Danone Italia planned a campaign for the medical nutrition brand Nutricia, relying on Fanplayr technology — distributed exclusively by Italiaonline. In just three months, the e-commerce site achieved tangible results: -6% reduction in cart abandonment and +14% in average order value.
The strategy was based on a data-driven approach to customer experience, featuring tailored messages on-site to user behavior and their position in the purchase funnel. This allowed for relevant and timely content, improving the effectiveness of interactions and the browsing experience.
The strengths of the Fanplayr/Italiaonline solution include:
– Dynamic personalization of messages throughout the customer journey
– Continuous optimization of strategies based on collected data
– Operational autonomy with dedicated strategic and technical support from the teams of the companies involved
Fanplayr’s tailor-made approach, combined with Italiaonline’s knowledge of the Italian market, represents a strategic advantage for brands.
“The key to success was the ability to activate personalized communication consistent with the user’s profile, at every stage of the purchasing journey,” commented Massimo Crotti, IOL Advertising Director.
Federica De Girolamo, Direct to Consumer & CRM Manager for Danone Italy, added: “We are very satisfied with the results achieved. The positive impact on sales and engagement is encouraging us to consider extending the project, including gamification initiatives and applying it to other brands in our portfolio.”