The network of children's shops "Daughters Sonnies" started the loyalty program

The loyalty program for Daughters Sonnies company – the communication medium with buyers and managements of consumer behavior. The network started the new rewards program "+1". The +1 card can be issued free of charge at commission of any purchase in Daughters Sonnies supermarkets. Further on the card bonuses at the rate to 30% of purchase cost which can be spent for goods from different categories are charged, having paid with them 20% of cost. Clients can always look at information on a status of the bonus account, on the history of charges and write-off of bonuses in a personal account on the website of the company.

The company uses the loyalty program optimized on the technical Manzana Loyalty platform and Microsoft Dynamics CRM.

The base of participants of the loyalty program "+1" is more than 2,500,000 buyers. At start of the program in shops both old discount cards, and cards of the new program were in parallel accepted. Active junction on new cards buyers voted for advantages of the new concept – in 4 months practically all buyers voluntary migrated on the bonus +1 cards. At the same time at a stage of start of the program not only the number of monthly issued cards of the participant of the loyalty program, but also percent of active cards grew. The first results of work of the new loyalty program "+1" show excellent effect of the involvement of buyers into the loyalty program: the average bill is 43% higher, complexity (the number of units in the check) became 28% higher, and marginality – for 30%. Use of the solution Manzana Loyalty allowed Daughters Sonnies network to implement a number target marketing the companies, the response to which reached 27%. Such good results were achieved including due to use of analytical tools for the analysis of possible outflow of buyers, carrying out the RFM analysis.