Club Peroni On-Trade Customer Loyalty Engagement Program

The Challenge

Develop a loyalty platform that drives value and engagement amongst trade stockists, increases rate of sale, encourages branded merchandise and POS in outlets, and rewards loyalty.

Ensure regular and targeted communication that prompts activation.

Deliver key brand and category led support that drives differentiated value in the World Beer segment.

The Solution

We created a trade loyalty scheme that rewards repeat purchase using a simple mechanic:

~ Members collect ‘Puntos’ printed on cases

~ Members can then log in to their account online and redeem these ‘Puntos’ against a catalogue of rewards including glassware, POS, visibility items, electrical incentives, merchandise and uniforms

This activation is supported by on-going activity to drive awareness and engagement. These activities include:

~ A segmented monthly E-Newsletter and quarterly printed newsletter

~ Staff and manager incentives

We also launched a trade facing category website to deliver key insights and support exclusively for the trade.

The result

Since its launch, Club Peroni has recruited over 11,000 independent members. Delivering value across multiple business objectives, and constantly evolved in-line with the needs of the business and its customers.

The scheme continues to provide:

~ A mechanism that helps ensure quality of serve in outlet, via the distribution of glassware and POS

~ A source of valuable tracking data and shopping behaviors which drives further insight into the trade

~ Numerous sales uplifts via seasonal and tactical campaigns



ECRM open rates


Annual Site Visits


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