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CLIENT CASE STUDY


la Rinascente: Transforming customer loyalty program

Read how Accenture helped the Italian fashion and luxury goods retailer restructure its customer service loyalty program.

Overview

Accenture helps Italian fashion and luxury goods retailer, la Rinascente, restructure its customer service loyalty program and key marketing capabilities.​

la Rinascente sought to enhance its customer loyalty program to improve customer engagement and in turn, more effectively target and capitalize on these customers.

Accenture helped the company achieve its goal by designing and deploying a marketing campaign management platform, providing end-to-end support for the retailer’s loyalty programs and improving its customer care processes.

Opportunity
To differentiate itself within the Italian fashion and luxury goods market, and achieve maximum top- and bottom-line growth, la Rinascente aimed to improve communication, promotions and interaction with its customers.

It wanted support to develop and implement a new customer-centric model that could help create better loyalty programs to target and capitalize on its customers more effectively, and improve its market share.

Solutions

Our team worked closely with la Rinascente to customize its marketing platform to meet specific requirements for managing customer data, loyalty card transactions, multichannel campaigns and customer service. In addition, our teams at the Accenture Delivery Centers designed the loyalty program technical solution, implemented the marketing platform and provided execution services.

The new marketing platform enables multichannel customer contact, customer subscription, outbound e-mail sending and response tracking, and customer service request management.

Accenture is also providing the retailer customer relationship management (CRM) services on an ongoing basis, based on customer contacts and behavior analysis. Further, with the help of our Industry Solution Center team, we provide customer care and data quality services, and helpdesk support for la Rinascente’s business users.

Results

Accenture’s solution has helped la Rinascente realize:

  • Increased revenues by targeting customers with discounts and promotions.

  • Customized customer database capabilities, allowing improved behavior analysis.

  • Enhanced ability to measure responses and refine targets, events and new product launches.

  • Improved ability to manage multiple customer communication channels, such as postal invitations, newsletters, e-mail invites and SMS.

The improved customer care capabilities enable one-to-one communication across all channels with customized promotions, events and services for the consumers.

The CRM solution also provides la Rinascente with the insights required to define specific initiatives for revitalizing and refining each customer relationship, leading to enhanced customer satisfaction and loyalty, and increased revenues.