M. Bonus

2018: Growth of number of participants of the loyalty program of M.Video up to 24 million

On February 14, 2019 the retail network "M.Video" (M of Video Eldorado Group) entering PFG SAFMAR of Mikhail Gutseriev summed up the results of development of the loyalty program for 2018. The base of card holders "M. Bonus" in a year increased by 12% to 24 million users. The number of the buyers who made one or several purchases using the bonus card increased by 15%, and the average bill exceeded 10 thousand rubles that is 9% more, than the previous year.

The number of clients who made purchases in M.Video more than two times in a year grew approximately by 15% in comparison with 2017. Increase in number of participants and growth of repeated purchases are connected with simplification of an input in the program and governed, improvement of communications with users, development of affiliate programs. After implementation of the Real Time Dealing project (RTD, "The transaction here and now") buyers can be registered in the loyalty program, already being in retail store. Using the tablet with special software the personnel of shop can quickly identify the client by the phone number, register the user or check an available balance of bonuses in a personal account of the client and in real time make the most advantageous offer taking into account all actions operating on goods and bonus rubles of the buyer. According to the statistics, mobile consultation attracts 30% more than users of the loyalty program.

The loyalty program "M. Bonus" helps buyers to make more profitable purchases due to return of a part of funds for the bonus card and has uniform rules of charge of remuneration. For each order in retail store or on the website mvideo.ru about 3% of a paid amount after application of all discounts are credited to the bonus customer account. Buyers can use the saved-up bonuses for payment of the following purchases. One bonus ruble is equated to one ruble. The most popular goods which were paid in 2018 with the card "M. Bonus" in whole or in part appeared: smartphones, TVs, refrigerators, washers, the built-in and computer equipment.

In the work we use data-driven approach, and the big base of clients of the loyalty program allows to analyze effectively behavior of buyers, to improve experience, to personalize communication with them and to offer really relevant goods. Advantageous conditions, exclusive offers and an opportunity to use bonuses upon purchase in any channel promote growth of a share of repeated purchases and trust to a brand that speaks about efficiency of the model selected by us. In 2018 about 80% of active owners of the bonus card made from one to three purchases, and the total amount saved by all users year-on-year grew by 8%. Natalya Kuznetsova, Head of Department of programs of loyalty and CRM "M.Video"

Write-off of bonus rubles is possible in shop, on the website or when obtaining the order with delivery. It is optional to buyer to have with itself the plastic card, identification happens by number mobile phone. The personal account on mvideo.ru allows to make independently purchases, paying them with bonus rubles, to keep track of balance and transactions on the card and also to see all history online and retail orders. For use of the card and tracking of balance buyers can use service for storage of the Purse cards and also the application Wallet on smartphones Apple or Google Pay for mobile devices under management Android.