CRM project for Unicoop Tirreno

Unicoop Tirreno is a cooperative of members and consumers with a common passion: to win the trust of the customer through the quality control of products, the protection of purchasing power and consumer education.

Solidarity projects, territorial initiatives and environmental protection are their daily challenges to improve the society around us. 

With over 640 thousand members, about 3600 employees and one hundred stores, Unicoop Tirreno is one of the great consumer cooperatives in Italy.

THE NEED

In the world of Unicoop Tirreno, through their one hundred points of sale, tens of thousands of people go shopping every day who have needs and expectations to satisfy, which is why it is of fundamental importance for the Cooperative to listen, dialogue and communicate with them.

It is necessary to constantly investigate the needs of customers, their degree of satisfaction and monitor the levels of service for each point of sale.

In Unicoop Tirreno this is handled by the Operational Marketing office through a number of tools including the Direct Wire office.

A toll-free number and an e-mail available to members and consumers to communicate directly with the cooperative.

THE SOLUTION

For Giuseppe Lallai, Head of Strategic Marketing of Unicoop Tirreno: "The main CRM activities were already active in the Cooperative, but their use was not organized effectively, thus confirming the need to have a solid data support in terms of data driven, we deemed it necessary to standardize everything under a single tool that would allow us to lay the foundations for structured marketing analyzes and actions."

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