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With a history spanning more than 145 years, Henkel holds leading positions in both the consumer and industrial markets. Its portfolio includes well-known hair care products, laundry detergents, fabric softeners, but also adhesives, sealants and functional coatings.
Henkel has been operating in Italy since 1933, and its brands—synonymous with excellence and innovation—are highly regarded by both consumers and industry professionals.
To engage more closely with consumers, Henkel Italy launched DonnaD in 1996—a magazine offering content on household management.
As of 2024, the online version of DonnaD has built a community of approximately 1.25 million registered users.
In 2023, the company introduced Dfamily, DonnaD’s loyalty program, where members collect D points and redeem rewards.
Henkel sells its products through distributors, making it difficult to establish a direct connection with consumers.
The Dfamily loyalty program enables the CRM team to communicate directly with customers and provide the business with valuable insights.
The loyalty program is driven by four key objectives to increase user engagement:
*Data from the first edition in 2023
Dfamily - a loyalty program where members collect D points and redeem rewards.
“A loyalty program is a great initiative for CRM and customer retention. Once you connect with a consumer, you can stay in touch, recognize their specific needs, and even anticipate those needs with relevant content, products, solutions, and offers.
Brand-switching is common today, as consumers often seek promotions and aren't loyal to a single brand. A loyalty program helps go beyond promotions by offering something of real value.
For example, in our case, it’s not just about the product, but also about guiding people on how to use it—like how to wash your jeans sustainably. We also share our values with customers, such as how we care for the environment.”
Giuseppe Millea
CRM, Digital & Tech manager at Henkel Italy
