Every second, approximately 4,100 cups of coffee or tea are made with a JDE Peet's brand. With over 40 brands, each with its own style and website, delivering high-quality marketing campaigns at global scale had become a challenge. Years of customisation had created a fragmented tech stack that slowed innovation and complicated content management. JDE Peet's needed a unified approach. Together, we designed and executed an AI-powered content migration that brought all brand websites onto a single standardised platform, giving the organisation full control over customer experience at a global scale.
AI-powered content migration of 200+ brand websites in 7 months
40 global brands unified on one Optimizely platform
5,000 SEO metatags generated with iO GPT
10,000+ images optimised using generative AI
New white-label solution architecture for brand consistency and speed
Structured approach bridging business, markets, and IT
The challenge
How do you migrate content from over 200 brand websites to a single standardised platform, while maintaining quality across 40 distinct brands and accelerating time to market?
The solution
We designed a fit-for-purpose, AI-powered content migration approach. By categorising websites based on brand value and traffic, and leveraging generative AI for image optimisation and metadata creation, we completed the migration in seven months. The result: a unified platform that empowers JDE Peet's to innovate faster and control customer experience globally.
A migration built on deep business understanding
JDE Peet's is the world's largest coffee company. Known for global brands such as L'OR, Jacobs, Tassimo, and Senseo, they also own local favourites like Douwe Egberts, Pickwick, Marcilla, and Kenco.
When JDE Peet's came to us, they were looking for more than a technical migration partner. They needed a team that understood their business context and could bridge the gap between commercial goals, local market needs, and IT requirements. Our collaboration combined MarTech expertise, project management rigour, and a genuine understanding of what drives value for a global FMCG organisation. This case represents a pivotal moment in JDE Peet's digital transformation journey.
iO has exceeded our expectations by completing the migration of over 200 brand websites to Optimizely. The iO team combined MarTech and project management expertise with a deep understanding of our business, which explains why the transfer went so smoothly and efficiently.
Why a fragmented tech stack was holding back growth
JDE Peet's tech stack had accumulated considerable customisation over the years. While each solution served its purpose at the time, the result was a patchwork that made it difficult to deliver high-quality marketing campaigns at global scale. Content management was cumbersome, time to market was slow, and the ability to innovate across brands was limited. The organisation recognised that a unified, standardised setup was essential to regain control and accelerate growth.
Designing a new way of working
A successful migration starts with understanding the business, not just the technology. We worked closely with JDE Peet's to define a new operating model and solution architecture. The business case was clear: cost efficiencies, faster time to market, and higher quality output. Our team designed a white-label solution architecture with a single set of components used by all brands and markets, while preserving each brand's signature style. This approach delivered greater brand ownership, shorter time to market, and the ability to innovate quickly.
A structured, AI-powered content migration
Migrating over 200 websites is no small feat. We started by setting priorities and defining scope for each website. We categorised all sites into three buckets based on brand value and traffic: low-priority brands, high-priority single-market brands, and high-priority multi-market brands. This allowed us to design a fit-for-purpose migration approach for each category, balancing efficiency with quality.
Generative AI as a force multiplier
To bring all websites to a minimum quality level with minimum effort, we deployed artificial intelligence strategically. We used generative AI to adjust images and optimise content at scale. We also discovered that over 5,000 web pages were missing SEO-proof metadata. Our AI experts generated metadata for every single page using our proprietary iO GPT. This AI-powered content migration approach allowed us to deliver quality at a pace that would have been impossible with manual effort alone.
Bridging business, markets, and IT
Refreshing over 200 websites is a challenge most organisations face only once. Throughout the project, iO acted as the bridge between business stakeholders, local markets, and IT teams. We ensured alignment on goals, managed expectations, and coordinated execution across all parties. This collaborative approach was essential to completing the migration on time and to specification.
The numbers
1+
Websites migrated to Optimizely
1
Brands unified on one technology stack
1
SEO metatags created with iO GPT
1+
Images modified with generative AI
1
Months to complete the full migration
1
Unified starting point for future innovation
A new baseline for global growth
JDE Peet's now operates from a single standardised setup. Every brand website runs on the same solution architecture, meeting predefined quality levels. The content management system can be configured in a scalable, repeatable way. Learnings, new features, and fresh content can be applied across all websites with ease. The platform is ready for innovation: what works for one brand can quickly benefit all others. JDE Peet's is now positioned to control their customer experience at a global scale. It's amazing what can happen over a cup of coffee.
