Instrumented Interconnecteds Intelligent
February, 14th 2014
0:01
 

Kimberly A. Whitler, Contributor for the Forbes CMO Network and Professor at Indiana University

Kimberly A. Whitler, Contributor for the Forbes CMO Network and Professor at Indiana University

By Kimberly A. Whitler

The recipe for good marketing is a mixture of both art and science – combining the creative elements of branding with the technological impact and insights of digital analytics. As companies across a wide range of industries move from manufacturing to selling directly to consumers via stores, mobile, and e-commerce channels, the formula for success revolves around engaging consumers and understanding the individual preferences of shoppers.SP chocolate

The latest company to transform its business model is Swiss-based chocolatier Lindt & Sprüngli. Lindt, founded in 1845, has become one of the world’s most consumed confections through innovative candy-making techniques and superior chocolate recipes.  Fast forward to today and Lindt is hitting its sweet spot transforming its business
model
– from simply manufacturing chocolate to selling directly to consumers. 

One of the interesting things about Lindt’s ongoing transformation is the role of cloud and analytics in driving the personalization and scale required by their new direct sales model.  Before, consumers went to a retailer to purchase a set of pre-packaged assortments.  Today, they can go directly to Lindt’s new online site to create unique assortments, mix and match their favorite products, and design custom packaging based on their individual tastes.

The results? The new storefront, implemented in a month by IBM and Business Partner CrossView, delivered a 200 percent increase in the site conversion rate – the percent of visitors that actually make a purchase when they visit a website – on Black Friday.  In addition, Cyber Monday sales were more than double that of any other day of the year.

“The Lindt online shopping experience must be as delightful as the chocolate itself and live up to the high standards we’ve established for our brand,” said Lindt North America CEO Thomas Linemayr.

Featuring a portfolio of more than 600 SKUs, Lindt provided their customers with a department store, luxury experience online and mobile experience, resulting in their new website doubling conversion rates and tripling revenue on mobile devices.

Featuring a portfolio of more than 600 SKUs, Lindt provided their customers with a department store, luxury experience online and mobile experience, resulting in their new website doubling conversion rates and tripling revenue on mobile devices.

 

While technology was the underpinning that enabled a better customer experience, it was a re-examination of roles that enabled the identification and adoption of new technology. Linemayr started by looking at the organization to figure out how to incent, align and reward the top management team to better take advantage of cutting-edge technology.

One of the first steps he took was to align the Chief Marketing Officer (CMO) and Chief Information Officer (CIO): “Creating a superior customer experience through better technology required a lock-step effort from both our CMO and CIO.  As a prior Olympian, I know how much better the results are when people row in the same direction. Motivating our CMO and CIO to work together was the key. Together, they identified the consumer need, picked out the right technology, and worked together on the implementation to make sure that the technology supported a better customer experience.”

The alignment of the CMO and CIO, together with a focus on customer experience, rather than the bottom line is paying off.

“Regardless of the title or the function, Lindt’s CMO and CIO have developed complementary perspectives,” Linemayr said.   “We have aligned our team to focus on creating an experience that builds customer loyalty, not just sales. The Lindt brand experience seeks to delight customers at every juncture—not only with the taste, texture and varieties of its chocolate, but with every step along the path to purchase. “

Featuring a portfolio of more than 600 SKUs, Lindt provided their customers with a department store, luxury experience online and mobile experience, resulting in their new website doubling conversion rates and tripling revenue on mobile devices.  With the flexibility cloud solutions offer, Lindt is able to execute highly personalized seasonal promotions for the many chocolate-craving holidays like Valentine’s Day and Christmas and everything in between.

For Lindt and other companies that are transforming their business operations putting customers at the center of operations, the alignment between organizational roles ranging from the CMO and CIO is critical as consumers expect their favorite brands to understand their individual preferences and shopping habits anytime, anywhere.
_______________________________________________

As a previous CMO, Kim has worked both in the U.S. and overseas for a variety of companies, such as P&G, PetSmart, and David’s Bridal. After nearly 20 years in industry, she is currently a Forbes contributor and instructor at Indiana University obtaining a doctorate in marketing.
_______________________________________________

Follow IBM Smarter Planet on Google+

Bookmark and Share

Previous post

Next post

6 Comments
 
September 26, 2014
9:55 am

I do consider all the ideas you have offered on your post.

They’re very convincing and can certainly work. Still, the
posts are very short for novices. Could you please lengthen them a bit
from next time? Thank you for the post.


Posted by: comment hacker un compte facebook
 
July 9, 2014
12:12 am

Second to last paragraph is a duplicate of your photo caption. Third to last paragraph ends with a backwards quotation mark. And the Olympian quote is asinine, no?


Posted by: A guy you laid off
 
June 30, 2014
12:50 pm

Hey there, You’ve done an incredible job. I’ll certainly
digg it and personally suggest to my friends. I’m
confident they’ll be benefited from this web site.


Posted by: milf
 
April 23, 2014
2:20 am

ADOMtravail: You definitely don’t need to know HTML to start a blog, and there are many blogging platforms to choose from which will handle most of the heavy lifting for you. WordPress (wordpress.org) is easily the most widely used, but other popular choices include Blogger, Tumblr, Typepad, Squarespace, LiveJournal, and Posterous. Have fun.


Posted by: Ethan
 
April 18, 2014
10:10 am

Hey there this is somewhat of off topic but I was wanting to know if blogs use WYSIWYG
editors or if you have to manually code with HTML.
I’m starting a blog soon but have no coding expertise so
I wanted to get advice from someone with experience.

Any help would be enormously appreciated!


Posted by: ADOMtravail
 
March 14, 2014
7:52 am

Thank you a lot for giving everyone a very special possiblity to read in detail from this site. It’s usually so awesome plus full of a good time for me and my office mates to visit your website a minimum of 3 times per week to find out the newest guides you have got. And indeed, I am just at all times motivated with all the remarkable ideas you give. Some 4 points in this article are undoubtedly the finest I’ve had.


Posted by: Digital
 
4 Trackbacks
 
September 23, 2014
8:06 pm

ibiza holidays thomas cook 2014

How Lindt Built a Chocolate Cloud A Smarter Planet Blog


Posted by: ibiza holidays thomas cook 2014
 
September 23, 2014
2:06 am

expedia promo codes

How Lindt Built a Chocolate Cloud A Smarter Planet Blog


Posted by: expedia promo codes
 
July 7, 2014
6:25 pm

[…] there are some more marketing materials available online that go into the partnership. The materials say that Lindt Sprüngli had a website since 2002 where it sold chocolate but it wanted a better […]


Posted by: IBM's Quest to Make Selling Chocolate Seem Difficult | News Feed
 
July 7, 2014
12:53 pm

[…] there are some more marketing materials available online that go into the partnership. The materials say that Lindt & Sprüngli had a website since 2002 where it sold chocolate but it wanted a better […]


Posted by: IBM's Quest to Make Selling Chocolate Seem Difficult | Hihid News
 
Post a Comment