| Titolo | PREMIO Members Club |
| Agenzia | Ogilvy Spain |
| Campagna | PREMIO Members Club |
| Cliente | Nescafé |
| Marca | Nescafé Dolce Gusto |
| Data di Prima Diffusione/Publicazione | 2020 |
| Settore | Caffe', The, Bevande al cioccolato, Bevande per colazione |
| Trama | Nescafé Dolce Gusto is a premium coffee brand of the Nestlé Group. The brand faced a major challenge: How do you build a real relationship with your consumers when the vast majority buy Nescafé products through a distributor? How do you get to know your consumers when you don't have a direct relationship with them? How do you build a long-term relationship with them and adopt a loyalty strategy? HOW DID WE ACHIEVE IT? To meet all these challenges, we created PREMIO, the brand's digital loyalty program. The goal is to reinforce consumer loyalty, increase awareness of the brand's consumer base and create a long-term relationship with them. This program rewards loyalty and increases the average shopping basket by leveraging three phases of the customer experience: the product trial, the redemption and experience of other products in the range, and the retention phase to avoid switching to another brand. Through this application, the brand engages its consumers on a daily basis while introducing them to its wide range to generate cross-selling and upselling, stimulating consumption and brand image. Finally, it also contains messages and a personalized interface based on consumer preferences. |
| Tipo di Media | Case Study |
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