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Gifting gets personal: How Nespresso used messaging to personalize holiday shopping
Nespresso redefined global coffee culture with its at-home espresso pods, but some of its accessory products did not gain the same traction. Looking to boost engagement with these product collections, Nespresso ran a holiday RCS for Business campaign, achieving a 25% uplift in purchase intent.
Customer insight
“RCS for Business allows us to highlight our wide selection of products in the most personalized way possible. With our holiday campaign, customers could interact with Nespresso to express their preferences, or those of the person they wanted to gift, and finally find the perfect present.”
Attribution: Maya Verdier, CRM Project Manager, Nespresso
73%
open rate
2.3x
click rate vs. SMS
3.7x
purchase intent vs. SMS
Challenge
Since 1986, Nespresso has redefined and revolutionized how millions of people enjoy their home espresso and shaped coffee culture worldwide. However, some of Nespresso’s accessory products are still not as well known as the company’s signature capsules. With the holidays approaching, the company saw an opportunity to market these coffee-making add-ons as perfect holiday gifts, and to re-market its product ranges to a wider audience. The team began to brainstorm a campaign that would:
- Drive awareness and consideration during a peak gifting season
- Boost product-level engagement at scale
- Introduce and educate on a lesser known Nespresso accessory collection
Approach
RCS for Business was already a cornerstone of Nespresso's communication strategy. This channel is primarily used to introduce new coffee collections and cultivate long-lasting customer relationships by seamlessly collecting opt-ins for targeted campaigns.
Nespresso knew that RCS for Business’s rich features significantly enhances the customer experience compared to traditional SMS and brings products to life in a compelling and action-oriented way, making this channel the ideal choice for their festive campaign.
Nespresso knew that RCS for Business’s rich features significantly enhances the customer experience compared to traditional SMS and brings products to life in a compelling and action-oriented way, making this channel the ideal choice for their festive campaign.
Result
Nespresso’s strategic messaging partner Sinch recommended that the company run a circular conversational campaign, where users can replay the experience or get redirected to the brand website where they can keep discovering. The team used RCS for Business to inspire gift purchases through personalized messaging, catering to both gift-givers and self-gifters during a key sales period. This addition generated a further 25% uplift of purchase intentions.
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