"I'm your meal": how cashback became a door opener. And what it could lead to.

The goal: drive trial. But not the classic way.

New product, new category, new promise: with "I'm your meal", Emmi brings an innovative concept to the shelf: ready-to-eat, high-protein, swiss made. A product for modern eaters, for everyone who wants an uncomplicated, high-quality meal between meetings, daycare pickup and the gym.

The bigger challenge rarely lies in the first purchase. It lies afterwards: in the gap between purchase 1 and purchase 2.

"The product convinces. But competition on the shelf is fierce. Without real trial, the potential stays untapped."

The idea: cashback. But implemented smartly, not as an annoying form-filling marathon, but simple, intuitive and with a real dialogue component.

The campaign: cashback, but not old-school

Together with DiALOGiFY, Emmi implemented a digital cashback that not only rewarded customers, but also listened to them.

How it worked

1. Buy the product
2. Scan the QR code
3. Start the chat
4. Get the money back
5. Give feedback

What sounds simple had an impact: the chat became the interface between product and person. The cashback became a door opener for real insights.

"People didn't just try it, they joined in."

The impact: solid numbers, strong foundation

Purchase 1 was secured. But the brand manager was thinking further ahead: the real challenge only begins after that, with purchase 2.

What could have been: from purchase 1 to purchase 2

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

What would have happened if the chat had not ended with the cashback, but started a relationship? With DiALOGiFY's Growth Cockpit, part of the Customer Momentum System, Emmi could have gained the following:

Segmentation, with substance

Geodata, thought regionally, activated locally

Live insights, when you actually use them

Customer Momentum: triggering repurchase (concept)

Note: conceptual illustration, not yet implemented.

After the cashback scan, the Customer Momentum System could have taken over:

• Follow-ups based on favourite variety
• Secret Drops for repeat buyers
• Referral campaigns in the chat
• Participation in product development
• WhatsApp NudgeFlow, aligned with usage times

Growth Cockpit: from signal to the next action

Note: conceptual illustration, not yet implemented.

Instead of individual reports, the Growth Cockpit delivers concrete Next Best Actions. Marketing, CRM and innovation meet in one system:

• Real-time insights for innovation
• Emotion recognition in feedback
• Automated CRM flows
• Value-based segmentation, beyond classic demographics

The team behind the cashback

The brand manager had implemented an idea, and at the same time recognised the potential. With DiALOGiFY, a simple cashback became the start of a smarter relationship.

The cashback promotion received the Customer Experience Gold Award from CMM360.

"We wanted to test first. Now we want to understand. And then scale."

Brand Manager, EMMI

Conclusion: what other brands can learn

If you …

• want trial with purpose, not just with a discount
• see feedback as a source of innovation
• want to learn with data
• don't just want to communicate, but trigger repurchases

Then you need more than cashback. You need a system that closes the gap between purchase 1 and purchase 2. You need DiALOGiFY.

Summary