Your Personalized Nespresso Anniversary

Standing out in a saturated loyalty market

Nespresso Greece faced the challenge of elevating customer loyalty in a competitive market where consumers are exposed to numerous loyalty programs.

The goal was to develop a distinctive way to communicate that not only retained customers. It also needed to deepen and celebrate each members’ personal connection with the Nespresso brand.

Celebrating member anniversaries with data-driven video

To address this challenge, Nespresso Greece worked together with SEEN to implement a personalized video campaign that celebrated each individual’s relationship with the brand. The videos utilized a variety of customer data points to ensure that each member received their a unique and engaging video:

• Personal greetings and membership milestones: Each video began with a personal greeting using the member's first name and acknowledged the length of their membership.
  ‍
• Product preferences: Highlighting customers' favorite products and how many Nespresso capsules they had purchased.
  ‍
• Personalized recommendations and promotions: Based on their buying history, the videos suggested new products and included a special promotion tailored to their taste, redeemable at their favorite store.

Results

Nespresso achieved a 92% view rate, and the videos were viewed an average of three times. Compared against internal benchmarks it was also shown that this year-in-review campaign netted a 24%-points higher open rate, and 10%-points higher conversion rate on the promotion compared to non-video emails.

About Nespresso

Nespresso is internationally recognized for its quality capsule-coffee and brewing technology. In Greece, Nespresso focuses on building personalized connections with customers, ensuring their experiences are both exceptional and memorable.

‍