Customer lifecycle
Nestlé Nutrition
B2C CUSTOMER LIFECYCLE ROLLED OUT IN 20+ COUNTRIES
Industry: Retail
Technology: Salesforce Marketing Cloud
Challenges: Global blueprints for a unique marketing campaign
Nestlé Nutrition is part of the Nestlé Group. The brand accompanies parents in the parenting journey during pregnancy and in the first 2 years of the baby's life. During the CRM project, the following challenges have been addressed:
- Developing global blueprints of marketing campaigns which can be easily adapted to local needs without losing global consistency (CI).
- Transforming the CRM strategy into actionable digital marketing campaigns.
- Increasing customer engagement through the definition and implementation of personalized and targeted consumer journeys.
Solution: A dynamic email program for personalized marketing across Europe
DIGITALL has been supporting Nestlé Nutrition as a European CRM partner and since 2017 as a global CRM Partner by developing the following solutions on Selligent and Salesforce Marketing Cloud:
- Development of a highly dynamic emailing program supporting pregnant women and parents on their first 1000 days of the parenting journey.
- Providing an in-depth dashboard to further optimize the performance of the emailing program and thus increasing continuously the customer experience.
- Development of Welcome- and Farewell-programs and other personalized communication strategies.
- Standardizing package localization toolkits of the master programs to efficiently onboard markets.
- Supporting markets with their local CRM strategy on a strategical and an operational level.
Results
- Cost reduction and standardization by leveraging globally developed campaigns and best practices, as well as applying a standardized roll-out.
- Increased customer engagement and advocacy on the website, improved performance through best practices and targeted communication.
