Fonterra is a strong and successful global dairy nutrition company but to continue to remain relevant to consumers, we need to innovate at speed. Salesforce is at the core of our transformation and accelerating our digital engagement.”

Caitlin Nguyen, Global Digital and CRM Lead, Fonterra VelocityNext
 

53%

increase in Anmum brand engagement

 

The world’s largest exporter of dairy products, Fonterra is shaping the industry in quality and innovation. With Salesforce, it has connected its business from the farms of New Zealand to consumers all over the globe. It’s now moving rapidly to build on this foundation and engage with consumers in more personal and meaningful ways.

“Fonterra is a strong and successful global dairy nutrition company but to continue to remain relevant to consumers, we need to innovate faster. Salesforce is at the core of our transformation and is accelerating our digital engagement,” said Caitlin Nguyen, Global Digital and CRM Lead for Fonterra’s transformation arm.

This transformation arm, aptly named ‘VelocityNext’, is helping to speed innovation and deliver new core capabilities and experiences based on consumer needs. It has increased engagement with Fonterra’s brands and has teams blazing new trails to success.

As new opportunities emerged for Fonterra to connect with consumers and grow the business, it looked for ways to accelerate innovation and drive more value from technology.

Nguyen said the business saw huge opportunities for its brands like Anmum which offers a range of products for mums, infants and toddlers. “With Anmum, we could potentially engage with mothers over a period of 80 months, supporting them through pregnancy and the early years of their children’s lives,” she said.

Fonterra set out a strategy for a more connected and hyper-personal consumer experience, and partnered with the Salesforce Professional Services team to deliver it.

“We knew we could engage our consumer – in this case the mother – and keep them engaged as long as all of the touch points and messages were relevant,” said Nguyen. “Email, social and mobile were important, but to deliver a really connected consumer experience, our strategy encompassed sales and service too.”

Salesforce provided a way to stitch everything together. For the Anmum brand in Malaysia, this involved using Marketing Cloud to bring customers into an online community – the Connected Mum’s Club –  where it can connect with parents and gather new insights.

Capturing and analysing this data in Salesforce, the business can address the questions and concerns raised in these forums in their messaging for the relevant digital channels.

For Anmum, a key objective was to increase engagement with pregnant mothers, providing information and advice relevant to that life stage. With Marketing Cloud, it has achieved its aim and increased engagement with this audience by 53% in the past year.

 

Salesforce has given us a platform to know and serve our customers better, helping us become more than a trusted source of nutrition but a trusted voice on health and wellness.”

Caitlin Nguyen, Global Digital and CRM Lead, Fonterra VelocityNext

Anmum’s journey towards smarter and more personalised marketing has inspired other teams within Fonterra and opened the door to innovation and experimentation. Teams are sharing ideas and collaborating via Chatter which is accessed via the ‘My Fonterra’ intranet and ‘My Milky Way’ app which runs on the Salesforce mobile app.

VelocityNext has become the engine to speed Fonterra’s success and is helping to build out the digital ecosystem for each of Fonterra’s businesses across Asia – leveraging best practice from one business to the next.

“By sharing what we’ve learned and achieved with Malaysia and Indonesia and how Salesforce helps us connect with farmers in New Zealand, we can help others realise the opportunities within their own areas of the business. We then get teams in multiple countries saying ‘okay, let’s do this now and not wait any longer’,” said Nguyen.

One of those teams is Fonterra’s Anchor Food Professionals business which provides dairy products and tailored solutions for foodservice professionals. The business already uses Sales Cloud but is now implementing Marketing Cloud to nurture leads and take them on a journey which involves customers being able to sample products before placing their first order. This will support sales by automating communications and increasing the number of customer touchpoints.

While technology underpins Fonterra’s new capabilities, its transformation has involved significant behavioural change as well. It’s on its way to becoming a data-driven organisation with plans to look at how it can get closer to the customer through the use of advanced analytics and AI.

Looking to the future, Nguyen is considering the use of MyTrailhead as a way to personalise the learning journey for employees as they adopt new ways of working.

“Salesforce has really helped to execute on our strategy and also supported me in communicating why we’re on this road to personalisation and customer-centricity,” said Nguyen. "More importantly, it's given us a platform to know and serve our customers better, helping us become more than a trusted source of nutrition but a trusted voice on health and wellness."

 
 
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