Nestlé
The rich taste of the Nescafé coffee reflects on its rich history. Nescafé coffee originated in Brazil in the 1930s as an early example of innovation and sustainable development. Building on Nestlé’s milk processing expertise, they developed soluble coffee helping thousands of Brazilian farmers avoid hardship and crop waste. True to Nescafés heritage, they continue to support and work with farmers around the world.
Over the years, Nescafé product innovation has evolved further to capture even more of the natural aroma and flavor from every coffee bean. Today consumers around the world enjoy the quality, flavor, aroma, convenience and natural goodness of Nescafé coffee in many different formats. For example on the work floor. Especially for this Nescafé introduced Nescafé Professional. But to reach the right target group Nestlé needed help. Youwe helped them with making a digital strategy, buyer persona and customer journey.
Our solution
Nescafé Professional had a problem. This division of Nescafé focuses on businesses, offering coffee and coffee machines for the workplace. It operates through a mature dealer network and wanted to fully understand the end customer. Because of this specific target group, Nescafé Professional needed help with digital strategy.
Youwe started with qualitative research to gather data on potential customers, asking questions like: What drives them? How can we serve them the information they need to make a proper decision?
Over the course of a customer journey, you can see customer profiles take shape, and a series of steps they take when researching their options to find a new supplier. Using this data, we created content and published it strategically in the different channels the prospects use. We analysed behaviour, optimised the content and used marketing automation to turn new visitors into leads for Nescafé’s sales team to follow up on. Next up, we built a three-year roadmap to bring digital transformation to the business.
To make those campaigns as efficient as possible, we produced a buyer persona and customer journey. To create the buyer persona, we spoke to Nescafé’s target group. Based on actual statements from real customers and prospects, the buyer persona now tells Nescafé what potential customers think and what they do when weighing options for solving a problem. And when you understand how your customers think during the process of doing business with you, you have the knowledge to bring your marketing decisions in line with their expectations.
The results
With the help of Youwe, Nescafé knows how to help their potential customers to research their product on the basis of their own conditions and thereby build up a level of trust that most competitors can not cope with. The buyer persona also gives insight in which phase of the funnel the customer is. Based on their web behavior Nescafé now knows in which phase of the purchase journey the customer is. With this knowledge, they know what the best fitting communication is. To help them take the next step in the journey.