Type of project: Incentive Trade
Tools: Customer Data Platform
Objectives: #Sell-in #DatabaseBuilding #EducationalActivity
Sammontana started out as a small artisanal ice cream maker in the province of Florence and is now a leading Italian company in the production of ice cream, frozen croissants and special occasion desserts. Sammontana products reach the points of sale at the end of a long chain where the distributor manages the direct contact with operators through its agents. Sammontana’s aim is to incentivise the agent’s sell-in and keep the visual display of Sammontana products in good order.
“La vetrina che fa slurp” is a digital collection natively hosted on a dedicated app. The project was created to help Sammontana get to know the agents who manage the sale of their products at the sales points and to create a value-based relationship with them.
The programme enables Sammontana to incentivise agents to keep the visual display of the points of sale they serve in good order, besides providing useful information to the agents regarding the products sold. Agents are engaged in a digital collection process within which they can rise through the ranks by ensuring that freezer cabinets and counter tops are displayed correctly in the points of sale they serve, which can be verified via the uploading of a photo in the dedicated app.
This strategy encourages agents to carry out their work more carefully in order to rise through the ranks, at the same time providing Sammontana with updated mapping of the retailers of its products.
Agents are directed along the loyalty path by means of educational missions through which they learn new information about Sammontana products, stimulating the sell-in and – through a cascade effect – the sell-out.
The programme is based on Advice’s Customer Data Platform, which can analyse and cluster behaviour of the sales network, enabling the brand to create a personal and behavioural database to which it can then send targeted communications. The information acquired also becomes valuable for planning strategic marketing actions.