Shaping a digital roadmap for Nestlé Professional


  • Digital Marketing


Digital Marketing


Helping Nestlé with creating a digital strategy and the perfect buyer persona, so they can target the right customer at the right moment.

Nescafé is one of the most popular coffee brands in the world. Nestlé Professional is one of the many brands of Nestlé and they asked Youwe to help them with their digital strategy, digital marketing and creating the perfect buyer journey. 

The rich taste of the Nescafé coffee reflects on its rich history. Nescafé coffee originated in Brazil in the 1930s as an early example of innovation and sustainable development. Building on Nestlé’s milk processing expertise, they developed soluble coffee helping thousands of Brazilian farmers avoid hardship and crop waste. True to Nescafés heritage, they continue to support and work with farmers around the world.

Over the years, Nescafé product innovation has evolved further to capture even more of the natural aroma and flavor from every coffee bean. Today consumers around the world enjoy the quality, flavor, aroma, convenience and natural goodness of Nescafé coffee in many different formats. For example on the work floor. Especially for this Nescafé introduced Nescafé Professional. But to reach the right target group Nestlé needed help. Youwe helped them with making a digital strategy, buyer persona and customer journey.

Our mission is to create a better and healthier world and inspire people to live healthier lives. Through innovation, we want to contribute to society and at the same time guarantee the long-term success of our company. 

Our solution

Nestle solution

Digital strategy

Nescafé Professional had a problem. The branch of Nescafé focusses on businesses, they offer coffee and coffee machines for the work floor. They operate through a mature dealer network and wanted to fully understand the end customer. Because of this specific target group, Nescafé Professional needed help with digital strategy. Youwe started with qualitative research to gather data about their potential customers. What drives them and how can we serve them the information they need to make a proper decision? In the customer journey, you see a customer profile and a series of steps they take when researching their options to find a new supplier. Using this data Youwe created content and strategically publish that in the different channels the prospects use. We analyze behavior, optimize content and use Marketing Automation to turn new visitors into leads for Nescafé’s sales team to follow up on. Next to that Youwe built a 3 years roadmap to transform the business digitally.


Thanks to Youwe our customer journey has been fully mapped and a successful online campaign has been conducted.

Buyer persona & Customer journey

To make those campaigns as efficient as possible Youwe also made a buyer persona and customer journey. To create the buyer persona Youwe spoke to the target group of Nescafé and based on actual statements from real customers and prospects, the buyer persona tells you what potential customers think and do when weighing options for solving a problem your organization has. When you understand how your customers think about doing business with you, you have the knowledge to bring your marketing decisions in line with the expectations of your customers.

The results

With the help of Youwe, Nescafé knows how to help their potential customers to research their product on the basis of their own conditions and thereby build up a level of trust that most competitors can not cope with. The buyer persona also gives insight in which phase of the funnel the customer is. Based on their web behavior Nescafé now knows in which phase of the purchase journey the customer is. With this knowledge, they know what the best fitting communication is. To help them take the next step in the journey.

Want to know how to make a roadmap for your organization?

On the 12th of November, Youwe will organize the workshop: "How to make a roadmap for the new year?"  Do you know what the next steps for your organization are? What will your focus points be and how do you realize your digital transformation? During this workshop, you and we will figure it out.