Fresh and inspired images for De'Longhi
Case Study: De'Longhi
The Italian brand De’Longhi is a well-known global leader in the small, domestic appliance category. The De’Longhi portfolio of brands features a wide array of products across several categories, including coffee machines, hand blenders, irons, stand mixers, air conditioners, and more.
De’Longhi came to eCommerce Nurse for specific help with three of their brands: Kenwood, Braun, and De’Longhi. They wanted an agency that could research the market for each category’s main image infographics, provide examples of best-in-class images, develop a process that utilised their distinct branding needs, and could be rolled out across their varied product catalogue around the globe.
To start, De’Longhi wanted 8 complex and 5 simple image reports (one for each product type and category). They also wanted our design team to create a full set of infographics implementing their brand guidelines and updating their current images, which weren’t converting. The end goal was a project that could be used as a template, localised, and used across their sales channels for a cohesive and effective main-image solution.
For this project, De’Longhi needed an agency with a deep understanding of both Amazon’s needs and eCommerce in general. This wasn’t a simple project, but our expert marketing team went to work with a bespoke solution and a tight deadline on deliverables.
We dug into what competitors do and what could be improved in each marketplace.
We found general trends and areas of opportunity in the market.
Our team designed custom images and templates that could be rolled out internationally.
This was a project where the whole team came together to deliver the project on time. De’Longhi needed us to turn this around in unprecedented short timelines, succeeding where other agencies had dropped the ball.
As a starting point, we treated this like a category audit and image brief. We looked at what the client was already presenting to customers, researched what was happening in the category with their direct and indirect competitors, and then duplicated this research across various marketplaces. We focused our efforts on Germany, the UK, and USA platforms. Not only did we look at infographics, but we also dove into customer questions, customer reviews, A+ pages, gaps in the content, and more. We were able to spot patterns and similarities which opened up vast areas of opportunity for our client De’Longhi.
“This was such a fun and challenging project to deliver for De’Longhi. We love to step in and support brands with our expert Amazon knowledge, especially when there are hours and hours of research to do like this project. Quite often, brands don’t have the time to dedicate to projects like this which is where we excel and can help.” – Dani Thompson, Senior Marketing Manager
We wrote a blueprint for each category, which determined what information each infographic should contain, and focused on having a clear why for De’Longhi. Our copywriting and design ideas were all backed by data: What customers were asking, gaps in instructions, features and USPs that were untapped in the content, and more. This gave the plan (and eventual images) a cohesive feel before our designer expertly put all the pieces together.
So that our direction and reports could be rolled out across the category and then expanded internationally, we let our design team’s creativity and professionalism add the perfect touch to each image. Our in-house design team worked from our image briefs to build infographics in line with De’Longhi’s brand guidelines. Each of the three brands had separate guidelines, meaning all the images for Kenwood, Braun, and De’Longhi were created to the proper standard with the correct colours, look and feel, fonts, and tone for copy.
We presented De’Longhi with 13 category reports in total, and full sets of infographics for 8 specific products, spanning high-end espresso machines, blenders, and steam irons.
Throughout the project, the client had access to an account manager, our internal project management software, and also sign-off software. This made the project as smooth as possible so we could present deliverables quickly and easily. At the end of the project, we presented our reports to the team at De’Longhi. This allowed them to provide feedback, ask questions and ensured everyone was happy with the finished product and guidelines.