Description: The loyalty scheme developed by Kraft France to reward enthusiasts of Carte Noire coffee looks like the mere digital transposition of a loyalty scheme on paper. By entering in the website the unique codes found on many branded items or on some Tassimo products, you collect “étoiles”, i.e. collection points whose amount varies depending on the item purchased. The consumers who register online can exchange the accumulated points with prizes or participate in events or contests organized on a regular basis and advertised in the “Boutique” section of the site as well as on facebook.
It is an excellent idea to reward participation through a long-lasting program closely connected to sales; the only doubt is that user segmentation might not be based on purchase behaviors and digital habits. These are actually essential pieces of information to accelerate the each user’s loyalty path in progress and to structure 1to1 CRM actions, which are made even more performing by the mobile device which has been excluded from the initiative, thus limiting the prospects for a progress marketing promo campaign.