Client: Groupama Assicurazioni
Type of project: Brand Activation e Incentive Trade
Tools: Customer Data Platform
Objectives: #CustomerBaseActivation #DataBaseEnrichment #Cross-selling
Groupama Assicurazioni is known not only for its long-standing presence in Italy, but also for its soundness deriving from the size of the Group to which it belongs. The Italian branch of the group can count on a network of over one thousand agents, spread throughout the country, to establish and maintain a relationship of trust with customers over time. The brand’s objective is therefore to create a unique place where Groupama customers can find service information regarding active policies and the advantages of the loyalty programme, with the aim of rewarding policyholders for being customers but also for their ability to relate with the brand, and offering agents a tool to involve policyholders and promote renewals and purchases of other products/services.
The “Vivi Groupama” programme is fully integrated into the My Groupama app so that customers can access the programme on the move. Users are rewarded for the mere fact of being Groupama customers and for their ability to interact with the brand when stimulated through different missions: from participation in events to use of the app, and even for not making any claims and their style of driving!
Contests are also held from time to time to engage policyholders on a continuous basis and to reward them for each new interaction with their trusted insurers. Each action carried out allows users to progress along their collection pathways and obtain discounts for accessing new products and services from the Group. The loyalty programme is a tool to support the work carried out by agents, who can use it as a commercial lever. Each agent has accelerators that it can give to its customers, to sustain renewals and new policy subscriptions. Depending on the percentage of customers involved, the agency will have a chance of winning the prize: a FIAT 500.
The “Vivi Groupama” programme uses the WEKIT – We Keep In Touch – Customer Data Platform which, with its technology based on behavioural data analysis, will enable Groupama Assicurazioni to monitor the progress of the programme in real time and provide its network with an innovative tool to build even closer relationships with its customers.