The program has been designed to create direct relationships between Nescafé Dolce Gusto and its customers across direct and indirect channels, fostering loyalty through rewards and personalization.
The program works by enabling Nescafé Dolce Gusto consumers to scan their purchase of coffee capsules via a native brand app, and collect points that can be then redeemed in the Club rewards shop – powered by Pointshub, Loylogic’s points commerce solution. Users will get access to a curated selection of redemption options – sourced globally and locally – specifically selected to optimise customer engagement.
The program is an extension of Nescafé Dolce Gusto and Loylogic’s existing rewards program, Premio, which launched in Europe in 2018 and has since expanded into Asia, covering a total of 12 markets and fuelling Nescafé Dolce Gusto’s mission to build a global coffee community. As the model continues to grow, it is set to engage up to 4m active members across markets by 2025.
“We are very pleased to be bringing the Club rewards program to our valued customers in Brazil,” said Joël Muller, Digital Marketing Advisor at Nescafé Dolce Gusto. “A significant upgrade on our existing loyalty program in Brazil, Club will allow us to deliver an even higher quality customer experience, informed by data. It is the perfect solution for us to provide tailored, exclusive offers which generate engagement and satisfaction amongst our customers.”