Illy, a renowned Italian coffee brand available in over 140 countries, is revamping its loyalty program to tackle challenges like rising coffee prices and global events. The updated program focuses on experiential rewards aligned with contemporary art, sustainability, and gastronomy.
Badge's mobile wallet platform provides a robust solution for enhancing Illy's rewards program and customer engagement in the digital era. By utilizing mobile wallet technology from Google and Apple, Badge creates interactive wallet passes for direct customer engagement. 1. Enhance Loyalty Program Experience Issue dynamic wallet passes with updated point balances and tier status. Send push notifications for exclusive offers, events, and dining experiences linked to spending levels. Enable seamless redemption in-store or through POS systems. Drive Increased Engagement and Spend Achieve 36% higher average order values and 30% redemption rates. Utilize a visible, convenient channel that surpasses email and SMS. Implement 1:1 campaigns based on customer data and behaviors. Deliver Innovative Brand Experiences Transform passes into event tickets, vouchers, digital keys, etc. Integrate with apps, websites, and immersive technologies like AR/VR. Use location-based messaging and offer exclusive gated content/access. Use Case:
Membership Cards: Enhance the loyalty program by issuing dynamic mobile wallet passes displaying current point balances, tier status, and benefits for instant access and visibility. Loyalty Cards: Function as digital loyalty cards, allowing seamless earning and redemption of points with personalized rewards driving repeat purchases. Coupons: Distribute time-sensitive, location-based mobile coupons and offers to increase sales and store visits. Event Tickets: Streamline access to events focused on art, sustainability, and gastronomy with mobile tickets/passes, reducing fraud. Gift Cards: Generate additional revenue with digital gift cards that are easy to purchase, share, and redeem. Business Case Highlights:
InIncrease customer retention by driving a 20% higher engagement rate with mobile wallet passes, enhancing overall customer loyalty and lifetime value. Boost redemption rates by 30% for promotional offers and rewards delivered as personalized mobile passes. Reduce operational costs by transitioning from physical loyalty cards to digital passes, cutting production and distribution expenses. Achieve greater marketing ROI through real-time data collection from mobile wallet interactions, enabling targeted campaigns aligned with art, sustainability, and gastronomy. Drive repeat purchases and visits to Illy cafes/stores with a mobile-based loyalty program, increasing engagement frequency through an accessible rewards system in mobile wallets. 
Illy+ Badge | Project Proposal
