Melina Petkova from Danone. The main goal of the website is our clients and end consumers. The website is primarily for our consumers. Since we offer a product related to human health, this is significant. The product container is too small a space for communication. Our larger commercial activities, promotions, everything that could interest the end consumer of Danone is presented on the website.
Direct connection with consumers. This is our most valuable relationship. In 2006 we received one email through this channel. In 2007 – 35. In 2008 – 250, and now there are over 600. Really impressive!!!
Do you have an idea what is the most interesting, what is read the most?
The section that is visited most often is 'What's New'. There are promotions with prizes that last a minimum of 2 months. With Activia twice a year we have a major national campaign and interest jumps by 60 – 70%. When it comes to food, people are most interested in production, what is there, what is not, what happens, what does not happen.
In one advertisement it says that money is returned. Is that true?
Yes, absolutely. What is the mechanism? Since Activia is not a medicine, but food, we give them the opportunity to try the health benefits for 14 days and if not – we return the money. I cannot give an exact figure from the last campaign, as the campaign was a bit different. Indeed, Danone returns the money. Take advantage of the feedback. Through the website you will easily find your way around.
I don't know about the web, but from a commercial perspective – brilliant presentation!!!! Admiration for Danone!