Ricerca Italia is a database of consumers who have responded
to a multi-brand questionnaire. It is continuously updated
from questionnaire initiatives introduced via various
media channels. It represents a universe of consumers
strongly receptive to direct marketing with the following
characteristics:
Information — over 200,000,000
examples of purchasing behaviour: intensity and preferred
brand, frequency of purchase, hobbies and leisure activities.
Reliability and precision — the direct declarations
of the consumer, not presumed declarations
Data protection — all customer files include
explicit consent for the treatment and communication
of the given information (Italian statute 196/2003)
Ricerca Italia database enables companies to establish
a relationship with the consumer, offering him what
he wants, how he wants it, when he wants it, in tune
with the concepts of permission marketing.
The use of Ricerca Italia lists allows the implementation
of well-focused and personalized promotional actions
with effective results:
- development of loyalty/conquest actions (identification of the users and non-users of your products)
- development of trade-marketing actions
- development of cross-selling actions
- development of co-marketing actions
- creation of customer databases
- penetration of new market niches
- introduction of new sales outlets
- launch of new products (sampling)
CREATION OF DATABASE CLUSTERS
Using Ricerca Italia information, it becomes possible
to identify a specific target group in your database,
pinpointed through the use of target scoring.
1,600,000 customer files can be selected from on the
basis of:
- High receptiveness: overall grouping or samples (e.g. age group or geographical area)
- Social-demographic profile: family dimensions, educational qualifications, profession, presence of children
- Existing profiles: purchases or behaviour
- Profiles to be defined: on the basis of specific requirements
- Brand specific
