Project Start

Client.

Nespresso Middle East + Africa

The world leader in coffee machines, capsules and coffee accessories, bringing the luxury café experience into the kitchens of millions.

Challenge.

Speaking personally to 24m people

Despite having 13 markets and 30 contact points across the region, there was no single email or CRM platform linking them all together. It was time to change that.

The Steps
First step
Planning

We truly believe in a collaborative approach, and at this stage will host a project kick-off meeting with relevant team members from our inhouse design and development teams.

Second step
Design

Clean, dynamic templates that displayed images and key messages in the most digestible format. We also introduced emojis and GIFs in emails to increase engagement.

Third step
Development

A platform to channel all teams under one roof, briefing forms to capture information, an admin portal for briefing feedback and approvals and a emailing dashboard. All fully customised.

Fourth step
Implementation

Frequent training sessions for each of the markets, in-depth analysis to tailor emails according to customers’ activity, plus data cleansing amnd segmentation for better targeting.

Fifth step
Results

Engaging emailing campaigns reactivated much of an inactive customer base. Engagement rates reached up to 4x the industry average, with enhanced conversions and a systematic approach to emailing and retargeting.

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