The data strategy lets Nestlé prioritise and send expensive Good Times DM packs to the most engaged 40,000 customers from a database of over 160,000. Keeping customers engaged in a two-way conversation around Nestlé’s products, samples, recipes and offers, lets them influence loyal behaviour over time. In short, the more a customer engages with them, the more Nestlé will engage with them.
Copyright © 2019 Marketing Association