M.Video reduced time of processing of promotion actions upon transition to SAP five times

M.Video, the Russian retail seller of electronics and home appliances, completed system implementation of management of loyalty based on SAP CRM. The functionality of the module CRM Loyalty allowed the retailer to reduce the period of charge of bonus points and processing of promotion actions till two o'clock from ten. The consulting company NOVARDIS acted as the technical partner of the project.

NOVARDIS implemented in M.Video a management system for loyalty based on SAP CRM

The module CRM Loyalty allowed M.Video to automate completely program management of a customer loyalty in online store and retail outlets of network, including notifications of participants, support of buyers from the staff of shops and customer service centers. Within the NOVARDIS project carried out successful data migration of the loyalty program from the previous Oracle Siebel system and adapted the system of the analytical reporting.

Due to full translation of support of the loyalty program on SAP of M.Video simplified processes of management of CRM tools, increased the processing speed of customer appeals, reduced operating costs. Carrying out marketing activities changed: on stocks the manager of the loyalty program, but not the external contractor as it became earlier can carry out charge now. Costs for operational support of a system, the period from the beginning of development of an action were reduced to its implementation and also process of start of promotion actions with non-standard types of bonus charges became simpler.

M.Video already has successful experience of system implementation of management of marketing campaigns and management systems for client master data based on the SAP solutions CRM. Transfer of all operational processes of the loyalty program to SAP allowed to simplify significantly integration of the last into already adjusted business processes. The NOVARDIS command showed good knowledge of the module SAP CRM Loyalty, deep sense of purpose and project tasks and also business processes of M.Video company. The project is started in time, the purposes and the tasks set for NOVARDIS as the contractor are completely reached — the director of project management of M.Video Victoria Kunina noted.

CRM-applications allow to automate business processes, including in the field of client service and to provide their operating control, - the deputy CEO of SAP CIS Dmitry Krasyukov emphasized. Implementation of the module CRM Loyalty increased the speed of charge of bonus points and processing of promotion actions five times. However we do not intend to stop on it. Together with M.Video and NOVARDIS we will continue to develop personalisation mechanisms with the maximum use of SAP Loyalty and SAP Campaign Management.

Based on the SAP CRM system the management system for marketing campaigns and a management system for client master data were already successfully implemented — Mark Roytenberg, the deputy CEO of NOVARDIS company commented. — Migration of a management system for Loyalty on SAP allowed to simplify significantly its integration into these modules. Switching to a new system took place without any influence on the current business processes. Created by the IT system NOVARDIS command will allow to implement the most difficult processes of management of a customer loyalty of M.Video company.

The loyalty program of M.Video works in all federal districts of Russia and totals more than 18 million participants. They can pay with bonus rubles up to 100% of cost of purchase, keep track of balance and transactions on the card through a personal account. It is possible to write off bonus rubles both on the website, and in retail stores of network, at the same time it is not obligatory for buyer to have with itself the plastic card of the participant of the program – all transactions happen on mobile phone number. The M.Video — the Bonus program is recognized by the best loyalty program of the non-grocery retailer and the best loyalty program of online according to Loyalty Awards Russia 2016.

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