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Nescafé Dolce Gusto Agile ecommerce impact Switzerland
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Challenge
In Switzerland, the coffee industry became highly competitive due to the increased media presence of retail players & new players in the machine-capsule segment.
As a consequence, Nescafé Dolce Gusto (NDG) prioritized ecommerce and requested Zenith to focus on driving sales to their ecommerce website. Thus, radically improving ROI was the primary goal in 2017 while trying to maintain sales volume & revenue compared to 2016.
Execution
Using the monthly ROI lifecycle plan, we tried new sales promotion offers on a monthly basis. Each month, we would test different length of promotion period, combo-offers, etc... Also, we tested new campaign activation techniques, bid management strategies and optimization methods on a weekly basis. For our lifecycle plan, we also used new formats and combinations of ads and layouts.
We monitored the impact of every factor and its' influence on the overall ROI and sales volume and repeated the process to continuously improve these key revenue metrics across the Search, Social, Display & Video campaigns.
Using Publicis Groupe tools such as Socialtools & Benchtools, we were able to monitor the competition, understand their digital strategy and navigate against their tactics.
We completely changed the media strategy with the help of Zenith to become smarter. We optimised the ROI of every digital & e-commerce campaign which led to huge increase of sales. Marie Sgrillo, Digital, CRM & Ebusiness Manager, BU Beverages Nestlé SA
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ROI
16%
Website traffic vs. previous year
8%
Purchase orders vs. previous year
4%
Basket value vs. previous year
45%
ROAS vs. previous year
