Città del Sole: a loyalty programme that brings together online and in-store shopping

When customers shop anywhere, their data needs to speak the same language too. Città del Sole wanted to revitalise its loyalty programme, turning it into a genuine relationship-building tool rather than just a points scheme. With t.bd and magnews, the brand has centralised its data on a single platform and implemented marketing automation workflows designed to support customers at every key moment.

In partnership with

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How It Started

Data scattered across the website and POS systems, making it difficult to harmonise

Sign-up and consent collection need to be made simple, fast and GDPR-compliant

The loyalty programme needs to be transformed into a personalised, always-active journey

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"Magnews’ technology has helped us integrate all data from our website and cash register systems in a simple and fast way, both for the customer and the cashier. Today, we are finally able to offer our customers relevant and personalized content."

ANNA MINOLI - MARKETING & DIGITAL MANAGER AT CITTÀ DEL SOLE

When data collection is seamless, loyalty becomes measurable

How can customers be enrolled and profiled at the till, without any friction? t.bd led the design of the programme and the communication strategy, with the aim of making the customer journey more relationship-centric and data-driven.

Magnews enabled the integration of e-commerce and till systems, digitising registration for the loyalty programme and centralising data in a single view, with two-factor authentication via OTP and privacy consent management in compliance with the GDPR.

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Key steps

01

Integration between e-commerce and POS systems to centralise data on a single platform

02

In-store registration via a landing page and data verification using OTPs sent by email and SMS

03

Profiling and segmentation to enable targeted communications and automated workflows

Loyalty and automation: a strategy that boosts returns and value

Omnichannel registration + OTP

Secure, fast and traceable data collection and consent, both online and in-store.

Always-on loyalty flows

Welcome messages, point threshold reminders, discount voucher sends and communications during the validity period.

Rewards and special occasions

Children’s birthdays and dedicated initiatives to encourage repeat visits and strengthen customer relationships.

And the results?

+41%
+41% of turnover generated by the loyalty programme
240.000
240,000 profiled contacts
+36%
+ 36% average spend per loyal custome

What can you learn from this story?

  • A loyalty programme really works when it is data-driven and integrates online and in-store data.
  • Collecting consent can be quick and easy, without compromising on compliance or data quality.
  • Rewards become a driver of customer retention when they are triggered by automated and personalised workflows.

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