Lavazza uses Wonderflow to analyze 360K+ FMCG reviews to improve CX

Lavazza is a global manufacturer of coffee products. It’s popularly known for its wide selection of high-quality coffee ingredients and espresso machines.

Founded in 1895 in Turin, Italy, our fast-moving consumer goods client operates through associated companies and distributors in over 90 countries. Additionally, there are over 20 Lavazza offices and manufacturing plants in Italy and across the world.

 

It all started in 2019 when Lavazza decided to partner with Wonderflow. The FMCG market was growing more competitive, and consumer preferences were constantly shifting, as it all still is today. Our client immediately recognized the need to understand the consumer experience better.

Moreover, with its products sold commercially in thousands of retailers worldwide and across hundreds of e-commerce platforms, Lavazza can generate up to millions of consumer reviews per day. This also means that a large part of the overall feedback is written in multiple languages. Before discovering Wonderflow, our client was mainly in search of a solution that could help them:

• Automate redundant analysis tasks
• Perform an in-depth and highly accurate consumer feedback analysis with the quickest turnaround time possible
• Translate different languages of reviews into one commonly understood user language for its internal departments to use

Then, after exploring and comparing what the market had to offer, our client decided on our advanced text mining technology due to the following main benefits:

Wonderflow’s unified text mining platform is backed by artificial intelligence (AI) technology. It required no manual efforts by the Lavazza team and, thus, was an easy initial setup. To this day, our system has collected and analyzed the client’s vast stream of multilingual consumer reviews and ratings. We’ve also done it all within a matter of weeks.

Depending on Lavazza’s selected market of focus, our AI automatically collects the relevant textual data. Then, it analyzes the information while translating it into one common language that Lavazza’s various departments can understand. The system also extracts scores of specific commonly-mentioned topics in the Lavazza reviews. These topics result from what consumers like to talk most about, which can even relate to Lavazza’s competitors (e.g., Nespresso) or relate to an industry trend.

 

Lavazza has always strived to understand consumer perceptions regarding their product categories better. One of their most popular ones is the espresso machine category. By using Wonderflow’s technology, Lavazza has extracted accurate and valuable insights on what consumers enjoy most and least about all its available models.

More specifically, our client has asked us to analyze what consumers were saying about a particular top-selling model series. Wonderflow analyzed relevant reviews across several selected countries where the line of espresso machines was being sold.

Our insights showed that many users favored the overall design aspect of the machines. In contrast, the most negative aspect was the models’ premium price. As a result of pinpointing these explicit opinions that greatly influence consumer preferences, Lavazza learned to successfully retarget their marketing campaigns on the espresso machine series, highlighting more of its design elements.

 

Additionally, Lavazza’s IT and customer service departments proactively monitor user complaints regarding technical failures with its equipment. Thus, they can address consumer concerns quickly. 

 

Wonderflow respects the client’s wish to share limited information in this case study. To learn more about our technology, check out our solution pages tailored to the needs of the Fast-Moving Consumer Goods sector or those needing support in advanced Ratings & Reviews analysis.