Stocard and Bennet start the first entirely digital engagement project for the launch of the new Bennet Club 2020 loyalty program

Stocard, the wallet app that allows you to digitize loyalty cards in your smartphone, and Bennet , leader in the market of hypermarkets and shopping malls in northern Italy, carry out the first all-digital engagement project for the launch, maintenance and support of the new Bennet Club 2020 loyalty program.

Covid19, and the consequent lockdown, led to the rethinking and the urgent redesign of all retail activities, from the physical store to the sales methods. In this situation, the GDO, one of the few markets that remained active, had to deal with a wide range of problems: gatherings, sanitizations, safety devices, closure of unnecessary departments and home shopping.

In this circumstance Bennet, with the help of Stocard, has carried out an engagement project in which Stocard has been the preferential channel to stimulate the interest and interaction of its users (8.1 million in Italy), with and without Bennet card , through a real retention and acquisition action .

The announcement of the program took place through the publication on Stocard of the cover of the awards catalog in web-to-shop format, with a focus on the program presentation page on the Bennet website.

The launch of the program saw the first publication of the entire rewards catalog in the Bennet card section of the Stocard app, so as to allow Bennet loyalty card holders to consult the promotions. At the same time and in a geolocated way, the Bennet Club 2020 catalog was made visible in the offers section of the app also to non-Bennet card holders.

The subsequent publication in the Stocard app of thematic carousels capable of attracting consumers with different preferences had the aim of keeping the engagement with users high: home furnishings recommended by influencers, small appliances, games for children, are some of the prizes, presented in a captivating way, to which others will be added during the second half of 2020.

Stocard will allow the user to register the Bennet card directly in the app, with great time savings for both the consumer and the sales staff in the shop.

In addition, the 'Add to Stocard' button was added to the Bennet website to allow new subscribers of the loyalty card from the Bennet website to add the newly created card directly to the Stocard wallet, along with the others.

The collaboration between Bennet and Stocard, which began in 2016, has seen several experiments including the 'Integrated Flyer' project carried out in Phase 2 Covid: an observatory on the previous 6 months of publication of the Bennet digital flyer in Stocard. This project allowed the analysis of the paper and digital readings in the Stocard and the creation of an integrated plan in which the paper flyer is reinserted by difference on the basis of the digital readings that Stocard, on average, is able to carry out at the point of sale and Positive ROI.

" Especially at this time when consumers' shopping habits have been distorted, it is essential to offer them new and innovative shopping experiences - says Valeria Santoro, Country Manager of Stocard Italia - Digital has proven to be the true ally of consumers and for this we decided together with Bennet to join forces to offer citizens new, concrete and versatile tools: in this way it was possible to propose the best loyalty solutions and offers on a single platform and make the customer experience more personal " .

" The scenario we are facing has irreversibly changed lifestyles, consumption patterns and the way we communicate, inform and entertain ourselves. For this reason Bennet has decided to invest in the development of digital communication by changing its strategy, and has chosen Stocard to make a change that wants to last over time ", says Simone Pescatore , marketing and communication director of Bennet . " The Bennet Club loyalty program is an extraordinary reservoir of experimentation in this sense and an important step towards the goal of positioning ourselves as the best possible solution to make a convenient, convenient, safe, engaging and fun shopping ."

Bennet was born in the early 60's from an entrepreneurial project of the Ratti family. Since then, its expansion has been continuous, transforming it over the past 55 years into a leader in the market of hypermarkets and shopping centers, with offices in Lombardy, Piedmont, Emilia Romagna, Veneto, Friuli Venezia Giulia and Liguria.

Bennet has 64 hypermarkets with a total sales area of over square meters. 300,000, about 7,000 employees and 50 owned commercial galleries with over 1,250 stores inside.

The competence, experience and professionalism have allowed Bennet to always be at the forefront and to anticipate the needs of customers in order to guarantee an ever better offer in the quality-price ratio, in the breadth of the assortment and in the service. .

Through a commercial policy in step with the times, targeted expansion programs and the creation of an unmistakable image and style, Bennet has always managed to conquer and maintain market leadership in the areas in which it operates.

The competence, experience and professionalism have allowed Bennet to always be at the forefront and to anticipate the needs of customers in order to guarantee an ever better offer in the quality-price ratio, in the breadth of the assortment and in the service. .