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Our Work >

Lindt & Sprüngli

A Case Study >
Our Work >

Lindt & Sprüngli

A Case Study >

Capitalising on opportunities at every touch point

This much-loved premium chocolate brand has a network of chocolate shops, cafes, and boutique stores Australia wide. Our challenge was to help Lindt undergo a complete digital transformation, taking advantage of the key service offerings of RetailMotion to improve business performance and create an enchanting customer experience both online and in-store.

Explore the digital transformation of Lindt & Sprüngli

Digital Signage services in use

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Consulting

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Strategy

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System Design

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Equipment Procurement

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Install, Integrate, Commission

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Content Management System Software

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Creative Services

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Media Planning & Scheduling

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Technical & Customer Support

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Maintenance

Fast, efficient, successful

The busy Cockle Bay store in Sydney’s Darling Harbour required a dynamic way to display its menu and promote new products to capture more customers. Using the existing space, our task was to provide a solution that allows for quick updates whilst attracting customers and driving the average transaction value. Working to extremely tight deadlines with other trades during this refurbishment, RetailMotion was able to deliver a three-screen digital menu board and connected a 75″ engage screen with a new content management system. The system was delivered on time, on budget, and brief for flexible and impactful messaging that reflects their promotional campaigns.

Brand new boutique

Redefining the way customers experience the Lindt difference resulted in the opening of the first Lindt boutique chocolate shop at Macquarie Park in New South Wales. RetailMotion was asked to deliver a digital signage solution that allows the Lindt difference messaging and drinks menu board to display simultaneously. We developed and commissioned a 75″ digital sign recessed into a wall with a cloud-based content management system, complete menu board creative, media planning, and ongoing technical support. We were under tight deadlines, working to strict Centre Management rules but we succeeded in creating a superb customer experience. Lindt was extremely happy with the results, with the easy-to-read drinks menu board combining to engage customers and drive sales.

An image of the interior of the Lindt and Sprüngli Martin Place chocolate café, with a focus on  the digital signage screen located behind the main counter.

Taking digital signage nationwide

Most of the Lindt stores had some existing digital displays that used a USB stick to run a continuous video loop. Our challenge was to connect, install, and integrate a cloud-based content management system to provide centrally controlled brand, product, and tactical messaging across all stores. The plan was set to execute across five states in four weeks, and then the COVID 19 pandemic forced us to put our plans on hold due to multiple store closures. With restrictions changing frequently, we had to remain flexible and worked closely to manage social distancing and occupancy rules to ensure the safety of all involved. We operated outside of regular business hours to avoid impacting normal trading, resulting in a successful nation-wide in-store communication platform enabling dynamic messaging.

Analytics services in use

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Consulting

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Strategy

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System Design

An icon displaying a sensor and a directional chart representing the equipment procurement sub-service of analytics.

Equipment Procurement

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Install, Integrate, Commission

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Data Management Software

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Analysis & Reporting

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Technical & Customer Support

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Maintenance

An image of Wade Beach and Stella Song from RetailMotion reviewing the RetailNext analytics dashboard on behalf of Lindt and Sprüngli.

Insight drives improved performance

With an expanding retail footprint of Chocolate Shops and Cafes, the Lindt retail business needed to understand how store traffic and operational metrics help to drive current store performance and new store openings. Compiling the existing information sources to get an accurate picture was both slow and challenging. Lindt required a single source of the right information so that they could accurately benchmark their stores and save time.

Our approach

RetailMotion installed 3D sensor technology across their national network of stores and integrated it with a simple, intuitive business intelligence tool that allows customised retail metrics to be benchmarked, highlighting insights for business improvement. With varying store formats, different numbers of entry points, sizes, heights, and locations each store required a custom approach and calibration to ensure accurate results. Our analytics solution has created a competitive advantage for Lindt in a highly competitive premium chocolate shop market. Lindt now has deep insight that helps inform, educate, and drive decision making to improve business outcomes.

An image of the Lindt Chocolate Shop Liverpool Fashionspree store front with a visual representation of a field-of-view indicated by a cone light green coloured cone emanating from the analytics sensor mounted to the ceiling of the front entrance.

Digital Marketing services in use

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Strategy

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Content Creation

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Social Media

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Community Management

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Email & Database Marketing

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Website Design & Development

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SEM & SEO

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Landing Pages & Forms

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Marketing Automation

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Media Planning & Buying

An image of the Lindt and Sprüngli hero image from the competition flight of the Dark Excellence digital marketing campaign during June to August of 2019. The primary call to action “Post Your Lindt Excellence Moment to Win” is surrounded by a composition of Lindt Dark Excellence blocks and chocolate flavour cues.

A taste of EXCELLENCE

Lindt wanted to reinforce themselves as the leader in dark chocolate, so the new 95% cocoa range was launched supported by a national advertising campaign to drive market share. Our task was to design an integrated campaign demonstrating the superiority of Lindt EXCELLENCE. We created an immersive experience across online and in-store to educate customers, drive store traffic and induce product trial.

‘Discover Your Perfect Dark Chocolate’ was the message used to introduce the idea that fine dark chocolate is like fine wine and matching the two ignites your senses. We combined Facebook and Instagram with an online competition to increase engagement, strengthened by an email campaign to drive store traffic. This digital marketing was paired with high impact in-store creative, including window decals, posters, and tasting sheets, that captured attention and encouraged customers to sample the seven varieties of EXCELLENCE. Overall our efforts were very successful with social media reach and impressions up 238% and 257% respectively. We also achieved an 18% increase in email subscribers, and store traffic was up 3.6% when compared to the year prior.

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Store Traffic. Year-On-Year

Discover the world of LINDOR

The LINDOR Pick & Mix category is a key business driver for Lindt Chocolate Shops and Cafes, with 20 decadent flavours available to choose from. In a cluttered confectionary market, we needed an innovative campaign to build awareness and encourage trial of the vast range of flavours, many of them exclusive to Lindt retail stores. Our task was to create an enchanting campaign that encouraged consumers to ‘Discover the world of LINDOR’ and celebrate the range of 20 available flavours.

Our solution combined in-store and online marketing, using the callout ‘Discover your flavour’ to capitalise on the personalisation trend. The campaign was launched on social media with a competition to increase online engagement combined with email marketing to drive traffic into stores. The in-store materials continued the customer journey with posters and a window display highlighting the variety of LINDOR flavours, which could be sampled. The campaign was hugely successful with social media reach and impressions up 25% and 67% respectively. The email open rates and click-through rates were more than 41% and 44% higher than the industry benchmarks, with store traffic up 4% on the prior year.

An image of a Lindt and Sprüngli social media video storyboard for the Lindor Pick and Mix 2019 campaign “Discover Your Flavour” designed and developed by RetailMotion.

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Delivered Reach v.s. Planned

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Delivered Impressions v.s. Planned

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Email Open Rate v.s Industry Benchmark

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Email Click Rate v.s. Industry Benchmark

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Increase Store Traffic

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Delivered Engagement v.s. Planned

Christmas – A huge success to end the year

Christmas is the single largest seasonal business driver of the year for Lindt and is a highly competitive market where every business is positioning their product as the ideal gift. The chocolate category is exceptionally competitive, and every year the communication campaign needs to be refreshed to build an enchanting experience for both customers and staff. The task for RetailMotion was to develop a creative omnichannel campaign to keep consumers engaged for the whole countdown to Christmas to drive more store traffic than the year prior.

Our solution involved driving store traffic, building the email subscriber database for Lindt, and build awareness of the Christmas product range available at their Chocolate Shops and Cafes. The partnering social media campaign had to change to maintain attention consistently, and the competition was to engage consumers and amplify reach. We rewarded consumers for sharing the competition with their family and friends, acquiring new subscribers for the email database, and maximising impressions. The results of the campaign were outstanding with store traffic up 3%, social media engagement up 4.2% almost 10,000 new email subscribers, making it a huge success.

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