In Part-1 of this blog post, I’d described my experience with PayTM’s CEM campaign on Nescafe’s instant coffee bottle.
In this part, I’ll describe my experience with the sachet of the same product.
If you’re wondering how packing types matter in a CEM campaign, trust me, bottle and sachet pose different challenges and provide different learnings!
Because the sachet offered large enough real estate, PayTM could insert detailed instructions on how to submit the code on the Nescafe microsite of its website.
But I faced a different problem here: I just couldn’t find the code! Surprisingly, the otherwise detailed instructions didn’t mention where exactly the code was printed. I called Nestle’s Customer Care number given on the sachet and the rep who came on the line told me that the code was engraved below the fssai mark (which was clearly visible).
Even before I asked, he clarified that they couldn’t resort to the conventional approach of printing the code on the inside surface of the sachet. While that’d have made the code clearly visible, the pigment inks used for printing wouldn’t go well with a food product like coffee. Instead, they had to use laser technology to engrave the code, which made it ‘food-grade’ albeit almost invisible.
Anyway, I squinted my eyes closely at the required spot and was able to find the code.
INR 60 to enter code is fine. But @Paytm should give me INR 6000 for finding the code.
Submitting the code on PayTM’s website was a breeze, not only because I’d prior experience with the bottle but also due to the detailed instructions that PayTM was able to print on the sachet.
As with the bottle, PayTM faced a challenge in the couponing process with the sachet. The solution it used in this case was to trigger a hop to the phone channel.
By following the omnichannel approach to couponing, I’m sure PayTM has improved the success rate of its CEM campaigns. While I can think of a few areas of improvement – e.g. print the coupon on the outside surface of the sachet where the pigment inks won’t come in contact with the coffee granules – PayTM has done a great job under the circumstances.
Brands using omnichannel couponing need an omnichannel Customer Engagement Management system to support their best practice. The CEM should also work over a wide variety of communication channels so that customers are able to find the channel that best suits them to submit the code to the brand.
Birdvision Consulting provides one such best-in-class omnichannel CEM platform. (Full Disclosure: Birdvision Consulting is a GTM360 customer.)
With the availability of a broad array of channels as shown in the above exhibit, Birdvision’s enrollment module BVC-CONNECT is fully geared up to support omnichannel couponing and frictionless enrollment for FMCG, CPG and other industries.