Before the receipt and long after, people want to feel heard, understood, and supported. Customer service was the common ground connecting members with different audiences, offers, and stories: a relationship that was already alive in stores and ready to be brought into the feed through the voices of those who build it every day.

Starting from a workshop with members from all over Italy, we built a modular content strategy and passed the mic to the “expertologists”: real retail staff who explain products and features simply and with a touch of infotainment. Surrounding them are tongue-in-cheek promos and dialect-based formats; backing it all up are customizable templates, shared guidelines, and in-store content productions. One shared strategy, with a different local accent in every region.