Owned by global consumer products powerhouse Nestlé, NESCAFÉ Dolce Gusto (NDG) is known for its delicious coffee, tea, and other hot beverages. The brand’s sleek machines serve up one fresh cup at a time.
NDG’s main marketing channel is email, an efficient way to reach consumers and drive online sales. In 2007, the brand realized it needed an application to optimize its email campaigns: plan them better, reach more targets, and craft more relevant messages.
Because NDG sells its products in scores of countries, it required an email marketing application that would work across markets, as well as integrate with its third-party ecommerce platform.
“Implementing a third-party solution in the Nestlé world is never an easy game,” says Joël Muller, digital marketing advisor for NESCAFÉ Dolce Gusto. “The SaaS must prove that it is fully compliant with the Nestlé rules, which are, most of the time, going beyond local country regulations.”
NDG chose Oracle Eloqua, part of the Oracle Cloud CX marketing suite of applications, to manage and refine its email campaigns. A big reason NDG chose Oracle is because it was easy to seamlessly integrate with the brand’s third-party ecommerce platform, now supporting email campaigns in 60 markets and counting.
NDG also chose Oracle Eloqua for its proven ability to spark conversations with consumers online and its compliance with international regulations, in particular Europe’s GDPR, which governs how companies can collect and use customer and other data.
Additionally, “Eloqua is user-friendly and once you dig in, you find a lot of useful functionalities,” Muller says. “We also appreciate the flat rate for unlimited emails.”
One-third of the brand’s ecommerce revenue now comes from Oracle Eloqua leads, which drive consumer traffic to 44 NDG websites.
Over time, 20% of NDG customers have converted from in-store retail to ecommerce, thanks to Oracle Eloqua’s unique lead-nurturing and scoring system.
NDG has doubled its email opt-in customers to 6 million, increasing overall buying frequency and helping sell new flavors in countries where NDG piloted a loyalty app.
Since 2007, Oracle Eloqua has helped NDG marketers increase the brand’s email contacts from a few thousand to more than 12 million. The cloud application supports 200 automated CRM programs and manages 350 million-plus emails per year.
Muller remembers the first time he used Oracle Eloqua. “I was nervous when clicking the ‘Send’ button to reach 80,000 contacts,” he says, but thanks to “excellent” training and support, everything went smoothly.
It’s not just about launching campaigns, but about setting targets and improving the relevance of your messages. Eloqua goes far beyond just sending email and provides great dashboarding to achieve this goal.
Digital Marketing Advisor, NESCAFÉ Dolce Gusto