The story of THUN, the Italian brand leader in the gift market that produces ceramics, porcelain tableware, and majolica stoves, began in 1950. Count Otmar Thun and his wife Countess Lene were inspired to follow their great passion for ceramics, setting up Officine Ceramiche THUN in the basement of Castel Klebestein in Bolzano, Italy.
By 1965, the demand for THUN products required a new factory and further expansion. Throughout the years, the company’s products assortment has extended from ceramic table service to home furniture and women’s and children’s accessories. Today, this small business fairy tale is an international enterprise with a yearly turnover of €82 million and more than 1,000 stores worldwide. With its long legacy of distinguished craftsmanship, THUN’s creations are gifts of affection.
- 231% new member growth in the first 5 months
- Club members’ ticket size 60% higher vs non-members (€40 vs €25)
- 4000 YTD reward redemptions
A desire to elevate customer loyalty and engagement
Although THUN had already achieved the honor of being a “love brand” with its loyal customers, it wanted to deepen customer loyalty and engagement even further for market success. THUN set out to find a loyalty solution provider to help it launch a loyalty program that would go beyond transaction and purchase activities to engage customers with content, activities, and interactions to expand memberships, increase sales, and build lasting and fruitful emotional loyalty.
THUN wanted a modern loyalty platform partner with leading-edge technology that could provide:
To transition from a pure product-driven marketing approach to a more consumer-
oriented strategy, THUN needed a partner to optimize its digital, social, mobile, and physical channels to deliver a better consumer experience.
Deep data management
In order to better recognize, reward, and engage consumers in a personalized manner, THUN needed a loyalty technology partner experienced in leveraging and interpreting transaction data.
Social channel expertise
THUN knew deep social engagement capabilities could help them tap into rich, new communication channels to build lifelong relationships between consumers and brands.
Finding a company that could help THUN realize these features in one, cohesive loyalty program was key. As Mr. Francesco Spanedda, Chief Brand Officer of THUN Spa explained, “Nowadays, we are asked to challenge ourselves with new scenarios for marketing, from a pure product-driven concept to a more consumer-oriented marketing situation, where we understand and leverage the consumer’s transactions with the brand but also his/her passions.”
A next-generation emotional loyalty program
After careful consideration, THUN selected Cheetah Loyalty and its partner management consulting firm VALUE LAB to build and launch this loyalty program. Their goal: optimize THUN’s digital, social, mobile, and physical channels to deliver a better consumer experience, and offer a next-generation emotional loyalty program that recognizes, rewards, and engages consumers in a personalized manner. The team launched the new THUN Loyalty Program within five months, including everything from strategy and program development, to data migration and system integration, to customer experience and design.
The THUN Loyalty Program encompasses a seven-tier system, each with different and growing “one shot” benefits to motivate customers to quickly reach the top level. Consumers are rewarded for purchases, social engagement, and digital interactions, earning one point for every euro spent or earning additional points through digital and social interactions like content sharing.
Through the new loyalty program, THUN can tailor interactions with its consumers and share personalized promotions, instant offers, and relevant content. The brand can also segment its consumer data and target marketing campaigns specifically to acquire new Members.
Nowadays we are asked to challenge ourselves with new scenarios for marketing, from a pure product-driven concept to a more consumer-oriented marketing situation, where we understand and leverage the consumer’s transactions with the brand but also his/her passions.
Quick turnaround and meaningful early impact
The new THUN Loyalty Program quickly achieved tangible business results. An initial two-week acquisition campaign increased new member enrollment by 29% and provided a 25% ROI based on net revenue generated, and throughout the next five months, THUN saw a 231% increase in new members. With Cheetah Loyalty’s technological and strategic expertise in place along with co-branded acquisition campaigns, a comprehensive next-generation customer engagement program, and multi-tier loyalty and rewards offerings, THUN demonstrates its commitment to building emotional brand loyalty and has achieved incredible loyalty success.
Denti continued, “Positioning the consumer at the very center of our strategy, implementing different touch points to listen to and communicate with, personalising the interactions — these are all essential actions for THUN as a best-in-class retailer committed to investing in our brand and creating true emotion for a unique and unrepeatable consumer experience!”