Italians have a long-standing reputation for having a strong interest in beauty and fashion, demanding high-quality goods and services, and being devoted to their companies while also being resistive to special offers. But this historical pattern is shifting. A recent McKinsey poll found that 70% of Italian customers changed stores, brands, or shopping habits during the Covid epidemic, requiring Italian firms to increase their spending on customer loyalty and retention.
Since a few years ago, major consumer brands have made investments in customer loyalty, but as the number of loyalty programmes rises, so does the competition among them for the same people. Offering clients who take part in 10–12 loyalty programmes points and incentives is no longer sufficient. We need more sophisticated, intricate loyalty solutions. In this succinct piece, we examine the loyalty programmes of 7 well-known Italian firms.
- OVS Friends
The reward programme from OVS, one of the top clothing brands in Italy with more than 1,200 outlets domestically and overseas, is called OVSFriends. OVSFriends is essentially a four-tiered loyalty programme with points (members receive one heart for every euro spent).
With a 5€ Welcome Voucher, members are urged to join the programme. As they advance through the tiers, they will enjoy more perks. Customers are largely rewarded for their purchases, but they may also increase their point total by taking on challenges or recruiting new members. Hearts can be used to purchase a wide range of incentives, such as experiences, OVS gift cards, or items from a sizable digital store.
2. KIKO Kisses
According to KIKO, the well-known Italian cosmetics company, KIKO Kisses is more than just a loyalty programme from an Italian company. Kisses serve as the loyalty currency in the KIKO rewards programme, which has two status tiers: love and adore. For every euro spent on KIKO items in shops or online, members can earn 10 kisses on the entry level. and 15 kisses after advancing to the “adore” level, the second tier.
A 4€ discount is immediately available to members who have earned 800 Kisses, or a 0.5€ discount for every 100 Kisses saved. A birthday discount of 5€ in the love tier and 10€ in the adore tier is among the additional perks.
3. GEOX Benefeet
The fashion-forward Italian company GEOX, a prominent competitor in the lifestyle-casual footwear sector, has a reward programme called Benefeet. GEOX blends the four distinct loyalty design frameworks of points, tiers, member rewards, and discounts into a single system. For every euro spent, members earn one steppoint, while purchases of children’s shoes earn two steppoints.
Registered users are eligible for the Urban Walker tier with 150 step-points, the Globe Walker tier with 250 step-points, the Moon Walker tier with 500 points, and the Star Walker tier with 1,000 points. Each tier is associated with progressively better member advantages; the first tier offers a 10% discount, which rises to 15% in the second. Members have the option of receiving instant coupons in the Moon Walker and Star Walker tiers.
- Terranova I Card
The TEDDY Group of Italy’s Terranova brand is a well-known name in quick fashion. Their rewards programme has remained incredibly straightforward and cost-savings-oriented. The early bird specials and unique promos are available to WE card holders, who also earn 10 points for every euro spent. It is a straightforward yet effective loyalty currency scheme, and users enjoy using it because of how simple it is to use.
- Feltrinelli Prizes
Italian publishing house and bookshop Feltrinelli was established in 1954. Their rewards programme adheres to the tenets of status-driven tier programmes where members pay a membership fee for each tier. The cost of a CartaPiu membership is 5€, while a MultiPiu membership is 10€. With only two perks (a 5% welcome discount and a 5% discount on new publications), CartaPiu is designed as an entry level.
To receive further, more significant benefits, such as a 10€ discount coupon for every 200€ spent, free delivery, and a birthday present, members are encouraged to advance to the MultiPiu level.
- The loyalty programme at CHICCO
The three tiers of Baby Card, the loyalty programme offered by the Italian childrenswear behemoth CHICCO, are named after the company colours of white, blue, and red. The programme incorporates various tiers, points systems, member privileges, and discounts. CHICCO offers service-related perks (private sales, free shipping), birthday presents, and exclusive shop events in addition to monetary rewards (such as special discounts, a 5 euro fidelity ticket, and the Red Discount) to recognise and reward customer loyalty.
- LVR Privilege
An Italian shop in the high-end apparel industry, LuisaViaRoma, offers a prestigious loyalty programme called LVR PRIVILEGE. The programme is structured in tiers, with 4 tier levels dependent on the number of points obtained (1 euro Equals 1 point). The perks increase in value with tier level.
Customers of LVR receive rewards not just for their purchases, like they would with many other fashion loyalty programmes, but also for engagements like social sharing and profile completion. A variety of incentives are available when points are used, including privilege cards, LVR credits, membership in elite groups, and opulent experiences like hotel getaways. Gifts for birthdays and anniversaries, early access to promotions, and LVR badges are all advantages of membership.