Summary
This case study details the launch and performance of the NE’APP loyalty application by Nestlé for its NESCAFÉ 3in1 brand in Turkey. Launched in autumn 2021, the app aims to enhance customer loyalty and brand awareness among Turkish consumers, particularly targeting the digital-savvy youth demographic. Users can enter codes from NESCAFÉ 3in1 packs into the app to earn N’Points, which can be redeemed for various rewards, including NESCAFÉ products and discounts. The case study outlines the challenges faced, including fierce competition in the digital space, and describes the strategic partnership with Appnext to improve user engagement. The collaboration aimed to increase code submissions, gift claims, registrations, and consumer logins. The results from April to July 2023 indicate significant growth in user registrations and engagement, attributed to Appnext's advanced mobile advertising platform and targeted recommendations. The findings illustrate the effectiveness of the NE’APP in driving sales and maintaining customer loyalty.
