How utilities leader Nuon powered customer retention & contract value

This national energy company switched their strategy from channel-vision to one-to-one personalization at scale, using the Relay42 Platform. How could they orchestrate individual customer journeys to around 3 million customers in real-time, to increase sales volumes and decrease churn-rate?
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The Challenge


To increase relevancy through personalised outreach, Nuon has used the Relay42 Platform since 2013 to efficiently connect their systems and channels – from Website, Search and Display, to CRM data, affiliate and social. But they were also on the verge of changing their core online activities.

As a flexible, scalable solution for dynamic website personalization, Nuon selected Relay42 to efficiently address three key challenges: seamless technical integrations, increasing efficiency in bringing offers to market, and smarter paid media bidding strategy.

The Solution

A connected content framework

For this challenge, Nuon chose to connect its proprietary Content Management System, or CMS (EPiServer) and Display advertising (DoubleClick) with the Relay42 Platform, alongside Search (AdWords) and Web Analytics (Adobe Analytics). This combination allowed for a flexible and scalable solution to serve dynamic website creatives to the right prospect, at the right time, to really bring personalization to life.

Having already integrated the Relay42 Platform with their CRM system, Nuon could bridge their website and best-of-breed analytics tools – and their broader marketing ecosystem. Nuon could serve relevant content and creatives across their multiple subdomains and modules, on an individual level.

When a contract expires, we don’t wait until it’s too late, but proactively offer a new contract. We then focus our resources on making a conversion happen, regardless of which channel the customer uses.

Rob van den BergSr. Online Marketer

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