ECRM Italia

Portfolio

• Location:

  via Battaglia 12, 20127 Milano

• Telephone:

  +39 02 365596 50

• Fax:

  +39 02 365596 70

Company

BENNET was incorporated in Como in 1964; after consolidating in the region of Lombardia, it expanded also to the regions of Piemonte, Emilia Romagna, Veneto, Friuli Venezia Giulia and Liguria. Today it has a network of more than 50 hypermarkets all over Italy.

BENNET is one of the first distribution companies to understand the importance of abandoning the old type of shopping centre in order to create a multifunctional structure with a precise objective: to transform 'grocery shopping' from a simple supplying need to an emotionally involving experience where fun and free time become one of the most relevant factors.

THE PROJECT: BENNET.COM

The collaboration between BENNET and ECRM Italia started in 2002 with its rethinking of the functionality and look-and-feel of the website bennet.com. BENNET chose ECRM as a partner not only for its competence in web marketing, but also for an approach that tends to always put its clients in the centre of its marketing and communication activities; its web presence distinguishes itself from the traditional web agency, with a less 'creative' approach but easier to consult.

The main objective is the client's involvement, with privileged information that is constant and precious while working with promotions, events, working hours and non-scheduled new openings, which today may be consulted even through a mobile device. Furthermore, the clients are clustered into geographic areas according to their location, which allows them to receive only the most relevant information.

The accessibility to the service is of great importance. A version of the site is available to the visually impaired; it also contains a section dedicated to gluten free diets and a great emphasis is put on to BENNET's social initiatives.

From 2002 an exponential growth of access of new members has been recorded. Today on bennet.com it is possible to buy songs on itunes, to convert BENNET club points, to print photos and collect them in-stores, to participate in competitions and even to book a holiday cruise.