DOSSON DI CASIER, Treviso, Italy — Elektra – the historic company known throughout the world for its reliable espresso machines with their distinctive design – is getting a makeover. The brand has always stood out for its style, craftsmanship and design, and these are the foundations of a process of innovation and change that began two years ago when Elektra joined the Vea group. The launch of elektracoffee.com marks a turning point for the company, with an integrated digital communication platform combining product and company information as well as a special section dedicated to the Coffee Community.
The site will also act as a ‘social-commerce’ portal designed in an interactive environment and connected to the social channels, where you can buy equipment and accessories from the home line.
The social-commerce project
The change in strategy has restructured the internal organisation, creating a new market offer and changing the brand’s communication.
“The portal is the expression of a paradigm shift, which is both timely and necessary,” highlights Alessio Pezzoni – CEO of Elektra – “It will allow thousands of users to easily get in touch with the company, feel part of the community and, above all, choose their coffee corner without leaving home”.
Elektracoffee.com is therefore the brand’s new official point of reference, offering the e-shop for home machines, dedicated accessories and providing a showcase for professional products.
All in all, this initiative is the solution that best reflects the approach of Elektra, which in its first 70 years of history has always been a pioneer in design, an innovator in technology and now increasingly smart.
“At the moment the e-Shop is only available in Italy, but the platform will soon be extended to Europe and then to the other main world markets. The aim is to include distributors in the ‘People to People’ digital interaction process according to the B2B2C model,” emphasises Alessio Pezzoni.
The site is available on all types of devices and access is simple and immediate. It will be constantly enriched with new content, such as allowing users to view three-dimensional models in virtual spaces and customise their machines.
Elektra e-shop: Distinctive models and professional accessories
The Elektra e-shop – available for the Home Line – has two sections: “Prosumer” and “Heritage”. The first is dedicated to people looking for design and technology, and the second showcases all the most iconic machines by the Brand.
The Prosumer section includes the Verve, a model that was a great success throughout 2020 and which is now also available in the attractive Premium Package version, designed specifically for the most demanding home baristas and coffee lovers.
The Heritage section includes the timeless Microcasa Leva, Microcasa Semiautomatic, and Mini Verticale with their glamorous style and fine aesthetic details.
All models are designed for those who are looking for optimal extraction with great attention to design. An exclusive, iconic, unmistakable range.
At elektracoffee.com you can make your coffee corner even more personal by purchasing specific sets of accessories and tools to achieve even more professional performance at home.
Elektra Community, a meeting point for all coffee lovers
The site also features Coffee Friends, an area full of ideas for coffee lovers who want to stay informed and continue to learn and discover.
“The Community section will be at the heart of the site’s development,” says Mariaelena Zanocco, Elektra’s Mkt Manager.
“It will be a space for experimentation, comparison and growth where you can dive into a careful selection of interviews, testimonials, e-learning content, events and reports. We aim to create, understand and promote the culture of coffee in all its interpretations. We are planning a packed programme of content “for professionals, by professionals”, which will be broadcast on the Elektra TV channel, a new multimedia contact point for all enthusiasts.
