Online B2B growth strategy
FrieslandCampina is the world’s largest dairy cooperation, with strong roots in The Netherlands. The company has offices in over 28 countries and an annual revenue of €11.4 billion. Main brands include Campina, Milner, Friesche Vlag, Chocomel, Dutch Lady, Optimel and Appelsientje.
An increasing portion of FrieslandCampina’s products are sold online. Mostly via retailers, and in the B2B market also via foodservice parties that cater for the needs of small to large sized enterprises and the hospitality industry.
FrieslandCampina wanted to serve the growing portion of business clients even better online, and asked BLOOM for support. We addressed this challenge by taking the customer as a starting point: clients in specific segments were interviewed to find out their exact needs. Research on customer behaviour was enriched with market data, and based on the digital experience of the BLOOM team and FrieslandCampina’s knowledge of the dairy landscape, a fresh B2B strategy was formulated.
The end result was not just a business plan supported by a detailed business case, but also a set of insights validated with customers that resulted into a actionable plan for FrieslandCampina.
BLOOM’s digital knowledge and expertise helped us to create an actionable strategy. We appreciated BLOOM’s way of working: a combination of analytical rigour, and a no-nonsense pragmatic approach with a personal touch. Within a short time frame they were able to extensively analyse the market, perform user testing and do interviews with customers, resulting in a solid business case supporting our decision making process. Insights from the research have been translated into a growth plan that is put into action externally and captured for future cases.
– Roland Wiedhaup, eCommerce Team Lead at Friesland Campina