The BCC Iccrea Group won
third place in the 2023 AIFIn, Financial Innovation – Italian Awards, in the Marketing and Communication category, with its
BCC Shareholders loyalty project dedicated to the Shareholders of the participating BCCs, for the
project's role in innovation in the banking, insurance and financial sector
Building on the historical importance of the relationship between the BCC and its Shareholders, the BCC Shareholders project was developed with the aim of creating a nationwide recognition of the value of being a BCC Shareholder
The Group has provided its affiliated banks with
a platform that is truly unique.
One of the strengths is
the platform's integration with RelaxBanking, the BCCs' home banking portal, a feature that allows access in a secure manner and without the need to download additional apps.
Second, there is
the flexibility and completeness of the set of rewarding behaviours that BCCs can integrate and enrich based on their own development plans or specific criteria, including, for example, participation in the Shareholders' Meeting or the study bonus for children/grandchildren.
Also innovative is the catalogue of rewards, which combines
commercial benefits with positive social impacts on the region. In order to establish a positive engagement between customer shareholders and merchant shareholders, local coupons or discount vouchers were created that can be used directly at merchants identified by the BCC. This promotion is supported by a showcase that geolocalises local shopkeepers, who are thus easily identifiable in the area.
The rewards catalogue also offers shareholders participating in the programme the option to make donations to a specific local non-profit organisation, which the BCC can select at its discretion.
The results seen by the participating BCCs demonstrate their shareholders’ strong interest in the initiative, with an average participation rate of over 25%, higher than the FSI market benchmark (ranging from 10% to 15%). The data also show good results with respect to the first access to the home banking portal, up by an average of 5% since the programme's launch.
