Arla took all users of their recipe website and created a unique customer profile for each of them. This helped the company understand who was visiting their site, and what they were interested in.
Each of these profiles was then enriched with behavioural information, so that Arla could understand their customers' interests: like who's interested in baking, for instance. All of these interests created segments that allowed Arla to understand each customer and communicate with them individually.
APSIS Profile Cloud then shared these profiles with Arla's CRM to generate relevant coupons for each customer that were sent out by email. These could then be redeemed in stores, giving Arla the unique opportunity to join together online and offline behaviour and create a direct relationship with each customer: the "holy grail" for FMCG companies. As a result, Arla now has a wholly personalised communication with their individual customers.