To create an extra stream of customer traffic, Benetton marketers activated connectivity to the Wallet app for iOS and Android users. Customers can also sign up for Benetton’s virtual COLOR CLUB loyalty program card within the app without registering with the online store or filling out a questionnaire in retail stores at checkout. The Wallet app also supports customer access to digital payments and earned […]
How United Colors of Benetton Attracted 94,000 Customers Using the Wallet app for iOS and Android
Business scale6000 brick-and-mortar stores in 120 countries. Dozens of brick-and-mortar stores and an online store in the CIS
ITOnline store, back-office and POS software
GoalGet new members to join the loyalty program through the Wallet app
TeamUnited Colors of Benetton Loyalty Program Manager, Cardsmobile Manager (Wallet app Manager) and a Mindbox Customer Success Manager
Results94,000 new customers over the past 10 months
FeaturesA new channel to attract customers and a digital wallet to encourage members to join the Benetton loyalty program
A globally recognized clothing retailer from Italy. Founded in 1965. The company's revenues have reached over EUR 2 billion.
Ilya Turkin, Loyalty Program Manager, United Colors of Benetton.
To create an extra stream of customer traffic, Benetton marketers activated connectivity to the Wallet app for iOS and Android users. Customers can also sign up for Benetton’s virtual COLOR CLUB loyalty program card within the app without registering with the online store or filling out a questionnaire in retail stores at checkout.
The Wallet app also supports customer access to digital payments and earned bonus points, and sends push notifications to customers’ smartphones with local retailer promotions.
What is the Wallet app?
The Wallet app is CARD Mobile’s app used for the storage and usage of digital payments. It is available on both iOS and Android.
With just a couple of taps on the Wallet app, you can register a payment method with any Wallet-partnered store using their user-friendly mobile format. The app is integrated with a retailer’s CDP, meaning that a card holder’s details are transferred directly into the partner’s CDP platform.
The Benetton loyalty program is not the only reason for a customer to install the Wallet app. A customer may also be interested in offers from other brands.
10 million active Wallet users will be able to see a Benetton offer once it appears in the Wallet app, which in turn attracts new customers into their loyalty program.
Current loyalty program members can also add their loyalty card to the app to be able to track any changes in their points account and receive personalized offers.
After a customer signs up for a loyalty card, they receive 500 welcome bonus points. Mobile push notifications will show pop-ups for exclusive promotions. The customer can also view their bonus points account and use a QR-code at the checkout while in the retail store.
On the app, a customer enters their full name, date of birth, email address and phone number. The Wallet app then verifies the phone number and email address. Customer details can be applied to all loyalty programs, as well as in store credit card applications.
Once a customer loyalty card has been issued, Benetton receives verified information as well as high quality contacts.
To use the Wallet app, a customer needs to verify their phone number and email address.
Benetton Achievements with the Wallet app:
One key metric for Benetton is the amount of customers who have joined their loyalty program through the Wallet app. Between November 2019 to August 2020, over 94,000 new customers have joined.
During that same time period, Benetton paid $12,960 for the subscription, before taxes. Among many other advantages, the app attracted customers at just $0.10 per registration.
Loyalty Program Manager’s Opinion:
The Wallet app is made up of a multimillion customer base. These customers actively participate in loyalty programs belonging to the country’s largest retailers. It was important for us to get access to a new target audience of potential customers. It is a priority to attract customers by using the benefits that the United Colors of Benetton loyalty program offers.
In 10 months, Benetton had achieved almost 100,000 members because of the loyalty program’s success. Customer profiles are divided and stored within Mindbox. These users are real people with verified phone numbers and emails. This makes it all the better. We, therefore, established an active customer base with which we communicate. Our active customers mainly prefer physical loyalty cards. We do, however, try to provide convenience through the use of digital loyalty cards which are promoted in-store.
Wallet is an alternative to the Benetton mobile app, which has not yet been created. It’s a convenient tool that can be used to track current promotions and bonus point accounts. This does not require authorization to log in as do accounts on personal websites. Moreover, Wallet has become an additional channel for interactions with customers and has also reduced the cost of text messaging.
I recommend Wallet to marketers who are looking to expand their loyalty program base, validate their customer base, get to know their customers better, or launch personalized offers.
If you want a good read, check out the Wallet Blog: an Interview with Ilya Turkin on What Challenges are Solved by Benetton with Wallet
How to Start with Wallet:
The United Colors of Benetton loyalty program operates on the Mindbox platform. This is done in order to process personal discounts and promotions at POSs, collect and withdraw bonus points, issue digital loyalty cards, and send push notifications.
The Wallet app displays data and promotions, generates a QR-code and a link to the loyalty card, and delivers mobile push notifications to customers.
There is a standard combination used to support a real-time data exchange between the platform and the app. There was no need to involve Benettons’ IT-team to make use of the Wallet.
The Wallet app and Mindbox integration can be used by other companies for free.
Conclusion and Plans:
United Colors of Benetton set up the exchange of data between Mindbox and the Wallet app. This was in order to get a new source of online members. It was also done to support personal data add-ons for current members. These actions enabled Benetton to attract 94,000 new members, at just $0.10 per customer.
The next step will be to launch Wallet-based communication triggers, powered by customer interaction in the online store.
If you have a loyalty program in place and are considering connecting to the Wallet app, see the conditions and options on the app’s web page.