Case Study: ANWB achieves 8x cross-sell and upsell conversion growth with BlueConic

ANWB delivers successful cross-sell and upsell campaigns

ANWB, the Netherlands’ largest membership organization with about 4 million members and a busy consumer site, faced the ongoing challenge of retaining members and making online communications more relevant while protecting user privacy. To better match visitor segments to personalized experiences across channels without using personally identifiable information, ANWB selected BlueConic and its behavior-analysis software to understand anonymous individual visitor interests and preferences.

Using BlueConic, ANWB tracked on-site behavior (e.g., travel interests) and—when members logged into the customer portal—merged those insights with account data to verify needs, enabling real-time, relevant cross-sell and upsell offers (for example, promoting European roadside coverage to winter travelers). The result with BlueConic was an 8x lift in conversions (from ~4% to over 30%), a marked increase in European coverage sales, expansion of additional campaigns (trips, cards, insurance), and plans to roll personalized offers across more channels.

ANWB

Iwan Banens

Manager Multichannel & E-Service