Capillary Case Study Benetton
About the report
Benetton’s constant endeavour to ‘be with fashion’ led to a complete overhaul of their existing manual loyalty program and relaunch it as ‘Colour Club’, which is currently active in more than 200 stores across India successfully. As the brand’s operational structure was 95% franchisee based, the legacy card based program was not only expensive to run but also due to manual business process management, occurred with long lead times and poor customer experiences. With the all new Colour Club Program launched in 2012, Benetton aimed to do away with the traditional ways of paper forms and plastic cards and upgrade to mobile as the channel to connect with its local customer base.
The brand also wished for an intelligent CRM process with high data capture rates that could help them build personalised targeted campaigns on different customer types by discovering insights on their purchase behaviour and preferential choices.