The market of loyalty programs represents an exciting opportunity for many companies in the houseware industry. Of this market, in Italy the largest slice is represented by large-scale distribution campaigns, which are worth over 300 million euros (the figure is estimated by specialized agencies).

In 2021, between short and long term points collections and spend and get (those operations that allow the consumer, against a spending threshold defined by the brand, to collect a prize by paying a contribution), were launched more than 500 campaigns, of which more than half (52%) with a bouquet of prizes consisting exclusively of household items. They are, in fact, the best in class, with more and more quality, more and more green, more and more Italian, sometimes produced ad hoc under license to give life to unique collections, available only in the client’s supermarket of trust.

Born to help families to compose their own household kit of dishes, pots and towels, large-scale distribution loyalty programs have evolved over the years from an offer of “commodity” products to a proposal of high-end houseware and kitchenware items, presented in catalogues and binders with a very accurate graphic layout, a lifestyle that becomes an object of design, an aspirational product, an icon of style.

It is no coincidence, in fact, that in 2020 Esselunga, to celebrate the 25 years of its Fidaty card, launched a capsule of 25 objects, produced exclusively by Italian companies and curated by Rossana Orlandi, the gallery owner, who is considered by the international press as one of the two hundred most influential personalities in the world of design. A collection that was presented to the public on the occasion of Milano Re-Design City, an event dedicated to Design organized by the Municipality of Milan.

Certainly, since its first edition in 1995 (originally was presented as a simple flier, today it is published in fall and spring in 1.5 million copies), the Fìdaty catalogue by Esselunga marked the history of loyalty programs, but today there are many distribution brands which, through their promotional activities, are bringing into the homes of the Italians iconic objects made by prestigious brands already known to the public or by lesser-known Italian designers, sometimes recovering the artisan or industrial tradition of local production districts. Products that, in the spirit of our times, are also more environmentally conscious and sustainable.

With the purpose of understanding how the points collection sector is changing, which products and which mechanics (annual catalogue, short and mini collection, spend and get, etc.) are most appreciated by companies and consumers, HOMI will host the round table "Present and future of collections in large-scale distribution", which will be held at HOMI LAB, Hall 9 stand R02, on Saturday 12th March from 9:45 to 10:45, with important guests, such as Roberta Girotti, Head of Loyalty and Special Initiatives of Coop Alleanza 3.0, Claudio Martinelli, Marketing Manager of GMF (Unicomm Group), Gaetano Passaro, CEO of Loyfactory, Diego Toscani, CEO of Promotica and Angelo Pizzetti, Promotional Division Sales Manager of Caleffi.