Challenge
illycaffè was founded in 1933 in Italy. Today is one of the world’s leading coffee brands. Distributed in over 140 countries, illy delights coffee lovers thanks to an outstanding blend made up of nine types of pure Arabica. Every day millions of people taste and enjoy illy’s coffees at home, offices, restaurants and cafes around the world. Thailand, too, knows the quality of illy for more than several years. Illy, through its sole local distributor, was used to “meet” Thai customers, indirectly, in hundreds of HoReCa partners (hotels, restaurants, catering services and so on), and, direct-to-consumer, in brick-and-mortar retail boutiques and shop-in-shops into malls. As it has known, 2020 was a terrific and terrible year. Due to COVID-19 pandemic situation and the related lockdowns that have hit Thailand as well, illy was not able to reach anymore, like before, loyal and new customers. The website was quite outdated as well, lack of a right UI/UX interface, and with no e-commerce activated Challenge The challenge for MOST 2414 – when we’ve been hired to build up the new www.illy.co.th – was to create a “lookalike” website of the global corporate illy.com, adding features and tools needed to satisfy the domestic market.
Solution
Our team – after having studied the global website – has elaborated the right WordPress framework for the editorial and corporate web pages, and then we have created the entire e-commerce choosing WooCommerce as platform.
Results
The new website www.illy.co.th has been included into the new omni-channel e-commerce marketing operated by illy Thailand team. And the proprietary e-commerce has become a must-to-have strategic key player for content and campaign management aiming to enhance illy’s brand awareness, brand positioning and online revenue in Thailand.
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