Nespresso used RCS Business Messaging to inspire gift purchases through personalized messaging, achieving a dramatic uplift in key metrics.

Promotion Retail France
73% Open rate, represented by a bar chart

73%

2.3x Click rate vs SMS, represented by a pie chart

2.3x

3.7x Purchase intent vs SMS, represented by a line chart

3.7x

Overview

The Nespresso story began more than 30 years ago with a simple idea: enable anyone to create the perfect cup of espresso coffee – just like a skilled barista. From its beginning in 1986, Nespresso has redefined and revolutionized the way millions of people enjoy their espresso coffee and shaped the global coffee culture.

Challenge

Nespresso wanted to take advantage of the festive holidays to (re)introduce their product ranges and highlight their accessory collections, which are still not as well known to the wider public as their capsules, yet make the perfect Christmas gifts:

  • Drive awareness and consideration during a peak gifting season.
  • Drive product-level engagement at scale.
  • Introduce and educate on a lesser known Nespresso accessory collection.

Approach

RCS Business Messaging was already a cornerstone of Nespresso's communication strategy. They leverage this innovative platform to not only introduce new coffee collections but also cultivate long-lasting customer relationships by seamlessly collecting opt-ins for targeted campaigns.

Nespresso knew that RCS Business Messaging's use of rich features significantly enhances the customer experience compared to traditional SMS and brings to life the product offering in a compelling and action-oriented way, making this channel the ideal choice for their festive campaign.

Result

Nespresso used RCS Business Messaging to inspire gift purchases through personalized messaging, catering to both gift-givers and self-gifters during a key sales period. Sinch recommended that Nespresso run a circular conversational campaign, where users can replay the experience or get redirected to the brand website where they can keep discovering. This addition generated a further 25% uplift of purchase intentions.

Insight

“This year, we've opted for an RCS Business Messaging campaign to highlight [our wide selection of] products in the most personalized way possible, and guide customers as best we could in their gifting choice.

Like a personality test, customers could interact with Nespresso to express their preferences, or those of the person they wanted to gift, and finally find THE perfect present.

We're very proud of this project, which enabled us to maintain close contact with our customers over the festive period.“

Maya Verdier, CRM Project Manager at Nespresso

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