- Digital Strategy
The evolution of Pastificio Di Martino's digital ecosystem.
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Business Area
E-commerce
Solution
Shopify E-com, Mailchimp CRM
The Client
Pastificio Di Martino, a historic producer of Pasta di Gragnano IGP, is an international reference point for Made in Italy in the food sector. The company over the years has evolved revolutionizing the world of pasta, enhancing the tradition of bronze-drawing, with a communicative style aimed at promoting the Italian territory, diet and art. The brand offers its customers culinary experiences in both Italy and the U.S., thanks to proprietary restaurants that offer different visions of Italian cuisine. Through private labels also, the pasta maker is among the leading exporters of Italian pasta in the UK.
The challenge
With the onset of the pandemic period in 2019, the customer quickly undertakes the first e-commerce project to meet new consumer product purchasing habits.
This new direction, however, while confirming the importance of online commerce in this market, also made it essential to design a more conscious digital project, and it is from this point on that the collaboration with Mind-Mercatis evolves, from the definition of an advertising strategy begun in 2021 to the design of a new digital ecosystem.
The challenge was not merely to redesign the e-commerce site, but to redefine a strategy that can progressively lead to an omnichannel ecosystem to provide a seamless experience across all brand touch points. E-commerce in this context becomes the first tangible element of a new vision of the user experience offered by the customer.
The project
The new e-commerce experience, a first step toward omnichannelity
In 2019, the brand launched its first e-commerce, with WordPress as the CMS and Woocommerce as the platform for online commerce. However, the site had issues related to user navigation from different devices. Especially, the performance from mobile was not optimal, making the selection of the numerous pasta formats and the purchasing process not very smooth.
A new vision of It governance has been implemented, also involving two other key components: resource management and testing.
Pasta is an easily available product, especially offline. Nonetheless, online has given way to a new purchasing perspective that offers the possibility of selecting from the full range of products, a greater ability to personalize the purchase and content that can best enhance the offer. The pasta factory reconciles these benefits by offering tutorials and recipes, the convenience of a purchase in stock format, the excellent quality of the products and the possibility of promoting Made in Italy even abroad with exclusive gift packages, characterizing the e-commerce experience with a creative, strongly identity-based and competitive vision of the brand compared to the competition.
The strategy
The first phase of the project, that of market and target analysis, was carried out primarily through a survey aimed at subscribers to the client's newsletter, in which they were asked to evaluate not only what was present on the e-commerce, but also new services that the brand with the support of Mind-Mercatis thought of proposing.
Two clear directions emerge from the outcome of the survey, on the one hand the need for greater personalization of one's order box format, and on the other a reorganization of editorial and product categories. The aesthetic component with a strong reference to Italian culture and the quality of the products, were confirmed as differentiating and driving elements in brand recognition and choice. On this direction taken, an omnichannel vision has been conceived able to enhance in the medium to long term all the elements of interaction of the brand with its customers, from online channels, to proprietary stores and restaurants.
The new experience designed for the new e-commerce was implemented by focusing on streamlining the supporting technologies, migrating to Shopify E-COM. In addition, the presence of the brand's concept store in New York represents the CEO's first step of bringing a proximity project to life. Therefore, an additional piece to the omnichannel vision designed for the customer, was the integrated U.S. e-commerce, enabling Buy online Pickup in Store. The implementation of custom reporting for ITA ecommerce and online advertising activities, in the constant optimization of ecommerce performance, periodically allows the client to have a detailed view of their sales. Thus, the management of information, essential for continuous brand growth, has also been remodeled.
The results
- Deployment of data in a further structured way and dissemination of data culture with the constant coaching of the Mind-Mercatis team to internal client resources
- Enhancement of brand identity and definition of a new communication line
- Design and implementation of a sales model in line with market needs and expectations
