Since the product was a unique coffee and not a new range, the question of the length of the scenario arose: long or short? An A/B test was therefore in order to determine what would work best.
Sinch Awards 2022 Winner
In this case, the short scenario turned out to be the most effective solution, because after explaining the different specificities of this coffee, the customer can be directly redirected to the Nespresso website. However, the "long" RCS is a very interesting format for personal shopper mechanics, in order to understand the tastes of customers and offer them coffees that meet their desires.
To meet our ambition for continuous improvement and taiwan contact number relational excellence, RCS is an innovative format that allows us to communicate in a fun and interactive way with our customers. In addition, it gives us access to more in-depth data than SMS: the reading rate, the details of customer responses, the completion rate, etc. This test also allowed us to realize that RCS could be suitable for any type of campaign: marketing, relational and promotional thanks to the flexibility of its architecture. This is why, following this campaign, we decided to integrate conversational communications into our communication plan. Florine Maury, BtoC Marketing Project Manager at Nespresso
Anticipating customer desires with RCS
Since then, Nespresso has multiplied opportunities with RCS, notably with a new campaign offering its customers the chance to discover new products. Indeed, every January, Nespresso sends a communication to its customers aimed at sharing their consumption over the past year (favorite coffee, customer status, etc.)
The brand also uses this opportunity to introduce them to another coffee – via an algorithm created internally, which is based on the purchasing habits and preferences of all Nespresso customers. The aim is to encourage cross-selling. In 2023, Nespresso wanted to offer more visibility to its message among its customers.
Sinch thus proposed to create an RCS message, and to add personalization fields to it. Thus each customer received a personalized message including the following fields: Title, First name, Customer status, number of years of seniority, favorite coffee and recommended coffee.
Figures showing higher click-through rate and engagement rate than a newsletter
More and more brands are sending their customers a review of the year that has just passed every January. We already did it by email, but this is the first time we have also done it by text message.