The digital engine behind international growth

How do you build a scalable digital organization for multiple international markets in a short period of time? RIFF designed and developed one central digital operation bringing together technology, content, marketing and customer engagement. This created a scalable foundation for the growth of Arla Foods in the APAC region.

The challenge

Arla Foods had a clear ambition: to significantly grow its business in the APAC region. To enable this international expansion, a mature and scalable digital organization was needed. That foundation was missing.

Websites, content, campaigns, customer engagement and service were largely organized locally. As a result, markets operated in isolation, knowledge became fragmented and the customer journey lacked cohesion. Arla was looking for a partner that could go beyond improving individual channels and design a central digital operation that could support multiple markets and easily scale with future expansion.

The approach

RIFF acted as a digital architect, bringing technology, marketing and customer engagement together in one integrated operating model.

One digital operation
We developed a central digital backbone in which websites, technology, content, marketing and customer engagement are organized within one structure. This created one consistent way of working and one shared data environment across all participating markets.
From campaign to complete customer journey
Together with Arla, we mapped the complete customer journey. From the first point of contact through online content and campaigns to service, loyalty and advocacy. Each stage was given a clear place within the same digital strategy.
Central governance, local execution
RIFF developed local websites, created content formats, set up performance campaigns and established a multilingual customer engagement and service hub for consumers across the region. Local teams had the freedom to respond to their individual markets, while the central organization maintained control over quality, processes and brand consistency.
Built to scale
By setting up processes, technology and teams centrally, new markets could easily connect to the same operating model. This created a scalable digital organization ready for further international growth.

Behind every strong customer journey is a strong digital operation.

Be Digital, Stay Human.

The impact

RIFF transformed a fragmented digital landscape into one integrated operation. Marketing, technology, content and customer engagement were brought together centrally, enabling Arla to scale into new markets faster without having to start from scratch for each country.

The Digital Backbone has since formed the foundation for digital activities across multiple APAC markets, enabling consistent brand experiences, more efficient collaboration and scalable growth.