"Loyalty Partners the East" upgrades the loyalty program on the hardware solution of Oracle

Management company of the loyalty program of MALINES "Loyalty Partners the East" in partnership with Jet Infosystems company completed creation of the innovation platform of the loyalty program of MALINA on the optimized hardware and software system Oracle Exadata Database Machine with the Oracle Siebel CRM system.

Expectations

Due to the permanent growth of number of participants and transactions of the RASPBERRY program there was a question of performance improvement of IT infrastructure of the company and effective management of loyalty of holders of cards. For the solution of assigned tasks the company as the strategic platform selected the optimized hardware and software system Oracle Exadata Database Machine with the newest version of a management system for loyalty of Oracle Siebel Loyalty Management.

Solution

Implementation of Oracle Siebel Loyalty Management provides considerable expansion of program capabilities of MALINA. Due to rich functionality in a system 90% of the business processes required by the company are already implemented. Holders of cards will be able to use ample communication opportunities, the advanced mechanism of calculation of points, to participate in the promotion actions based on events, to interact with social networks, etc.

Migration was preceded by updating of the version of DBMS which is earlier used in the company to Oracle Database 11gR2, migration of the database on Oracle Exadata and careful testing of all system. Then the Oracle Exadata complex was transferred to commercial operation.

The project of deployment of a hardware and software system started in the spring of 2011.

Results

The first results showed tenfold acceleration of transactions of payment by points in sales points and performance improvement of the systems of analytical reports by 7 times. The volume of the moved data was 5.4 Tbyte, the total number of transactions within the RASPBERRY program exceeded 2 billion. Suspension for the period of migration of the online services of the RASPBERRY program functioning on the basis of an operational DB made only several hours.

All functionality of the RASPBERRY Program concerning expenditure of points in outlets was transferred to one system that allows to manage process via the single interface Oracle Siebel Loyalty. This interface also allows to configure terminals on write-off of points in points of sale of partners.

Implementation of new opportunities became continuation of the large-scale project on upgrade of the Loyalty program on the basis of the Oracle Siebel CRM system working at the hardware and software system Oracle Exadata. The new platform allowed to increase the speed of transactions of payment by points on sales points by 10 times, unloadings of data in an analytical DB – by 3 times, constructions of reports – by 7 times.

In addition to own programs, the LPV company can service also the loyalty program of the third-party companies now. Transfer of points into accounts of participants can be performed online – card owners should not wait that it will dispose of the saved-up bonuses.

System implementation of management of a warehouse and the product directory increased efficiency and transparency of the business processes connected with logistics of remunerations. Information on all goods (about 10 thousand positions) is stored in uniform base now. Employees of the warehouse "Loyalty Partners East" regularly receive reports on existence of remunerations and can timely resupply, analyze orders and deliveries. Solution integration with the website of the RASPBERRY Program allowed to display in the online mode for users all changes in the directory of goods, to provide up-to-date information about their availability. For participants function of the preorder became possible that significantly increased goods quantity and services.