NESCAFÉ Dolce Gusto® provides high-quality coffee to be enjoyed at home, all at the touch of a button. A range of innovative coffee machines and over 50 varieties of coffees were available on the webshop for customers to purchase. However, this was on an outdated platform that did not provide a good user experience. The website was also not mobile responsive. NESCAFÉ Dolce Gusto® wanted to create a more efficient shopping journey for their customers and revamp the website with a new, modern design optimised for mobile search. This was to be achieved with a global migration project to move all markets onto Magento 2.


The UK website had both a desktop and mobile version that needed to be migrated, as well as an IE market version of the website. Products existed in multiple categories on the old website, creating indexing issues for all versions of the website. The old platform did not offer the functionality to easily create more content on the website. Both of these issues needed to be addressed with the new platform, whilst maintaining the organic visibility of the website using the global template available.


  1. Worked closely with the market and global client teams through all phases of the migration project, providing web mastering support and leading on SEO for the new UK & IE websites.
  2. We created a new URL structure for the website, ensuring that there was only one version of the product pages on the new website. We also created the 301-redirect map for all versions of the website to ensure that there was limited impact on organic search as a result of a new URL structure.
  3. On-going technical auditing and content optimisations to ensure that the new website was aligned to SEO best practice for launch and ready for future growth on organic search.


0Increase in organic sessions
0Increase in organic new users
0Increase in organic revenue
0Increase in organic sessions to the Coffee Pods category page
0Increase in organic session to the Coffee Machines category page


“I wanted to take a moment to recognise the fantastic work done by the team. Thank you for your hard work, long hours, incredible organisation and collaborative ways of working, you were one of our pillars to achieve the success we have.”

Claudia Mercer, Senior Ecommerce Operations Manager –  NESCAFÉ Dolce Gusto®