From Brand Principles to Brand Loyalty

1. Product & Space: Know what business you are in

2. Contribution: Understand your brand positioning, and who your target customer is and why

3. Values: Know how your brand is differentiated and have a clear understanding of its characteristics and principles

4. Emotional links: Work to establish a bond and trust between your brand and your customer

Summary of Brand Principles

Mid 1990s : One Vision

Gerry Ford comes up with the idea of a continental coffee house

3

High quality Italian coffee People making a difference

Warm, accessible neighbourhood atmosphere

Fresh quality deli food that “travels throughout the day”

Mid 1990s : The Social Scene

4

UK Continental Europe

• People have too many choices and too little time

• Most offerings have similar quality and features

• We tend to base our buying choices on trust or an emotional

connection

5

Recognition

Differentiation

Trust and Bond

Growing Steadily: Few Challenges Along the Way

The Caffè Nero Brand Principles

1. Product & Space:

• every drink is expertly handcrafted

• we provide the highest quality espresso in the market

2. Contribution: to care about and make a difference to peoples lives

3. Values: Traditional Italian coffee drinks and interesting fresh deli style food

4. Emotional Links: Our environment and atmosphere is accessible to all, warm and stylish

6

Brand Principles

RecognitionDifferentiationTrust and Bond

Brand Experience

Brand Experience : Our Character

1. Premium Italian coffee 2. One to one service with your barista3. People with passion, feeling and caring4. Neighbourhood gathering spot, warmth and community5. High quality food6. Colours – black, cream and the cornflower blue

Brand Foundations

Brand Foundations

Brand Foundations

Brand Foundations

Brand Foundations

We are: • European• quality coffee• independent in spirit • neighbourhood living room feel • fresh food

Our aim is to make a difference to people lives

Summarising: a Clear Purpose

Role of MarketingWe help customers along their journey, generating:

1. Awareness & Reappraisal2. Conversion3. Loyalty

AWARENESS CONVERSION LOYALTY

TASK

KPI

CHANNEL

More people in store

General salesCustomer Numbers

VideoSocial MediaTargeted OffersConsumer PR

Up-selling

Attachment rateSpend per Head

In-store POS

Return customersEarning loyalty

FrequencyDatabase growth

Loyalty CardDatabaseGift Card registration

&REAPPRAISAL

AWARENESS & REAPPRAISAL

TASK

KPI

CHANNEL

More people in store

General salesCustomer Numbers

VideoSocial MediaTargeted OffersConsumer PR

CONVERSION

TASK

KPI

CHANNEL

Up-selling

Attachment rate, SPH

In-store POS

Customer Journey

Customer Journey

LOYALTY

TASK

KPI

CHANNEL

Return customersEarning loyalty

FrequencyDatabase growth

Loyalty CardDatabaseGift Card registration

The Key of Marketing Success: Internal Comms

STRATEGY

EXECUTION

OPERATIONS TEAMS

THANKS