Driving store traffic and collecting ground coffee consumers' opt-ins through a coregistration, emailing and SMS OneClick campaign.
Overview
A coffee brand generating a significant share of its ground coffee sales in-store during the end-of-year holiday season, Carte Noire had no opt-in contact database on its consumers. A gap limiting customer knowledge, at a time when the holiday period represents a key commercial stake for ground coffee. The challenge: boost in-store sales among a general public audience aged 35 and over, while collecting customers' opt-in for the first time.
Key objectives
Drive-to-Store
Lead Generation
Targeting & Data
Our solutions
Deployment of a turnkey lead-to-store campaign combining coregistration, performance emailing and SMS OneClick, built around a downloadable discount coupon. The approach aims to generate qualified in-store traffic and collect, for the first time, ground coffee consumers' opt-in.
Integrated support
SMS OneClick sent with a unique short URL per prospect across targeted catchment areas. On click, immediate download of the discount coupon (2 offers) and opt-in transmission, with click and behavior identification.
Lead-to-store lever mixing media coregistration and performance emailing, powered by a dedicated landing page for coupon selection. Email kits, landing pages and welcome email designed, deployed and reported in support of the campaign.
Data activation targeting proven ground coffee consumers, based on declarative data (dedicated Datawork survey on coffee consumption habits) and transactional data (loyalty card, grinder machine purchases).
Data Orientation
Data Orientation
Main results
Over a one-month campaign during the end-of-year holiday season, the combined SMS and emailing strategy outperforms market averages, while enabling Carte Noire to build its very first opt-in contact database among ground coffee consumers.
Testimonials
