BeStUSeoFDAtAinFMcG
ShoRtLiSt
Birdseye WinneR
ævolve nestcaféDolceGusto
customerRelationshipMarketing JoshuaG2
programme Usinginsightstodeliveranengagingloyaltyprogramme
Kimberly-clark AuniquedatastrategyhelpedNescaféDolceGustotoextendtheexcitementof
LMG initialproductuseintoanongoingcoffeehabitthroughanefficientloyalty
huggiesBabytriggerprogramme programmewhichgeneratedvalueatscale.Withoutabovethelinemarketing
support,theprogrammeover-deliveredagainsttargetsandbuiltadataasset
forfutureinvestmentanddevelopment.
Thejudgeswereimpressedbythemulti-channelexecutionandthegood
levelofinsightdemonstrated.Resultswererealandcarefullymeasured,they
felt.AllofthisinacategorywhichNescaféDolceGustohadenteredlate,two
yearsaftermajorrivalshadestablishedthemselves.
Tobuildbetterrelationshipsandloyaltywithconsumers,thebranddecided
torecogniseandrewardtheirbrandloyaltythroughabonusscheme–Bliss
Points.Thiswouldupliftsalesandincreasepodconsumptionamongmembers
throughrelevant,targetedcommunications.
StartingwithmarketresearchamongapanelofNescaféDolceGusto
machineowners,asetofattitudeswasclusteredagainstheavy,mediumand
lightusage.Byapplyinganoptimumnumberofdiscriminatory“golden
questions”atthepointofregistrationforthescheme,thebaseofregistered
userswassegmentedandcommunicationstailoredaccordingly.
Theloyaltyschemewasmodelledtoprotect,growandminimiselapsing
amongusers.Itconsistedofthenurseryprogramme,buildingthe
relationshupinthefirsteightweeksaftertheyhaveboughtamachine,and
post-nursery,todeveloptherelationshipandbuildcommitment.At
registrationfortheprogramme,aminimalnumberofquestionswereaskedto
supportthesegmentation.
Marketingbudgetwasassignedtosegmentsbasedontheirvaluetothe
business,preferencesandpropensitytogrow,decreaseorlapseinusage.
Communicationsweretargetedaccordingly.Continuoustesting,learningand
rapiddevelopmentwasappliedtominimisecostsandmaximiseuplift,while
achievingspecificobjectiveswithineachsegment.
Purchasedatawasusedfromtheonlineshop,EPOS,responses,redemptions
andsupermarketloyaltydatatotracktheimpactoftheprogramme.Noother
marketingsupportwasprovidedfromJanuary2009.Onethirdofthesales
uplifttargetedacrossatwoyearperiodwasdeliveredinthefirstquarterof
2009alone,fourtimestheincreaseamongacontrolgroup,withaROIof16:1.
Supportedby:
DAtAStRAteGY.co.UK
DataStrategy.co.uk:theonlinehomeofDataStrategywherereadersandanyonesearchingformoreinformationonhow
datadrivenprojectscantransformbusinessesforthebettercanaccessanalysis,commentandhighvaluecontentatany
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DAtAStRAteGYAWARDS2009|7
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