A made in Italy record: the Iren luce gas e servizi strategy also won the special "Global Loyalty Program of the Year - Western Europe" award, repeating its victory in 2019 with this major recognition.

The Advice Group is writing a new page in the history of the loyalty sector, collecting international awards that confirm that Italian innovation manages to establish itself in every field when it combines ingenuity and technology. 

We advanced our vision of innovative loyalty at the International Loyalty Awards, the most coveted industry awards worldwide, and challenged the competition, which included over 210 finalist projects from 106 different countries this year. We won by presenting two projects on the podium that put the user at the centre of the entire strategy through inclusive and sustainable behavioural loyalty pathways, going beyond the mere transactional aspect of the brand-user relationship: the new Flying Tiger Copenhagen app won the "Best use of Gamification" and Be Iren for Iren luce gas e servizi was recognised as the "Best Social (CSR) Initiative linked to Loyalty". 

To crown us as the only 100% made in Italy MarTech company to win multiple International Loyalty Awards, however, was the special "Global Loyalty Program of the Year - Western Europe" award presented by the panel of judges for Be Iren, regardless of the various category nominations and on a worldwide basis. 

Be Iren is Iren gas luce e servizi's walled garden, created to reimagine the logic of brand-user interactions in the energy and utility sector: an ecosystem that connects all Iren brands and services in a single digital environment where trust towards the brand can be fostered. Be Iren promotes virtuous user behaviour and creates value for people, the region, and the community through an educational pathway based on gamification and content strategy. The customer journey allows the consumer to unlock geo-localised caring actions to support local projects. 

Flying Tiger Copenhagen also chose the Advice Group to develop an app that shortens distances for its customers through a phygital experience in line with their attitudes and designed to overcome the limits of static customer journeys in favour of free user exploration. People are thus the focus of the brand's attention and are involved beyond their shopping habits. Gamification stimulates them to get involved by taking advantage of continuous and functional interactions aimed at obtaining further benefits by exploring new products and services. The strategy based on the principles of behavioural loyalty stems from the need to meet customers' expectations in order to get them involved, giving them back value at every stage of the customer lifetime value.

Underlying both these award-winning projects is our Loyalty Platform WEKIT, which is built on business intelligence and machine learning mechanisms and enables the incorporated information to be reclassified in real time in order to manage it in a strategic, dynamic, and modular way.