Type of project: Digital Collection
Tools: Customer Data Platform; Loyalty Currency Platform
Objectives: #NewEngagement #DatabaseEnrichment #Crowdsourcing
Mukki is a company of excellence in Tuscany that is closely linked to its region, where it serves over 10,000 sales outlets. It is a brand with a strong local dimension that wants to build a closer relationship with its consumers, in order to dialogue with them in a personalized way, but also to boost the sale of milk-based products. The brand’s aim is to build up a real community that can also become a tool for crowdsourcing.
The “Abbiamo a cuore” (Close to our heart) project was set up to bring the Mukki brand closer to its customers, through a digital collection process engaging users on multiple channels, via the internet, text messages and a dedicated app. The programme is based on the behavioural mapping of consumers in real time through a Customer Data Platform. In this way, Mukki can analyse the data and react there and then, providing stimuli aimed at up-selling and cross-selling. The collection process is also supported by value-related activities that are separate from the actual purchase act, and by brand awareness, such as local events, which over time improve the relationship between brand and user and also the customer’s knowledge. The brand’s strong local dimension leads it to seek a social impact with locally-targeted activities, supporting schools and sports clubs with the active involvement of its customers. Since 2018 the “Abbiamo a Cuore” community has also been providing users with the means to interact directly with the brand and among themselves, through crowdsourcing activities.
“Abbiamo a Cuore” gives Mukki customers the freedom of choice on how to be rewarded, through the myprize loyalty currency platform, where customers can spend their “heart points”, choosing how to make up their prize from a variety of categories.