Kimbo
eCommerce ■ Experience Design ■ Experience Management
The new digital store of Naples coffee
Kimbo’s identity is inextricably linked to its city, Naples, and to the values of the Neapolitan way of life that it represents in the world: beauty, culture, and tradition, encapsulated in the ritual of meeting in front of a coffee. Our main challenge was to transfer this constellation of meanings into a digital ecosystem that goes above and beyond the actual product to express an ideal of life.
From old to new: replatforming and redesign
The project started with the migration of the catalog from the previous shop (on a Magento 2 platform) to a new Shopify Plus eCommerce. Following a discovery workshop with the client in which we investigated goals and expectations, we started an in-depth analysis to build a scalable, powerful and flexible solution from a performance point of view. We also wanted it to be effective and engaging, thanks to the strategic levers and the User Experience we proposed. Replatforming involved not only the migration of eCommerce data and order history, but also that of SEO content, and the redirect of urls, to maintain the search engine ranking earned over time by the pages.
Care for experience, care for relationships
The UI underwent a radical redesign that prioritized the enrichment of the user experience through the integration of functional and editorial content. The fundamental components of an eCommerce storefront, the product sheets, were redesigned to enhance and promote the whole world that revolves around coffee, adding dynamic sections that link to thematic insights.
Great attention was also given to customer relations, through the creation of a widget integrated with Klaviyo to facilitate contact with Customer Service. Always accessible through a floating icon, the widget presents itself as a first point of access that can guide users to the most suitable support path for their needs, from FAQs to opening different types of tickets.
On the user's side with Zendesk
The attention devoted to the usability of the site finds its completion in the analysis and reshaping of Customer Care processes even outside of the website navigation. The tool chosen is Zendesk, an omnichannel and flexible solution employed to manage the tickets opened by users and to generate reports in order to constantly improve the level of service offered.
Let the brand do the talking: institutional communication
An iconic brand like Kimbo has many stories to tell. This is why we have built a rich and articulate editorial section dedicated to telling the story of the company and communicating its initiatives, from those dedicated to sustainability efforts to cultural and artistic collaborations. The site also hosts a blog, which features articles and curiosities related to the Kimbo world and coffee.
Promoting growth with Klaviyo
Data collection and analysis on interactions with the shop is managed through Klaviyo. This powerful marketing automation platform enables highly refined segmentation of audiences into clusters, in order to build tailored workflows with customized content and dedicated discounting.
We also run data enrichment campaigns through Klaviyo to collect, in an interactive and engaging way, information about user preferences. A quiz on the homepage helps people discover the type of coffee that best suits their tastes, immediately presenting personalized purchase suggestions. As a result of these strategies, each visitor is offered a tailored experience, increasing the likelihood that he or she will turn into a loyal user.
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