Parmigiano
Reggiano
eCommerce ■ UX ■ CEM
Index
A unique project: the first multi-cheese shop
In July 2020, the Parmigiano Reggiano Cheese Consortium promoted the launch of the first multi-cheese eCommerce: a shop that to date houses more than 30 cheesemakers and is continually growing, offering the end consumer the opportunity to learn about and choose producers and buy from more than 400 varieties of Parmigiano Reggiano, from tips to wheels, divided by seasoning, biodiversity and tasting kits.
A personalized experience serving the end consumer
The main challenge was to offer a unique product, while at the same time featuring many varieties and offered by multiple dairies.
Not only shopping: the shop offers dedicated navigation paths and content based on the stage of the customer journey, which allow the user to discover the dairies, history and products offered, up to in-depth pages on seasoning and biodiversity, which show the user all the variety in the uniqueness of the product.
Users who have a favorite dairy can indicate it in their private area or during registration; in this way they personalize their shopping experience by displaying products from the selected dairy in priority in the listing.
For loyal customers, on the other hand, there is a subscription option: it is possible to subscribe to a dairy and receive selected Parmigiano Reggiano products as often as desired.
From customer onboarding to post-sales communication
Through CRM actions implemented through Hubspot and Selligent, we personalized and enriched the customer experience from the moment of contact acquisition, guiding them through the journey from product knowledge and the world of Parmigiano Reggiano to the post-purchase phase through a series of purpose-built communications to provide useful information on storage and product pairing.
The Loyalty PRogram
As part of a nurturing-oriented strategy, we launched the Shop Loyalty PRogram that aims to promote customer retention. The system, built on the basis of customers’ buying habits, goes beyond the classic points-to-exhaust model and offers ongoing benefits based on status achieved, working on customer lifetime and incentivizing a long-term relationship.
The shop brings Parmigiano Reggiano to tables around the world
Less than a year after its launch in Italy, the shop arrives in Europe and becomes multilingual: a great opportunity to export the authenticity of a unique product abroad. Two countries are paving the way for the internationalization process of the Parmigiano Reggiano eCommerce, with a view to further expansion.
The institutional website: product, territory and knowledge
The Consortium’s institutional website provides the user with a range of information related to the product with its guides, technical documents, recipes and all the news from the PR world: the reorganization of the structure has made it possible to group the multiple contents making them easy to use and to give the consumer the freedom to navigate through the sections of the site to learn about everything that constitutes the world of Parmigiano Reggiano.
In addition, thanks to the development of a special tool connected with the dairy registry, the user has the opportunity to book a visit to tourist dairies and witness the different stages of the birth of this extraordinary product.
A tool that takes care of animal welfare
SpotView has developed a web tool to monitor animal welfare: the tool is designed to facilitate the conduct of inspections at the Consortium’s farms, offering inspectors the ability to fill out, through the use of a tablet, checklists provided by the Client and report the data collected through the data visualization tool Google Data Studio, which groups and processes all the reports from hundreds of inspections per year.
Project
Farm Inspection Management
Technology
PHP, Laravel
Year
2019
Projects
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