Venchi | Gamification to store

The "Venchi - Cioccolato e Gelato" app was created to establish a direct channel of communication and loyalty between the brand and its customers. Its purpose is to increase the user database for targeted CRM activities and, following a gamification approach, periodically invite them to the store to collect their earned rewards.

The app allows users to:

• Register new users and share their information in real-time with Venchi's CRM.
• Share the world of Venchi with users, keeping them updated with news and promotions.
• Engage the user base and encourage interactions with the brand, not only at the time of purchase (in-store or through click and collect) but also by providing leisure moments during which customers can enjoy games and missions.
• Assign a score to user activities, with the dual objective of tracking and rewarding the most active users.

 

All purchases earn points, and the app is integrated with the store's cash registers to ensure immediate recognition of accrued points. But it's not just purchases that earn points—every activity carried out within the app allows users to earn points and receive in-store rewards once a certain threshold is reached. This incentivizes customers to return throughout the year.

From Italy to the UK and Hong Kong, the app's architecture allows for frequent updates without having to submit a new build for approval to the app stores, thanks to its unique specifications for each market.

A server-side component, connected to a CMS, ensures easy updating of the application. The CMS is available to the client to upload news, update published mission content, and update coupons/prizes.

All user-generated data is collected and visualized through Tableau, a visual analytics platform that provides simple dashboards to monitor all shared KPIs (Key Performance Indicators).