"Lanit Omni" helped pharmacy chains "Socialochka" and "Living Healthy" increase the average check by 26%

2020: Implementation of loyalty system

Lanit Omni, the department of Norbit (part of the LANIT group), introduced the RightWay platform for the pharmacy chains Socialochka and Zhiva Zdorovy, which are part of the Pharmacy Traditions group of companies. This was announced by LANIT on December 3, 2020.

"Socialochka" and "Living Healthy" for December 2020 consist of 338 offline points of sale and an online store. The loyalty program is used by more than 520 thousand people. The main goal of the project was to attract customers and retain them with interesting offers without using direct discounts.

With the advent of the RightWay platform on the network, client data is processed in a single "Personal Account." Tools are configured in the system to segment the target audience by actions and additional features (examples of categories - "beauty will save the world," "in a pharmacy with only a recipe," "I don't spare money" and others). Each customer segment receives individual price and product offers.

In the network loyalty program, bonus and discount management appeared, as well as the ability to use promotional codes and coupons. This allows you to further monitor the activity of customers and, if necessary, transfer the client to another purchasing category. "Socialochka" and "Living Healthy" issues physical and electronic loyalty cards. In the near future, the card will appear in the Wallet application.

Loyalty programs RightWay generate analytical reports on all campaigns conducted, which is convenient for the network management and marketing department. The project implemented integration with the cash desk and online store.

At the beginning of the project, we set several key tasks - to increase the frequency of purchases, collect and study customer preferences to form loyalty to the brand of our pharmacy, and we succeeded: in the first six months, in addition to the growth of the average check, we received indicators: LTV (lifetime value) ratio - 13.4%, ROMI (Return on Marketing Investment) for marketing campaigns - 160%, noted Alexander Savelyev, head of loyalty and client service programs of the Pharmacy Traditions group of companies, pharmacy chains Socialochka and Zhivy Zdorovy.

We are pleased that our client appreciated the effectiveness of the RightWay platform. The system is quickly launched and tuned for any marketing tasks, can combine and segment large volumes of information on customers into a single personal loop. I am sure that our solution will increase the return on investment in targeted marketing, said Mikhail Tsapok, director of business development at LANIT-Omni at Norbit.