Mellin

Baby food consumer program

Mellin is one the fastest-growing international food company specialised in baby food.

The mission regarding the company’s customer management is to develop an interactive dialogue and personalized relationship with the consumers in order to be the brand of first choice and grow share of stomach with infants and toddlers aged 0-36 months.

Starting from this marketing need Cemit and Mellin Italy developed a long term partnership to build a relationship marketing system able to maximise consumer personalisation and involvement in order to enhance brand loyalty.

The program has been designed to activate a relationship that engages the consumer rather than sells a product, focusing on a database created to align all CRM activities with other consumer touch points.


Cemit Interactive Media supports Mellin with a full service partnership that includes:

CRM consultancy: CRM programme design; customer analysis and success measurement, database management

Program Execution: creative, communication development, address recruitment



The main areas covered by the project are:

· Customer insights: with a data set able to blend attitudinal and behavioural data

· Channel integration: with a database built to provide a single and integrated customer view regarding direct mail activities, care line, web and other tactical sources.

· Customer dialogue: with the design of the multi-channel communication plan

· Care line integration: with an online direct access to the database and to a customer dashboard