De’ Longhi has chosen IAKI for the ability to build a brand strategy engagement through comprehensive and dynamic web sites devoted to the design of their specific products. Sandro Marchetti, IAKI CEO, explains the objectives and the definition of this digital strategy.

What was the first step in defining the customer engagement strategy?

De ‘Longhi S.p.A. is the leading Italian company in the field of air conditioning, heating and home care products. For his heritage, quality and reliability cannot be neglected in the definition of a fine digital strategy. First IAKI has worked out a creative project precisely from those very pillars, then we turned it into two separate communication projects. De’ Longhi has a strong impact on consumers, which is why the first question that IAKI was asked has been “how to make the consumers feel totally at ease?”.

What was your answer to this question?

IAKI has built a customer engagement identity by drawing two multilingual mini websites, linkable to De’ Longhi corporate website, that could be an easy user’s guide for the consumer choice. To this end, tools have been designed with a strong connotation of “customer care” and guides to the wellbeing and to installation ready to use. A configurator, full of variables that in few steps shows the best portable air conditioner or iron. The questionnaire, collecting feedback and comparing products, is another tool available for users, and it allows you to bring the brand to its full satisfaction. The two mini websites were designed by IAKI to be social active through the definition of specific social tools. All this was set within a well-built digital identity that enables the consumer to select the product more matching their desires. Mini websites web design has followed not only creativity guidelines, but also SEO / SEM guidelines in order to satisfy the brand identity and consumer satisfaction.

What were the results of the customer engagement in the two mini websites?

The De’ Longhi Pinguino mini website dedicated to portable air conditioners that went online in July 2011, and the one dedicated to  Stirella irons that went online by August 2011, have helped to make the most effective and precise choice for consumers.