NEW YORK, U.S. — OrderGroove, the leader in Relationship Commerce, and illy, the global leader in high-quality coffee, have partnered to drive value for coffee lovers looking to enjoy premium illy coffee and espresso from the comfort of their homes.
The subscription program leverages the technology, artificial intelligence and expertise of OrderGroove’s Relationship Commerce Cloud™ to orchestrate the optimal experience for customers seeking high-end illy iperEspresso machines, which include both capsule and espresso functionality.
Rather than checking out with only the machine, customers are prompted with the opportunity to sign up for the “illy a casa” program which offers a selection of iperEspresso machines at a reduced or complimentary price with opt-in to an 18-month subscription relationship for illy’s recyclable coffee or espresso capsules.
illy is the first to offer high-end espresso machines with a subscription enrollment, and customers have responded positively in participation, spend and satisfaction.
Since launching OrderGroove’s Relationship Commerce capabilities in June 2017, 44% of illy subscribers added in the US during this period chose the “illy a casa” machine program, and illy experienced an 88 percent increase in customer spending when compared to one-time purchases of the coffee machine without the “illy a casa” program.
The program further coincides with a 10 percent increase in the illy.com website’s overall Net Promoter Score.
“With OrderGroove’s technology, data-driven insights and consumer expertise, we’re able to pursue a deeper and longer relationship with our customers, who love illy coffee and want to enjoy it at home,” says Andrea Vitale, Senior Director of E-Commerce for illycaffè, North America.
“By offering the ‘illy a casa’ program at the optimal moment, we are making it easy and convenient to enjoy illy coffee through a premium subscription program. In return, we are experiencing increased customer satisfaction and lifetime value. It’s a win-win across the board.”
“illy is an iconic brand that was quick to adopt Relationship Commerce as a way of anticipating their customers’ needs and enhancing their shopping experience. They’re using an annuity approach that is especially effective with product categories that combine an ongoing consumable purchase together with a machine or appliance,” said Greg Alvo, founder and CEO of OrderGroove “We are proud to work with a global brand like illy to enhance the experience for their customers who love illy’s premium coffee and, as a result, grow a profitable and recurring revenue stream for illy.”
illy has deployed OrderGroove’s Relationship Commerce Cloud in eight countries, with future plans to implement the Relationship Commerce Cloud’s predictive reordering and frictionless discovery and ordering capabilities. OrderGroove’s Relationship Commerce Cloud uses a proprietary Anticipate AI™ engine, supported by a team of consumer marketing experts, to help retailers and brands transform their businesses from one-and-done transactions to predictable relationships.
Learn more about OrderGroove’s Relationship Commerce Cloud.
illy’s RENEW Capsule Recycling program
Both the iperEspresso and brewed coffee capsules are recyclable and can be accessed in three ways:
1) Through the illy a casa subscription program. As a program benefit, members are invited to participate and provided with complimentary RENEW collection bags and pre-paid shipping labels.
2) By dropping used iperEspresso capsules in RENEW designated bins at participating retailers
3) By purchasing a Recycle Kit through illy Customer Care 1-877-469-4559
About OrderGroove
OrderGroove helps brands and omnichannel retailers practice and achieve Relationship Commerce – shifting consumer interactions from one-and-done transactions to ongoing, highly profitable relationships.
The company’s unique combination of powerful technology, machine learning and analytics and unmatched consumer expertise helps top retailers and brands like Walmart, PetSmart, the Vitamin Shoppe, L’Oréal, Nestlé and others transform their retail experiences across every channel and thrive within the constantly shifting retail landscape.
OrderGroove is headquartered in New York, NY and has raised $40 million in investment funding from institutional investors including National Securities, Lerer Hippeau Ventures, SWaN & Legend Ventures, Western Technology Investment, Silicon Valley Bank, FYRFLY Ventures, Bee Partners and Stage One Capital. For more information visit www.ordergroove.com.
