Bashneft and SAP company developed the loyalty program for clients of network of gas station

2014

In November, 2014 the Bashneft company and SAP CIS (SAP CIS LLC) signed the Memorandum of intentions of strategic cooperation in information technology field. The document the President of Bashneft Alexander Korsik, the president across Central and Eastern Europe signed SAP companies Michael Kleinemeier and the CEO of SAP CIS Vyacheslav Orekhov.

Main objective of partnership of Bashneft and SAP – joint development and implementation of long-term programs of increase in business performance. Bashneft expects that fixing of long-term partnership with SAP will allow the company to increase quality of corporate IT architecture, planning and project implementation taking into account creation of priority conditions and opportunities in receiving global SAP expertize and use of the best world practices.

"Consistently increasing efficiency of the activity, Bashneft aims to use the best technologies and the advanced scientific developments, – the president of Bashneft Alexander Korsik noted. – We calculate that the new stage of cooperation with SAP – the world leader in creation of software solutions for business management – will allow the company to reach qualitatively new level in business process automation and creation of unified information environment using modern information technologies".

Michael Kleinemeier, the president across Central and Eastern Europe of SAP company, called signing of the memorandum the big event meaning transition to the level of strategic partnership and creation of close labor relations.

"SAP intends to develop cooperation, to support Bashneft in its aspiration to the innovative development of business. We hope that our joint work will promote mutual satisfaction of interests and requirements of the parties", - Klyaynemayer told.

Orekhov Vyacheslav, the CEO of SAP CIS, noted that Bashneft is known in IT community as one of leaders in implementation of the latest technologies among the oil and gas companies. "Especially it is important, – he told, – that in the company the decision to use the innovation products and SAP services is made. We are sure of SAP CIS that our solutions will help Bashneft to try to obtain high business efficiency and to successfully achieve effective objectives".

2015

September 08, 2015. Bashneft company together with SAP company reported^[1] about development of the loyalty program for clients of own network of gas station.

Project Progress

The SAP solution CRM became the main core of the loyalty program. All necessary technologies were complemented with the innovation platform of predictive analytics and mobile technologies. Convenient mobile application with a personal account of the participant of the program became corporate feature of the program.

The loyalty program is based on the organization of the database about clients and coordination of marketing actions. It also provides a possibility of intellectual information management and formation of special offers for the client directly at the time of acquisition by it of fuel or joint products at the checkout of gas station.

Development Plans

In October the pilot project is supposed to be started in Udmurtia. Also it is planned that in the end of the year the program will begin to work in Bashkiria, and then will be implemented step by step in all regions of presence of the company.

"The loyalty program of Bashneft will become one of the most hi-tech in the Russian market, - the edition quotes the director of the department of marketing of Bashneft Elena Fomina. - At design we studied experience not only the companies of the oil industry, but also the most successful companies in retail and banking sector".

Notes