The Background

Danone Nutricia Early Life Nutrition is a brand with roughly 50 years of history which means that it has its own reputation in the local market. The people view the brand as an old product, with the same old look since there hasn’t been any investment, exposure or samples done by the company: C&G had only created a simple digital form for new member’s registration and they rarely do follow up actions afterwards.

 

Furthermore, in the past, the brand focused on selling products through offline stores which won’t be able to tell them much regarding customers’ behavior. With the C&G’s lack of understanding of their customers, such as their consumption pattern or buying frequency, this new club acts as a bridge to connect the customers and the brand that aims to understand their customers’ demographic and behavior better. This campaign’s goal is to rebrand C&G’s long-standing reputation.

 

The Objective

• To rejuvenate the brand with a modern look and introduce its value-for-money superior formula to attract moms
• To create a “Happy” atmosphere as an extension of Cow and Gate’s (C&G) belief and identity, the membership club acts as a platform for moms to share their happiness which could encourage other moms to join in
• To reconnect C&G with local Hong Kong moms through in-club activities such as trial offers and loyalty programme
• To promote new products such as the newly released product that is focused on babies’ gut health called “Happy Tummy” which would be introduced to the moms club later on

 

The Solution

• Based the loyalty programme on the Rolex system also known as product authenticity system which aims to build customers’ confidence in the brand through information, such as how many QR codes have been made, that they could receive by scanning the QR code on the tin
• Developed a labeling system for customer segmentation based on their purchasing activities, product usage, point earning pattern, etc.
• Integrated GIGYA system for the CRM backend to create oneID for members’ identification and collection of personal data
• The GIGYA system is a system that helps brands to sync data into their global database which makes it easier for them to manage and integrate the data they have collected from different region
• Mechanism:
  • By becoming members of C&G club, users have access to various in-club campaigns offered by the brand
  • After a product is consumed, users can scan the QR code on the tin to receive points that can be exchanged for attractive gifts. These “earn & burn” activities are exclusive to people who have joined the club
  • The QR code on the tin is also use to build brand confidence, through the QR code, moms will be able to check how many QR codes have been made which could build customers’ confidence in the safeness of the product, especially when it comes to infants’ products
  • Activities done through the club are recorded using the labeling system. Based on customer data segmentation and categorisation, the brand can offer the right promotion based on their behavior and gestational age

 

The Sparkling Spots

• A new breakthrough for the brand with long history
  C&G has roughly 50 years of history in Hong Kong but they have never had a membership club before. The only way they did it was to recruit members using a simple digital form, but they didn’t do any follow-up actions afterwards. This is a big and innovative move for the brand to grow their CRM database to grow their business

 

• Deeper Customer Profiling
  Through the labeling system, the brand can now analyze their customer behaviors through their purchasing activity, consumption pattern, etc. these data can then help the brand for their future business and planning

 

• Offline Consumption Capture
  Given how difficult it is to record purchased products from offline stores, the Rolex system allows the brand to receive that information when moms scan the QR code on the barcode. At the same time, moms will be able to check the authenticity of the product and be redirected to the interface of the membership club. In addition to that, moms can also collect points through the membership club which is exchangeable for a gift. 

 

• Establishment of the Customer Journey
  Due to lack of follow-up actions done by the brand in the past, there wasn’t a customer journey set. To establish a smoother and comprehensive customer journey, the club’s platform will be able to allow the brand to do further steps after members’ registration. That way, the journey map consisting of unique interactions between the customers and the brand can be ensured

 

• Touchpoint Optimisation
  Different customers have different customer journeys, with that said, it is essential to optimize each Touchpoint to ensure a smooth journey. To optimize every Touchpoint between the brand and the customer, it is important to effectively use the data collected and the interactions between two parties

 

• Develop insightful Single Customer View
  With various data compiled into one, it is important to present a single accurate record of every customer. To develop an insightful single customer view, we have compiled a comprehensive record of data provided by customers to a single record for each of them

 

The Result

• Recruited over 20,000 new members within one year
• Achieved 10% reactivation for existing members
• Promoted the global solution "Rolex" and educated users to utilize it over 10,000 times.