The KIT-Pharma pharmacy chain introduced a loyalty system on the Manzana platform

2021: Loyalty Implementation

On August 26, 2021, the Manzana Group (Manzana Es Em) announced the introduction of a loyalty system on the Manzana platform in the KIT-Pharma pharmacy chain, which was developed and implemented by Direct Service, a partner of the Manzana Group.

"KIT-PHARMA" is a pharmacy chain in the Moscow region. Presented by pharmacies in Balashikha, Reutov and Lyubertsy. The company uses the most up-to-date tools and has been improving its loyalty program on the Manzana platform for many years. A special approach to customer interaction allows the network to maintain high revenue, average check and development dynamics.

The KIT-PHARMA loyalty program has been developed, implemented and managed by a team of Direct Service experts. The flexibility of the Manzana platform allowed Direct Service specialists to develop a complex and multifaceted loyalty program that takes into account all the individual features and tasks of the KIT-PHARMA network. An optimal set of Manzana Group tools was connected for integrated program management: segmentation, conducting targeted marketing activities, supporting relevant communication channels, and the possibility of integrations with other systems and services.

{{quote 'author = said CEO of Manzana Group Oleg Palenov. |

Working with such professionals as Direct Service guarantees a high-quality and coordinated implementation of projects. Direct Service's experience in customer loyalty and knowledge of the Manzana platform allow our partner team to run projects in a short time and quickly bring loyalty programs to the planned indicators,}}

An example of cases of the KEITH-PHARMA loyalty program is targeted actions aimed at interacting with customers with chronic diseases. Manzana Group solutions allow you to allocate segments of these customers depending on the frequency and duration of purchase of certain categories of drugs. Such customers are awarded an increased bonus for repeated purchases of goods of the chronic category, which is reported to the client through the most convenient communication channel for him. The analyst showed that customers buy ordinary goods for such a promotion, on which an increased bonus is not accrued. This allows you to reduce share costs and increase trade. Thus, due to the growth of conversion and revenue per client at low costs, the ROI for individual shares reaches 700%.

Coupon mechanics also shows excellent performance in the pharmacy chain. The ROI for the share is about 50%, and the average check for participants during the share period grows by about 20%.

In total, thanks to targeted, mass and trigger actions launched monthly by Direct Service specialists using the Manzana platform, revenue from the loyalty program grows by 15-18%. At the same time, the cost of rewards, on average, does not exceed 2.5% of the program revenue.

Шаблон:Quote 'author = noted Anton Semennikov, CEO of Direct Service.