Manzana Loyalty

Main article: CRM (Customer Relationship Management System)

2015: Microsoft SQL Server 2014 Certification

On December 24, 2015, it became known about the certification of the Manzana Loyalty and Manzana Loyalty Analytics solution on the Microsoft SQL Server 2014 platform. The Microsoft certificate confirms that the software complies with international standards and the full implementation of SQL Server 2014 functionality.

Microsoft provides more opportunities for Russian partners - they have at their disposal the latest technologies and many years of experience of the corporation. Based on SQL Server 2014, companies can develop their own world-class solutions with significant savings in financial and intelligent resources.

SQL Server 2014 properties can improve the performance of a company's IT infrastructure by up to 30 times. The Manzana Loyalty platform contains a set of applications for managing loyalty programs, convenient ready-made mechanics for conducting marketing promotions and building continuous targeted communications with buyers. For marketers, ready-made opportunities for communication with buyers are provided through the most convenient and familiar communication channels for buyers: interactive communication through instant messengers, a web-office, a mobile application, SMS-informing, a call center and social networks. Specialists can fully control the entire cycle of working with the loyalty program database and interaction with partners, monitor participation levels, maintaining cards and accounts, as well as implement the most flexible systems of discounts, points, gifts and coupons

author = Yuri Vronsky, Business Development Director, Manzana Group With the new Microsoft SQL Server, customers can save a lot on hardware. We see this by an increase in performance by tens of percent on similar equipment based on test results. And our customers also see the effect of using newer versions of Microsoft SQL Server and Manzana Loyalty. On the ever-growing volume of data, this effect is especially noticeable. Today, our customers have more than 9 thousand stores connected to Manzana Loyalty and more than 50 million loyalty program participants in several countries are served. The Manzana Loyalty system has proven itself perfectly in retail, banks and insurance, healthcare and sports. Manzana Loyalty and Manzana Loyalty Analytics were deservedly among the first applications whose compatibility with Microsoft SQL Server 2014 was confirmed directly by Microsoft.

2014: Manzana Loyalty based on Microsoft Dynamics CRM - a solution for effective Loyalty Program Management

Purposes

is the primary marketing objective of the Retail Network being formulated today? We hear from our customers that this is an increase in the average check and an increase in the frequency of purchases.

One of the trends of the last few years is the emergence on the market of an increasing number ofCoalition Loyalty Programs. And if mono-brand loyalty programs primarily solve the problems of increasing the average check and increasing the frequency of purchases, then in the case of a coalition program for the retail network participating in it, the problem of generating traffic and attracting new buyers is also solved. The operator of the coalition loyalty program, knowing the consumer behavior of the program participants in the stores of the program partners, ensures the possibility of cross-sales to consumers of the corresponding profile.

Tasks

What are the objectives of Retail Network Marketing Management to meet the goals of increasing the frequency of purchases and growing the average check? They are well known and their, usually, "only" 5:

1. Find out the buyer and collect all available information about him - wherever it comes from.

2. Build a model of communication with a customer to influence their behavior and try to establish - and this is not just - a stable brand-to-human friendly relationship.

3. Be able to manage financial incentives to correctly identify customers at points of sale and adjust their consumer behavior.

4. be able to promptly manage all marketing projects, the work of contractors and subcontractors, including when managing the Loyalty Program. At all stages - from discussion of the idea and coordination to summing up and analyzing the effectiveness of the campaign.

5. Have on your hands, or rather at your fingertips, all the necessary information and analytics on buyers, their consumer behavior and, most importantly, be able to track its change in dynamics and with the definition of dependencies.

In the case of the Management of the Coalition Loyalty Program, in addition to the traditional tasks of the single-brand program, the program operator must solve additional tasks:

1. Involve not only new Members, but also Partners in the program.

2. Manage relationships with Program Partners, current and potential - from contractual work to monitoring the implementation of the service level agreement to Partners.

3. Accurately, promptly and as transparently as possible organize offsets of accumulated/debited bonuses, provided prizes, monitor the current balance sheets of Partners and their limits.

4. establish the order and rules of communication with the Participants for the Program Partners, monitor their implementation.

5. plan, coordinate and control the execution of marketing actions with Partners, contractors and internal services.

Decision

In order to solve the tasks of Loyalty Program Management , you can quickly, simply and without fear make a mistake with today's amount of data and speed requirements, you cannot do without an assistant - a modern fully functional CRM system for managing the Retail Network Loyalty Program. Such as Manzana Loyalty based on Microsoft Dynamics CRM.

Manzana Loyalty solution based on Microsoft Dynamics CRM contains a complete set of tools for efficient and convenient management of marketing and Retail Loyalty Program:

1. managing participation in the Loyalty Program and maintaining the entire history of communication with all buyers.

2. Conducting mass personalized marketing communications through various channels from a single center - from SMS messages and e-mail to communication in the Buyer's Personal Account and monitoring Social Networks.

3. Manage all marketing campaigns and promotions, including contractor management and task management.

4. Management of material incentives according to a wide variety of rules and mechanics of the program - provision of discounts, accrual and deduction of bonuses, prize catalogs, gifts and combined mechanics.

5. A set of ready-made analytical tools for managing the Loyalty Program and the possibility of intelligent marketing analysis.

Today, Manzana Loyalty is the most popular CRM solution in Russia and the CIS countries for effective management of the loyalty program based on the industrial Western CRM system. Manzana Loyalty was entrusted with the management of its Loyalty Program by such well-known Russian companies: Lukoil, Invitro, Korablik, Moscow Jewelry Factory, Douglas, as well as Ukrainian retail (Brusnichka) and many others.

Manzana Loyalty is the only system that gives companies complete freedom of choice:

1. Purchase software licenses and install the solution on your resources.

2. Software-as-a-Service.

3. Transfer control of your loyalty program to an operator using Manzana Loyalty based on Microsoft Dynamics CRM (with access to the system and all loyalty program data).

At the same time, we are talking about the same decision. Moreover, depending on the stage of the Loyalty Program life cycle, the company can proceed to any new scheme. For example, run the Program with the operator. Then you manage the program yourself, not investing in creating your own infrastructure for the CRM system, but only renting it. And then, with the growing scale of the Program and the economic feasibility of such a transition, transfer the solution to its own IT infrastructure. That is, at any stage in the life cycle of the Program, the company can choose a system usage scheme that gives the most profitable Total Cost of Ownership (Total Cost of Ownership). In the case of leasing a model solution offered by Manzana Group, the company can avoid all tasks related to the installation and maintenance of the system. The customer, in this case, does not need to provide the infrastructure necessary for the IT solution - the system is located in a powerful modern data center. At the same time, the user company also eliminates the need to purchase licenses and maintain its own personnel responsible for the operability of the solution.

Manzana Loyalty solution based on Microsoft Dynamics CRM contains a complete set of necessary functionality for efficient and - most importantly - convenient management of the Retail Network Loyalty Program. A clear and familiar Microsoft interface allows Marketing employees to manage and control marketing activities on their own, without the additional involvement of their own IT or contractor specialists.

Tasks that are effectively solved using the Manzana Loyalty system:

1. Manage participation in the Loyalty Program and maintain the entire history of communication with the buyer, as well as the history of his purchases.

2. Maintaining marketing communications through various channels directly from the Manzana Loyalty solution. For example, you can send personalized SMS or e-mail messages directly from the CRM system, without the need to upload recipient lists, and immediately see the effectiveness of mailings in the system.

3. Management of marketing and promotions, including financial incentives according to a wide variety of rules and taking into account various dependencies (check composition, purchase history, member status, purchase time, membership in the segment, etc.).

4. Dozens of ready-made specialized reports for managing the Loyalty Program and the possibility of intelligent marketing analysis - for example, such as forecasting the response to a marketing promotion, analyzing client flows over time using RFM analysis or assessing the possible outflow of buyers.

5. Management of the full cycle of work with Program Partners in case of management of the Coalition Loyalty Program.

Participation Management

Known fact - no retail network has a customer like the Average Customer. All customers are unique, each customer (each segment or micro-segment of buyers) requires a different approach. Knowing the buyer "in person," understanding his behavior, remembering his preferences - all this is helped by users every day to do by Manzana Loyalty:

1. Managing Participants

2. Manage card status and bonus accounts

3. History of purchases and communications

4. customer segmentation based on consumer behavior, including RFM analysis

5. Socio-demographic information of participants

6. integration with geo-information services for customer segmentation

7. Registration of the participant's requests and control of the status of their execution

Marketing communications

The growth of the main indicators for the retail business - the average check, frequency of purchases and margin - directly depends on the effectiveness of marketing communications with the buyer. The only opportunity to convey to the Program Participants the benefits offered to them is prompt, unobtrusive and effective marketing messages. Manzana Loyalty allows you to quickly manage all communications with the Participants. Well-managed communications make it possible to influence consumer behavior without resorting to expensive financial incentives with bonuses and discounts within the framework of promotions. Manzana Loyalty enables retail chain marketing to fully plan, execute and monitor the results of marketing communications in real time, as simple as possible and within one convenient tool. In this case, communications can be carried out through completely different channels, among which there can be:

1. web technologies:

• Loyalty Program member's personal account;
• conversation with the operator of the contact center directly from the company's website or Personal Account, with the transfer to the operator of the entire context of behavior on the site;
• Loyalty Program mobile applications on all the most common mobile platforms:, and Apple iOS Google Android Windows Phone;
• monitoring and managing social media references, including social media.

2.SMS:

• personalized SMS-mailings, without the need to upload lists and personal texts of messages to files for subsequent loading and receiving back information about the delivery of messages (the system takes over all these tasks);
• processing of incoming SMS messages with their subsequent automatic processing or assignment of tasks to specialists of the contact center of the program.

3.E-mail:

• personalized e-mails;
• Processing incoming e-mail messages
• integration with the e-mailing service, which provide the ability to analyze the response (clicks on links in the body of the letter, the fact of reading, automatic reply from mailing, etc.).

4. at point of sale :

• Print marketing messages on the Check
• a tip to Cashier on POS;
• Messages to buyers for InfoSearch on the sales floor or Self-checkout

5. Work with social media and networks, including analysis of brand references, product categories, products and competitors.

6. contact center:

• call center operator processing of incoming calls, set of call scenarios;
• Scheduling and monitoring of outgoing call center calls as part of call scenario-specific campaigns
• assigning actions to other specialists of the Loyalty Program based on the results of a conversation with participants and monitoring the fulfillment of assigned tasks.

Incentives and Promotions

Promotion of Loyalty Program participants with Manzana Loyalty can be based on both its own customer activity and the fact of attracting other buyers, participation in special events, duration of participation in the Loyalty Program and other characteristics of participants. The solution provides a complete set of tools within one convenient Microsoft user interface:

1. Defining the Loyalty Program rules for calculating discounts and earning bonus points depending on the most diverse criteria - from the customer segment to the combination of purchased goods.

2. Cumulative discount systems with a certain period of validity.

3. Accrual and deduction of bonuses in accordance with the defined rules of the Loyalty Program.

4. providing gifts and prizes.

5. Provision of certificates, both registered and bearer.

Efficacy analysis

The Loyalty Program management requires prompt and reliable information. Qualitative analysis of the results of promotions and campaigns is impossible without convenient and reliable tools such as Manzana Loyalty based on Microsoft Dynamics CRM.

With Manzana Loyalty, the retail chain gets the full set of necessary capabilities to analyze the data of your Loyalty Program. Analytical reporting includes a standard list of reports, which can be expanded in accordance with your requests:

1. comprehensive segmentation of the client base (by demographic, behavioral criteria)

2. Segment Statistics for Highly Targeted Marketing Offerings

3. Dynamics of client audience growth, assessment of its quality and quantity.

4. Analysis of turbulence of client flows (dynamics of client flows, analysis of customer movement between segments, probability of escape).

5. customer commitment level analysis.

6. analyzing transactions for fraud (fraud)

7. ABC, XYZ, RFM - analysis of goods, outlets, customers

Deep data analysis is the key to implementing a successful Loyalty Program. Without modeling, segmentation, search for patterns, it is impossible to get a good return from the Loyalty Program.

The use of analysis technologies embedded in the data mining unit allows you to understand what the client wants and offer the right product at the right time.

The data processing models (scenarios) proposed within the framework of Manzana Loyalty are built using learning algorithms that have proven their effectiveness in world practice (decision trees, associative rules).

1. customer ranking. Ranking customers in terms of importance, profitability, loyalty, prospects increases the efficiency of the company's work by focusing on the most valuable consumers. The model allows you to automatically select and show the best and worst customers in any slices, calculate everyone's contribution to the result, and calculate performance indicators.

2. customer segmentation. Splitting customers into groups with similar behaviors is the basis for providing "personalized" products and services. Take into account the peculiarities of the behavior of various groups of customers and make economically feasible special offers or conditions for them. Powerful clustering tools allow you to take into account complex dependencies and the mutual influence of hundreds of factors.

3. preference analysis. To retain a client, you need to understand why he prefers a particular product, what factors affect his preferences, which is the most important from his point of view. To solve these problems, the system implements algorithms for extracting rules. Their application allows you to automatically identify dependencies, find explanations for customer actions, and assess the importance of factors.

4. stimulating demand. The Consumer Basket Analysis mechanisms help you determine which products are purchased jointly by a specific group of customers. This allows you to implement cross-sales programs, form discount systems that are attractive to customers and profitable for sellers, and it is more correct to place goods on windows.

5. direct marketing. Building personal relationships with customers is an expensive event, but it is the most important tool for increasing loyalty. In order to make direct marketing economically feasible, you need to accurately select the target audience. The use of analysis mechanisms embedded in the system allows you to make such a selection of clients taking into account the means of communication used, the history of relationships, demographic information, geographical location and characteristics of consumption.

Result

Manzana Loyalty is a CRM solution successfully used by several operators of Coalition Loyalty Programs in Russia and other CIS countries. Several dozen retailers chose Manzana Loyalty to manage their Loyalty Programs. If you count all retailers using Manzana Loyalty independently or within the framework of the Coalition Programs, then there will be more than 300 of them.

Why choose Microsoft-based solution?

1. Proven solution that works successfully in Retail.

2. a rich set of ready-made functionality and settings for effective management of the Loyalty Program "out of the box." This allows you to launch the solution very quickly.

3. A reliable, innovative and regularly updated Microsoft platform. Confident work with large amounts of data today and even larger amounts tomorrow.

4. Friendly and familiar to many Microsoft user interface.

5. Microsoft Dynamics CRM is certified in accordance with the requirements of the FZ-152 Personal Data Protection Act.

6. extensive experience of Manzana Loyalty consultants in launching Loyalty Programs, including business consulting, preparation of Loyalty Program concepts and analysis of their effectiveness. You will not need to spend your time on the education of consultants, our consultants know how other Loyalty Programs work.

7. There is freedom to choose licensing schemes for a solution - it is possible to purchase a solution or lease it.

8. The ability to integrate Microsoft-based solution with almost any IT solution and many services. Including, for example, social networks.

9.Supplier Independence - Self-Support. By selecting Microsoft-based solution, you are not exclusively dependent on a single solution provider.

10. Microsoft technologies are the most popular on the market. Today there are already a lot of Microsoft solution specialists and every day there are more and more of them.