How is Libero keeping its customers loyal in the digital age?

A new digital age

Libero is one of the best-known baby brands in the Nordic countries. For more than 60 years, Libero has helped you as parents to care for your children in the best possible way, with nappies that protect their sensitive skin. But, during that time, much has happened .

From starting off as a manufacturer of high-quality nappies, Libero now offers many other services to a wider range of target groups. Whereas Libero's marketing used to focus on new parents, it now targets potential parents and fathers-to-be, a group which today is much more involved in their partner's pregnancy than before. The expansion of the company's services and customer base led to a challenge in creating loyalty among more than one target group.

Henrik Ekelund, Loyalty Marketing Manager for Libero at Essity, is an expert in customer loyalty and has worked on behalf of Libero for five years. One of his primary tasks is to secure customers' loyalty to the brand: if they buy a packet of nappies, it's his job to make sure that it comes from Libero. Creating customer loyalty is therefore the key to the company's future because, without it, cutting through in a market characterised by fierce competition would be difficult. Technology changes loyalty.

A platform where all important information and relevant services related to customer loyalty are gathered in one place

The new digital media landscape gradually emerged as new technologies were developed, and as far as Henrik is concerned there was no question that an app should become the primary platform for Libero's parents club.

“The Libero Club had existed since 1986. Today’s fast-moving environment sets high demands on flexibility and a requirement to change and work agile. We are actually doing the same thing we did in 1986, only that we've digitalized everything. The aim remains the same: to create loyalty and offer the best possible products and services to our customers. And that is something we have done together with TietoEVRY.”

To digitalize the Libero Club, Libero opted to collaborate closely with TietoEVRY. From the start of the project and until today, our design team and Libero have had bi-weekly meetings to create and develop the app.

“We are very satisfied with the collaboration. We feel that TietoEVRY is at the forefront when it comes to UX. They always bring good ideas to the table and are thoughtful about further development for the app. TietoEVRY is also excellent when it comes to planning long-term and spotting upcoming trends that can give our target groups advantages.”

Our product team has now worked with Libero for many years. They are looking forward to the further collaboration and are happy that Libero is satisfied with us.

The finished product

The idea for the new app was born in late 2016. Libero wanted to build an app that was original, modern and visually appealing. But the platform also had to enable direct contact with customers.

“Our initial vision for the app was that it should give us a fast and flexible method of communicating and sharing information with our customers,” Henrik explains. “Because we're the biggest parents club in the Nordics, we wanted to create a meeting place where we could create value not only for our existing customers but for future customers too. We used to have everything gathered on our website. Launching the Libero Club as an app was the best way of providing a user-friendly experience where we could seamlessly tailor content and interact better with our customers. Now that the mobile phone has become an extended arm, the app gives us opportunities to interact with our customers 24/7, which of course has a heavy influence on how our brand will be developed in future.”

The app was designed for sharing information about what stage you as a parent are at in the pregnancy, storing pictures of your children, and earning points in Libero's various points stores, but it was also developed to provide you with personally tailored content, according to your needs. The Libero Club has also become a social network, where parents can chat with other families and communicate with their partner, which Henrik thinks has been a driving factor behind the app's wide success.

“We see that the app has been very positively received by our customers. More dads have become engaged in their partner's pregnancy because the app has features that make it easy to communicate with their partner and follow their child's development.”

And the app has indeed been welcomed with open arms. More than 40% of all parents in the target group in Sweden have downloaded the app. It’s also the most popular pregnancy and baby app in Sweden.

According to Henrik, it's important to keep an eye on technology trends, something he highlights that TietoEVRY has helped them with, and to constantly maintain dialogue with customers – because that's the way to go to create loyalty and keep the brand relevant.

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