How can you bring your customers together around an innovative loyalty programme? By drawing on the expertise of Agence Dékuple, Häagen-Dazs has been able to add value to every purchase and strengthen the emotional connection with its consumers through a strategy that encourages repeat purchases and propels the brand towards sustainable growth.
Wanting to implement an innovative loyalty programme to develop a genuine close relationship with its customers and increase repeat purchases, Häagen-Dazs called on the expertise of Agence Dékuple, a specialist in relationship marketing and data collection, to design a tailor-made omnichannel solution. Called ‘La Tribü’, this digital platform invites consumers to sign up and collect points through their proof of purchase in supermarkets, franchise stores and even at the cinema. The points collected give access to vouchers, collector’s gifts, exclusive offers and competitions, strengthening their commitment and stimulating purchase frequency. Recognised as the first omnichannel loyalty programme in the food sector, La Tribü offers a seamless and personalised customer experience while enabling Häagen-Dazs to better leverage the data collected to target and segment its communications more effectively, helping to improve the average basket size and increase brand awareness.
By capitalising on Agence Dékuple’s CRM and data expertise, Häagen-Dazs has strengthened its emotional connection with consumers by refining its customer knowledge and offering tailored benefits, resulting in a significant increase in purchase frequency and an improved brand image. Today, the Häagen-Dazs Tribü brings together a community of 140,000 active members and illustrates the relevance of a digital loyalty programme designed to meet the expectations of an audience seeking unique experiences. This engagement and retention strategy, combined with first-party data collection and an omnichannel marketing approach, consolidates the brand’s premium positioning while ensuring long-term customer relationships.