“Do you remember, Mummy?” A daughter says thank you for her sweet childhood memories with a postcard featuring the iconic Migros ice cream.

PostCard API: A programming interface for postcards

How Migros is turning customers into ambassadors

The iconic Migros ice cream on the front, a personal reminder in the text – and all sent as a free postcard. This is made possible by a digital postcard interface for business customers.

“Do you remember, Mummy? I always wanted a seal!” In the summer of 2016, this and similar ideas appeared on postcards whose front sides for once didn’t feature mountains or the beach, but cult products from Migros: the ice tea from the ’90s, the orange washing-up liquid named Handy or the classic, the ice cream with the seal. Migros customers noted their favourite moments with their favourite products on postcards, bringing back each other’s memories. A big success: in the first three weeks of the campaign, 52,000 cards were created digitally on the Migros website or with the app, and printed and sent physically by Swiss Post. “The postcard is the perfect medium for us to rekindle something emotional like our collective memory of a Migros moment among our customers,” says Philipp Kuonen, Umbrella Campaign Project Manager at the Federation of Migros Cooperatives. This project was made possible by the new and innovative digital postcard interface.

For quite some time now, Swiss Post has offered business customers the ability to create postcards for mailings with PostCard Creator. The PostCard API goes a step further: companies such as Migros can use it to let their customers create and send postcards themselves. Thanks to a programming interface – known as an application programming interface or API – companies can integrate the functions into their digital touchpoints. For companies and organizations, the possible applications of this hybrid card are very versatile.