Loyalty in FMCG | Advicegroup

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Loyalty in FMCG

In the fast moving consumer goods (FMCG) sector, characterised by frequent purchases of small quantities, a high level of competition and intense promotional pressure, the key to gaining visibility is to create and cultivate a community of loyal customers. Constantly interacting with these customers is essential to building a continuous dialogue and standing out in a highly competitive market. A well-structured loyalty strategy allows you to strengthen customer loyalty, incentivise repeat purchasing and build a sustainable competitive advantage.

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\ Our point of view

Our point of view: data-driven behavioural loyalty strategies

We analyse behavioural data and consumption habits to identify the main loyalty drivers. We develop personalised strategies for each customer, rewarding them not only according to their spending capacity but particularly by enhancing their affection for the brand. This approach allows us to create deeper and more meaningful connections with customers, strengthening their bond with the brand and incentivising authentic loyalty.

\ Insight

Gamification in FMCG: a tool for retention and active engagement

Gamification is a powerful retention tool in the FMCG sector, enabling you to keep users connected through badges, missions related to specific collections, or special promotions throughout the year. The point of sale becomes the meeting place between brands and consumers while packaging becomes a digital activator, involving people in rewarding and valued activities. This approach not only incentivises brand loyalty but also makes the shopping experience more interactive and engaging, strengthening the bond between consumers and the brand.

Our works

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Discover them all

Bauli

Bauli Community

Kraft Heinz - Plasmon

Digital collection to improve loyalty and sell-out

Sammontana - Tre Marie

Accademia Tre Marie

Barilla

The digital collection of Barilla customers

Sammontana

Map stores establishing a value relationship with agents

Coca Cola

A boosting activity to stimulate drive to store

Lavazza

How to increase sell-in in the Eni Café&Shop stores

Mukki

The community that enhances the brand

Explore other industries

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Energy & Utility

In the energy & utility sector, interactions between brand and user are often perceived negatively, as in the case of receiving bills or people’s experience with customer care. These interactions can, however, be turned into opportunities for building customer loyalty. By adopting a loyalty strategy, it is possible to convert moments of potential frustration into opportunities to strengthen the bond with the brand, improve the customer experience, and build a positive customer relationship.

Sport

Sport has an extraordinary educational value and represents an investment with benefits that become clear over time, contributing to the improvement of people’s state of health. It is not just a form of leisure, but an essential part of a society that is alive, civil, respected and evolved. Loyalty in sport is not just about supporting a team or an athlete, but also a commitment to promoting the positive values of sport and building a cohesive and healthy community. Investing in sport loyalty programmes means supporting the development of a stronger and more aware society.

Entertainment

Entertainment industry is one of the most dynamic and constantly evolving industries, a fundamental pillar of culture and the economy. Capable of profoundly influencing society, this sector not only reflects but also shapes cultural trends and social behaviour. Loyalty in entertainment plays a crucial role in creating connections with audiences, encouraging continuous participation and generating a significant economic impact. Building a base of loyal fans is essential to supporting growth and innovation in such a competitive and rapidly changing industry.

Retail

In today's world we are all hybrid consumers, moving seamlessly between the various touchpoints of the brand. Our spending habits are constantly evolving and, as a result, so are the omnichannel strategies that retailers must adopt to remain relevant to their audience. Loyalty in retail is no longer limited to collecting loyalty points but is based on creating consistent and personalised experiences across all channels. Adapting to these new dynamics is essential for maintaining the bond with customers and ensuring a customer experience that meets their continuously evolving expectations and needs.

Fashion

Fashion is not just a matter of wearing things; it is a powerful means of personal and cultural expression, capable of reflecting the identities and lifestyles of people throughout the world. In the fashion sector, loyalty is not limited to the quality of products but is based on a brand’s ability to connect deeply with the values, aspirations and emotions of customers. Creating loyalty programmes in fashion means enhancing this connection, transforming customers into brand ambassadors who see fashion as a reflection of their uniqueness and lifestyle.

Telco

In the telecommunications sector - characterised by high saturation, poorly differentiated offerings and a high rate of brand switching - the real challenge is to create and maintain valued relationships with customers. To stand out in such a competitive market it is essential to go beyond simple promotional offers and to focus on building authentic customer loyalty. This involves offering personalised experiences, recognising and rewarding customer loyalty, and establishing lasting connections that go beyond the price and technical characteristics of the services.