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Success story
Consumer Goods|Belgium|English

Brewing stronger coffee-machine sales


Philips Saeco is one of the world’s leading brands in manual, super-automatic and capsule espresso machines.


A leading brewer in the Czech Republic wanted to understand why sales at a large hypermarket were underperforming against its expectations. It wanted to get hard data about how the layout of the store in general, and the beer section in particular, were shaping consumer behavior.


We explored actual shopping behavior through in-depth interviews with purchase intenders and recent buyers. We also spoke to retail sales representatives and Philips sales consultants to probe the impact of in-store sales efforts on the purchase journey. We validated these findings by collecting quantitative data through an online survey of intenders and recent purchasers in a number of major Russian cities.Outcome
The research gave Philips insight into the entire purchase journey, online and offline touchpoints, and the post purchase experience.


  • The data also provided the company with a view of how different product attributes and benefits – price, brand, design, taste and variety of drinks, and so on – impacted consumers’ decisions and perceptions at different stages of the purchase journey
  • Philips used this integrated view of the customer journey to evaluate new activation ideas across all touchpoints
  • It has also applied the findings to its training programs for sales representatives

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