Nexus Awards 2006

Sponsored by Siebel Systems, the New Zealand Direct Marketing NEXUS Awards, applaud excellence by suppliers to Sales and Marketing.

Winner:
Nestle GOOD TIMES Programme

Categories:
Strategic Vision: Bronze NEXUS
 
Entrant:
Simplicity Australasia Ltd & Nestle New Zealand Limited
                
Entry Rationale:
Nestle’s strategice objective is to expand their brand recognition to encompass more than just a food and beverage company The Good Times programme was created to address this objective.

The programme is a next generation Loyalty concept, introducing customers to appropriate Nestle products and to extend their understanding of Nestle products. At the same time, as with any programme it needed to be cost recoverable, hence and objective was to break even on cost.
The results achieved positive return (130% ROI) and a 17.4% growth in consumer loyalty to Nestle based upon independent AC Neilson research.

This is worthy of consideration in Strategic Vision as traditional loyalty programmes are based upon points and redemption.
Constrained by retail FMCG distribution channels, Nestle was fored to think outside the square to achieve brand loyalty growth without having the consumer jump through hoops to collect points, barcodes or anything else. We wanted to make it as easy as possible for consumers to participate while increasing sales and loyalty.

Segmented, targeted, relevant and timely consumer interactions based upon data gained from multiple channels including Nestle brand sales promotions and brand relationship programmes are combined in a single view database to achieve a significant shift in loyalty and more importantly, marginal contribution (sales less variable costs)
We are unaware of any other FMCG programme anywhere in the world having achieved such shifts.

We have moved consumers’ expectation of Nestle as a “Chocolate and Beverage” company to encompass wider product ranges