NESCAFÉ Dolce Gusto
Coffee brand strives to increase customer loyalty
The NESCAFÉ® Dolce Gusto® brand, owned by Nestlé, is the leader of the coffee market in capsules and capsule press espresso machines. The dolce-gusto.pl e-store is the key sales channel for online sales of all products and accessories of the brand. Since its migration in 2015 to the Magento Enterprise platform, the Bold team is the main partner responsible for its marketing and technology support.
The main tasks operated by our team
The key factor in building customer loyalty to the brand is to provide high quality product and good customer service. Therefore, the global brand was looking for a partner who will be an expert in operating the Magento Enterprise platform and will understand the brand’s strategy as well. The combination of these competences allows us to effectively support Nestlé in accordance with the company’s vision and policy.
- comprehensive design and development of sales promotion
- configuration and testing of Magento promotional rules
- website development support- contact with the headquarters and with the agency responsible for the global implementation of the solution
Flexible adjustment to the client's needs, speed of reaction and in-depth knowledge of the system, allows us the optimal use of Magento Enterprise available functionalities and determine successful cooperation with Bold
Anna Kurowska, Marketing Manager NESCAFÉ® Dolce Gusto® at Nestlé
Implementation of the promotional strategy
It is well known that a good prepared and managed promotion allows you to effectively stimulate consumers to do shopping. Promotional rules have powerful capabilities that allows you to increase the average value of the basket and / or increase the customer’s engagement. By creating appropriate scenarios of price and sales promotions conditions, Magento allows you to attract not only new customers to the store, but also increase the loyalty of those who already made purchases, encouraging them to buy again.
The NESCAFÉ® Dolce Gusto® brand bases the marketing activities on the Activity Plan. The Activity Plan is a schedule containing a list of promotional campaigns, the duration and a list of materials to be prepared for the store’s website communication. Due to the diversity of the assortment, promotional scenarios and the specifics of working with a corporate client, all planned activities are prepared on the pre-production environment, and then tested. Thanks to this approach we avoid expensive mistakes and at the same time, the service and implementation of the promotional plan is flexible and allows us to respond quickly to changes. We need to consider that sometimes, the amount of products to be in the basket suddenly changes to get free sample. There are also situations when you need to change the entire promotion and creation when on the day of the promotion, we find out that one of the two products form the set was sold out.
The Magento platform has been designed to operate a comprehensive sales policy. However, in the case of the NESCAFÉ® Dolce Gusto® brand, the Magento system has been deeply modified. Additional difficulties in platform support are dedicated solutions, integrated with the platform e.g. Oracle Eloqua (the largest marketing automation system in the world). Therefore, the configuration and management of promotions required not only our excellent knowledge of Magento promotional rules, but also an in-depth knowledge of external systems.
It is also worth adding that in NESCAFÉ® Dolce Gusto® online store, 70% of the promotion is not based on one promotional basket rule. Often, there are 3 promotional rules and 3 rules responsible for adding products to the basket.
An additional promotional option used by the NESCAFÉ® Dolce Gusto® brand are global and individual promotion codes. The first type of codes are available to all users of the store, registered and unregistered. However, if we prepare a promotion activity only for registered customers and we want them to send a promotional code, it is generated by an external system, integrated with Magento. Our team receives an Excel file with a list of codes that the promotion covers. The given file is uploaded to the Eloqua system, where the database of all clients is located. Then we connect the segment of active clients to whom the codes are applied. Most promotional campaigns in NESCAFÉ® Dolce Gusto® using codes are based on individual codes.
Design of a promotional campaign
As part of marketing support for the NESCAFÉ® Dolce Gusto® we prepare a comprehensive design of the following promotional activities: mailing, newsletter, main banner, banners for subpages, graphics for subpages about promotions. The same applies to creations for mobile devices.
When designing, we must stick to specific guidelines such as the size of graphics, colors, selected elements. Everything must be consistent with the brand’s marketing and sales strategy. At the same time, we make the creation not only clear and legible, but also to inspire users’ trust.