M.Video continues development of a system of the loyalty program

In M.Video company implementation of the co-branded loyalty program "M. Video-BONUS – Alfa-Bank" on the Oracle Siebel Loyalty Management platform is complete. The project is executed by Technoserv Consulting company.

Holders debit or the bank credit card "M. Video-BONUS – Alfa-Bank" automatically become participants of the Program "M. Video-BONUS" on more advantageous conditions. Now regular customers of M.Video and clients of Bank can accumulate bonuses for purchases using the co-branded card not only in shops of the company, but also for any payment using the card, and to purchase goods in M.Video shops, using the added bonus rubles.

According to forecasts, over 30 thousand will become participants of the co-branded program by the end of 2010 human. The high level of return of funds for the bonus account belongs to advantages of this program (from 1.67% to 5% and more).

Feature of the project is creation of the centralized system working in all regions of presence of the company. Within the project integration of a loyalty system of the company with a banking system of Alfa-Bank and the system of direct marketing agency is executed. At the same time the information space allowing to interact by means of the web portal, the SMS, Direct Mail, Call Center is created.

A system is implemented less than in five months. Now the CRM-application is used by 150 employees of Customer service center and five administrators of the loyalty program, servicing and supporting a system of federal level with more than 2 million participants across all Russia.

Project Development

On April 17, 2014 it became known of the next phase of development of a system of the loyalty program of retail network "M.Video" completed by Technoserv Consulting company.

The circuit of the operating system on the Oracle Siebel CRM platform includes coupon service for receiving discounts. It stimulates sales among the clients who are not participants of the loyalty program and will give more complete analytics in assessment of the used marketing tools.

Implemented the system of the loyalty program Technoserv Consulting in 2008. Clients are not participants of the rewards program, can use discounts using coupons. For this purpose in M.Video the separate application was used until recently. Load of this IT system increased and the management of retail chain stores decided to transfer coupon service to a framework of a single system of management of a customer loyalty.

Consultants Technoserv Consulting developed business logic of coupon service and implemented it on the Oracle Siebel CRM Loyalty Management platform existing at the retailer. Now at commission by the client of the first purchase in M.Video shop number of the issued coupon is fixed in CRM. Upon the subsequent purchase data of the shown coupon are verified with information in a system, the cost of purchase is automatically recalculated taking into account the put discount.

"For many years of M.Video builds long-term customer relations, aiming to understand their requirements and to develop trust to a trademark. Inclusion of coupon service in a single system of management of loyalty will help us to attract more actively those clients who for some reason do not participate to our loyalty program. And summary data analysis on different marketing tools will allow to develop flexible and complete strategy of sales promotion" — Alexey Churakov, the head of department of CRM and a business intelligence of M.Video emphasized.

"To add the management system for loyalty operating in M.Video, our consultants needed to make some settings only. This just that case when the result repeatedly exceeds the spent efforts. Deep competences in implementation of Oracle Siebel CRM allow a command Technoserv Consulting to try to obtain the effect, necessary for the customer, with the minimum costs" — Olga Rubtsova, the deputy CEO noted Technoserv Consulting.