We have mentioned before that with the wealth of customer data and information available to brands in the digital age, the real value comes not just in the insights gained but the ability to act on this insight. We would like to share a recent customer success story that demonstrates how quickly and easily this can be achieved using a customer data platform. The recent success of the Arla Foods recipe app is a very simple example of how consumer behavioural data can be used to directly impact marketing campaigns.
Engage customers (with recipe ideas)
The Arla Foods website has a very popular online recipe collection with millions of monthly views. Each recipe features ingredients taken from the Arla product range, so the site is used to engage potential customers by offering recipe ideas. Arla has already used Profile Cloud to run email promotions of in-store coupons based on recipes browsed online. They now wanted to focus on their iPhone app.
Identify a specific segment (iPhone users)
Arla identified that a proportion of their web traffic came from iPhones, and wanted to use this data to deepen engagement with these particular customers by inviting them to download the app.
Send a relevant pop-up message (app download)
They used Profile Cloud to segment all users who browsed recipes using an Apple iPhone. Profile Cloud uses the profiles it has created and adds them to the segment. It then serves a real-time pop-up to each iPhone user, inviting them to download the recipe app.
The easy-to-use front-end of Profile Cloud means that any digital marketer can create this real-time campaign, with minimal technical expertise and just a few minutes required to execute it.
Impact and further opportunity…
Through this campaign alone, Arla Foods managed to increase downloads of its app by 500% during the campaign period.
They can now encourage users to login and share more information, personalise content to returning customers, use this data across other marketing channels and use geo-location to send targeted messages through the app.
All this, to an increased volume of engaged customers and prospects, and all in real time.
This post was written by Martin Wallace