A2A Energia’s strategy wins Best Loyalty Program Worldwide Voted by the Public at the International Loyalty Awards 2025
An award recognizing innovation and the ability to build long-term customer loyalty with a distinctive market approach
It was a milestone moment for A2A Energia and Advice Group: at the 15th edition of the International Loyalty Awards in Dubai, their ghost and non-ghost loyalty project was crowned Best Loyalty Program Worldwide Voted by the Public. This recognition holds deep significance as it was awarded directly by the customers themselves, the heart of the project, who voted for their favorite initiative among more than 200 global finalists.
In an era where retention strategies are evolving from mere promotional tactics into true core relational drivers, earning the vote of the people who experience the program daily is the ultimate achievement.
Ghost loyalty in service of customer relationships
The strategy rests on a clear principle: every customer is unique and deserves a tailored journey. To deliver this, A2A Energia introduced an innovative ghost loyalty model in 2021 that nurtures daily customer relationships without requiring formal program enrollment.
The objectives? Reduce churn, digitize the customer base, and boost retention across the open market through dynamic customer journeys that adapt in real time to consumer needs.
In 2024, the strategy evolved seamlessly with A2A Smile, the "non-ghost" loyalty program that serves as an entry point to a premium tier for the most devoted customers. A2A Smile is built on a continuous engagement and edutainment framework personalized around customer preferences.
Technology and personalization powered by WEKIT
The entire ecosystem is powered by WEKIT, Advice Group's proprietary martech platform. Leveraging AI, machine learning, and BI, WEKIT maps and analyzes behavioral data in real time, enabling personalized, hyper-targeted communications delivered at the right moment across customers' preferred channels.
