Friso China

Background

Case:”Member life cycle maintenance”

Royal Friesland was founded in 1879 in the Netherlands. In 2008 it became Royal Friesland Campina after merger with Campina.

Facts:Global No.1 collaborative dairy enterprisesWith 17000 member ranchers in EuropeYearly supply 8.3 billion kilograms of milk Sales in more than 100 countries

Target market: pregnant women and parents of newborns

Chinese parents are concerned about the quality of baby food after many scandals in the past, therefor they prefer overseas products

Challenge

Key issues:How to maintain customer relation through email (edm)How to benefit from personalized email opportunities:

getting the right content to the right peopleHow to transition from a mainly offline business model to

online communication

Difficulties:Friso is limited to off-line sales in ChinaBig member amount of young mothers

but not further segmentedLimited human resource to execute

Solution: key features

Restructure database:Reactivating/ remove inactive date

We have send emails to all data to check activity and we verified inactivity with sms, by zero response we have deleted inactive data

Collect en structure member informationDone by filling in forms at the stores when offline purchasing, store owners update and send information to Friso

Solution: key features

Create personal content according to differed stages of pregnant women or new born moms.

By using different keywords we fill the block template with relevant content according to the receiverWe send pregnant woman an email ones a week and a mom of a new baby born ones a month

Benefit: Great brand image, increased loyalty and gained trust

Results

With help of Webpower and our email marketing automation tools, Friso had the following results:

Structured database with millions active members of Friso

Increased open rate through personal email to specific groups

Increased loyalty and gained trust through personalized email

Brand awareness and increase of sales

Open rate 20%, click to open rate 45%

Success factors implementation

Personalized content shows Friso takes care of their members. Because the content is related with their personal situation they keep on reading Friso’s emails.

Friso waslimited with their human resource to excecute this project. Therefore they looked for a reliable vendor who could do almost everything, the only think Friso needed to do is deliver interesting content for the different recipients and have trust in the proffesional services of Webpower.

We always say ‘Marketing gets personal’ it is wat we claim and focus on. With this newsletter Friso and Webpower showed that a newsletter is more than just a push out advertisement. In this case it is a process of educating future parents.

Facts and quote

“I'd love to see more emails from Friso, since it is really useful as a new father. The content is dynamic and my version contains lots of useful information”Liucheng Hu about Friso’s newsletter

“We thank webpower for their strong support to Friesland Campina CRM strategy in China. Our personalized e-newsletters are highly appriciated by our customers and help us to improve customer life cycles.” Jim Gu, CRM Manager Friesland Campina China