Case Study: How Ehrmann Boosts Compliance and Sales with info.link

Context

Ehrmann GmbH, a renowned German dairy company with a history spanning over a century, is known for its commitment to quality and innovation. With operations across multiple countries and an annual revenue of approximately €800 million, Ehrmann continues to evolve in response to market demands. Their recent project to digitize the packaging of their new "Foodie" protein drinks exemplifies their forward-thinking approach.

In partnership with info.link, the EU’s leading transparency platform, Ehrmann transformed their product packaging into a dynamic, interactive medium. This case study explores how the collaboration enhanced compliance, boosted customer engagement, and improved their bottom line.

The Challenge: Navigating Compliance and Engaging Consumers

As Ehrmann introduced their "Foodie" range of non-chilled protein drinks to health-conscious consumers, they needed a solution that not only communicated product details but also met evolving regulatory requirements. With the EU Green Claims Directive aimed at curbing misleading environmental claims, Ehrmann faced the challenge of ensuring future compliance while delivering a more engaging customer experience.

The Solution: Digitizing Packaging with info.link

Ehrmann’s innovative solution was to digitize their packaging with the info.link platform. This approach provided seamless communication through a simple scan, offering interactive and regulatory-compliant product information. Unlike traditional packaging, this digital format allowed Ehrmann to include:

• Details about a promotional prize draw
• Explanations of the Pfand (deposit) on bottles
• Information on the new attached lids
• A direct link to order a taster box of the Foodie range online

This digital transformation not only supported their compliance strategy but also enhanced the consumer experience by providing transparent, accessible product details at their fingertips.

Compliance Made Easy with info.link

Although Ehrmann’s packaging didn’t feature explicit sustainability claims, the info.link platform gave them the agility to meet current and future regulatory standards. The platform allows Ehrmann to easily update content with verifiable sustainability information as EU regulations evolve, eliminating the need for costly packaging redesigns.

By using a digital framework, Ehrmann proactively ensured that they are well-positioned for any future changes to the EU Green Claims Directive. This future-proofing approach has enabled the company to stay ahead of the curve, safeguarding against potential legal risks.

Sebastian Hörmann, Ehrmann’s Digital Marketing Manager, highlights the customer demand for this transparency:

“The enthusiasm our customers have shown for the GS1 Digital Link demonstrates their desire for more transparency and interaction with our products. With this technology, we can meet those needs while also building stronger brand loyalty.”

Tangible Results: Increased Web Traffic and Sales

Ehrmann’s digital packaging initiative delivered impressive results in a short period:

• 2,000+ visits per GTIN in less than three months
• 2% of visitors converted into customers through the online shop

These numbers clearly show that the interactive packaging elements resonated with consumers. By incentivizing engagement with features like the prize draw and direct product orders, Ehrmann effectively turned curious visitors into paying customers, boosting their sales directly from the packaging.

Reducing Customer Support Burden

One of the unexpected benefits of this project was the reduction in customer support inquiries. By including detailed information about the product changes—such as the new attached lids and the deposit scheme—directly on the packaging, Ehrmann answered many common consumer questions upfront.

This approach not only enhanced the customer experience but also allowed the support team to focus on more complex issues, driving operational efficiency across the board.

Building Loyalty Through Interactive Packaging

In a competitive market like protein drinks, fostering customer loyalty is key. Ehrmann leveraged their digital packaging to do just that with a time-limited prize draw and a direct link to order a taster box. These interactive elements created excitement and encouraged repeat engagement, offering customers a frictionless purchasing journey that strengthened their connection to the brand.

By offering a direct link to purchase the taster box online, Ehrmann made it easy for consumers to sample the full range of Foodie drinks, further enhancing the product’s appeal and driving higher conversion rates.

Preparing for Future Green Claims with info.link

Although Ehrmann’s current packaging doesn’t include sustainability claims, the info.link platform ensures they are ready for future regulatory shifts. As the EU Green Claims Directive continues to evolve, requiring verifiable, science-backed sustainability information, Ehrmann can update their product content with just a few clicks—without the need to redesign their packaging.

This proactive approach positions Ehrmann as an industry leader in transparency while giving them the flexibility to adapt to future changes effortlessly.

Key Takeaways for Digitized Packaging Success

Ehrmann’s successful implementation of info.link offers valuable insights for any company looking to digitize their packaging:

1. Compliance with Evolving Regulations: The project demonstrates the importance of preparing for future regulations like the EU Green Claims Directive. Even without making green claims, digital packaging keeps Ehrmann ready for compliance changes.
2. Increased Consumer Engagement Drives Sales: With 2,000+ visits per GTIN and a 2% conversion rate, it’s clear that interactive packaging appeals to consumers. Features like prize draws and direct purchase links lead to higher engagement and increased sales.
3. Streamlined Customer Support: By addressing common consumer questions on the packaging, Ehrmann reduced customer service inquiries, improving efficiency and enhancing the overall consumer experience.
4. Future-Proofing for Regulatory Compliance: The ability to update digital content easily ensures that Ehrmann is always in compliance with shifting regulations, without the cost of redesigning packaging.

Conclusion

Ehrmann’s collaboration with info.link to digitize their Foodie protein drinks packaging has proven to be a forward-thinking strategy. By embracing digital packaging, they not only ensured compliance with current and future regulations but also significantly enhanced customer engagement, reduced operational burdens, and increased sales.

This case study stands as a blueprint for businesses looking to harness the power of transparency and interactivity to drive success in today’s regulatory environment.

Ready to digitize your packaging? Discover how info.link can transform your product experience.