Loyalty
FMCG
Retail

Häagen-Dazs – Loyalty programme

Creation of a loyalty programme for a food brand

How to boost the attractiveness of the La Tribü loyalty program through the rewards offer?

The first omnichannel program in its sector

Häagen-Dazs (General Mills group) produces and markets ice creams through mass distribution, “quick commerce”, cinemas, and a network of franchise stores.

The brand wanted to create a loyalty program covering all distribution channels in order to retain its consumers, encourage them to test new products and collect first-party data. The project is conducted using a “test and learn” approach, with first an MVP in Ile-de-France, then an extension to France (pilot country), before considering an international deployment. This is the first “omnichannel” loyalty program from the General Mills group.

The Dékuple Agency supported Häagen-Dazs for consulting, the partner rewards solution, the creation of exclusive “branded” rewards, and the recruitment strategy.

How we carried out the project:

a tailor-made loyalty reward platform

Agence Dékuple has designed a tailor-made rewards catalog, integrated into the loyalty program via API. The selection allows members of the program to be offered gifts at different value levels, which can be chosen directly via the La Tribü program application.

1

A loyalty program with a mix of proprietary rewards and local activity offers (leisure, sports, culture, etc.) offered by a network of local partners (Codes For Gifts)
2

Offers consistent with the brand’s universe: cinema tickets, streaming platform, online cooking classes…
3

Creation, production and management of orders for collector’s items from the Häagen-Dazs brand: coolers, card games, etc.
4

Support in the strategy for developing the loyalty program’s member base: co-registration system, competitions to reward new registrants, creation of a challenge inviting store employees to register customers, etc.