Milano, 9 luglio 2025 | La fidelizzazione resta una priorità strategica per i retailer, ma gli approcci tradizionali non bastano più. È quanto emerge dal nuovo studio globale “Fidelizzare oggi per vincere domani”, pubblicato oggi da dunnhumby, leader mondiale nell'IA e nella Customer Data Science.
Lo studio si basa su testimonianze di dirigenti del retail in Europa e Nord America, interviste esclusive con Ashwin Prasad (CEO Tesco UK), Bryan Roberts (IGD) e Marek Świderski (Synerise), e su migliaia di opinioni raccolte tra i consumatori. Il risultato è un quadro di un settore in piena trasformazione.
Di fronte a clienti sempre più esigenti in termini di rilevanza e riconoscimento, i retailer si trovano a ripensare le fondamenta stesse della fedeltà: la sua definizione attuale e come devono evolvere i programmi per restare competitivi e soddisfare le aspettative future.
Tra i principali risultati dello studio troviamo:
Oltre ad analizzare lo stato attuale della loyalty, lo studio "Fidelizzare oggi per vincere domani" identifica tre ambiti prioritari su cui i retailer dovrebbero concentrarsi. Dal contrastare il rischio di omologazione dei programmi, allo sviluppo delle capacità necessarie per una personalizzazione realmente efficace, il report offre indicazioni pratiche per affrontare con successo la prossima fase dell’evoluzione della fedeltà.
Ben Snowman, Global Head of Loyalty and Personalisation di dunnhumby, afferma:
“La fedeltà non è in crisi, ma ha bisogno di cambiare. I clienti si aspettano più rilevanza e personalizzazione che mai: questo impone ai retailer di farsi domande difficili sulla propria strategia. La tecnologia rende possibile una vera personalizzazione individuale, ma per emergere servirà un approccio ancora più intelligente.”
Ashwin Prasad, CEO di Tesco UK, aggiunge:
“La fedeltà è fatta di piccoli gesti, ogni giorno, in ogni interazione. Significa dimostrare ai clienti che li ascoltiamo, che ci teniamo, che siamo affidabili. In Tesco riportiamo la fidelizzazione all'essenza: servire al meglio i nostri clienti. Fedeltà e personalizzazione non sono concetti astratti, ma strumenti concreti per guadagnarsi il rispetto, offrendo valore, rilevanza e trasparenza.”
I retailer possono scaricare il report fin da oggi per valutare subito la propria strategia di fidelizzazione e accedere a consigli pratici: 'Fidelizzare oggi per vincere domani'
Contatto stampa: dunnhumby, [email protected]
Su dunnhumby
dunnhumby è il leader globale nel settore della scienza dei dati dei clienti, permettendo alle aziende di tutto il mondo di competere e prosperare nell’economia moderna basata sui dati. Grazie alla scienza dei dati, mettiamo effettivamente il cliente al centro. La nostra missione è quella di aiutare le aziende a crescere differenziandosi dai competitor offrendo ai clienti offerte, assortimenti e soluzioni personalizzati.
Con una consolidata tradizione e competenza nel settore del retail, tra i più competitivi al mondo e caratterizzato da un vasto flusso di dati multidimensionali, oggi dunnhumby consente ad aziende di tutti i settori di adottare una filosofia Customer First.
La piattaforma dunnhumby Customer Data Science rappresenta un mix unico di tecnologia, software e consulenza, che aiuta le aziende a incrementare profitti e margini, offrendo esperienze uniche ai loro clienti, sia in-store, sia online. Con oltre 2000 esperti distribuiti negli uffici in Europa, Asia, Africa e Americhe, dunnhumby collabora con brand innovativi e iconici come Tesco, Walmart, Coca-Cola, Meijer, Procter & Gamble e Metro. Scopri di più: https://www.dunnhumby.com/italy
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