How Nespresso is rolling out an effective Shopping & Search experience in 47+ markets

Over thirty years ago, Nespresso completely transformed the coffee industry by introducing the first portioned coffee system. Since then, the Swiss brand’s innovative strategies have reshaped global coffee culture and redefined the way millions of people enjoy their coffee.

Present in over 96 markets, Nespresso is committed to providing its customers with some of the best coffees in the world.

In its relentless quest for excellence, Nespresso constantly strives to produce sustainable quality at each stage of its value chain, while maintaining direct and privileged relationships with its coffee farmers and customers, as well as with its suppliers and partners.

A successful omnichannel marketing strategy in numerous markets

Challenges and objectives

Before adopting Lengow and its NetAmplify solution, Nespresso managed the distribution of its catalogue internally, a time-consuming and complex process for its teams. Updating product feeds required a significant investment in time and resources, reducing the teams' ability to concentrate on higher value-added tasks. In an ultra-competitive environment, it is crucial to ensure that product feeds are updated quickly and optimised to guarantee a strong and effective digital presence.

Since the rise of platforms such as Google Merchant Center and Criteo, and more recently with the rise of Social Commerce (TikTok, Facebook, Instagram), product feed management has become a strategic lever. Nespresso faced a number of challenges:

• Automate and optimise workflow management: Previously, catalogues were distributed in-house, so updating them was a tedious process that was difficult to scale.
• Gaining a competitive edge on advertising channels: With strategic resources limited, teams had less time to devote to optimising the distribution of offers.
• Centralising feed management for as many markets as possible: With a presence in over 96 markets, Nespresso needed to harmonise its product flows, which were previously managed in a decentralised and sometimes inconsistent way from one market to another.
• In addition, protecting the brand and its positioning remained a priority, ensuring that products appeared at the right time when consumers expressed an interest. It was also essential to create a fluid and engaging experience, effectively directing consumers to the brand's website and application.

The Lengow solution

A Nespresso partner since 2015, Lengow plays a key role in optimising and managing product flows on an international scale. Today, the platform is used in more than 47 markets, enabling Nespresso to distribute its products across more than 170 advertising channels, including Google, Meta, TikTok, and Pinterest.

Beyond simple catalogue management, Lengow provides real strategic added value by offering Performance Marketing Managers, Media Managers and local teams high-performance, automated and flexible tools. These solutions enable them to save time, optimise their campaigns and focus on high added-value missions.

Thanks to Lengow, Nespresso benefits from several major advantages:

• Considerable time savings with automated product flows in just a few minutes.
• Always up-to-date product feeds, guaranteeing an improved, high-quality customer experience.
• An effective presence on the main advertising channels, ensuring optimum visibility in all markets.
• The use of advanced functionalities, such as My Custom Channel, also enables Nespresso to respond to the specific needs of certain partners by creating customised structures without any heavy technical intervention.
• Finally, the dedicated account manager at Lengow supports the Nespresso teams in monitoring projects, integrating new channels and rolling out to new markets, while the technical team supports the more complex developments.

Key benefits

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