Danone Spain implements one of Europe's biggest unique codes projects
In Spain, each pack of Danone yogurt now has a unique code that, with a click of a smartphone, will connect consumers to the company's loyalty programme 'Alimenta Sonrisas'.
In Spain, each pack of Danone yogurt now has a unique code that, with a click of a smartphone, will connect consumers to the company's loyalty programme 'Alimenta Sonrisas'.
Designed by Danone Spain and announced recently in Madrid, it is one of the biggest unique codes projects in Europe. The new system will generate 60 million different codes per month (two million a day) with a printing speed of 300m/minute (18km/h).
"The initiative responds to Danone's desire to bring together technology and smart saving," said Danone's Juanjo Sáez-Torres. "We want to help our consumers in these challenging times and new mobile technology provides us with the opportunity to help consumers make savings quickly and conveniently."
Sáez-Torres highlights that the project was fully developed in Spain: "With the current economic crisis, we are proud to launch a 100% Spanish initiative with a €1m investment."
The company has been working for over a year on the development and implementation of the new codes system. The programme has been led by a multidisciplinary team comprising 20 professionals from different departments.
The new codes can be found inside Danone products and the code on each pack is unique. For yogurts, codes are located on one of the labels, while codes on yogurt drinks are located on the inside of the cardboard packaging.
The new code system was introduced in May and will be available on the majority of Danone's products during July.
To ease the reading of codes and to speed up scanning, Danone has also launched its first multi-platform app, with more than 30,000 downloads in the first three weeks. The combination of codes with the new app improves the usability of the loyalty programme, leading to savings of up to €40/month for each registered user.
Ander López, Danone digital & CRM, said: "After four years, our CRM programme now has two million users and the number of people signing up to savings is on the increase. We are proud to lead this project, which brings together innovation and our desire to connect with consumers achieving a major challenge in terms of technology and operations."
Source: Danone España
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