News

arvato Nets AC Milan Loyalty Programme

9th November 2009

AC Milan has appointed arvato services, one of Europe's largest loyalty management companies, to launch a brand new membership programme for its fast growing 23 million strong global supporter base.

The new initiative – designed to deepen relationships with the club's national and international fan base – will see supporters sign up through a dedicated website designed by arvato where they can participate in discussion forums, play AC Milan-branded games and enter competitions with sought after prizes including visits to AC Milan's training ground MILANELLO.

arvato services will also manage a dedicated multi-lingual customer service centre for the new programme, handle all associated fulfilment including welcome packs and merchandise and design key on- and offline marketing campaigns over the coming year.

The membership club sits alongside AC Milan's highly successful points-based ‘Cuore Rossonero' loyalty debit card, launched by arvato in 2008 – now subscribed to by over 160,000 supporters across Italy and about to be launched worldwide.

Supporters earn points by using the card to purchase goods with Italian retail partners. The points can then be redeemed in the Cuore Rossonero's rewards catalogue, which contains ‘experiences' including San Siro stadium tours and dinner with favourite players, as well as popular AC Milan merchandise and gift vouchers.

arvato services is responsible for the entire Cuore Rossonero programme, from managing the retail partner relationships and bringing on new brands, to customer enquiries, direct marketing, fulfilment and all traffic to the dedicated website loyalty.acmilan.com where supporters can review their points status and investigate new partner offers.

Giuliano Giorgetti Web & CRM project manager at AC Milan said: “arvato services is the perfect business partner – its professionalism and business insight is making the programme a huge success.”

Gaetano Peragine, AC Milan's account manager at arvato Italy said: “Our loyalty programmes are designed to meet very specific objectives for the AC Milan brand – central to our latest initiative is to give fans unique opportunities to “touch and feel “ the Red and Black passion of the club.

“These are exciting times – we are playing a fundamental role in supporting AC Milan on a global scale and at a time when the club's fan base has reached record numbers.”

Andrew Mitchell, head of sales at arvato loyalty services in the UK said: “arvato's global network and AC Milan's international appeal make the ideal partnership to deliver AC Milan's two-tiered loyalty strategy, which engages and delivers value to fans both in Italy and across the world.”