Royal Swinkels Family Brewers: from instincts, to data, to actions
“Today’s consumers demand personalisation, but not at the cost of their privacy.” (source: CMSWIRE) This is probably the sentence that best describes the situation faced by marketers.
Personalisation is not only a must-have or a competitive advantage. Personalisation is something consumers are expecting in each interaction they have with your brand. They want to feel unique, heard and understood, but they are also concerned about the privacy of their data. They want to know what’s in it for them, what they’ll get in exchange for their data and how brands will use their data.
Now with the disappearance of third-party cookies, marketers are looking to find the right balance between personalisation and data privacy. For Koen Baltussen, CRM and website marketeer at Royal Swinkels Family Brewers, the solution is obvious: first-party data is the only way forward.
“We’re making first-party data our first priority moving forward to better know and address our consumers. And gamification definitely plays a big part in it.”Koen Baltussen, CRM and website marketeer @ Royal Swinkels Family Brewers
Royal Swinkels Family Brewers is an independent family brewer. With more than 300 different beers (Bavaria, 8.6, La Trappe, Palm, Rodenbach, etc.) and eight breweries, they are one of the oldest family businesses in the Netherlands. They started using the Qualifio platform with two objectives in mind:
1️⃣ Collect data to get to know their customers better and find new ones
2️⃣ Interact and engage their consumers regularly via interactive campaigns and games
“Today, 75% of our data collected comes from Qualifio.”Koen Baltussen, CRM and website marketeer @ Royal Swinkels Family Brewers
In this success story, we tell you more about how a brand in the FMCG sector like Royal Swinkels Family Brewers has adapted its digital marketing strategy to meet their objectives and match the expectations of today’s consumers.
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