The technology developed by Fanplayr and exclusively distributed and supported in Italy by Italiaonline has been chosen by Danone Nutricia, the food company’s medical nutrition brand, to drive digital innovation in its e-commerce operations. The results were quick to follow. Thanks to a targeted strategy, Nutricia recorded tangible improvements in its online store’s performance within three months.
A data-driven approach to the customer experience is delivering tangible results: through its collaboration with Fanplayr – a platform specialising in behavioural targeting and dynamic personalisation – and thanks to Italiaonline’s key role as a technological and operational partner, Danone Nutricia has optimized its e-commerce performance. Between March and June, it reduced cart abandonment by 6% and increaed the average order value (AOV) by 14%.
Launched at the beginning of 2025, the project involved the implementation of real-time personalised messages based on user behavior and their position in the purchase funnel. Each interaction was tailored to meet criteria of relevance and timeliness, providing content aligned with the brand’s commercial priorities and enhancing the overall browsing experience.
Key benefits of the Italiaonline/Fanplayr solution include:
- Dynamic message personalisation throughout the customer journey
- Continuous optimization of strategies based on collected data
- Operational autonomy, supported by the Fanplayr team at every stage of the project
This collaboration takes place in an increasingly competitive landscape, where CPG (Consumer Packaged Goods) brands and e-commerce retailers seek effective tools to boost conversion rates and maximise the value of each visit. The combination of Fanplayr’s proactive, tailor-made approach and Italiaonline’s in-depth knowledge of the domestic market represents a strategic advantage for companies’ marketing and digital teams that focus on customer experience as a lever for growth.
“The key to success was the ability to activate personalized communication that was consistent with the user’s profile at every stage of the purchasing process,’ says Massimo Crotti, IOL Advertising Director. ‘Through dynamic segmentation and continuous performance monitoring, the system could adapt quickly, thereby improving the overall effectiveness of the campaigns. Italiaonline was able to interpret the specific needs of customers, acting as a strategic and operational bridge between Fanplayr’s technological innovation and the Italian market’s concrete needs. This ensured not only the distribution of technology, but also operational support to help businesses achieve digital success”.
“We are extremely satisfied with the results achieved in such a short period of time. In addition to the indicators already highlighted, we have also seen a positive impact on sales performance and consumer engagement. The collaboration with Italiaonline and Fanplayr has proven to be highly effective and strategic, so much so that we are considering extending the project to include gamification initiatives and applying it to other brands in our portfolio.” says Federica De Girolamo, Direct to Consumer & CRM Manager at Danone Italia.