James Flett, Partnerships Manager, Caffè Nero
In 2014 global consumers spent over $85 billion on coffee, and the competition for customers is becoming increasingly fierce, with multinationals and independents all vying to engage customers, grow their loyalty base and increase revenue. IBM Marketing Cloud's behavioural marketing capability has enabled us to build specific segmented buyer personas, engage with our customers in a more relevant and timely fashion, and achieve 70% open rates on emails among our loyalty card holders.
Caffè Nero is a European coffee house brand specialising in the creation of hand-crafted artisan coffee in towns and cities across Europe, the Middle East and most recently North America. Its philosophy is really very simple: premium Italian coffee, a warm welcoming atmosphere, good food and great personal service.
After being founded in 1997, Caffè Nero now has 600 UK stores and 100 internationally. Its aim is to create a continental coffee house atmosphere in an accessible, friendly place to meet up that has something of a “buzz” about it – a familiar neighbourhood gathering point, whichever country or location customers find themselves in.
Framing the Challenge
Each year Caffè Nero runs four quarterly campaigns revolving around two seasonal promotions (Christmas and summer), and two specific coffee-focused campaigns –as well as a number of smaller product launches. The challenge for the coffee house was to make its customers more aware of these by providing personal, omni-channel engagement that would result in greater customer participation and increased revenue.