Italiana Petroli, also known as IP Gruppo API, is one of the leading Italian companies in the fuel and mobility services sector. It asked Advice Group to develop a customer relationship strategy that departed from the typical transactional logic of the industry.

IPIÙ is the first Behavioural Loyalty program in the Petrol sector. The strategy is totally democratic and inclusive because, for the first time in this sector, attention is paid to the entire customer base and not only to people who, due to their daily needs, refuel frequently.

IPIÙ embraces a philosophy of paying constant attention to a broad range of users. This is fully represented in the theme badges, designed for different categories of people and not only motorists. The programme is housed in a dedicated app in which users can visualise their progress, participate in suggested missions and collect badges to access confidential attention and special rewards related to their interests.