Eataly

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Eataly è una catena di punti vendita specializzata nella vendita e nella somministrazione di generi alimentari italiani in Italia e nel mondo, presente in 11 Paesi con circa 35 punti vendita. Eataly si è rivolta a Omnio Europe per la gestione dell’intero Programma Loyalty legato alle Eataly Card, con la necessità di accrescere il coinvolgimento dei propri clienti nell’utilizzo delle card presso il network di punti vendita, con l’obiettivo di:

• ampliare le funzionalità delle carte fedeltà iniziando il processo di digital transformation;
• accrescere la relazione di valore con i propri consumatori;
• arricchire il database proprietario di informazioni comportamentali di acquisto utili per le successive attività di CRM mirate.

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Omnio Europe dal 2015 è il partner ufficiale del Brand Eataly per tutti gli store presenti in Italia e in UK, supportandolo nella gestione dell’intero Programma di Loyalty, inclusa la fornitura delle card fisiche e relativi portacard. Grazie all’esperienza in ambito Loyalty Payment, Omnio Europe ha fornito una soluzione completa adatta a tutto il circuito dei punti vendita del brand, trasformando la Eataly Card in un Wallet digitale.

Le card ad importo fisso o variabile, possono essere ricaricate ogni volta che il cliente lo desidera, non sono connesse ad un conto bancario di partenza, sono facili ed immediate da ottenere e consentono di accumulare credito derivante da diverse fonti (es. punti legati al programma fedeltà oppure cashback), sono anonime e non sono soggette a transaction fee da parte del sistema finanziario.

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• migliorato l’esperienza di acquisto dei clienti all’interno del proprio network di punti vendita;
• ampliato le funzionalità delle carte fedeltà in carte di pagamento privative senza alcun impatto a livello tecnologico;
• acquisito dati e informazioni strategiche sulla propria base clienti;
• usufruito di un servizio completo, cha va dalla fase di produzione delle card e porta card in materiale eco-friendly fino al servizio di customer support;

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Eataly is the #1 grocery retailer of the best Italian food. Eataly is currently present in 11 countries with approximately 35 stores. Eataly turned to Omnio Europe for the management of the entire Loyalty Program related to Eataly Cards, with the need to increase the involvement of its customers in the use of cards at the network of stores, with the aim of:

• expand the functionality of loyalty cards by starting the process of digital transformation;
• increase the value relationship with its consumers;
• enrich the proprietary database with useful buying behavioral information for subsequent targeted CRM activities.

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Since 2015 Omnio Europe has been the official partner of the Eataly Brand for all stores in Italy and Europe (UK), supporting it in the management of the entire Loyalty Program, including the supply of physical cards and card holders. Thanks to its experience in the field of Loyalty and payment, Omnio Europe has provided a complete solution suitable for the whole circuit of the brand’s stores, transforming the Eataly Card into a digital wallet. 

The fixed or variable amount cards can be recharged whenever the customer wants, these are not linked to a bank account, are easy and immediate to obtain, and allow to accumulate credit from different sources (e.g. loyalty or cashback points), these are anonymous and are not subject to transaction fees by the financial system.

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• improved the customer purchasing experience within its network of stores;
• expanded the functionalities of loyalty cards in private payment cards without any technological impact;
• acquired strategic data and information on its customer base;
• full service, ranging from the production of cards and packaging in eco-friendly material up to the customer support service;

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INTRODUCCIÓN

Eataly es una cadena de tiendas especializadas en la venta y administración de la comida italiana en Italia y en el mundo. Presente en 11 países con aproximadamente 35 tiendas.

Eataly ha confiado en Domec para migrar toda la gestión de su Eataly Card en la plataforma Domec con el fin de permitir la aceptación de su Eataly Card en los puntos de venta físicos y digitales y enriquecer la oferta de fidelización a sus consumidores.

Un proyecto fidelidad a:

• Atraer a los compradores y brand lovers
• Aumentar el valor de las relaciones con sus consumidores
• llenar el database propietario información sobre el comportamiento útil para las actividades de CRM posteriores
• Adoptar medidas de up-selling y cross-selling
• Apoyar acciones de co-marketing con sus socios

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Domec ha proporcionado EATALY sus muchos años de experiencia en la construcción de proyectos y rutas de fidelización de clientes.

In particular, EATALY ha encargado a Domec la administración de su Eataly Card.

La Eataly Card es una tarjeta prepagada recargable, con cortes proporcionado y variables, utilizable y recargable en caja o en el sitio e-commerce Eatalynet, con un procedimiento de registro muy simple que permite al cliente de desmaterializar su tarjeta física, que siempre sabe el saldo de la tarjeta y la lista de las transacciones.

A través de esta herramienta Eataly ahora es capaz de:

• analizar el comportamiento de compra de los clientes
• hacer acciones de marketing precisas
• emisión de cupones y vales de descuento electrónicos relacionados a la tarjeta y al cluster de miembros del cliente
• emitir CashBack gastable en el circuito de ceptación física/online Eataly

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• Desarrolló un programa de fidelización de acuerdo con su visión comercial y estratégica
• Desarrolló un servicio totalmente personalizado
• Mejoró la lealtad de su base de clientes
• Se adquirió datos e información estratégica sobre su base de clientes
• Ha beneficiado de asesoramiento personalizado para la implementación de herramientas y estrategias de marketing innovadoras

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