Image for Nespresso uses RCS to inspire customers this Christmas
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CONTEXT
RCS is an integral part of Nespresso's communication plan. It is used for new coffee collections as well as for collecting opt-ins for relational campaigns. This year, the brand wanted to take advantage of the Christmas holidays to (re)discover its products and highlight its accessory collections that are still little known to their customers, yet lend themselves perfectly to beautiful Christmas gifts.
SOLUTION
Nespresso called on Sinch to help them create their scenario (wording, tree structure), initially in two stages.
By respecting this detail, Sinch proposed that the 2 stages allow us to find out about 2 themes: the customer's personality and their consumption habits, using a warm and friendly tone.
In order to fully understand the tastes and desires of customers, taiwan contact number Sinch generally recommends creating a bot with 3 to 5 steps (questions). Since this was not feasible for this use case, Sinch recommended that Nespresso add a conclusion to replay the scenario or allow the customer to discover other coffees on the site, in case they did not find what they were looking for the first time. Adding this conclusion generated 25% more purchase intentions.
Although Nespresso has been using RCS for over 3 years, the brand continues to benchmark the channel's performance and has therefore carried out an ABC test (SMS & Rich conversational) which has once again proven conclusive.
Every year we have a new, very creative universe for the holiday season, a key moment of the year at Nespresso, where we seek to enchant our customers.
In this context, we are used to sending innovative communications to help our customers find the best gift ideas, for themselves or for their loved ones, among our wide selection of products: coffees, accessories, machines, etc.
This year, we opted for an RCS campaign in order to highlight all these products in the most personalized way possible, and to guide the customer as best as possible in their choice. Like a personality test, the customer could interact with Nespresso to express their preferences, or those of the person to spoil, and finally find THE gem.
To achieve this RCS, we were able to count on the support of Sinch, which built this multiplicity of scenarios to allow us to offer our customers more than 30 different products! The customer also had the possibility to repeat the scenario as many times as he wanted, without ever arriving at the same recommendations.
We are proud of this project which allowed privileged contact with our customers during this festive period.