Italian brand De’Longhi has briefed PMA Digital to create a coffee experience app for its coffee machines, designed to help customers create great coffee at home in a move to extend their current “Serious About Coffee” web offering.
Although the app does feature product information, the main content has been designed to help and educate consumers about coffee: how to create coffee-shop-quality coffee at home; the difference between different types of coffee beans; what machine suits your lifestyle; and how to care for coffee machines.
The app has been developed to give a customised experience to different types of user, from consumers considering a coffee machine to those who already have a DeLonghi machine. Once the app is used by an owner, they can register their machine via the app, which connects to DeLonghi’s CRM system.
This means the brand can use the app to build a relationship with DeLonghi customers, sending them information on new products and ideas, and customer service such as when to service their coffee machine.
The app also includes:
A barista section, which recommends coffee by flavour and strength
• A complete glossary of the myriad of coffee terms
• How to videos: how to create the perfect cup of coffee, and how to care for your coffee machine
• A ‘friends’ area where you can save your friends’ coffee preferences
• A calculator to show how much you could save by making great coffee at home, instead of in coffee shops
Mark Cluer, MD of PMA Digital, which designed the app, says: “People are very sophisticated in their coffee habits now but there is an aura of mystery surrounding coffee in a similar way to appreciating wine. This De’Longhi app has been created to help people who love coffee to expand their knowledge and help them discover so much more about this 1000-year old drink.”
The app launches soon on iTunes, and on Google Play on 1 June.