Affinion took over management of most of UBI’s marketing services in 2010. The priority was to create and implement retention solutions to address a shrinking customer base. UBI and Affinion worked together to tailor propositions and identify under-penetrated customer segments:
- A new QUBI modular account was developed to retain the private customer base, offering ‘pick and mix’ relevant benefits – a departure from the historic ‘one package for all’ approach.
- The first loyalty program for the UBI credit card, Formula UBI, was created and launched to enhance the value to customers.
- New accounts targeted at the children of existing clients to secure the customer of the future were launched, deepening the relationship with existing customers (parents). This was further reinforced with the launch of a children’s loyalty program several years later.
- Over the course of the 6 year relationship, Affinion used segmentation, targeted propositions and marketing to help UBI increase the target members base by over 30%, and now manage a quarter of the UBI Banca customer base.