A worldwide pioneer, Nespresso redefined the way coffee lovers around the world enjoy their coffee through a unique combination of premium quality Grand Cru coffees, smart coffee machines and exceptional customer services. When Nespresso’s capsules patent expired after ten years, competitors could suddenly sell coffee capsules for use In Nespresso machines.
A digital brand, with products only available to order online or via the phone, Nespresso now had an urgent need to make it even more attractive for customers to be part of its exclusive club. It also needed to make it even easier to buy coffee – easier than picking up a pack during a regular shopping trip.
With the help of Mobiletech, Nespresso design campaigs to engage their customers through mobile CRM.
It started by getting consent to communicating with customers. The campaigns went on to provide ongoing news and special offers ranging from new coffee flavours to coffee machines. Customers can order their regular shipment simply requesting ‘same as last time’ via SMS and mobile web. Quick Response codes (QR) on packaging give customers mobile access to user instructions to help them operate coffee machines easily and immediately.
Nespresso’s response rates to mobile customer campaigns are as high as 25-35 percent. When you reach out to customers in the right manner, the return is high.
