El Palacio de Hierro is one of the most prestigious and emblematic department stores' chains in Mexico. Founded in 1891 in Mexico City, it has been a symbol of luxury and exclusivity in the country ever since.
In this context, they needed to redefine their loyalty programme to align it with the differential attributes of the brand, increasing recurrence and reinforcing the emotional connection with their most valuable customers through relevant services, experiences and benefits
Design a highly aspirational and personalised loyalty model that accompanies each customer according to their level of loyalty, integrating the different levers of the business (key categories, financial and non-financial services) under a unique value and experience proposition.
Strategic Platform accompanied the El Palacio de Hierro team in the strategic definition of its new loyalty programme: a system that allows the identification, segmentation and evolution of the customer through an omnichannel luxury experience. The model articulates an exclusive service offer, preferential access to products and services, and a personalised relationship that reinforces the feeling of belonging.
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