GX presents ANWB
Check out ANWB.nl
ANWB: orchestrating systems for a smarter digital experience
A complex ecosystem with member-first goals
The Royal Dutch Touring Club (ANWB) is the Netherlands’ largest membership organization, serving over 5 million members with products and services in mobility, travel, insurance, retail, and more. From issuing travel guides and running 76 retail shops to managing three digital apps, ANWB operates a complex ecosystem that attracts roughly 178 million visitors annually to www.anwb.nl which won the 2022 Website of the Year Award in the 'Traffic' category.
Delivering top-tier service across such a broad scope requires seamless coordination across systems, platforms, and teams. ANWB aims to put members’ needs at the heart of every interaction while respecting privacy. To achieve this, they established a dedicated personalization team and partnered with GX and BlueConic to create relevant, timely, and privacy-compliant digital experiences.
Personalization guided by user behavior
Our approach started with the members themselves. What information do they need? Which offers or services matter most? How can their journey online be smoother, faster, and more relevant? Using these insights, BlueConic was configured to deliver tailored experiences across three key areas: recognizing returning users, offering relevant service content, and providing timely contextual messages. Each personalization addressed a concrete need identified from behavioral insights and first-party data.
Recognizing returning members
Most visitors initially interact with ANWB anonymously, making personalization a challenge. Using BlueConic, ANWB prompts members to log in, allowing behavioral data to merge with their existing profiles in the data warehouse. This persistent identity resolution ensures that returning users immediately see content relevant to their membership and preferences, like skipping steps they’ve already completed or seeing offers suited to their activities, from skiing trips to European coverage.
Service pages tailored to members
Previously, all users accessed the same generic service pages, making it hard to find relevant information. Dedicated service pages were created for different audience segments, ensuring that members see content aligned with their membership and preferences. This targeted approach reduced friction, increased satisfaction, and helped members quickly find the services and offers they need.
Contextual messages that engage
Even seemingly small interactions were optimized. Outdated prompts, such as generic social media follow messages, were replaced with actionable, contextual content. Members now receive timely updates on processing times or reminders to submit required information. These messages ensure that every interaction adds value, enhancing engagement and trust across channels.
Broader impact and scalable growth
In addition to these headline results, ANWB has seen substantial improvements in customer engagement and satisfaction. Personalized cross-sell and upsell campaigns were carefully targeted, generating meaningful revenue without discounting existing products. The use of unified profiles and real-time behavioral data enables relevant, timely communications, ensuring members receive offers that match their interests and activities. This approach also allows ANWB to expand personalization to more products, including trips, credit cards, and insurance, while maintaining a consistent experience across all channels. The technology-agnostic nature of BlueConic ensures seamless integration with multiple systems, making these campaigns scalable and sustainable for future growth.
Lisette Gouda
Team lead Personalized MarketingBlueConic not only helps us to personalize the website, but it also gives us insight into the behavior and preferences of our members. We can also use this data on our other channels, resulting in a more relevant customer experience leading to increased conversions and higher customer satisfaction.
Why personalization pays off
Personalization drives results: members find what they need faster, engagement increases, and operations become more efficient. By combining behavioral insights with first-party data, any organization can deliver relevant, timely experiences that build loyalty and create measurable business value.
Jeroen Bouwmeester
Business ConsultantCurious how your organization can leverage personalization to improve engagement, conversions, and customer satisfaction?