Argon (retail network) (ABM Loyalty)

2018

Prerequisites of the Project

Retail-holding Argon, relying on market trends, timely relied on long-term customer relations and formation of positive experience of interaction with shops of network. Therefore in 2018 the company management made the decision on implementation of the loyalty program.

The choice stood between the discount program or bonus and accumulative. The management Argon as a result relied on creation of communication with the clients and the rewards program of loyalty.

ABM Loyalty choice reasons

ABM Loyalty has CRM for data collection from all sources, for creation and holding single actions with autonotifications, e-mail, the SMS, Viber mailing, and the block of analytics allows to segment ready instruments of marketing clients on a set of consumer signs. Simple and fast connection, needlessly from the customer to employ certain programmers, regular updates of functionality – all this promoted ABM Loyalty choice.

Project Objectives

Main objectives of implementation of the loyalty program:

• 1. Reveal need of the client: full control using the extensive analytics saving all data on each authorized contact of the consumer with network (the history of purchases, preferences, the frequency of visits of a TT, an average bill, special dates, etc.)
• 2. Create the personalized offer for each customer group.
• 3. Build communication channels, convenient for the client, using mobile application, the website, e-mail and SMS mailings.
• 4. Receive the return recommendation of visit of shop – having created long-term attachment of the client which is possible only in case of understanding of own value.

Project Progress

At the beginning of 2018 the Argon holding addressed our specialists for a miscalculation of connection of a management system for loyalty of ABM Loyalty, preparation for implementation of the project.

From April, 2018 to June the project passed pilot test in which more than 1000 employees of the company took part, and since July, 2018 the loyalty program turn on all retail chain stores started.

For the first 40 days of work of the rewards program of loyalty more than 28,000 Participants with the total amount of the added bonuses – 47,000,000 were registered.

Components of the platform of loyalty ABM Loyalty which were used by the customer:

• 1. A CRM system for data management of clients: integration with the different accounting systems, terminals and cash desks, allows to collect customer information in uniform base.
• 2. The branded personal account on the website in link quality for registration of the participant and informing on new actions, offers.
• 3. Mobile application for fast identification at the checkout, viewing history of purchases, visit of outlets, charge and write-off of bonuses, balance of remunerations, the card of the nearest outlets, obtaining notifications, news, actions.
• 4. IBOX self-service terminals – especially for this customer integration into iBOX payment terminals was performed. Such solution allowed to increase the number of registration on outlets at once and to save personnel time since a system works completely independently and is intuitive.

The automated system of remuneration of clients allows to maximize interactions with consumers at the expense of the personalized benefits which are received by buyers.

Project Results

Became possible to carry out:

• accounting of data on purchases by client accounts;
• segment clients depending on compliance to certain parameters and their combinations (a sex, age, the amounts of purchases, the frequency of purchases, time from the last purchase, the range, trigger actions, etc.);
• appoint for different client segments of different rules of remuneration;
• personify communications, including with a binding to segments, certain rules.

According to the results of the project the customer had an opportunity to analyze the started actions, to collect reports on trade to points, commodity categories etc., to collect customer groups on different signs, etc.