Kimbo is a coffee brand founded in Naples, Italy in 1963 by the Rubino brothers—Elio, Francesco, and Genero—and is now sold in over 100 countries worldwide. Despite their international expansion, the company maintains deep ties to their origins and stands out in the coffee industry for their high-quality raw materials and roasting expertise. The company's business model is based on the development of all traditional sales channels and an ecommerce website where consumers can purchase coffee and related accessories directly from the brand.
In early 2023, Kimbo decided to plan a migration from Magento 2 to Shopify Plus to boost the efficiency and flexibility of their ecommerce operations. The migration had an almost immediate impact in the first three months of operation, leading to:
- 87% increase in organic qualified leads
- 1.1% conversion rate
- 5.7% increase in organic traffic
The Challenge: An agile solution that enables expansion and delivers great customer experiences
Kimbo was going through a phase of digital transformation and wanted to lay a stronger foundation for growth, first nationally and then internationally. Their previous ecommerce solution from Magento was inadequate to support the company's transition. With the support of the digital agency Spotview, Kimbo minimized the complexity of the project and quickly set up the new shop. The speed of implementation was a prerequisite as the brand wanted to avoid losing relevance in the digital landscape and online sales.
The team wanted to create an ecommerce website that would enhance their digital presence and offer user-friendly features that would provide a more delightful and convenient shopping experience. They needed the solution to be flexible enough to adapt to their evolving needs without requiring substantial technical support. They also needed to ensure that they would maintain their existing SEO positioning and allow for the company’s systems to integrate with the merchant of record identified by the brand.
We wanted to find an ecommerce solution that would provide a better shopping experience and support our broader plan of digital transformation.
The Solution: Migrating to Shopify Plus to boost lead generation and sales
Kimbo decided to replatform from Magento to Shopify Plus. The migration took about four months and was tackled by the team in two phases. The first phase included the set up of a “showcase store” without purchasing functionality and the integration of the merchant of record management system. The team used the “showcase store” to qualify leads using a profiling quiz placed on the homepage of the site. After Kimbo completed all necessary integrations, the team enabled purchases, and the shop became fully functional.
The Shopify Plus app ecosystem enabled the creation of a test store which allowed the integrations with Kimbo's internal management system and with the merchant of record invoicing system, while the showcase site was already up and running, avoiding any disruption of the relationship with the consumer. The team used Shopify Checkout Extensibility to customize their checkout by adding fields according to billing needs. Among the various apps offered by the Shopify ecosystem, Kimbo used Bundle, Search & Discovery, product recommender Shop Quiz and the native connection with Klaviyo for marketing automation management.
The Results: Organic traffic and qualified leads take off
Shopify Plus proved to be perfectly tailored to Kimbo's needs thanks to the platform’s ease of integration with other platforms, high level of flexibility and customizability, and its extensive third-party app ecosystem. Once the migration was complete, the brand saw immediate results. "Since we went live, we have had an 87% increase in leads solely through organic traffic and inbound automation, without running any sponsored lead acquisition campaigns,” says Federica. “The conversion rate is currently 1.1% and continues to grow”
Andrea Gabrielli, CEO of Spotview adds: "The Shopify ecosystem provides unparalleled speed and the ability to find answers to business challenges, allowing for scalability and growth."
Shopify Plus is a powerful yet very flexible commerce solution, ideal for those who want the ability to innovate and implement new strategies quickly.