Lucaffe to and how do we want to be perceived by this audience? We applied this lens to each touch point; search results, email marketing, website UX/UI.

Certainly, the biggest benefit is that we usually rank in the top spot organically for our biggest selling product.

A key contributing pillar to their growth has been the development of a Search Engine Optimisation strategy. We worked with the team at Lucaffe to build a website that not only improved the customer journey and buying experience but also was structured and optimised for SEO. Lucaffe holds a solid and successful position when it comes to search engines and this is thanks to the strategic content we have created within the product and about pages as well as the overall site hierarchy.

Repeat business is a huge revenue driver for Lucaffe (it is coffee after all), and so by leveraging Email Marketing platform Klaviyo, we implemented an email marketing strategy aimed at streamlining the consumer journey and nurturing customer relationships. We set up up automation and flows that send re-purchase reminders to customers which has hugely increased repeat purchasing.

To improve the overall customer experience, we worked with Lucaffe on developing a custom coffee selector that allows users to find out what Lucaffe coffee might suit them best based on their preferences. This involved custom WordPress functionality and design work.

Our website is constantly changing and being updated to stay in touch with compliance requirements as well as our customers’ evolving buying habits.

Over the years, we have continuously refined and managed Lucaffe’s website to ensure optimal performance and constant growth. This has included implementing new features, enhancing user experience, plugin updates, ongoing maintenance development as well as continuous SEO work and digital marketing refinement.

Being with us for many years [ireckon Digital] understand where we are strong and more importantly where we are weak. It is a great relationship that we value. 

You’ve been working with ireckon Digital for quite some time, what are the reasons that you choose us over others?

ireckon Digital offers us a multi-disciplined approach to our digital marketing needs. Their approach is to build a digital marketing strategy which includes everything from SEO work to building websites that work, to helping define the actual target market and how to approach them. In fact that last point is the starting point with ireckon, “who are you selling to?” is the strongest question that they ask.

In what ways has our advice and work with you over the years benefited your business?

Our business has grown over the last 14 years and ireckon Digital have kept us disciplined to stay at the forefront of our digital needs. ireckon tailor their input to our changing needs and the changing demographics that we sell to

Certainly, the biggest benefit is that we usually rank in the top spot organically for our biggest selling product.

Our website, as well, is constantly changing and being updated to stay in touch with compliance requirements as well as our customers’ evolving buying habits

What’s a recent activity that we have guided you into taking on board and the results for your business?  (e.g. email marketing)

Integrating Klayvio with all our digital marketing and reporting has made a lot of sense and simplified how we send our marketing emails and when.

What are the things with your website that have helped your business in the last five years?

Definitely simplifying the buying process and making the cart/checkout process simpler and faster. Also integrating messages to clients and potential clients with things like, “you left something in your cart”  etc.

How has your overall experience been with the team at ireckon Digital?

ireckon Digital have become a vital part of not just our digital, but our overall marketing strategy. They have integrated our whole marketing system and we rely on their advice as part of our overall approach. Being with us for many years they understand where we are strong and more importantly where we are weak. It is a great relationship that we value.