Communication meets innovation
B
GI’s fl agship gelato machine churns and serves ice cream in a stylish, compact package. But its seeming simplicity belies the complexity of the processes going on under the surface. Continuously churning and freezing, the system is optimized for ice cream
consistency, hygiene and energy effi ciency, while its intuitive control panel and smart app system save time and energy for staff . Over the last 18 months, the priority for BGI has been
connecting with customers rather than developing technology. With lockdowns and travel restrictions severely reducing ice cream parlor owners’ appetite for investment, the brand has focused attentions on promoting packages that align with clients' limited cashfl ow. In order to promote its long-term rental plan, BGI,
which is part of Ali Group's Carpigiani Group, partnered in September 2020 with Editrice Zeus, an Italian publisher focused on technology for the packaging and foodservice industries. T rough the program, restaurants and ice cream parlors, many of whom operate on franchising agreements, can use BGI products without committing to an upfront payment. T e off er has been promoted through an integrated
global campaign, including social media – mainly Instagram and LinkedIn – and a series of 12 videos outlining the package and the main features of BGI’s technology. Over the course of its 40 years working
in the foodservice sector, Editrice Zeus has developed databases for tens of thousands of
companies.Using these extensive databases and data mining technology, it created a targeted launch to thousands of potential stakeholders, who were directed to a dedicated landing page.T e campaign increased BGI's global exposure and resulted in the closing of deals all over the world.
During the pandemic, the team at gelato machine manufacturer BGI has focused its attention on promoting aff ordable packages to prospective new clients and communicating virtually with existing ones. Great communication is about “supporting customers anywhere in the world,” BGI’s Diego Bincoletto tells Elly Earls
Virtual innovation Due to the inability to travel and attend industry events, BGI has also focused on developing virtual methods of communicating with existing clients and acquiring new ones. T e company used video conferencing to off er remote presentations during virtual versions of events such as SIGEP. Additionally, the team has taken advantage of the pause
aff orded by the pandemic to improve video support for existing customers. "Customers tend not to read the manual and they
come up with a lot of questions that are already answered in there,” says BGI’s Diego Bincoletto. “Using video, we can give more specifi c information.
We had already developed this kind of service to a certain degree and the pandemic has sped it up.” BGI’s machines are also all Wi-Fi enabled, allowing
the support team to remotely monitor their status and off er rapid support if needed. Meanwhile, as part of the Ali Group, the team is uniquely positioned to off er a 360° view to customers, giving suggestions on kitchen layout and which other pieces of equipment might integrate with their gelato machines. “We take care of our customers
before and after the sale, which means giving a lot of suggestions on applications and deployment and trying to solve any problems or doubts they may have. All of this together
is working well to support customers anywhere in the world,” Bincoletto concludes.
BRAND WATCH
1944
BGI is part of Carpigiani Group, whose origins date back to 1944
1, 2, 4 and 6
12
BGI off ers a 1-cylinder countertop model as well as fl oor models with 1, 2, 4 and 6 cylinders for additional fl avors
BGI has launched a series of 12 videos outlining the main features of BGI’s technology
bgitaly.it
BGI’s machines are all Wi-Fi enabled
Aliworld 67
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