MarcoPolo (now Unieuro): Time machine

This case study describes how MarcoPolo Expert, the electronic chain store in Italy, implemented a loyalty program to build customer fidelity.

MarcoPolo (now Unieuro): Time machine

Campaign details

Agency: Roncaglia & WijkanderClient: SGM DistribuzioneCategory: Loyalty MarketingCountry: Italy

Background

In previous years, MarcoPolo Expert, one of the main associates of the electronic chain store Expert Italia with more than 120 retail stores, implemented a loyalty program based on a classical mechanic of collecting points through purchases in stores or online.

The catalogue was split into categories and rewards were mainly physical prizes. The redemption of the prizes and the number of subscriptions were very low. The card wasn't perceived as an added value nor a...

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