PhotoSì has been turning personal memories into printed products since 1973, out of Riccione, Italy. The company built its reputation by betting early on technology shifts: in 2006 it moved ahead of the market on the switch from analog to digital photography, and in 2012 it launched the first photo-printing app in Europe, one that now has over 10 million downloads.
That same appetite for being early is why PhotoSì came to Voucherify to replace a promo engine that had quietly become the bottleneck for the whole CRM team.
What needed fixing
- Manual campaign creation with no self-serve for marketers, every promo change waited on engineering.
- Limited targeting, testing, and analytics, no room to run anything more sophisticated than a blanket discount.
- No loyalty infrastructure at all; retention leaned entirely on one-size discounts.
Why Voucherify?
PhotoSì didn't want a bigger version of what they had, they wanted a different kind of platform. Three things pulled them toward Voucherify specifically: an API-first architecture, targeting and testing sophisticated enough to move past blanket discounts, and a clean integration path into Braze.
The first campaigns live were deliberately simple auto-promos, before any tiering or personalization logic got layered in. Rollout followed the same instinct: a small slice of traffic first, then half, then everyone.
“Most incentive platforms sell you personalization and hand you a flat 10% code. The industry talks a big game and then ships the same coupon to everyone. We didn't want a bigger version of that, we wanted a system where the discount actually reacts to the customer in front of it."
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The welcome campaign: proof the new approach works
Welcome was the first campaign rebuilt end to end, and where the old approach hurt the most: a single, unsecured code with a fixed expiry that leaked onto coupon forums.
The fix was structural: each new customer now gets a personal code, issued the moment they register, on a rolling validity window instead of a fixed date, with a single formula that scales the discount to cart size instead of forcing a choice between two vouchers.
"The old system, changing a discount was the whole project. Testing one wasn't even on the table. Now testing is the default, we launch, we watch it, we adjust it, and none of that requires a meeting to approve."
The result: 99.5% of redemptions now come from verified new customers, up from a leak-prone shared code. The program had already issued 330 000+ personal codes and recorded 10 000+ redemptions with 0 failures, running on more than 11% of new orders, with average order value 74% higher than the norm among redeemers, for a 350% ROI overall.
Testing incentives beyond the welcome campaign
Welcome was the proof point, not the finish line. PhotoSì's first real A/B test compared percentage discount against fixed-value discount, run on new customers outside Italy, a segment that runs meaningfully higher AOV than the home market and, the team suspected, might respond differently to how a discount is framed. The next planned shift is bigger: moving from calendar-based promotions, the same offer for everyone, to behavior-based, segment-driven ones.
What's next?
Loyalty is next up: the plan is upgrading PhotoSì's existing program to a new version built on Voucherify, with points-based tiers, free-shipping rewards, and a simple referral mechanic.
"A discount gets someone in the door once. What we're building next is the reason they come back without needing a code at all, that's the actual test of whether an incentive strategy is working."
On the support side, PhotoSì is looking at Voucherify's AI incentive optimization agent, Vincent, to help outsourced, multilingual support teams answer "why isn't this code working" without digging through the platform themselves, cutting training time and case resolution down together.
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