Better Milk endeavors to tackle unfair trading, food safety, and distribution norms within the dairy industry through veterinary supervision at the source, to ensure the quality of its milk and allow consumers to know where the milk they drink comes from. Thus, Better Milk has attracted and successfully built a solid reputation and loyalty among a core group of like-minded customers, increasing the brand’s visibility and market share in the dairy industry.
As shoppers increasingly move online, e-commerce platforms have become an essential part of any and all brand operations. To boost online sales and customer loyalty, Better Milk adopted Appier’s enterprise solutions to further improve customer communication and engagement on its online platform.
Appier assisted Better Milk to progress in its digital transformation by collecting customer data from disparate sources, linking offline transaction data and online user behavior data. This allowed the brand to understand its customer profile and preferences, as well as take advantage of opportunities to communicate its brand message or special offers to fans. Appier provided a one-stop solution that simplified platform operations and management, reducing time and human resources required for follow-up marketing promotions.
The next phase of Better Milk’s digital transformation focused on membership maintenance, aiming to provide members with personalized experiences and services. Using Appier’s enterprise solutions, Better Milk was able to connect its offline consumer data (products purchased, branches visited, times of purchase) with online user data (gender, age, location) and user behavior (membership applications, adds-to-cart, coupon downloads, complete purchases, purchase frequency). This data allowed the brand to tag customer characteristics, helping it deepen customer communication and membership maintenance.
In the past, Better Milk used marketing tools that were excessively complicated and dispersed. For example, its newsletters and SMS messages were hosted on different platforms that marketers had to constantly switch between and familiarize themselves with, requiring extra time and human resources to match and analyze data. Better Milk adopted the AIQUA personalization cloud to collect external keywords and interests, creating marketing assets for specific customer segments, such as targeting “low-loyalty customers” with repurchase reminders and the latest discounts to redirect them back to the website. For “high-loyalty customers”, the brand sent brand stories and weekly delivery subscription notices to encourage regular purchases and cultivate member loyalty. Meanwhile, the BotBonnie conversational marketing solution helped Better Milk continue to engage with customers through Messenger and LINE after they left the website, enabling automated messages and personalized communication on all channels (website, LINE, Facebook Page, and newsletter). In three months, Better Milk achieved nearly 2.6x growth in official LINE account users.
To accelerate website customer conversions, Better Milk also adopted the AiDeal conversion optimization cloud solution, building on personalized communications by leveraging AI to identify hesitant shoppers and deliver coupons more efficiently, increasing the number and volume of online transactions. For example, during the Mid-Autumn Festival period, Better Milk targeted hesitant shoppers with coupons that offered an additional NT$50 off for purchases over NT$500, successfully lifting its website conversion rate by 33%, as well as accelerating order conversions and maximizing campaign revenue. The brand also utilized AIQUA to target consumers who clicked on egg rolls with web push, achieving a 16.7% unique conversion rate during the campaign (Jul 31 to Aug 31), which was 4x higher than the food/beverage industry average (4%) (Statista, 2022). For more information on how AI can help brands stand out during the holiday season, please refer to Appier’s report on How to Maximize Your Holiday Sales With AI: Insights & Tips for Holiday Promotions.
In the past, data from Better Milk’s offline distribution channels was highly dispersed, making it difficult to track offline customer profiles and strengthen distribution partnerships. With Appier to help collect online and offline data, Better Milk was able to identify potential customers, as well as understand consumer habits and product preferences, allowing the brand to implement personalized precision marketing instead of mass marketing to all consumers. The brand used campaigns on its online platform to track consumer habits and promotional strategies, helping offline distribution partners to understand their customers and provide quality services and product experiences, as well as opening up marketing opportunities for online and offline cross-industry collaboration.
To overcome the aforementioned marketing challenges, Appier helped Better Milk deploy a “deeper and broader” digital transformation strategy which allowed the brand to strengthen customer loyalty and initiate cross-industry collaboration. Better Milk utilized the BotBonnie conversational solution to merge offline consumer data online, then used integrated data from AIQUA and the brand’s online platform to connect offline and online Better Milk member profiles. This allowed the brand to enhance messaging accuracy and interactions at every single point of the customer journey, energizing its audience communities during the campaign period. For instance, Better Milk partnered with CTBC Bank to offer “ATM coupons”, leveraging BotBonnie to guide offline potential customers to join Better Milk’s official LINE account, after which they would receive a discount code. This helped Better Milk expand its online community, cultivate loyalty, and increase customer value.
Chien-Chia Kung, founder of Better Milk, says that “Better Milk has rewritten the rules of the dairy industry with a brand new business approach, allowing producers, distributors, and consumers to benefit from a new sales model. As our brand enters its next phase of growth, Better Milk wants to integrate consumer data and digital tools, building a one-stop platform to deepen customer engagement, as well as open up opportunities for acquiring new distribution partners and cross-industry collaboration. In addition to providing technical expertise and impeccable service, Appier is also able to offer constructive perspectives and suggestions with regard to their client’s needs, using client feedback as a basis for further optimization. We are excited to be working with Appier to promote the Better Milk brand and achieve even greater digitalization results.”
Through this collaboration with Appier, Better Milk is looking forward to creating more customer-centric campaigns and maximizing their return on investment (ROI) by leveraging AIQUA, BotBonnie, and AiDeal, as well as building a good customer experience and increasing the efficiency of its operations.