Everyone is familiar with the milk and yogurt drinks from Campina and Optimel, occasionally enjoys a dessert from Mona, likes to drink a glass of Chocomel, or eats a slice of Milner cheese on their sandwich. What not everyone knows is that more than 350 products from 9 FrieslandCampina brands have been equipped with a unique Eurosparen code since 2013. Nevertheless, consumers enter 30,000 codes every day.

“Over the past few years, Eurosparen has been transformed from a savings program into a full-fledged ‘digital experience platform’ with over 1.2 million members. At the beginning of 2017, FrieslandCampina conducted a series of interesting email experiments to make its Eurosparen users more active and further introduce them to its products. Among other things, the pilots resulted in a significant 35% improvement in conversion for cross- and upselling,” says Luc Wong, E-business Development Manager at FrieslandCampina.

Consumers enter the codes to save for attractive offers in the Eurosparen webshop, to participate in cashback and prize promotions, and/or to gain access to content such as recipes and fun videos.

Eurosparen started in 2009 as a savings program for Optimel and has since grown into one of the largest “owned media” platforms in the Netherlands. The platform aims to improve the customer experience around FrieslandCampina brands and to excite consumers about the company’s full range of dairy products. By quickly and incrementally testing new techniques and concepts, the platform continues to grow steadily, both in size—averaging 10,000 new members per month—and in functionality. For example, technologies such as geofencing and image recognition have been implemented, and email marketing is used to communicate more personally.