"The seventh continent" starts "The guide to discounts" under control of Manzana Loyalty

The Seventh Continent retail network started the loyalty program "The guide to discounts" in all territory of the Russian Federation. Seventh Continent company – one of the largest retail networks in Russia. Shops of network are provided in two formats – supermarkets "Seventh Continent" and NASh hypermarkets. As the CRM system for program management of loyalty the Seventh Continent company selected the solution Manzana Loyalty on the Microsoft Dynamics CRM platform.

Start of the loyalty program "The guide to discounts" is a consecutive development of mutually beneficial relations between retail network "Seventh Continent" and buyers. The company offers encouragement, discounts, gifts and special conditions for the loyal buyers.

Existence of a powerful analysis system and the reporting of the loyalty program became an important selection term of Manzana Loyalty as the CRM solution of Seventh Continent. Manzana Loyalty Analytics allows to estimate efficiency of marketing actions, to analyze work of each supermarket or hypermarket, dynamics of charge and write-off of bonus points and also to segment buyers and to obtain operational information on each client.

In the analytical solution not only data of participants of the loyalty program, but also information on all purchases in network are stored and processed. Even those which were made without presentation of the card of the participant of the loyalty program.

Using Manzana Loyalty analytics the staff of marketing department of Seventh Continent plans targeted actions on the basis of consumer behavior of buyers. Marketing specialists can develop actions and manage them, analyze results, using the familiar and clear Microsoft interface.

Business process automation in Manzana Loyalty also considerably simplifies work of marketing specialists of retail network. For example, managers of Seventh Continent change the size of discounts for certain goods in rules of marketing actions using "one button". Thus, it is possible to change every day the size of discounts for different goods in one or several shops of network and also at once in all supermarkets and hypermarkets. This opportunity helps to stimulate purchases, to react quickly to preferences of buyers.

The solution Manzana Loyalty is integrated with the local accounting system, the cash software of 1C, a personal web office of the participant of the loyalty program and SMS service and also an accounting system and processings of addresses of participants of the loyalty program by email. Integration into the cash software allows Manzana Loyalty to process checks online. Information on the purchased goods added or the written-off points, is available to the analysis in the CRM system. The analysis of consumer behavior helps to plan marketing actions and communications with buyers.

The solution Manzana Loyalty supports the concept of omnichannel communication with participants of the loyalty program. Buyers of "The seventh continent" receive the personified offers on e-mail and the SMS, in a personal web office and also they are handed bonus coupons on cash vouchers in points of sale. The card of the participant of the loyalty program can be received in any shop of retail network of Seventh Continent. According to the card bonus points are charged upon purchase at once. To write off points or to use encouragement, buyers are registered on the website of Seventh Continent. Such approach stimulates clients to transfer the biographical particulars to the CRM system.

"When choosing the CRM system we were guided by the solution which will help us to manage quickly shares and to create the personified offers on the basis of the analysis of consumer behavior of our buyers. Manzana Loyalty completely meets our requirements. Now we have about 1,500,000 participants of the loyalty program. More than 2 billion bonuses are added, and more than 1 billion are written off. Degree of the involvement of participants of the loyalty program constantly grows", – Zakharkin Alexey Viktorovich, the marketing director of Seventh Continent company shares the opinion.

"We accumulated wide experience of control automation by programs of loyalty of retail networks of federal level. It allowed us to solve quickly complex problems of management of marketing actions at start of the loyalty program of Seventh Continent. We see that marketing specialists of the company received a reliable and high-speed CRM system for creation of long-term mutually beneficial relations with buyers", – Palenov Oleg, the CEO of Manzana Group comments.