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Breville is an iconic global brand known for its extensive line of premium home appliances, particularly blenders and coffee machines. With a worldwide presence in over 70 countries, an innovative product portfolio, and talented food technologists on board, Breville stands at the forefront of small appliance innovation.
In pursuit of building new direct-to-consumer sales channels, Breville began its digital transformation journey. They chose commercetools as their MACH-compliant commerce platform. The dynamic expansion of the Breville brand, propelled by acquisitions of Sage by Heston Blumenthal, Solis, or Lelit, brought about the need for standardization of technology across all of Breville’s brands – and MACH-based solutions fit the bill.
Key challenges
- Running flexible promotions for multiple brands and business models – each requiring a specific approach and eligibility rules.
- Integration of promotion experiences with commercetools.
- Limited campaign configuration features provided by commercetools, including insufficient campaign reporting and discount effects.
Why Voucherify?
With the dynamic growth of its DTC sales channels, Breville was looking for new ways to engage customers. As the marketing team was coming up with more complex use cases, for instance, adding a free month of beanz.com subscription with each coffee machine sold, soon the default campaign configuration options provided by commercetools were not enough for Breville’s needs.
And so, the team started looking for a MACH-compliant promotion engine that could quickly integrate with their commerce platform. Voucherify soon proved to be the winning solution thanks to the robust rules engine and metadata capabilities to support business- and brand-specific campaigns. Other features that Santhosh and his team found helpful included campaign reporting, dynamic customer segmentation, complete control over the promotion lifecycle, and a marketer-friendly dashboard.
“Voucherify offers a very high level of customer support. Whenever we hit a roadblock, we would get an immediate response from their team with solutions and guidance on how to improve and speed up the integration. This is not something I saw with other vendors I have worked with.”
Voucherify and commercetools API Extensions
It took several sprints for Breville’s team to finalize the integration between Voucherify and commercetools. The API Extensions functionality provided by commercetools simplified the integration and allowed Breville to call out to Voucherify API in crucial promotion lifecycle moments. Thanks to future-proofing the solution, now each of Breville’s brands can quickly implement Voucherify promotions in their commerce flows – making cross-brand promotions possible.
With the integration ready, Breville’s non-technical teams were free to create and manage campaigns through the UI without the need to bother the development team. To simplify promotion management, their team introduced campaign naming policies using the following:
- Code prefixes
- Campaign name
- Category
- Metadata
This way, campaigns were quickly split into different groups, which triggered predefined flows in commercetools.
Due to the scale of the organization, different promotions had to be implemented iteratively for particular brands. For instance, the Voucherify rules engine was a perfect fit for their coffee beans subscription service, beanz.com, where the marketing team could build bundling promotions and free product campaigns based on different customer and order contexts, such as 30% off for the next three subscription months.
Revamped promotion experience
Aiming for the omnichannel promotion experience, Breville uses multiple touchpoints and channels to inform customers about campaigns they are currently running:
- Email marketing campaigns.
- Social media campaigns and paid ads.
- Physical coupons for brick-and-mortar retailers.
- Dedicated landing pages for promo campaigns.
Breville’s Mission Campaign
Breville’s Mission campaign is a rewards program that rewards customers for staying engaged. Each mission is part of the benefits customers receive when they buy a coffee machine. With a mix of promotions, loyalty points, and personalized rewards, the campaign motivates customers to move through different stages, unlocking exclusive offers along the way. Everything is managed through Voucherify.
At the center of the Mission campaign is a stack of promotions that offer customers various rewards. These include:
- A free PDF guide provided to customers.
- Select free items as part of their purchases.
- A special promotion featuring a dummy SKU as a reward, which signals that a customer is being introduced to Breville’s loyalty program. This is designed to engage customers with the loyalty campaign, setting them up for future rewards.
Customers earn 1 point for every cent spent on Breville’s Beanz products. All rewards are assigned to the customer behind the scenes, but they are awarded to them in parts – with each loyalty tier customers claim around $50 in cashback ($400 to claim in total). Each tier encourages further engagement, motivating customers to reach higher point levels for greater benefits.
Another important part in the Mission campaign is the use of webhooks, which automate reward distribution when customers hit certain milestones. Here’s how it works:
- When a customer reaches a specified point threshold, a webhook is triggered, and the customer receives a cash reward directly into their bank account.
- If a customer reaches the final tier, their loyalty card is reset (points are wiped out), allowing them to start over and earn new rewards.
- For customers who reach the last tier but continue purchasing additional coffee machines, the campaign reduces the number of points on their account, enabling them to continue earning more points and progress further.
As part of the Mission campaign, Breville has launched a cashback program designed to help customers become home baristas. This offer provides the necessary tools, premium coffee beans, and expert guidance to brew café-quality coffee at home.
- Customers purchase a Breville Espresso or Coffee Machine and register it within 30 days to receive two free bags of coffee beans.
- For every $100 spent on Breville’s beanz.com, customers earn $25 cashback, with a maximum of $200 cashback.
- Customers can follow machine-specific tutorials to quickly learn how to brew like a barista.
This offer includes a new Breville machine, premium coffee beans, and step-by-step guidance, while also giving customers the chance to earn up to $200 in cashback. The process is streamlined through webhooks:
- When a customer buys a machine (or registers a machine bought from Amazon or any other distributor), a Qualification request is sent to Voucherify, asking for promotion stacks. The available benefits are then displayed to the customer.
- After completing the registration, the customer receives the associated benefits, including a loyalty card that enables them to earn points.
- For every $100 (or equivalent) spent on Beanz, a webhook is sent from Voucherify to Breville, which triggers the cashback reward.
- Once the customer reaches the cashback limit, the loyalty card is either disabled and points are removed, or, if there’s another pending mission, the loyalty card is adjusted to allow the customer to continue earning points through the second mission.
The Mission campaign is built to manage complex scenarios, such as customers who have multiple pending missions or those who make large purchases that push them quickly through multiple loyalty tiers. The system handles these corner cases, ensuring that customers can still benefit from the campaign even in unique situations.
To cater to different customer segments, Breville has designed several variations of the Mission campaign for different markets. This allows each region to offer personalized promotions, ensuring that the program is relevant and engaging to a diverse customer base.
Online and offline promotional experiences
Besides purely digital campaigns, Breville also uses Voucherify for offline to online campaigns where voucher codes are printed and added to products sold through retailers. Upon unpacking, customers then find their promo codes which can be used on Breville’s ecommerce site.
“We are excited to introduce Voucherify to more of Breville’s brands and nurture customer loyalty and engagement through campaign personalization made possible by the rules engine.”
Thanks to the integration of commercetools with Voucherify, Breville can now run multiple targeted campaigns and loyalty initiatives. By leveraging the Voucherify rules engine, the team is personalizing offers based on customer data, purchase history, and product information. This approach enables Breville to enhance customer engagement, boost loyalty, and run a variety of campaigns tailored to different shopping contexts.
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