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.The annual CIM Marketing Excellence Awards identify and celebrate outstanding marketing by organisations, individuals and teams. Now in their ninth year, these awards look to recognise that high standards of quality and integrity are vital to the success of marketing, as well as rewarding the innovation delivered by marketers who are at the cutting-edge of their profession.
The Yoyo-powered Caffè Nero app, which launched in April 2017, has given Caffè Nero a massive edge on its competitors, with the UK’s third largest coffee chain now delivering a seamless and fast mobile payment experience, automated loyalty collection and digital receipts to thousands and thousands of customers.
At the same time, Caffè Nero is gaining unique basket data insight into who its customer are, what they like to buy and when. They’re then using this data and insight to run highly personalised marketing and CRM campaigns through the app, crucially judging success, not by traditional marketing metrics but in actual changes to customer purchasing behaviour.
Notable app campaigns over the past 12 months include the Instant Win Christmas Cracker promotion and the Alice in Wonderland-themed Caffè Nero Easter Egg Hunt – two highly successful surprise and delight marketing campaigns, where customers were rewarded with digital Christmas Crackers or Easter eggs and the chance to win special prizes, including, bonus loyalty stamps, free vouchers, and a year’s supply of free coffee.
.James Flett, partnerships manager at Caffè Nero, said:
“This is the first time that we’ve had access to basket-level information. We can now identify, recognise and have a relationship with the customer.
“We’ve been overwhelmed by the positive reviews we’ve had from our customers. We’re trying to get closer to our customers and build better and longer-term relationships. The only way we can do that as a brand is if we can connect with the customer and recognise them at the point-of-sale. Brands who don’t do that and continue to treat their customers anonymously will continue to fall behind.”
The CIM Marketing Excellence Awards took place on 12 April at the Grosvenor House Hotel in London, with Yoyo fending off competition from JJ in partnership with Royal Bank of Scotland and Momentum ABM in partnership with IQVIA to win the Best Customer Experience Strategy.
Attending last night’s CIM Marketing Excellence Awards, Yoyo’s CCO, Simon Moran, said:
“It’s been a fantastic year for Yoyo and we’re proud that in just 12 months since the Caffè Nero app launched it’s received so much praise from consumers and the industry alike.
“We all know that the high street is currently facing some tough challenges, but brands like Caffè Nero are bucking the trend by delivering new personalised ‘more than just payment’ experiences that personally rewards consumers for their loyal custom. And our plan is to put these personalised experiences into the hands of as many high street consumers as possible.
“Winning a prestigious award like a CIM Marketing Excellence Awards is another testament to the hard work of the entire Yoyo and Caffè Nero teams.”
You can download the award-winning Caffè Nero app here.
The full list of winners at last night’s CIM Marketing Excellence Awards can be found here.