CREATING A COMMUNITY OF COFFEE LOVERS

    Tassimo

    Question: How do you ensure repeat purchase, opt-in and cross-sell with Tassimo consumers across 11 European markets?

    Answer: Create a community with new products providing constant engagement and incentivisation at key points throughout the lifecycle.

    WHAT HAPPENED

    30% - New registrants resulting from advocacy activity
    87% - Completion rate of 1st anniversary survey

    THE SOLUTION

    In order to establish our community and move Tassimo owners from “happy owner” to “active advocate” we developed activity around 4 key strategic pillars:

    Maintain - show the value of the whole Tassimo experience.
    Embed - create and reinforce Tassimo habits on key occasions.
    Broaden- introduce new Tassimo varieties on new occasions.
    Advocacy - get our fans to spread the word through a member-get-member programme.

    THE RESPONSE

    Our welcome voucher received a 38% redemption rate and 30.4% of new registrants were a result of advocacy activity. What’s more, our surprise and delight offering at week 52 received an 87% completion rate.

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