Connecting Cafe Direct to its leading-edge customers
Posted July 22, 2013
Cafédirect approached Dub wanting to engage their leading customers in a more innovative and creative way. The result was not just a branded research community, but the emergence of a new culture of research and customer-centric development.
Industry / Category: FMCG / Coffee
- An innovative way to engage consumers
- Generate new product ideas
- Deliver a cost-effective research and innovation portal
Dub Products: IdeaStream™
Implementation: 4 weeks
- Continuous customer dialogue
- Enhanced innovation capability
- A new research culture
- Better decision-making
- Major cost savings
- The creation of valuable social capital
Following an extensive brand segmentation, Cafédirect - a leading ethical coffee brand - sought to find
a new and more appropriate way to engage its consumers and deliver streams of fresh insight. Their strategic objectives heavily centered on growing shopper numbers and increasing frequency of purchase among two key consumer segments.
Cafédirect turned to DUB for help in building a powerful online research community; a solution that required technical expertise and advanced technology, research rigor and an understanding of their consumer’s complex digital user-behaviours.
Cafédirect now connects everyday with their target consumers, garnering opinion, sharing concepts and building valuable relationships along the way.
When Cafédirect approached DUB, the insight team had just completed a rigorous segmentation study to better understand their consumer typologies.
Up until this point, they had relied on traditional project-oriented research and emailed surveys for insight. Although useful, a new research solution was identified as a requirement that was more cost effective and capable of delivering research at speed.
Our brief was to find a new way of engaging Cafédirect consumers, as well as a select few non-consumers, to help:
Generate new product ideas and develop concepts
Conduct in-home and on-site product testing
Explore usage patterns across the categories they operate in
Develop marketing campaigns
Test ad concepts and digital content
Create content to support trade sell-in
Deliver new social collateral for use in future marketing initiatives
Furthermore, our work involved developing a community strategy and research community platform that would support both qualitative and quantitative research methods and encourage conversations among consumers and staff at Cafédirect. The community needed to be private and invite-only since much of the information being to be shared was of a confidential nature, and it had to be easy for consumers of ages and experience to get involved. Equally as important was the need to deliver a new digital brand experience that consumers would take delight in and even take part-ownership of.
We customised our best-in-class online research community platform, IdeaStream™, providing features such as blogs and discussion forums, brainstorming exercises, surveys, live chat rooms and polls. The community, aptly named Cafédirectors’ Community, allowed members to create rich profiles and start their own discussions, as well as participate in a range of research exercises designed and posted by Cafédirectors’ Community Managers on a regular basis.
To ensure that participation was high and that the online conversations were rich and insightful, our team provided training to Cafédirect’s Community Managers and designed a recruitment strategy that identified initial membership drafts and the process of introducing them to the community. Rewards and incentives for participation are critical, so our team provided guidance and experience on how best to manage this exchange and the creation of motivational drivers.
Knowledge and insight sharing
It was vitally important that the solution we provided made it easy for the Cafédirectors’ Community Managers to share and disseminate the knowledge and insight they gleaned with the business stakeholders. Using our powerful Notepad solution, Community Managers can tag, annotate and disseminate insights at the press of a button, keeping stakeholders informed in a convenient and accessible way. Streams of actionable insight are now kept alive for longer, with ongoing internal discussion supported by way of a digital insight channel using DUB’s ‘UpStream’ curated content feature.
A CONTINUOUS DIALOGUE WITH THEIR TARGET CONSUMERS
THE ABILITY TO ASK CONSUMERS A WIDER RANGE OF QUESTIONS WHICH PREVIOUSLY POSSIBLE DUE TO TIME AND BUDGETARY RESTRICTIONS.
A NEW CULTURE OF RESEARCH AND CONSUMER-CENTRIC DEVELOPMENT.
THE COMMUNITY NOW PLAYS A PIVOTAL ROLE TO HELP ACHIEVE THEIR STRATEGIC BUSINESS OBJECTIVES OF OBJECTIVES ALONGSIDE MORE TRADITIONAL RESEARCH BY MAKING EVERYTHING WE DO MORE CONSUMER AND SHOPPER FOCUSSED.
QUICKER TURNAROUND OF RESEARCH AND LOWERED BUSINESS COSTS
VALIDATION AND SUPPORT OF OTHER RESEARCH METHODS
RISING COMMUNITY MEMBERSHIP WITH MINIMAL EFFORT
INCREASED AWARENESS OF THE BRANDS MARKETING ACTIVITIES
INNOVATIVE APPROACH TO BUILDING CONSUMER RELATIONSHIPS
A PLATFORM FOR INNOVATION
BETTER, MORE INSIGHTFUL BUSINESS-DECISION MAKING
SOCIAL RESEARCH THAT IS FUELLING SOCIAL CAPITAL HARNESSED WITHIN THE BUSINESS • MAJOR COST SAVINGS OVER BESPOKE SOLUTION DEVELOPMENT
A FLEXIBLE, ADAPTABLE RESEARCH RESOURCE THAT THE BRAND OWNS
A DRAMATIC SEA-CHANGE IN THE WAY RESEARCH IS USED WITH THE BUSINESS
“The community has enabled us to ask our consumers a wider range of questions which we perhaps wouldn't be able to before because of time and budget restrictions. This has ultimately fostered more of a research culture and consumer focus within our business.“
Lorraine Kelleher, Category & Consumer Insights Manager at Cafédirect