HOW & WHO WE HELPED

De’Longhi asked Less Is More Consulting whether we could support them in building long term category led relationships with their priority customers for 2025+. Less than 8 weeks after being commissioned, we provided a clearly articulated category vision and also delivered an inspiring implementation strategy which gained swiftly got board approval.

We started with an audit of previous plans , interrogated the data available , connected with the commercial teams and developed an insight driven category vision. We then evolved the vision and developed the high street strategy , managed the cross functional resource through weekly working sessions and timely senior stakeholder check ins. The high street coffee strategy was approved by the board , internally cascaded at a conference and delivered to priority customers.

WHO WE HELPED: UK Marketing Director & Head of Brand & Category for De’Longhi

WHAT WE DID DIFFERENTLY

i. Category first approach – this had not been done before. Retailers were so inspired by De’Longhi’s long term vision for the bean-to-cup category, they have asked them to step into the influential role of category partner. Several projects are now underway with De’Longhi’s hero customers demonstrating the new category vision in market.

ii. Bring vision / plans to life – worked with De’Longhi creative agency to provide inspiration on how to sell-in and gain alignment with their wider teams and customers, to make the vision and strategy come to life.

iii. With a tight timeline and a sleeves-rolled-up attitude we immediately integrated into the team so we could deliver with pace and rigour and in a way that the client could wholly trust as an extension of their own team.

OUTCOMES

• Led and delivered board approved UK Coffee category vision and high street strategy for De’Longhi.  Identified category drivers based on data and insight that will enable the business to take advantage of the £193 million opportunity and place De’Longhi at the forefront of retailer’s minds .
• It unlocked two category partnerships with hero customers.
• The new category vision has provided clarity and focus for the sales and marketing teams at De’Longhi, boosting engagement, and helping them work more efficiently.