"The winning loyalty strategy is omnichannel. The consumer is unique and must be able to recognise the brand in increasingly integrated and consistent communications between all the sales channels in which we are leaders. Integrated loyalty activity enables us to get to know the consumer better, to build synergies between channels and to collect useful data to offer increasingly personalised journeys. We’re working to increasingly integrate the home side with the foodservice side. This will also help us to support a category that is relaunching itself with great courage: the out-of-home sector."

"Consumers have rediscovered a renewed focus on the product beyond the price. This will be good for loyalty strategies, which will no longer have to be connected only at the time of purchase but will be able to involve the use of all our touchpoints. Until now it has been difficult to work cross-channel, but we’re now trying to break out of our vertical perspective: the consumer is always the same person, whether at a bar, in the office or on a plane."

“At this time of instability, consumers have sought reassurance by choosing the brands they know best and trust the most. We’ve noticed a strong degree of attachment to our brands, even beyond choosing our products on the shelf. As a company we were already well-structured for getting to know our consumers thoroughly and for building relevant loyalty journeys by stimulating the relationship with them: today consumers want to be heard, they want to contribute to the activities of "their" brands and receive personalised communications that can surprise them." Come Azienda eravamo già ben strutturati per conoscere a fondo i nostri consumatori e per costruire percorsi di loyalty rilevanti stimolando la relazione con loro: oggi il consumatore vuole essere ascoltato, vuole contribuire alle attività dei “suoi” brand e ricevere comunicazioni personalizzate che lo possano stupire."

"During this period, purchasing processes have undergone profound changes in the frequency and management of stocks on the consumer side and in the responsiveness and relationship of brands with consumers on the industry side. All this must increasingly cause us to rethink loyalty as a tool to get to know users and be close to them beyond what they buy. This will have to take place cross-channel, also taking into account the increasingly central role that e-commerce will play."