Customer Story
Nespresso
Overview
Challenge: Fully communicate the value and conditions of Nespresso’s subscription service
Solution: Launch an on-brand conversational RCS experience to engage and educates customers
Results: Higher engagement, completions, and conversions with RCS, compared to other messaging channels
“Thanks to the support of the Sinch and Google teams, we were able to transform a complex offering into an engaging conversational experience, aligned with our brand storytelling.“
How Nespresso fuels higher customer engagement with conversational RCS
Nespresso, Nestlé’s premium coffee brand, is known by coffee lovers around the world for its high-pressure, single-serve coffee machines and capsules. To make its coffee even more accessible, Nespresso offers a monthly subscription program that lets customers:
- Purchase a new machine at a discount
- Receive credits to spend on Nespresso products
- Automate coffee deliveries
But as easy and convenient as the program is, the benefits and terms were too complex to explain through SMS’s 160-character limit. Nespresso needed an engaging and flexible way to get customers excited about the subscription service.
Turning customers into coffee detectives with RCS
With Sinch and Google’s help, Nespresso developed an interactive experience with RCS for Business. They built the campaign around Nespresso’s “The Mystery of the Lost Coffee” theme, inviting users to become “coffee detectives.”
Here’s how it worked:
- Users with compatible devices receive a rich, interactive RCS message, while others receive a conversational Rich SMS.
- The “investigation” guided users through a series of questions to discover their coffee consumption habits and preferences.
- The chatbot recommended the most suitable coffee machine and the ideal subscription offer for their needs.
“This project marked a real breakthrough in our mobile CRM strategy,” said Arnaud Caillon, Data CRM E-Business Director at Nespresso France. “Thanks to the support of the Sinch and Google teams, we were able to transform a complex offering into an engaging conversational experience, aligned with our brand storytelling.”
Fueling engagement and conversions with RCS for Business
The campaign delivered even better results than Nespresso expected. Along with a 15% click-through rate and 36% completion rate, the RCS conversational experience generated 2.3 times more completions than the Rich SMS fallback experience.
Compared to other channels, RCS drove 9% more conversions than email and 11% higher conversions than SMS.
“This conversational approach confirmed the full potential of RCS as a strategic customer relationship channel,” Arnaud said. “It opens the door to even more personalized scenarios around coffee preferences and the Nespresso universe, directly connected to our product flows or integrated cart additions.”
