Picard, a specialized French retail chain, is renowned for its exceptional quality frozen foods. With over 1,050 stores in France, and an expanding international presence , the company offers a wide range of ready-cooked meals, with an emphasis on the quality and convenience of frozen products. As part of its omnichannel transformation, Picard launched a complete overhaul of its ecosystem at the end of 2015, and approached Maxxing to help it implement its new customer loyalty and animation strategy.
Picard’s challenges
In light of changing customer habits, Picard wanted to respond and support its customers in this evolution by setting up the“Picard & Moi” loyalty program with Maxxing, focusing on promotions. The aim of this new loyalty strategy was to support consumers’ new needs, while at the same time gathering customer knowledge and creating a real customer database.
The Picard & Nous loyalty program:
Building on the customer knowledge acquired through the “Picard & Moi” program, the brand wanted to move towards a new program: “Picard & Nous”, more open, more personalized and integrating partners. More than just a loyalty program, it offers a truly customized experience, with exclusive benefits and services.
“A loyalty program to match our leadership”. – Cathy Collart Geiger, CEO of Picard (C. Harel, 2022, LSA)
The Maxxing solution
Picard has been able to evolve its loyalty program from an initial promotion-based program to a kitty program. The flexibility and functional richness of the Maxxing solution enabled picard to respond natively to these new specifications. roll out its new loyalty program without any technical modifications or additional costs.
As the Maxxing platform is also the customer repository, it is a central point connected to numerous other solutions, such as checkouts, the e-Commerce site, CDP, marketing automation, the mobile application…
“To date, 75% of transactions in our stores are made via cardholders. We want to increase this ratio” – Emmanuelle Bach Donnard, Brand, Digital & Customer Experience Director at Picard. (C. Harel, 2022, LSA)
Key figures
