Intertop (ABM Loyalty)

2018

Prerequisites of the Project

At the beginning of 2018 the Intertop network in Kazakhstan made the decision on implementation of the loyalty program of Intertop Plus. The discount loyalty program already worked for the customer. It was independent development on 1C which did not correspond to requirements of the company any more: did not cope with large volumes of data, did not ensure high-quality functioning.

Situation prior to the beginning of the project

• Difficulties with processing of large volumes of data.
• Own outdated development on 1C – limited functionality.
• Compound integration of data.

ABM Loyalty choice reasons

The platform of management of loyalty of ABM Loyalty combines in itself the rewards program of loyalty, CRM for collecting and data processing of clients and the analytical block. Ready integration with most cash desks and the accounting systems, wide experience of experts of ABM Loyalty allowed to execute seamless transition from an old system to the new rewards program of loyalty without data loss about clients. It influenced the decision of the management of Intertop on the choice of integrator.

Project Objectives

Intertop conducts full-time employment over optimization with clients and tries to correspond to market trends. To create positive experience of interaction with network set the objects for the loyalty program:

• 1. Perform seamless transition to the new loyalty program that clients had their advantages and gradation of loyalty, and in a system there were all data on clients and their purchases.
• 2. Provide marketing tools for creation of the personalized experience with network: stocks and offers interesting to each specific client.
• 3. Increase in the identified clients with the purpose to increase the frequency of visits of shops and an average bill.

Project Progress

• Stage 1. Project implementation of transition from a discount system to the updated bonus:
  • the database of clients is updated and moved;
  • the history of purchases of the identified clients is saved and synchronized;
  • history of not identified clients is saved.

• Stage 2. Implementation of the rewards program of loyalty:
  • tools of remunerations of users (additional mechanics of actions) are added;
  • providers for implementation of e-mail, the SMS and other mailings are connected;
  • new communication channels are added: mobile application, the branded personal account on the website of network.

• Stage 3. Analytics:
  • properties of goods (color, the size and other characteristics) for receiving more deep analytics are expanded;
  • an opportunity to segment buyers on different signs;
  • more than ten preconfigured reports: RFM classical and in dynamics, reports on commodity categories, trade points, to specific goods, ABC analysis.

According to the project manager of the loyalty program of Intertop Kazakhstan of Marina Smelova, such approach provides convenience and ease of use of the loyalty program for the participant.

Except standard remunerations for purchases, clients will receive any personalized shares for increase in quantity of bonuses on the card. Moreover, we do not ask clients to carry with ourselves cards as all participants of the loyalty program can be identified by the phone number – it is rather convenient, considering a Fashion segment. There is a separate wish to note mobile application which gives the chance to clients to trace the history of purchases, the first to obtain information on actions and news, well and, of course, creation of the virtual card which gives the same privileges, as well as plastic, – Marina Smelova noted.

Project Results

The used loyalty program for Intertop Kazakhstan became one more step towards to clients. For participants of network provided comfort and convenience of using of the program.

• All tools necessary for management of client data, marketing and analytics in one system.
• Branded a personal account of the participant on the website and mobile application.
• Seamless integration with any CRM system.
• Powerful block of analytics.