How Migros is turning its customers into ambassadors
Still remember?
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Which Swiss citizen is not familiar with Migros Ice Tea, Handy detergent in the orange bottle or the vanilla ice cream with the seal on the packaging? The Migros product range includes certain items that have now attained cult status. In the “Migros moments” campaign, Migros offers its customers the chance to send personalized postcards showing the famous Migros products to friends or acquaintances. “Still remember, Michael?” says one of the cards, for example. In the text of the postcard, the sender refers to a memory that she and her elder brother share involving the Migros product in question. More than one thousand customers published their personal Migros stories on www.migros-momente.ch during the campaign. The campaign also appeared on TV as well as on posters, advertisements social media and numerous dedicated Migros channels.
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All of these formats rely on the Postcard API digital interface from Swiss Post. Since Migros launched the postcard service in September 2016, more than 90,000 digital cards have already been created via the Migros website and the Migros app before being printed and delivered as physical postcards by Swiss Post. “The postcard is the perfect medium for us to rekindle something emotional like collective memories of a Migros moment among our customers,” says Philipp Kuonen, Umbrella Campaign Project Manager at the Federation of Migros Co-operatives. The new, versatile Postcard API digital interface has made this possible.