I led the creation and day-to-day management of Lugano Caffè’s B2C e-commerce channel in Turkey, transforming it from a “non-priority” side project into a consistent revenue stream, while the company’s main focus remained B2B distribution.

Context & Challenge

• No paid media budget (no Google Ads / Meta spend)
• The company’s focus was B2B, so the B2C shop needed to grow organically and prove ROI fast
• Needed a smooth online buying experience for multiple product categories, with strong trust and support

What I Built & Managed

I took ownership of the full e-commerce experience, including:

• Online shop structure, product presentation, and category architecture
• Customer journey optimization (browse → cart → checkout → post-purchase)
• Ongoing catalog management for: coffee machines, espresso beans, capsules, and pods
• Promotions, retention flows, and operational alignment to ensure orders were fulfilled reliably

Strategy (Growth Without Ads)

1) Food Card Payment Advantage (MultiNet / Pluxee / Setcard)

• Integrated and promoted the ability to buy coffee using meal/food cards, removing a major purchase barrier
• Positioned Lugano as a “smart monthly spend” choice, leveraging the insight that many users don’t fully consume their monthly balance
• This became our key acquisition and conversion lever without paid traffic

2) Fast, Responsive, Proactive Customer Support

• Built a high-trust buying experience with:
  • Quick responses to pre-sale questions (compatibility, taste profile, machine selection)
  • Clear guidance during checkout/payment
  • Strong after-sales support to reduce refunds and increase repeat orders
• Result: higher conversion and stronger brand credibility despite being a premium Italian brand in a competitive market

3) Periodic Coupons for Loyal Customers

• Designed a retention engine using:
  • periodic coupon campaigns (seasonal + loyalty-based)
  • repeat purchase triggers for consumables (pods/capsules/beans)
• Balanced discounts carefully to protect brand value while increasing repeat rate

Results (3-Year Outcome)

• Achieved 6-figure sales volume in TL (within three years)
• Managed 1600+ orders end-to-end
• Built a stable B2C channel that complemented the B2B strategy and strengthened brand presence in Turkey

Key Impact

This project proved that with the right positioning (food card utility), a frictionless customer experience, and smart retention mechanics, a B2C shop can scale without paid media, even when the business is primarily B2B-led.