The battle for customer attention is always fierce and costly, especially in the dairy industry, where Nutifood is competing with global competitors. Spreading the budget across multiple marketing channels will definitely be a disaster. So how does Nutifood leverage the “guerrilla” approach—a strength of the Vietnamese people for thousands of years?
Nutifood’s Challenges
Dr. Mai Thanh Viet – Deputy CEO Nutifood – shared: “The Digital ads war in Vietnam is too fierce! With a limited budget, our products can reach one or two customers, while our competitor’s products can reach three or four. Therefore, the ‘spend big on ads’ strategy is not for Nutifood.”
The challenge is how, with a limited budget, Nutifood can still attract quality customers, increase conversion rates, enhance customer experiences, and run highly effective media campaigns?
The Master Channel – An Effective Tool to Help Nutifood Solve the Problem on Cost Optimization
“The Master Channel, initiated by PhD. Dinh Mong Kha and the PangoCDP team, is defined as the main interaction channel that helps businesses connect with customers. Compared to the Omnichannel concept, businesses when investing in The Master Channel mean focusing resources on one main channel to create better customer experiences at a lower cost. The Master Channel is built on a customer data platform combined with popular Super Apps (OA + Mini App) such as Zalo, MoMo,…”
With The Master Channel, Nutifood has solved the business’ problem by running continuous campaigns for its brands like GrowPlus+, Värna, Nuvi Grow,…
Running a New Type of Sampling Campaign with The Master Channel
In previous sampling activation activities, data entry was done by PG staff, often leading to inaccurate data and low customer interaction potential.
With The Master Channel, data not only becomes absolutely accurate but also creates a two-way interaction channel between Nutifood and customers.
Once obtaining accurate data, the PangoCDP system will segment customer data, allowing Nutifood to build automatic, personalized interaction and care scenarios according to each stage through the established two-way interaction channel – The Master Channel. This enhances customer experiences and increases conversion rates.
Retaining Valuable Customers with Data and The Master Channel
In reality, the group of high consumption consumers of each brand is only about 1%. These are people who love products and brands. To increase the number of customers in this group, most businesses are aware of the need for widespread campaigns. However, implementing them effectively is not simple without the right tools.
First, Nutifood makes customers feel closer to the brand through campaigns implemented on The Master Channel, such as filling out surveys to receive gifts.
These interaction scenarios not only allow brands to receive feedback quickly, but also help reduce dropout rates. For the milk industry, reducing the dropout rates is one of the extremely important goals because once a customer starts using the product, they often continue to use it for 1,2,3, or even 10 years, so the value each customer contributes to the brand is significant. Thus, brands must ensure that customers stay with brands for 1,2,3, or 5 years, minimizing dropout rates.
Returning to Nutifood’s approach, Advocacy Marketing activities help turn this 1% of users into advocates for the brand’s products. Nutifood has built a club connecting diabetic patients, where members often include leaders of retired and elderly associations. When they love the Värna product for diabetics, they help Nutifood promote it within their communities about the brand and what are the results? Nutifood in general and Nutifood’s milk line for diabetic patients in particular will reach new customers.
Thanks to pioneering in the use of the PangoCDP customer data platform, Nutifood easily collects, segments and builds scenarios to reach customers, then builds a loyalty program and continues to build a community of product enthusiasts. That is a step-by-step strategy to move from reaching to engaging customers with the support of the customer data platform and The Master Channel of Nutifood.
Retargeting Customers with Incredibly Low Costs and Surprising Effectiveness
Every year, by nurturing the existing customer group through The Master Channel, Nutifood saves a significant budget on retargeting these customers.
When campaigns to reach out, care for, and call for purchases are executed, PangoCDP can record all subsequent behaviors: did customers interact with the message? Did they look for the nearest store? Did they make a purchase and use the offer? All these can be measured in real-time for each customer.
Based on behavioral data, PangoCDP provides statistical and analytical reports to help Nutifood make timely adjustments. Besides, the data from these reports provide valuable insights, allowing Nutifood to understand their existing customers better and focus digital advertising budgets on acquiring new customers.
From a sustainability perspective, with the data collected, Nutifood understands what that data means, knowing which customers need to be prioritized, and can proactively set up scenarios with the right message for future engagements with other product lines.
Exceeding Expectations Results
In just 6 months, Nutifood achieved remarkable successes, laying the foundation for creatively developing new campaigns to serve marketing goals.
- Consolidated and processed customer profiles, dividing them into 65 different segments and successfully applying 55 automated scenarios.
- Upgraded the Activation model with The Master Channel, attracting thousands of customers to register and receive sampling during an event at the Nutifood Swedish Nutrition Research Institute (NNRIS) in Hanoi, increasing over 3.5 times compared to before using the PangoCDP application. Maximized PG efficiency (each PG could distribute nearly 7 times more samples than before).
- Operated 6 campaigns with fully collected data, tracked campaigns with real-time data, automated follow-up scenarios, and integrated data flows with the Salesforce CRM system.
- Implemented customer journeys for each Brand: when customers participate in campaigns/activations, data is automatically segmented to identify new/old customers and mapped into journeys for nurturing and automated care.
The success of these campaigns is the result of Nutifood’s pioneering efforts in adopting new methods and the creativity of each Brand team. In general, the ultimate goal of marketing activities is to gather customer data, generate orders and convert customers from new customers into loyal ones.
PangoCDP and Master Channel clearly help Nutifood achieve these results.
If you are interested in The Master Channel and PangoCDP for breakthrough revenue results, contact us at: https://pangocdp.com/vi/lien-he/
Not only data exploitation strategies, but also detailed marketing campaign implementations for businesses based on data orientation and much new knowledge around The Master Channel will be presented in detail in The Main Interaction Channel – The Master Channel, Volume 1.
Six chapters of the book will guide readers through the impressive development journey of interaction methods between businesses and customers.
From the most primitive forms to multi-dimensional interactions in the smartphone era, the book will present successful stories along with leading global brands in boosting revenue by enhancing customer experience, explaining the success of The Master Channel concept when applied at two leading Vietnamese companies, Nutifood and CellphoneS.
The book is now available at Fahasa, Phuong Nam, Hai An, Ca Chep bookstores, and online at 24h bookshops and e-commerce platforms like Tiki, Shopee, and TikTok Shop. You can also quickly order the book here: https://i.o2o.vn/H767
