For more than 18 months, a real internal startup has been running within the FMCG giant Unilever: a small team has been entirely dedicated to the Direct-to-consumer launch of T.O by Lipton, the new Group’s premium tea brand. T.O by Lipton combines a smart tea machine sold online and in selective retail locations, as well as a range of tea capsules available exclusively online at TO-lipton.com. What is the innovation? We are looking at 5 years of R&D that have made possible the design and production of a machine that can reproduce the three secrets of a perfect infusion: temperature, steeping time and tea leaves’ movement thanks to the Air Movement Infusion® technology.
FABERNOVEL INNOVATE, member of a « Gang » of 8 agencies For over a year now, FABERNOVEL Innovate has been working – in close collaboration with Unilever, Digitas LBi and a « gang » of 8 agencies – on the definition of customer journeys including all contact points: web, mobile, retail, call center, social networks. The output is a set of automated acquisition and loyalty scenarios, which were all optimized by the data obtained throughout the project.
FABERNOVEL INNOVATE has also developed, with the Unilever team, the concept of Nano P&L. The Nano P&L is a view of the P&L per customer, based on the customer journey and all the interactions with the brand, from acquisition to loyalty. It enables the business unit to monitor customer segments profitability rather than product profitability.
“ The launches of T.O by Lipton and of the D2C channel represent a global stake for the Unilever Group. We have developed a radically different approach that is focused on the customer experience: from the prospect to the loyal customer, we have built up customer journeys combining all physical and digital touchpoints. In this process, we made the decision to surround ourselves with a “gang of experts” in media, CRM, digital and data. Attracted by the agility of their “Cookbook” methodology, we chose FABERNOVEL INNOVATE to support us on the customer journeys’ design. FABERNOVEL is also accompanying us on the definition of new business models and the coordination of technical solutions. Their involvement at the core of T.O by Lipton’s economic development has made them a strong and trustworthy partner.“
– Geoffroy Franqueville, E-commerce Director and CDO – T.O by Lipton.
To coordinate this product launch, Unilever has worked with 8 agencies led by Digitas LBi: FABERNOVEL Innovate (customer journey), CPM (retail and merchandising), DM Media (press and events), Mindshare (media), Labelium (SEO), SmartFocus (marketing automation), Bazaarvoice (ratings & reviews) et Digitas Social Media (ePR/social media).