The secret behind the one million subscribers to ENELPREMIA WOW!

In April, ENELPREMIA WOW! reached an important symbolic milestone: it surpassed its first one million subscribers. The story of Enel Energia’s loyalty program, completely free and dedicated to residential customers, is one that started long ago: the first program was launched in 2007. Since then, Enel Energia’s marketing team has worked continuously to keep pace with the company’s digital transformation and the evolving needs of customers, leading up to the birth of ENELPREMIA WOW! in November 2018, which managed to bring many rewards and discounts to one million customers within just two years.

Behind ENELPREMIA WOW! is the commitment of a close-knit, cohesive, and well-balanced team that successfully collaborates with every branch of the company. Guiding us into their professional world are Caterina Manzo, marketing specialist and the historical memory of all Enel Energia loyalty programs, and Simone Tagliabue, who defines himself as «the numbers man» of the program, where he has been working for about a year. The team’s horizon of work is aligned with that of the whole company: to bring value to customers. «The specific goal of the program is to make them more aware and engaged», says Caterina, «We have developed the relationship and communication with them step by step, and we are almost obsessive in our choice of words and creativity».

The launch of ENELPREMIA WOW! coincided with the release of the new Enel Energia app, the tool through which customers can monitor consumption, pay bills, manage services and, of course, access the loyalty program (also accessible from the customer area of the enel.it website). «Little by little we noticed that customers were increasingly using the app not just for the practical management of their supplies, but also to enthusiastically participate in the loyalty program by downloading coupons, entering contests, or joining special initiatives», explains Simone. ENELPREMIA WOW!'s proximity to customers is also reflected in how coupons are distributed by geographical location (from north to south, all of Italy is covered with savings opportunities), product categories, and redemption methods, which are equally divided between physical stores and online. «We want to satisfy all the different profiles among our customers, who range from 20 to 80 years old. Some are very comfortable with digital tools, while others still prefer to use rewards and discounts in physical stores».

The loyalty program is structured around three types of opportunities for customers. The first are the coupons, divided into weekly coupons, available for download every Tuesday, and special coupons offered approximately twice a month. Finally, there are the special initiatives, particularly appreciated because they offer tangible discounts on the electricity bill. «We organized it with a regular cadence to create a small ritual, so the customer knows that every Tuesday they can expect something new from the app», explains Caterina. The rewards include discounts in all types of stores, magazines to download, movies to watch via streaming. Then there are contests in the form of games, making participation more playful, although, as Simone clarifies, «What matters is participating. You are still eligible for prizes even if you lose the games, so you can have fun without any pressure». Inclusiveness is important for Caterina and Simone’s team, and particular attention is given to accessibility: for example, all gaming activities must always be suitable for blind and visually impaired users.

The extensive work behind ENELPREMIA WOW! has allowed the program to adapt to customer needs as the situation evolved. «During the lockdown, we prioritized entertainment - movies, magazines - to make life at home less boring, but we also distributed coupons from pharmaceutical companies. Both choices were a way of telling people: you can count on us». For the same reason, the loyalty program now promotes coupons from 100% Italian brands, to support and embody the desire for recovery in the country and for Made in Italy. Flexibility and closeness to customers are also evident in the small things, such as the Interflora coupon for Mother’s Day, a way to help customers stay close to their mothers during a difficult time. The general purpose of the work done by Caterina Manzo, Simone Tagliabue, and the rest of the loyalty team is to have created a tool capable of walking alongside customers, step by step, through both small moments and major challenges. The next goal is to engage even more customers in the program. Caterina says: «We want to achieve this by focusing even more on closeness, on the ability to tell the story of the program’s advantages, on understanding each customer’s preferences, and on our desire to truly pamper them».