Peroni has launched a digital platform called Club Peroni, designed to incentivise consumers and support retailers in driving sales.
The new loyalty site lets Peroni shoppers collect points when purchasing beer in the off-trade.
Points can be exchanged in the ‘Reward Shop’ section of the site for a chance to win a raft of prizes including event tickets, money-off coupons, free drinks, merchandise and experiences.
Shoppers can redeem points by signing up to the site, scanning the QR code on any pack, and then submitting their receipt through the platform to confirm purchase.
Retailers could integrate their own loyalty programmes on the platform and offer exclusive tailored promotions such as money-off offers to shoppers, the Asahi-owned brand said.
Meanwhile, customers are being incentivised to sign up to Club Peroni with a competition to win a pair of tickets to American Express presents BST Hyde Park on 28 June, headlined by country singer-songwriter Zach Bryan.
“Club Peroni is designed to enhance retailers’ existing loyalty programmes. The scheme works behind the scenes without adding extra steps for consumers or our trade partners,” said Rob Hobart, marketing director at Asahi UK.
“It complements their existing loyalty programmes by driving more engaged shoppers to stores, handing off seamlessly to their systems, and increasing sales opportunities.”
Sales of Peroni Nastro Azzurro grew by 1.1% to £190.0m last year, on volumes that slid by 3% [NIQ 52 we 7 Septembr 2024].
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