Nescafé Dolce Gusto dives into CRM

Nestlé is attempting to drive its Nescafé Dolce Gusto brand deeper into the Singapore psyche with its inaugural customer relationship management (CRM) programme in Southeast Asia.

The new CRM drive has been developed by OgilvyOne in Singapore. It will target existing customers of the coffee machine and capsule maker with tailor-made content and specially-designed offers.

Christian von Alten, regional Nescafé Dolce Gusto manager at Nestlé, said: “We know that in other markets where CRM products for the brand exist, customers are more engaged and report higher levels of satisfaction with the product. [Singapore] provides us with a great launch pad for CRM in the region, not just because of its size but also because it so highly-connected digitally.”

Will Adeney, VP of marketing analytics (APAC) for Ogilvy One, added that the inspiration for the new programme came from a variety of consumer insights. From analysis, the brand realised the Nescafé Dolce Gusto’s audience is typically cosmopolitan, Singaporean couples with young children, who enjoy life to the full but are short on time.

“From the highly-engaged Facebook following, we also know that consumers enjoy that the brand is sophisticated but not too serious. But we also learned that people were less aware of the variety that Dolce Gusto has to offer and what you can do with the products. Bringing this together has allowed us to develop a new, innovative programme which really engages members,” Adeney said.

He also explained that the interactive programme provides consumers with tailored communication based on their individual profile which allows them to know on more offers, news about flavours and products, special events, new receipts, and special occasions like birthdays and seasonal celebrations. These will be specially crafted to the member profile through timely trigger-based marketing and rewards’ programmes.

The programme also supports Nestlé’s on-line e-shop and its retail presence simultaneously.  The programme will be rolled out across Southeast Asia in 2014.