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Ref. 119 - NESPRESSO

Digital Expertise Retail

The adapted campaign management environment enhanced Nespresso’s internal messaging control and budget efficiency. On top of that it boosted its image coherence on a group level as well as the relevancy of its tailored customer messaging across the globe. Management has now evolved from treating it as an operational tool to cherishing it as a strategic solution.

THE NEED

Although Nespresso had acquired a top campaign management tool to streamline its customer communication, it lacked the proper internal human resources to fully exploit its potential. The biggest concern was the lack of coherence in campaigns on an international level and across the different channels. Nespresso decided that it urgently needed to internalize its campaign management processes and reassess the underlying tool.

OUR VALUE PROPOSITION

B & D made sure that all the campaign management processes – which used to be implemented in external tools - were now all centralized in one solution in a coherent manner. On top of that, it ensured that the multichannel approach was much more systematic, speaking with one – personalized – voice over in its different media. The most talented internal staff members were then selected and trained for full insight into the capacity of Neolane.

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