Maximizing consumer insights for FMCG brands of FrieslandCampina
Building brand value through consumer insights
FrieslandCampina is a Dutch multinational dairy leader, with a diverse portfolio of 13 brands. Despite its strong market presence, the company faced growing pressure to clearly differentiate its branded products from private label alternatives. To do so effectively, FrieslandCampina needed deeper, more actionable consumer insights than were traditionally available in the dairy category. The challenge was finding a scalable, cost-effective way to access this data and use it to strengthen brand value.
From problem to results
The problem
FrieslandCampina struggled with limited consumer data, relying mostly on demographics, while needing to add more brand value to their brands against competitors.
The solution
With the Eurosparen program, FrieslandCampina integrated consumer data across 13 brands using unique on-pack codes, enhancing loyalty targeting and adding value to their brands.
The results
FrieslandCampina boosted engagement and retention, achieving a 23% sales uplift per consumer while strengthening overall brand value.
Data-driven consumer insights
Through the Eurosparen loyalty program, FrieslandCampina collected valuable consumer data, gaining insights into preferences, behaviors, and purchasing patterns. This data-driven approach, supported by NeoDay, enabled FrieslandCampina to understand consumer behaviors better. By leveraging these insights, FrieslandCampina enhanced consumer engagement and retention, strengthening their connection with customers and driving long-term loyalty.
Personalized loyalty programs
Leveraging insights from the Eurosparen loyalty program, FrieslandCampina personalized their loyalty initiatives to better meet individual customer needs. With the support of NeoDay, they tailored campaigns like Cashback by Unique Code, win promotions, and digital savercards. This approach not only improved customer retention but also enhanced the effectiveness of their marketing, fostering stronger and more lasting relationships with their consumers.