Lavazza to Use Brainsuite AI Platform to Optimize Shopper Marketing and Category Management
The Italian coffee roaster Lavazza will begin analyzing and optimizing shopper marketing and category management assets in Germany using the AI-based solutions from the MarTech company aimpower on the Brainsuite platform. Following a successful three-month pilot phase, Lavazza is now expanding Brainsuite to additional areas.
Frankfurt am Main, May 13, 2024 – The MarTech company aimpower, which aims to facilitate brand management for advertisers with its modular AI-powered SaaS platform Brainsuite, is delighted to welcome another renowned customer: the globally operating Italian coffee roaster Lavazza. Lavazza will use aimpower’s AI solutions to optimize various advertising assets, product placements, and shelf blocks in the areas of shopper marketing and category management for the German market.
Using selected modules from the Brainsuite platform, Lavazza will test planned activation materials for attention, usability, emotional activation, and recognizability. Brand consistency and branding are also important drivers for the company that Brainsuite can evaluate. The platform delivers analyses in minutes, significantly speeding up internal decision-making processes.
Brainsuite includes over 200 AI modules, trained with over a billion human behavior data points, to simulate consumer brain processes precisely, predicting how potential customers will react to the planned activation. Thanks to this innovative technology, Lavazza will be able to reduce the number of in-store tests and streamline processes.
During the three-month trial period, Lavazza's team was trained and closely supported by aimpower. This included the joint development of tailored workflows and the evaluation of results using specific case examples.
“Coffee is one of the most popular beverages among Germans. At the same time, the category is subject to many local and global changes and influences, which are also visible on supermarket shelves,” says Marcel Korb, Head of Shopper & Category Experience at Lavazza. “With the AI solutions from aimpower, we can continuously evaluate and future-proof Lavazza’s category management. We were impressed by the experiences during the trial phase and have already gained valuable insights. We believe that we will greatly benefit from the rapidly available results of the AI platform to further optimize the shopper experience.”
“We at aimpower are very pleased that our SaaS platform has convinced the experts at Lavazza, and we have already successfully completed our first projects together,” says Julia Saswito, Chief Marketing Officer of aimpower. “Our goal is for companies to optimize their brand management efficiently and design their presence in retail and toward customers effectively.”
About aimpower
With the help of Brainsuite, the AI-based SaaS platform of the marketing tech company aimpower, advertisers can significantly increase their marketing ROI – through greater effectiveness of each individual advertisement, more consistent brand management, and more agile processes. brainsuite automatically analyses marketing activities in a matter of minutes based on proprietary artificial intelligence trained with billions of human behaviour data points. The SaaS platform evaluates the effectiveness of all types of advertisements, from videos, print, and digital ads to packaging design, shelves, social media, or e-commerce content, based on consumer perception and neuroscientific insights, providing concrete optimisation approaches.
aimpower was founded in 2020 by neuroscientist Dr Christian Scheier, advertising psychologist Dr Dirk Held, and digital transformation expert Peter Krause in Hamburg. The platform is now used by more than 400 brands in 35 countries and is available in 25 languages. Clients include, among others, PepsiCo, Henkel, AnheuserBusch InBev, eBay, the Sparkassen Finanzgruppe, and dm.
aimpower is a member of the German AI Association.
About the Lavazza Group
Lavazza was founded in 1895 in Turin and has been owned by the Lavazza family for four generations. Today, with top brands such as Lavazza, Carte Noire, Merrild, and Kicking Horse, and a turnover of 3 billion euros, Lavazza is one of the leading players in the global coffee scene. The group operates in all business sectors and is active in 140 markets, with eight production sites in five countries and around 5,500 employees worldwide. Lavazza’s global presence is the result of more than 125 years of growth. The over 30 billion cups of Lavazza coffee produced each year are proof of a remarkable success story that continues to aim at offering the best coffee in all its variations, taking into account every aspect of the supply chain, from the selection of raw materials to the product in the cup.
The Lavazza Group has revolutionized coffee culture by continuously investing in research and development: from the invention that marked the company’s first success – coffee blending – to the development of innovative packaging solutions; from the first espresso drunk in space to dozens of industrial patents. This ability to be ahead of its time is also reflected in its commitment to sustainability – economic, social, and environmental – which has always been a benchmark for the company’s strategies. “Creating a better world every morning” – this is the Lavazza Group’s corporate purpose, aimed at creating sustainable value for employees, consumers, shareholders, and the communities in which the company operates, combining competitiveness with social and environmental responsibility.
www.lavazza.de
Press Contact
Juliane Thiel
schoesslers GmbH für aimpower GmbH
+49 160 969 174 72
aimpower@schoesslers.com
