Nestlé Dolce Gusto - Inspiring at home baristas

We’ve helped Nestlé transform its offering and keep customers loyal.

Deeper connections

Nescafé Dolce Gusto approached us to help transform their offering from product-push to emotionally engaging CRM. The brand’s low-cost of entry meant that customers were not forming long term commitment and would often drop off. We needed to change that.

Converting engagement into purchase

We undertook a comprehensive CX audit, which allowed us to create a multi-channel customer journey from unboxing to onboarding, through to loyalty and repurchase. Our registration process worked across channels to give customers a seamless start with the brand; as well as life-stage, coffee preference and engagement-based segmentation to continue the relationship once customers were invested in the brand.

Converting engagement into purchase

We undertook a comprehensive CX audit, which allowed us to create a multi-channel customer journey from unboxing to onboarding, through to loyalty and repurchase. Our registration process worked across channels to give customers a seamless start with the brand; as well as life-stage, coffee preference and engagement-based segmentation to continue the relationship once customers were invested in the brand.

Increasing customer value

We’ve guided over two million customers through set up. By transferring almost 10% of the base to subscriptions in Year 1, we increased profit per customer. Our main CRM programme has engagement rates well above the FMCG category average, and delivers an average 16% uplift in sales per trigger campaign. Our activity currently runs an ROI of 8:1.

8.1

ROI

16%+

Sales

10 million

Customers