Unlock full case study
Get access to the complete program details, implementation insights, full results breakdown and lessons learned.
Gamification type
Points
Referral
Coupons
Rewards
Lottery
With a history spanning more than 145 years, Henkel holds leading positions in both the consumer and industrial markets. Its portfolio includes well-known hair care products, laundry detergents, and fabric softeners, as well as adhesives, sealants, and functional coatings.
Henkel has been operating in Italy since 1933, and its brands are highly regarded by both consumers and industry professionals. To engage more closely with consumers, Henkel Italy launched DonnaD in 1996, a magazine offering content on household management. As of 2024, the online version of DonnaD has built a community of approximately 1.25 million registered users. In 2023, the company introduced Dfamily, DonnaD's loyalty program, where members collect D points and redeem rewards.
Henkel sells its products through distributors, making it difficult to establish a direct connection with consumers. The Dfamily loyalty program enables the CRM team to communicate directly with customers and provide the business with valuable insights.
The loyalty program is driven by four key objectives to increase user engagement:
Data from the first edition in 2023:
Dfamily is a loyalty program where members collect D points and redeem rewards.
"A loyalty program is a great initiative for CRM and customer retention...A loyalty program helps go beyond promotions by offering something of real value." — Giuseppe Millea, CRM, Digital & Tech Manager at Henkel Italy
The "Dfamily 2024" loyalty program is a points-based rewards system that ran from March 4, 2024 to December 13, 2024. Participants earn points by registering, uploading receipts, inviting friends, and participating in surveys or promotional games. Points can be redeemed for Henkel product vouchers, gift cards, and other rewards.
"Developing software is not our core business. We are a chemical company; we produce detergents. We don't have people in the company who can develop a loyalty solution...Open Loyalty is a complete solution allowing us to work toward our KPIs." — Giuseppe Millea
"I would boil it down to three elements you need to succeed: clear goals, a strong tech solution and reliable partners, and a scalable process." — Giuseppe Millea
With a history spanning more than 145 years, Henkel holds leading positions in both the consumer and industrial markets. Its portfolio includes well-known hair care products, laundry detergents, and fabric softeners, as well as adhesives, sealants, and functional coatings.
Henkel has been operating in Italy since 1933, and its brands are highly regarded by both consumers and industry professionals. To engage more closely with consumers, Henkel Italy launched DonnaD in 1996, a magazine offering content on household management. As of 2024, the online version of DonnaD has built a community of approximately 1.25 million registered users. In 2023, the company introduced Dfamily, DonnaD's loyalty program, where members collect D points and redeem rewards.
Henkel sells its products through distributors, making it difficult to establish a direct connection with consumers. The Dfamily loyalty program enables the CRM team to communicate directly with customers and provide the business with valuable insights.
The loyalty program is driven by four key objectives to increase user engagement:
Data from the first edition in 2023:
Dfamily is a loyalty program where members collect D points and redeem rewards.
"A loyalty program is a great initiative for CRM and customer retention...A loyalty program helps go beyond promotions by offering something of real value." — Giuseppe Millea, CRM, Digital & Tech Manager at Henkel Italy
The "Dfamily 2024" loyalty program is a points-based rewards system that ran from March 4, 2024 to December 13, 2024. Participants earn points by registering, uploading receipts, inviting friends, and participating in surveys or promotional games. Points can be redeemed for Henkel product vouchers, gift cards, and other rewards.
"Developing software is not our core business. We are a chemical company; we produce detergents. We don't have people in the company who can develop a loyalty solution...Open Loyalty is a complete solution allowing us to work toward our KPIs." — Giuseppe Millea
"I would boil it down to three elements you need to succeed: clear goals, a strong tech solution and reliable partners, and a scalable process." — Giuseppe Millea
Let's create a loyalty program that drives the same results for your business.
Talk to our experts to see how it works.