Case Study: United Colors of Benetton boosts revenue with Maestra's omnichannel loyalty program

How Benetton Launched an Omnichannel Loyalty Program with Product Recommendations Based on ML-driven Cross-channel Campaigns

United Colors of Benetton, a world-famous Italian clothing retailer, wanted to boost revenue by launching an omnichannel loyalty program. The challenge was a lack of centralized customer data, making it impossible to understand purchase histories or run personalized marketing campaigns across their online and offline stores. They partnered with the vendor Maestra to implement its Customer Data Platform (CDP) and loyalty program solutions.

Maestra implemented the Color Club loyalty program, integrating it with Benetton's online store, back-office software, and Diebold Nixdorf POS systems. The solution included automated multi-channel campaigns and ML-driven product recommendations. This resulted in several hundred thousand dollars of additional revenue over a three-month period compared to a control group, with statistically significant results and a 95% confidence level, achieved through increased customer conversions and higher average revenue per user.

United Colors of Benetton

Alex Vologodsky

E-commerce Director