YC Eu, Head of E-Business at Nespresso, is no stranger to the fast-paced world of ecommerce. With over five years at the global coffee giant, YC has redefined what ecommerce means for the coffee giant, steering the business from transactional commerce to what she calls “experiential commerce.” Her leadership style, grounded in curiosity, collaboration, and continuous growth, has not only fostered a thriving team but also an enviable online coffee experience for Australians. From finding inspiration in IKEA’s personalised consumer engagement strategies, to managing the ever-evolving challenges of Google’s algorithm updates, this quick-fire session proves why YC was named among the Top 50 People in eCommerce in 2024.
A Purchase as Unique as the Person Behind It
YC’s eye for detail isn’t limited to her work. With a knack for detail YC is always ensuring every elements is carefully considered. When asked about the “weirdest” thing she’s bought online, she recalls a time when aesthetics took centre stage.
A couple of years ago, I bought some edible flowers online from a little shop in Melbourne. I was throwing a champagne and oyster party, and while oysters are amazing, they’re not the prettiest. I saw this on Pinterest and thought, ‘Why not?’ They had to be delivered in an ice bag from Melbourne, but they made for good Insta shots even if not many people ate them.
Drawing Inspiration from Other Industry Giants
When it comes to ecommerce inspiration, YC looks beyond the coffee industry to find ideas that challenge and excite her. While brands like Mecca and Go-To Skincare are regular favourites, it’s IKEA’s recent innovations that have caught her eye. “IKEA has developed a new consumer engagement framework, identifying over 100 consumer lifecycle journeys to personalise at scale. Moving away from mass catalog drops to personalised experiences is inspiring, especially at their global scale,” she said.
YC also admired IKEA’s clever marketing campaign for their new loyalty program: “They called it ‘Better Late Than Never,’ and all their ads featured trends from years ago with that concept as the hook. It was so fun and relatable. It’s inspiring when a global company of that size makes bold moves and gets it right.” This blend of creativity, personalisation, and boldness is something YC strives to bring to Nespresso’s ecommerce strategy every day.
Making Peace with GA4: The Data Engine Behind Nespresso
In the ecommerce world, data is king, and for YC and her team, Google Analytics 4 (GA4) is the backbone of their operations—even if it wasn’t love at first sight.
All our data comes from GA4. Every time we need to make a decision, it’s like, ‘OK, what does the data say? How is this page performing?
But the journey to mastering GA4 wasn’t smooth. “We’ve made peace with GA4,” she admits with a laugh, a sentiment many ecommerce professionals share after the forced transition from Universal Analytics. From tracking customer behaviour to optimising online experiences, GA4 remains an indispensable tool for Nespresso’s ecommerce success, even if it’s not the most beloved piece of tech in their toolkit.
Fuel for Growth: The Book That Shapes YC’s Leadership
For YC, growth isn’t just a buzzword—it’s a daily practice. She believes success comes from continuous effort and learning, not innate ability. Her recommended read, Mindset by Carol Dweck, is a testament to this philosophy. “Mindset by Carol Dweck is a classic. It talks about fixed versus growth mindsets and highlights that talent can be developed and learned—it’s not something you’re just born with,” YC explained.,
This book is deeply embedded in her leadership journey: “Our CEO gave it to the whole leadership team one Christmas, and it’s one that I’ve shared around and refer back to often.” For YC, fostering a growth mindset within her team isn’t just about ticking a box for professional development. It’s about creating an environment where curiosity is encouraged, challenges are embraced, and every day is an opportunity to learn something new.
Navigating the Fast-Paced World of Ecommerce
In an industry where change is the only constant, YC acknowledges the challenges that come with staying ahead, especially when it comes to Google’s unpredictable algorithm updates.
It’s like, why are we ranking one day and not the next? What’s changed now? It’s something we’ve had to make peace with.
But for YC, the real challenge goes beyond algorithms. It’s about navigating an industry that never stands still: “We’re in such a fast-moving space. It’s about understanding what’s out there but only taking what makes sense for us—what aligns with our vision and makes an impact.” This mindset ensures that Nespresso’s ecommerce strategy remains focused, innovative, and above all, customer-centric—no matter how fast the waters shift.
Brewing Success in Ecommerce, One Thoughtful Choice at a Time
YC’s journey at Nespresso is more than a case study in ecommerce—it’s a masterclass in blending global scale with local nuance, innovation with practicality, and ambition with authenticity. Her approach highlights that success in ecommerce isn’t about chasing every trend or jumping on every shiny new tool. Instead, it’s about asking the right questions, staying curious, and making deliberate choices that serve both the brand and its customers.
The Checkout is a short snippet of our conversations.
