Cliente: Grandi Salumifici Italiani – Parmareggio
Type of project: Coalition Program
Tools: Customer Data Platform
Golas: #BrandFertilization #CrossBrandEgagement #Sell-out
Parmareggio and Grandi Salumifici Italiani want to set up a joint project: a coalition loyalty programme that will help them increase sales of their product lines and facilitate cross-brand purchases, building on the fact that they represent two premium Italian food producers.
“Tesori del gusto” came about following the success in 2014 of “Emilia e Vinci”, the first digital coalition loyalty programme in the consumer products sector which involved three companies: Parmareggio, Casa Modena and Senfter. This project involves brands that represent the excellence of Italian taste in a programme that supports the sell-out of their product lines and encourages frequent cross-brand purchases. The activity is driven by codes on packs, where consumers are engaged on multiple channels, via text messages, the internet and the dedicated app, and directed along a digital collection path.
The Customer Data Platform supports performance of the programme because it allows the mapping of consumer behaviour during the promotional period by defining specific clusters to which 1-to-1 communications can be sent. This encourages both occasional and heavy users to take part, supporting the collection process and the brand-user value-driven relationship.
Furthermore, the most virtuous consumers can join the “Club del Gusto” and gain access to reserved opportunities, rewards and benefits every month.