How a product launch became a relationship

What good is a first purchase if no second one follows?

Spring in Switzerland: two plant-based innovations from Planted are ready for retail and for the hearts of customers. But the shelf is full and the competition is tough.

The real challenge does not start with the first purchase, but in the gap between purchase 1 and purchase 2.

The Head of Marketing puts it in a nutshell:

“We wanted a campaign that did not just let people try the product, but connected them. With feedback, real insights and an experience that resonates.”

Head of Marketing, Planted

The Planted marketing team opted for a cashback campaign with a conversational layer, realized with DiALOGiFY.

The idea: dialogue instead of distance

The key insight: marketing does not need a “blast”, it needs a dialogue.

Instead of: buy, form, cashback, done. It became:

1. Try
2. Chat
3. Cashback
4. Feedback
5. Repurchase
6. Segment
7. Relationship

The campaign: simple, personal, scalable

A QR code on every pack. A promise on the shelf. A story in the chat.

Customers were invited to:

• try the product
• secure a refund
• share their opinion
• become part of the Planted community

“People did not just take part, they joined in.”

Marketing Manager, Planted

The impact: numbers that say more

Purchase 1 was secured. The real power lay in the potential for purchase 2 that emerged afterwards.

The Growth Cockpit: what it would have seen

Note: the following points are conceptual and were not part of the implemented campaign.

With the DiALOGiFY Growth Cockpit, part of the Customer Momentum System, feedback could have been not only collected but automatically turned into Next Best Actions, in real time.

Automatic segmentation by motivation (JTBD)

Geodata: what works and where

Live insights and possible response

“It is like a sixth marketing sense, only data-based.”

Head of Marketing, Planted

Customer Momentum: what could follow

Note: conceptual illustration, not yet implemented.

After the cashback, the Customer Momentum System could have seamlessly taken over, with no extra effort for the team.

Automatable follow-up actions

• Follow-ups based on the favorite variety
• Secret drops and loyalty rewards for repeat buyers
• Referral flows with a referral bonus
• WhatsApp campaigns timed and based on user behavior
• Insight-driven development for marketing and product

Sample messages (illustrative)

• “You liked BBQ? Spicy Smoky is waiting for you.”
• “2 scans to go until your Planted reward.”
• “Invite a friend = 20 % for both of you.”
• “How Planted saves CO₂: your purchase counts.”

Growth Cockpit: the new way of thinking in marketing

Note: conceptual illustration, not yet implemented.

With the DiALOGiFY Growth Cockpit, a new paradigm emerges: away from reports, toward Next Best Actions.

• Cross-team data intelligence for marketing, CRM and innovation
• Emotion recognition in feedback for true customer focus
• Value-based segmentation beyond demographics
• Real-time response to market behavior without delay

The team behind the campaign

The Head of Marketing managed more than a listing: she laid the foundation for a scalable system.

The Marketing Manager did not just orchestrate a cashback process: she laid the conceptual foundation for a system designed to learn and perform in the future.

“What used to require four teams and three tools should run in one system in the future.”

What can other brands learn from this?

If you …

• want to make your promotions more efficient
• want to generate real value from feedback
• no longer want CRM to be a dead archive
• want to automate loyalty
• want to make marketing more human and smarter

… then you do not need a new campaign. You need a system that closes the gap between purchase 1 and purchase 2. You need DiALOGiFY.

Summary