Nestlé
Shaping a digital roadmap for Nestlé Professional
Nescafé is one of the most popular coffee brands in the world. Nestlé Professional is one of the many Nestlé brands, and they asked Youwe to help perfect their digital strategy and digital marketing, creating the perfect buyer journey.
The rich taste of Nescafé coffee reflect 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, the company developed soluble coffee, helping thousands of Brazilian farmers avoid hardship and crop waste. True to Nescafé’s heritage, it continues 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 flavour from every coffee bean. Today, consumers around the world enjoy the quality, flavour, aroma and convenience of Nescafé coffee in many different settings, one of which is in the workplace. That’s why Nescafé introduced Nescafé Professional. But to reach the right target group, Nestlé needed help. We stepped in to help them with their digital strategy, buyer personas and customer journey.
Our mission is to create a better and healthier world and inspire people to live healthier lives. Through innovation, we want to contribute to society and at the same time guarantee the long-term success of our company.
Our solution
Digital strategy
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.
Thanks to Youwe our customer journey has been fully mapped and a successful online campaign has been conducted.
Buyer persona & Customer journey
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 its potential customers research products on their own terms, thereby building up a level of trust that most competitors cannot replicate. The buyer persona also gives insights into the customer’s current position in the sales funnel, based on their web behaviour. With this knowledge, Nescafé can identify the most fitting communication.
