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Nestlé and OgilvyOne debut CRM programme for Nescafé Dulce Gusto in SEA


Nestlé is attempting to drive its Nescafé Dolce Gusto brand deeper into the Singapore psyche with its first ever CRM programme in Southeast Asia.

Having leveraged social media better than almost any other brand in Singapore, Nescafé Dolce Gusto is now adding Customer Relationship Management (CRM) to its sales arsenal.

Nescafé Dolce Gusto consistently tops social edia polls in the Lion City and its Facebook page has one of the strongest followings of any brand.

The new CRM drive has been conceived and developed by OgilvyOne in Singapore, combining for the first time sophisticated marketing technology and consumer analysis.

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.

“Nescafé Dolce Gusto recently celebrated its second anniversary in Singapore and we are in the top ten most liked branded Facebook pages here. On top of that, the Island 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, Vice President of Marketing Analytics (APAC) for Ogilvy One, added: “The inspiration for the new programme came from a variety of consumer insights. From analysis we realised the Nescafé Dolce Gusto audience are 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. The interactive programme is the first of its kind in Southeast Asia and provides consumers with tailored communication based on their individual profile.

“This means offers, news about new flavours and products, special events, new receipts, and special occasions like birthdays and seasonal celebrations are specially crafted to the member profile through timely trigger-based marketing and rewards’ programmes.”

Apart from the sophistication of the new marketing technology and the analysis behind it, the programme is unique in that it supports Nestlé’s on-line e-shop and its retail presence simultaneously. The programme will be rolled out across Southeast Asia during 2014.


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