The new ENELPREMIA WOW! is a meeting between generations

Building a loyalty program is not just about customer retention, it’s something that goes beyond rewards, points and coupons, it’s about creating a relationship capable of lasting over time and evolving. «It’s a way to remind our customers why they chose us», explains Roberta Banaudo, who, together with her colleague Emanuela La Penna and the dedicated team, has been working over the past months on the design and launch of the new evolution of ENELPREMIA WOW!, Enel Energia’s loyalty program. The new soul of the loyalty program was presented at the end of 2021 and is based on the fundamental element of every relationship, personal and corporate: listening, in this case listening to customers. Enel Energia collected their comments, their feedback, their needs and built the new program structure based on these, a program that had already been a success in its previous format, reaching over one and a half million registered people.

Since 2018, ENELPREMIA WOW! has been rewarding customers for their connection with Enel Energia through contests and a coupon system, designed to allow purchases and access experiences that could fuel their passions. The initial idea behind the program was that energy is above all needed for this: to ignite passion. For three years now, users have been able to request and use at least three coupons of all kinds every week, chosen through a schedule built together with Enel Energia’s partners. «Over time, by listening to our customers, the need emerged to add an extra ingredient, the point collection, which was in the DNA of various loyalty programs organized in the past by Enel Energia and still today holds great value for people», says La Penna. Thus, since last summer the team started working to integrate the two paths: continuing to satisfy the enthusiasm of those who regularly use coupons while also meeting the needs of those who prefer the certainty of a points collection. The two ecosystems merged and since November ENELPREMIA WOW! has allowed both access to coupons, as before, and the accumulation of points to redeem prizes.

This new opportunity within ENELPREMIA WOW! is like a game. Emanuela explains: «Customers can accumulate points simply by staying loyal to Enel Energia, month after month, and by carrying out a series of additional rewarding behaviors, which often also have a sustainable or digital transition aspect, such as activating Web Billing, downloading the App, registering for the Customer Area, making purchases from Enel X, the Enel Group company focused on energy efficiency and electric mobility, and using services from Enel X Financial Services». One of the new features is that the points collected through the loyalty program can also be used for bill discounts, a highly relevant and important topic in Italy and Europe during this historical period. «We actually got there first, we had already started working on it when the topic wasn’t yet so prominent. Whether it’s anticipation or not, the important thing is that we managed to offer something extra to customers, at a time when it was particularly needed. For us, their needs are truly at the center of everything, it’s not just a slogan».

The bill bonuses offered by ENELPREMIA WOW! come in three sizes: they can be worth 10, 30, or 50 euros. Among other rewards available through points collection there are digital gift cards, digital magazine subscriptions and “evergreen” physical prizes like blankets, vertical steam irons, and dishware sets. Small attentions that embrace all lifestyles and serve to make the relationship with Enel Energia more solid and present, which is the real goal of a loyalty program like this. The new structure is also a way to speak to the segment of customers most attached to tradition and less digital-savvy: for this reason, loyalty access is available not only through channels like the app or the Customer Area but also via phone and by visiting stores. «We involved all touchpoints and focused on offline channels, like Spazio Enel. We created dedicated gadgets for customers, involved consultants, and met with the macro-areas to share all the news about the program and make our local colleagues part of the project», explains Roberta. «Not by chance, in our communication campaigns we included both the grandmother and the granddaughter. For us, the new ENELPREMIA WOW! must be exactly this: an inclusive meeting between the various generations in the big house of Enel Energia».