PROGRAM CARD - Insieme (Carta Insieme)

Program name: Insieme (Carta Insieme)
Distinction: a cooperative with an annual miPREMIO catalog
Brand / operator: Conad Società Cooperativa
Family / owner: Conad - Consorzio Nazionale Dettaglianti; an organization of five regional cooperatives (Conad Centro Nord, Conad Adriatico, PAC2000A, Conad Nord Ovest, Commercianti Indipendenti Associati)
Industry: grocery retail
Industry benchmark: no
Market: Italy
Related programs: none
Status: active
Legal / temporal status: no restrictions
Launch year: no public data
Main type: points-based
Additional type: member-benefit
Enrollment cost: free (Carta Insieme); free, no activation or annual fee (Carta Insieme Più Conad Card - a card with a credit function)
Channels: in-store / online (my.conad.it) / app (HeyConad App)
Reach: over 8.3 million active cards at the national level (2022 data, source: Conad Annual Report; outside the terms)

Comparative parameters (estimated ratings)

Implementation difficulty (1-5): 3
Main KPI (impact strength): purchase frequency (medium)

Descriptive sections

0. Summary

Insieme is the loyalty program of Conad - the leader of Italian cooperative distribution. Customers collect miPREMIO points when purchasing private-label products and items from the fresh-food departments, and then redeem them for rewards from an annual catalog. Two card versions are available: the basic one (Carta Insieme) and one with a credit function (Carta Insieme Più Conad Card) - both free of charge.

1. Objectives and context

The program supports Conad's main KPI, namely purchase frequency and loyalty to the chain. It also strengthens sales of private-label and fresh products (points accrue exclusively in these categories), and the personalized card-based CRM generates an estimated net sales uplift of ~EUR 33 million per year at PAC2000A (outside the terms).

2. Target group

The program is aimed at a broad range of Italian consumers making regular grocery purchases in the Conad network (~3,300 stores across Italy). The Carta Insieme Più Conad Card with a credit option is addressed to customers who prefer deferred payment on larger purchases.

3. Architecture and type

Registration: the customer receives the card free of charge at the point of sale, on conad.it, or in the HeyConad app; they activate it by registering on my.conad.it or in the app.
Collecting points: for every EUR 1 spent on Conad private-label products and in the fresh-food departments (fruit and vegetables, meat, fish, bakery, deli counter), the customer receives 1 miPREMIO point; on Saturdays points are doubled; on Sundays tripled - exclusively when paying with the Carta Insieme Più Conad Card (outside the terms).
Redeeming rewards: from March 1 to January 31 of the following year, the customer selects a reward from the miPREMIO catalog and submits a request via the website or the app; points collected in a given calendar year expire on January 31 of the next year.

4. Earn & burn mechanics

Accrual: 1 point per EUR 1 spent on Conad private-label products and in the fresh-food departments (ortofrutta, macelleria, pescheria, forno, banco servito); points doubled on Saturdays; tripled on Sundays when paying with the Carta Insieme Più (outside the terms)
Threshold and redemption: no fixed threshold - the customer chooses a reward from the miPREMIO catalog matching the number of points collected; according to available descriptions, about 500 points corresponds to EUR 5 in discount (outside the terms)
Reward forms: products from the miPREMIO catalog (household goods, appliances, toys, kitchen accessories, etc.); product discounts for cardholders; seasonal sticker/bollini collections (including Superbollini); the "Insieme per la Scuola" campaign (stickers exchanged for equipment for schools)
Point expiration: points collected in a given calendar year (January 1 - December 31) expire on January 31 of the following year if not redeemed

5. Emotional value

The Conad brand builds a bond by referencing cooperative values: closeness to the local community, fair trade, and support for Italian producers. The slogan "persone oltre le cose" (people above things) and the annual "Insieme per la Scuola" campaign (donating equipment to schools from collected points) reinforce the image of a socially responsible, civic brand rather than a purely transactional one.

6. Gamification

Annual narrative: each year brings a new miPREMIO catalog - the customer is constantly racing against time (points expire on January 31)
Seasonal sticker/bollini collections (e.g., Superbollini) create a separate collecting quest with a physical reward for completing a set
The Saturday-Sunday bonus (doubled / tripled points) encourages planning large purchases on a specific day
The "Insieme per la Scuola" campaign creates an altruistic gamification mechanism: you collect for the school, not for yourself

7. Differentiation

Compared with competitors (Esselunga's Fìdaty, Essenga, Coop Supercard in Switzerland, or regional Italian programs), Insieme stands out through its cooperative organizational structure: the program is jointly managed by five independent cooperatives, which provides local flexibility on a nationwide scale of over 3,300 stores and a ~15% market share. Solidarity initiatives (Insieme per la Scuola, Forestiamo Insieme l'Italia) are an inherent part of the brand, not a one-off CSR effort.

8. Data and personalization

The card collects transactional data at the product level; the customer profile is linked to my.conad.it or the HeyConad app
The basis for processing is the consent granted at registration (GDPR); each of the five regional cooperatives maintains a separate privacy policy
Personalization is delivered through CRM: individual coupons, offers tailored to purchase history; at PAC2000A, CRM activities translate into a measurable sales uplift (outside the terms)

9. Technology

HeyConad mobile app (iOS and Android) - virtual card, points balance, offers, online shopping (spesa online)
my.conad.it portal - full account management, reward orders from the miPREMIO catalog
Management of the points program is decentralized to the level of the regional cooperatives with a single nationwide architecture
Integration with POS terminals in ~3,300 stores across Italy

10. Communication and lifecycle

Channels: push notifications in the HeyConad app, email, POS materials in stores, the monthly "Bene Insieme" magazine distributed free of charge at points of sale
Onboarding: quick registration in-store or online; product discounts and point accrual available immediately
Retention: constant exposure in the app and on the receipt (points balance); catalog time limits (points expire) create a regular reason to visit; seasonal bollini campaigns sustain engagement outside the holiday season

11. Conclusion / inspiration for the almanac

Insieme shows that a cooperative distribution model can become a loyalty advantage: locality and deeply rooted values (education, the environment, Italian products) build an authentic bond that a pure points program can never achieve on its own. Worth emulating is the coherence between the company's philosophy and the program's mechanics - every element (Insieme per la Scuola, Forestiamo, the catalog) tells the same story.

Sources: program website conad.it/carte-e-premi; chisiamo.conad.it/cooperative/pac2000a/annual-report-2022/carta-insieme; press release facts.net about Conad; TheLocal.it "Italy's top supermarket loyalty programmes" (2026-05); search results from official Conad content on miPREMIO 2026
Terms (link): https://www.conad.it/carte-e-premi
Entry compiled on: 2026-06-11

Insieme (Carta Insieme)