Through the year Nespresso has several special benefits associated to the purchase of coffee capsules, both personalized and generic. When the user arrived to the coffee shopping list page, we needed a system to communicate just one promotional message to the user and avoid information overloading. To do that in the most relevant way, we adapted our communication following three dimensions:
Shopping cart contents
User origin
User status
Personalization dimensions
Personalization based on user status and origin. From left to right: a logged out user with a top banner promoting login. A logged in user with a sticky banner promotion a coffee offer. A user coming from a media campaign.
With these three dimensions defined, we mapped the priority of our promotional communication. To phrase it simply, personalization was our best guess about user intent. Has the user a machine in the shopping cart? Probably she is interested in getting a machine price reduction purchasing capsules. Is she coming from a personalized email? Surely is interested in redeem that promotion.
Example of campaign orchestration. Priority one is machine promotion, as is not a frequent purchase. Priority 2 are capsule benefits. A fallback communication —i.e. promoting login— is always in place.
With this framework, Nespresso Spain has been able to deliver personalized message to up to 60% of the coffee shopping sessions, meaning that a major part of our customer base had the chance to enjoy a benefit related to their interests. This metric was critical for Nespresso as personalized sessions had approximately as twice as chances of converting from visit to sale compared to sessions without any visible benefit.