{"id":43349,"date":"2023-06-13T08:24:00","date_gmt":"2023-06-13T08:24:00","guid":{"rendered":"https:\/\/sinchcomdev.local\/blog\/nespresso-presentation-dun-cafe-prestigieux\/"},"modified":"2025-12-18T16:05:20","modified_gmt":"2025-12-18T16:05:20","slug":"nespresso-presentation-dun-cafe-prestigieux","status":"publish","type":"blog","link":"https:\/\/sinch.com\/fr\/blog\/nespresso-presentation-dun-cafe-prestigieux\/","title":{"rendered":"Nespresso : le RCS au service du cross-selling"},"content":{"rendered":"\n

On ne pr\u00e9sente plus Nespresso, c\u00e9l\u00e8bre marque du groupe Nestl\u00e9, dont la sp\u00e9cialit\u00e9 est la vente de capsule de caf\u00e9 de qualit\u00e9. Pour mettre en valeur l\u2019un de ses produits, la marque a fait appel \u00e0 Sinch pour cr\u00e9er une campagne d\u00e9di\u00e9e.<\/p>\n\n\n\n

L\u2019interactivit\u00e9 du RCS au service d\u2019une bonne tasse de caf\u00e9<\/h2>\n\n\n\n

Jamaica Blue Mountain est un caf\u00e9 d\u2019exception vendu en tr\u00e8s petite quantit\u00e9. En tant qu\u2019expert du caf\u00e9, Nespresso a souhait\u00e9 pr\u00e9senter les particularit\u00e9s de ce caf\u00e9 si sp\u00e9cial diff\u00e9remment. Sinch a donc propos\u00e9 de tester une nouvelle approche conversationnelle via RCS.<\/p>\n\n\n\n

Le produit \u00e9tant un caf\u00e9 unique et non une nouvelle gamme, la question de la longueur du sc\u00e9nario s\u2019est pos\u00e9e : long ou court ? Un test A\/B \u00e9tait donc de mise pour d\u00e9terminer ce qui fonctionnerait le mieux.<\/p>\n\n\n\n

\"Gagnant<\/figure>\n\n\n\n
\"Chiffres<\/figure>\n\n\n\n

Dans le cas pr\u00e9sent, le sc\u00e9nario court s\u2019est trouv\u00e9 \u00eatre la solution la plus performante, car apr\u00e8s avoir expliqu\u00e9 les diff\u00e9rentes sp\u00e9cificit\u00e9s de ce caf\u00e9, le client peut directement \u00eatre redirig\u00e9 vers le site internet de Nespresso. N\u00e9anmoins le RCS \u00ab long \u00bb est un format tr\u00e8s int\u00e9ressant pour les m\u00e9caniques de personal shopper, afin de comprendre les go\u00fbts des clients et leur proposer des caf\u00e9s qui r\u00e9pondent \u00e0 leurs envies. <\/p>\n\n\n\n

\n

Pour r\u00e9pondre \u00e0 notre ambition d\u2019am\u00e9lioration continue et d’excellence relationnelle, le RCS est un format innovant qui nous permet de communiquer de mani\u00e8re ludique et interactive avec nos clients. Par ailleurs cela nous donne acc\u00e8s \u00e0 des donn\u00e9es plus pouss\u00e9es que le SMS : le taux de lecture, le d\u00e9tail des r\u00e9ponses des clients, le taux de compl\u00e9tion… Ce test nous a \u00e9galement permis de r\u00e9aliser que le RCS pouvait convenir \u00e0 tout type de campagne : marketing, relationnelles et promotionnelles gr\u00e2ce \u00e0 la flexibilit\u00e9 de son architecture. C\u2019est pourquoi suite \u00e0 cette campagne nous avons d\u00e9cid\u00e9 d\u2019int\u00e9grer les communications conversationnelles dans notre plan de communication. Florine Maury, Cheffe de projet marketing BtoC chez Nespresso<\/p>\n<\/blockquote>\n\n\n\n

Anticiper les envies des clients avec le RCS<\/h2>\n\n\n\n

Depuis, Nespresso a multipli\u00e9 les opportunit\u00e9s avec le RCS, notamment avec une nouvelle campagne proposant \u00e0 ses clients de d\u00e9couvrir de nouveaux produits. En effet, chaque janvier, Nespresso envoie une communication \u00e0 ses clients visant \u00e0 partager leur consommation sur l\u2019ann\u00e9e \u00e9coul\u00e9e (caf\u00e9 pr\u00e9f\u00e9r\u00e9, statut client\u2026)<\/p>\n\n\n\n

La marque profite \u00e9galement de cette prise de parole pour leur faire d\u00e9couvrir un autre caf\u00e9 – via un algorithme cr\u00e9\u00e9 en interne, qui se base sur les habitudes d\u2019achat et les pr\u00e9f\u00e9rences de l\u2019ensemble des clients Nespresso. L’objectif est de favoriser le cross-sell. En 2023, Nespresso souhaitait offrir davantage de visibilit\u00e9 \u00e0 son message aupr\u00e8s de ses clients.<\/p>\n\n\n\n

Sinch a ainsi propos\u00e9 de cr\u00e9er un message RCS, et d\u2019y ajouter des champs de personnalisation. Ainsi chaque client a re\u00e7u un message personnalis\u00e9 comprenant les champs suivants : Civilit\u00e9, Pr\u00e9nom, Statut client, nombre d\u2019ann\u00e9es d\u2019anciennet\u00e9, caf\u00e9 pr\u00e9f\u00e9r\u00e9 et caf\u00e9 recommand\u00e9.<\/p>\n\n\n\n

\"Chiffres<\/figure>\n\n\n\n
\n

De plus en plus de marques envoient chaque janvier un bilan \u00e0 leurs clients sur l’ann\u00e9e qui vient de s’\u00e9couler. Nous le faisions d\u00e9j\u00e0 par email mais c’est la premi\u00e8re fois que nous le r\u00e9alisions \u00e9galement par message textuel.<\/p>\n\n\n\n

Nous avons voulu nous d\u00e9marquer en cr\u00e9ant un message interactif et ultra personnalis\u00e9 o\u00f9 le client pouvait retrouver \u00e0 la fois le caf\u00e9 qu’il avait le plus command\u00e9 durant l’ann\u00e9e, mais \u00e9galement une proposition d’un caf\u00e9 qui pourrait lui plaire afin de continuer les d\u00e9couvertes sur l’ann\u00e9e \u00e0 venir !<\/p>\n\n\n\n

C’est super de voir que les clients ont r\u00e9alis\u00e9 en moyenne plus de 6 interactions sur la page, cela montre bien qu’ils sont int\u00e9ress\u00e9s par ces recommandations personnelles. – Coline Ladavi\u00e8re, Cheffe de projets Fid\u00e9lisation chez Nespresso<\/p>\n<\/blockquote>\n\n\n\n

Comment Sinch vous accompagne dans votre strat\u00e9gie RCS<\/h2>\n\n\n\n

Si l’exemple et la cr\u00e9ativit\u00e9 de Nespresso vous inspirent, pourquoi ne pas tenter l\u2019exp\u00e9rience RCS vous aussi ? T\u00e9l\u00e9chargez notre guide de pr\u00e9sentation et d’\u00e9tudes de cas de RCS<\/a>, dans lequel nous vous expliquons comment pousser votre entreprise \u00e0 adopter ce canal.<\/p>\n\n\n\n

\"Le<\/figure>\n\n\n\n

Et lorsque vous serez pr\u00eats \u00e0 discuter davantage de messagerie conversationnelle et de RCS, contactez-nous<\/a> ! Nos \u00e9quipes sont pr\u00eates \u00e0 vous accompagner pour cr\u00e9er des exp\u00e9riences de messagerie qui correspondront aux attentes des vos clients.<\/p>\n","protected":false},"author":39,"featured_media":43351,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"tags":[],"blog_category":[],"class_list":["post-43349","blog","type-blog","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nNespresso : Utiliser le RCS pour Booster le Cross-Selling | Sinch<\/title>\n<meta name=\"description\" content=\"En mettant en place une strat\u00e9gie de messagerie conversationnelle via le RCS, Nespresso a multipli\u00e9 ses taux de lecture et de conversion.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sinch.com\/fr\/blog\/nespresso-presentation-dun-cafe-prestigieux\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta 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