1

NESPRESSO - WHAT ELSE?!

HOE DATA GEDREVEN USER

EXPERIENCE NESPRESSO’S

KLANTWAARDE VERHOGEN

DATA DRIVEN COMMERCE

18 FEBRUARI

ART VALKENBURG

P.2 DATA DRIVEN COMMERCE - NESPRESSO | 18/02/2016 |

3

1992 2003

2006

2009

1986

2015

4

Perfect geportioneerd,

gevuld met de hoogste

kwaliteit

Grand Cru koffies

Slimme en makkelijk te

gebruiken machines met

een stijlvol design

Gepersonaliseerde en

exclusieve services

NESPRESSO’S VERKOOPKANALEN

P.5

Online

Koffie, Machines & Accessoires

Telefoon

Koffie, Machines & Accessoires

Boutique

Koffie, Machines & Accessoires

(e)Trade

Machines

DATA DRIVEN COMMERCE - NESPRESSO | 18/02/2016 |

P.6 - NESPRESSO | 11/02/2016 |

BOUTIQUE IS DE PLEK OM DE

NESPRESSO WERELD TE

ONTDEKKEN

#2015: 8 Boutique openingen

#2016: 3 Boutique openingen

P.7 - NESPRESSO | 11/02/2016 |

EEN CONTEXTUEEL RELEVANTE

MERK- EN SHOP ERVARING BIEDEN

VIA ECOMMERCE KANALEN

DATA ALS BUSINESS DRIVER

P.8 DATA DRIVEN COMMERCE - NESPRESSO | 18/02/2016 |

Data collection

Marketing

Automation

Customer

lifecycle

management

DIGITAL ASSET MANAGEMENT

DIGITAL EXPERIENCE MANAGEMENT &

OPTIMISATION

CUSTOMER INSIGHT OPTIMALISATIE

P.9 DATA DRIVEN COMMERCE - NESPRESSO | 18/02/2016 |

DATA COLLECTIE

P.10 DATA DRIVEN COMMERCE - NESPRESSO | 18/02/2016 | eConsultancy

Personalize

and target Tracking

Behaviour

across

channels

Better serve

valuable

segments of

customers

Insights Identify

Patterns

ANALYSIS MODEL

P.11 DATA DRIVEN COMMERCE - NESPRESSO | 18/02/2016 |

Analytics Mobile Test & Learn Customer journey

Facebook

Twitter

Email

JOURNEY ANALYSES

PROGRAMMATIC BUYING & REAL TIME

ENGAGEMENT

MULTI-CHANNEL ATTRIBUTIE MODEL

P.12 DATA DRIVEN COMMERCE - NESPRESSO | 18/02/2016 |

MARKETING AUTOMATION

P.13 DATA DRIVEN COMMERCE - NESPRESSO | 18/02/2016 |

PROGRAMMATIC SEQUENCED MARKETING @ NESPRESSO

Brand

Message

Coffee

Message

Light

Machine

Message

Light

Coffee Up-sell

Message

Coffee

Message

Advanced

Service

Message

P.14 DATA DRIVEN COMMERCE - NESPRESSO | 18/02/2016 |

273 237

OFFER TARGETING INTERACTION

CAMPAIGNS

EXPERIENCE TESTING & OPTIMISATION

INNOVATIE OVER DE CUSTOMER

LIFECYCLE

P.15 DATA DRIVEN COMMERCE - NESPRESSO | 18/02/2016 |

CUSTOMER LIFECYCLE MANAGEMENT

THE LEGACY OF A TECHNICAL INFRASTRUCTURE TAKES MANPOWER

IN ORDER TO PERFORM PERSONALIZED CUSTOMER JOURNEYS

P.16 DATA DRIVEN COMMERCE - NESPRESSO | 18/02/2016 |

Cognos

data extraction

SPSS

segmentation

syntax

Adobe Campaign

targeting tree

segmented eDM

Club Action set-up

up to 40 actions

per campaign.

Postage Pricing

rules up to 15

per campaign.

Selection ID’s

up to 150

per campaign.

BUT EVEN THEN RELEVANT CONTENT AND PERSONALIZED OFFERS ARE

POSSIBLE, WHEN EMBEDDING THE LIFECYCLE MANAGEMENT MINDSET

P.17 DATA DRIVEN COMMERCE - NESPRESSO | 18/02/2016 |

273 237

Single messaging Segmented messaging Segmented messaging and A/B testing

2013 and before 2014 - 2015 2016 and beyond

P.20

Van consumenten

komen via een

mobiel apparaat met

ons in contact

+60%

DATA DRIVEN COMMERCE - NESPRESSO | 18/02/2016 |

Innovatie gedreven uit de

behoefte van de consument

TOEPASSEN VAN CONTEXT & DATA

P.22

Customer history

Behavioral data

Segmentation

IoT / Sensors

Consumption patterns

Local trends / habits

DATA GEDREVEN

SERVICE INNOVATIE

P.23 DATA DRIVEN COMMERCE - NESPRESSO | 18/02/2016 |

DANK U

P.24 DATA DRIVEN COMMERCE - NESPRESSO | 18/02/2016 |

art.valkenburg@nespresso.com

nl.linkedin.com/in/artvalkenburg

@ArtValk