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JULY 23
2025
Danone Nutricia, Danone’s medical nutrition brand, has selected technology developed by Fanplayr - exclusively distributed and supported in Italy by Italiaonline - to accelerate digital innovation in its e-commerce operations. The impact was immediate: within three months, Nutricia recorded a 6% reduction in cart abandonment and a 14% increase in average order value (AOV).
Launched in early 2025, the project introduced real-time, personalized messaging based on user behavior and their position within the purchase funnel. Each interaction was carefully tailored to be timely and relevant, aligning with Nutricia’s commercial priorities and enhancing the overall shopping experience.
This success was driven by a data-led approach to customer experience, enabled by Fanplayr’s behavioral targeting and dynamic personalization platform, and supported operationally by Italiaonline. Key advantages of the joint solution include:
- Dynamic personalization across the customer journey
- Ongoing optimization using real-time performance data
- Full operational autonomy, backed by Fanplayr’s expert support
The collaboration comes at a time of intense competition among CPG brands and e-commerce retailers seeking tools to increase conversions and maximize customer value. By combining Fanplayr’s proactive, tailor-made technology with Italiaonline’s deep knowledge of the Italian market, the partnership offers a strategic edge to marketing and digital teams focused on customer experience as a growth driver.
“The key to success was the ability to activate personalized communication that was consistent with the user’s profile at every stage of the purchasing process," says Massimo Crotti, IOL Advertising Director. “Through dynamic segmentation and continuous performance monitoring, the system could adapt quickly, thereby improving the overall effectiveness of the campaigns. Italiaonline was able to interpret the specific needs of customers, acting as a strategic and operational bridge between Fanplayr’s technological innovation and the Italian market’s concrete needs. This ensured not only the distribution of technology, but also operational support to help businesses achieve digital success”.
“We are extremely satisfied with the results achieved in such a short period of time. In addition to the indicators already highlighted, we have also seen a positive impact on sales performance and consumer engagement. The collaboration with Italiaonline and Fanplayr has proven to be highly effective and strategic, so much so that we are considering extending the project to include gamification initiatives and applying it to other brands in our portfolio.” says Federica De Girolamo, Direct to Consumer & CRM Manager at Danone Italia.ification initiatives and the possibility of extending this approach to other brands in our portfolio.”
For press inquiries please contact pr@fanplayr.com
