Moving the Dial
Caffè Nero identified that its customers viewed visits to its stores as more of an experience than simply an amenity-based function. As such, it identified pre-paid card holders (existing and future), as a core focus for its marketing communications push.
To turn its new customers and card holders into brand advocates, it used IBM Watson Campaign Automation to deploy a three-point personalised communications strategy, based on persona segmenting and behavioural mapping, which at every touch point provided Caffè Nero with more and more valuable data. In turn, this data enabled it to take an increasingly segmented and laser-focused approach to its future customer communications, including the following:
“Benvenuto in famiglia Caffè Nero”: As soon as a Caffè Nero customer signs up to the database and pre-paid card initiative, a welcome email is delivered to start the engagement process. In addition to informing the customer about offers and opportunities, these initial emails gather personal information such as frequency of use and preferences—pivotal to building on the persona mapping process.
Monthly Statements: These automated messages allow Caffè Nero to engage with its registered customers on a regular basis, providing personalised information on existing card balances, but also informing customers of seasonal updates and new releases.
Friendly Top-Up Reminder There are few things more frustrating than finding your balance is flat on a gift/loyalty/Oyster card. Using IBM Watson Campaign Automation, Caffè Nero now sends triggered, real-time email reminders when its customers’ cards are lower than £2, so they are less likely to run out of credit or miss that mid-morning coffee hit.
Coffee Drinkers Turned Brand Advocates
By implementing these nurture programs, Caffè Nero has seen card holders visit and spend twice as much as a lookalike control group. The company has tallied a 70 percent email open rate among registered card holders, significantly driving offline purchases. Its results show that 68 percent of customers receiving personalised, relevant emails buy a coffee within the week.
“We have been working with IBM Watson Campaign Automation for 18 months now and in that time have significantly grown our eCRM activity and capability” says James Flett, partnerships manager, Caffè Nero. “Thanks to the ability to segment our customers and deliver relevant, bespoke and realtime value in our marketing communications, we’ve seen impressive results.”
These email open rates are showing a high level of engagement amongst this group, and we’re genuinely starting to see communications translating into physical visits, which was one of our primary objectives.
We are looking for best practices to take customer loyalty into the digital age, and IBM Watson Campaign Automation will continue to be instrumental in enabling us to take full advantage of our continually evolving digital landscape.”
IBM Watson Campaign Automation powers the delivery of exceptional experiences for customers across the buyer journey by leveraging customer data and behaviors, providing analytical insights and automating relevant cross-channel interactions. The cloud-based digital marketing platform provides email marketing, lead management and mobile engagement functionality to inform and drive personalized interactions in real time.
To find out more, please contact us at 1-866-745-8767 or +44 20 7202 5930 and visit ibm.com/watson/marketing-automation.