UNIFARCO: OUR PRESCRIPTION FOR LOYALTY.


Three hundred pharmacies, a unique loyalty system: it’s the one created by Olojin for “Farmacisti Preparatori” (literally: “compounding pharmacists”), brand of the Unifarco Company. A fidelity card and a unique platform to manage a loyalty program by overcoming the differences between the cash systems of different realities of the group, without side effects.









The briefing


Farmacisti Preparatori, Unifarco’s brand, wanted to issue a fidelity card, valid for three hundred pharmacies of the group.
The requested solution would have to work regardless of the cash systems, not always the same across the different participating pharmacies, and would even have to provide for the participation of customers with no email address.

The approach


We have dematerialized the card, by developing a platform with three separate accesses: administrators, pharmacists, customers. Each pharmacist can manage registration and the issue of new cards, even if the customer has no email address. From a simple interface, the pharmacist can load points after each puchases, make returns and  corrections and manage prize delivery. The user, from his own personal area, can check the balance of points, consult the record of the prizes obtained and book new ones. The Unifarco administrators are responsible for managing the unified rewards catalogue, generating loyalty cards and managing pharmacists' accesses.
 

The extra idea
The relationship between customers and the pharmacy is based on trust and mutual knowledge. Therefore, instead of creating a single interface for all the pharmacies in the group, we have left each one room for customisation.
Therefore customers feel to be in a familiar environment, even online in their personal area.
In addition, to make platform management easier for all employees, we have drawn up an agile user manual for all operators.

MARKETING AUTOMATION: TAILOR-MADE COMMUNICATION, TO BE TAKEN ON AS NEEDED.


One of the keys to success for a loyalty plan is always customization. Unifarco's loyalty platform, based on MegaDesk, allows the definition of actions and clusters based on individual customer behavior, to develop customized communications based on marketing automation. The logic of accumulating loyalty points can also be customized according to specific marketing needs, for example by assigning free points after a certain period of time or by providing bonuses for the purchase of certain products.



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