What businesses can learn from Nutricia-Danone's customer management platform
Nutricia-Danone is a leading food industry brand that puts customer health and nutrition at the forefront of its strategy. As the inventor of baby formula with a majority market share in the Netherlands, Nutricia-Danone produces goods and content for mothers and their babies.
Identifying buyers has been key to the brand’s strategy for retaining business. Max Goijarts, Technology and CX Manager at Nutricia-Danone said: “We realised that the only way to effectively retain and service our customers and protect our market share was to properly identify buyers.” The brand also saw this as an opportunity to learn about their customers and reach parents on a more personal level.
To assist in identifying buyers, Nutricia-Danone implemented Gigya’s Registration-as-a-Service (RaaS) and Social Login across Nutricia web properties, including formula vending machines located throughout the Netherlands, bringing legacy technology into the world of connected devices and the Internet of Things.
This required consumers to identify themselves and share specific information before taking actions and making purchases, with Gigya automatically managing all regional and social data privacy compliance. Users’ identity and on-site behavioural data is then consolidated into user profiles within Gigya’s Profile Management database, where it is automatically indexed and made ready for use.
In collecting information such as relationship statuses, Likes, content consumption and more, Nutricia-Danone was able to build a profile for each of its customers, enabling the brand to better serve their needs.
Nutricia-Danone can then manage supplies accordingly to ensure all parents are able to get the formula they need to care for their babies, without having to turn to other brands.
This allowed the brand to deliver a personal on-site and in-app experience to its customers. For example, it is able to surface relevant articles based on the age of a customer’s child, or provide shorter content if the user is primarily mobile.
The brand can also trigger and tailor email campaigns based on events, such as when a mother reaches her provided due date, to help build customer relationships and foster retention across the customer journey. Gigya ensures that all customers’ identity data is completely permission-based and compliant with social and regional privacy regulations.
The result of this new personalised customer journey was a 48% increase in new customer registrations and a 120% increase in average daily logins.
What businesses can learn from this
This just goes to show that when you sell a product to customers with different needs within your niche, personalisation is so important. The ease of being able to log in with existing social account details is good for customers as it’s much less effort than typing email addresses and passwords over and over again. This encourages customers to sign in when shopping and businesses then get the benefit of access to data that will help them to personalise the customer experience.
A personalised experience makes customers more likely to buy as the products they are being shown on-site or in an app are going to be truly relevant to their needs. This takes the practice of customer segmentation one step further and creates profiles on an individual basis.
New Capgemini Engineering brand fuses digital and physical
With the aim of helping the world’s largest innovators to engineers the products and services of tomorrow, Capgemini has merged its tech and software capabilities with its engineering and R&D practice, the digtial and physical to form a 52,000-strong Capgemini Engineering brand. A move that builds on its acquisition a year ago of engineering giant Altran for over $3 billion.
R&D is the new battlefield
“Today’s leading organisations understand that Engineering and R&D is fast-moving and ever-evolving,” says Aiman Ezzat, CEO, Capgemini. “As a result, an end-to-end partnership with clients is need for developing, launching, managing and modernising breakthrough products.”
Enter Capgemini Engineering. A new brand that unites a unique set of strengths from across Group, bringing together the world-class engineering and R&D capabilities of Altran with Capgemini’s own digital manufacturing expertise.
According to William Roze, CEO of Capgemini Engineering, R&D is the “battlefield” and subsdquently “must be connected and data-driven to optimise innovation and accelerate development”. In answer to this, Capgemini Engineering will offer services to address this need and to “harness the power of data to foster innovation, create new customer experiences and deliver new sources of value".
Merging the expertise of the Group
With this new endeavour, Altran’s capabilities are brought to the fore, a year on from its acquisition, perfectly complementing “the Group’s already well-established portfolio of business offerings and supporting our leadership position in intelligent industry”, says Ezzat.
In fact, just in January 2021, leading global management and strategy consulting firm Zinnov ranked Capgemini as the top of its Leadership Zone for its global Engineering, Research and Development services, pinpointing how as a Group it boasts the largest global delivery network with a presence across all major engineering hubs.
With its 52,000 engineers and scientists and a presence in all major engineering hubs worldwide, the global business line’s services cover three key domains: product and systems engineering; digital and software engineering; and industrial operations.
This is the second time Capgemini has combined various practices to form an integrated powerhouse. Capgemini Invent – a strategy and business transformation consultancy was formed in 2018 by combining Capgemini’s consulting, digital and creative units.