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Building loyalty beyond the point of purchase with Valio

Valio partnered with Hellon to redefine how loyalty is built in today’s FMCG landscape, where value is increasingly created through everyday digital experiences beyond the point of purchase.

Building loyalty beyond the point of purchase with Valio
Building loyalty beyond the point of purchase with Valio
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A growing ecosystem of digital services, content and platforms shapes consumer choices long before purchase. At the same time, FMCG brands’ direct connection to consumers is changing, limiting access to data, reducing control over the customer relationship and increasing dependency on external platforms.

For Valio, a market-leading dairy and food company in Finland and a major player in the international dairy ingredients market, this meant finding new ways to strengthen direct relationships with consumers. The focus was on increasing relevance, capturing first-party data and driving behaviour across everyday interactions – not just at the point of purchase. 

From strategy to a scalable loyalty system

Together, we created Valio’s digital, always-on system for scaling meaningful loyalty-building experiences. Rather than building isolated initiatives, we built a shared foundation for loyalty across the organisation, fully embedded into Valio’s existing operations and aligned with future development roadmaps.

The scope of our collaboration included:

  • Defining clear business goals and success metrics for loyalty
  • Creating a shared logic across brands, business and digital experience
  • Structuring scalable loyalty mechanisms and reward logic
  • Assessing business and capability feasibility for scaling loyalty
Valio's consumer loyalty app showing personalised everyday interactions, the digital touchpoint at the heart of Hellon's loyalty system design
"Hellon helped us turn loyalty from an abstract idea into something concrete we can actually use and scale. The work brought our teams together in a really engaging way and created a shared understanding of how loyalty should work across Valio. "

- Mikko Halinen, Growth Marketing Manager

Valio

The full value of loyalty extends beyond direct revenue

Loyalty now connects digital platforms, content, brands and growth categories through a shared logic, enabling consistent, seamless loyalty experiences across touchpoints. Validated loyalty mechanisms power business goals while operating on a unified logic and technical setup – making it possible to scale engagement efficiently across brands, channels and marketing activities.

Beyond direct revenue impact, the loyalty creates broader business value for Valio:

  1. Stronger ownership of the consumer relationship, reducing dependency on external platforms

  2. Incremental commercial growth, supporting premium positioning and repeat purchasing

  3. Improved marketing efficiency, enabling better targeting and more scalable growth

Valio's consumer loyalty app showing personalised everyday interactions — the digital touchpoint at the heart of Hellon's loyalty system design
"Loyalty should not be about chasing points or giving away discounts that erode margins. For B2C brands, it’s the connective tissue between business, marketing and sales – aligning the entire organisation around customer behaviour, not campaign calendars or commercial windows. With Valio, we focused on creating a system that fits into existing operations while enabling future growth – making loyalty something that scales naturally across the organisation."

- Salla Erkkilä, Client Director & Lead Business Strategist

Hellon

By shifting the focus from transactions to everyday interactions, Valio can guide consumer behaviour, strengthen brand preference and drive long-term impact where loyalty is truly built — in everyday use across the product portfolio.

Want to turn loyalty into a scalable system across your organisation? Let’s make it happen together.