The Esselunga chain of supermarkets in Italy has come up with a novel way to allow its customers to personalise their choice of promotion lines based on individual preferences.

Provided the customer subscribes to the Esselunga loyalty card, he/she gets access to the chain’s website with a password. The appropriate landing page has a selection of products on promotion (as many as 60 at a time) and the consumer is allowed a maximum of 6 products per day for its tailored solution.

Upon selection of the products various discounts ranging from 10% to 30% are applied on the chosen products for that specific customer. The programme is available on computers, smart phones and tablets, as well as at a dedicated kiosk at the store entrance.

As the consumer arrives at the checkout with the chosen products, the system automatically picks up the customer’s choices and applies the discounts.

Now, this is what we call convenience