La Rinascente, like many other companies in recent years, faced the challenge of digital transformation. And it succeeded, using it to strengthen the concept of Rinascente as a place for unique and exciting experiences.
The adoption of Bit2win’s loyalty solutions was part of a larger project aimed at rebuilding the CRM system. The brand needed a tool that would ensure the integration and harmonization of the “RinascenteCard” loyalty program with all its marketing and sales activities across various channels (physical stores, e-commerce, conversational commerce).
The main goals set were:
The solution had to support the ongoing transformation while maintaining the focus on customer centricity, already a fundamental part of our approach.
In adopting Salesforce for CRM management, customer service and marketing automation, the company needed a product that met requirements while being natively integrated with this ecosystem.
"Our goal was to strengthen the relationship with our customers, making them feel closer to the brand. Thanks to Bit2win’s membership program, we achieved this. It allowed us to meet the needs of various types of customers by offering personalized discounts and benefits. The market always presents new challenges, and knowing we can rely on a partner like Bit2win gives us the confidence to face these challenges with the right tools."
The Bit2win solution allows the management of multiple loyalty programs simultaneously and the activation of various types of loyalty campaigns, from classic “Welcome Bonuses” or “Happy Birthday” offers to more complex up-selling and cross-selling campaigns. These campaigns can be activated in real-time based on customer behavior during their visits to the stores.
Campaign management takes place in physical stores, with strong integration with the point-of-sale system and the portal used by sales assistants on mobile devices. This enables the management of highly personalized campaigns, including a potential one-to-one approach. Currently, e-commerce is only integrated with the program management component (subscription, personal data management, etc.), but the solution can be integrated with any touchpoint.
Strategic Aspects and Benefits
For Rinascente, loyalty is a tool to enhance the customer relationship by offering new and different benefits that can surprise and delight customers. Therefore, the ability to use loyalty data alongside other customer data is essential for activating real-time actions across various channels. Speed is a key element in this scenario.
Rinascente’s CRM team is responsible for loyalty and marketing automation, handling all aspects of a campaign, from ideation and communication to execution and redemption analysis. For this reason, the main advantages are:
Ability to work on loyalty using the same interface used for all other activities
Using a promotion can automatically trigger communication with the customer on the marketing automation tool (Salesforce Marketing Cloud)
