How to successfully translate a retailer’s coffee strategy into performance-oriented communication channels

Abstract

To reach this objective, the responsible e-commerce team possesses various communication channels with which coffee products may be promoted in accordance with the coffee strategy defined by the marketing department. Although the strategy is already given, it does not include specific directives for the use of all communication channels. Therefore, an adaption of the planning is required to ensure a coherent overall communication and to attain the initial goal of increased online sales of coffee products.