O'Kay Updated Integrated Omnichannel Marketing Communications System

2021: Implementation of the updated integrated omnichannel marketing communications system

The O'KAY hypermarket chain is improving its loyalty program with the help of the Manzana Campaign solution, Manzana Group announced this on September 23, 2021.

Manzana Group specialists have introduced an updated system of integrated omnikanalny marketing communications in the loyalty program "O'KAY."

In everything related to loyalty programs, O'KAY, like many other retail chains, has long collaborated with the Manzana Group.

All Manzana platform solutions are integrated and, complementing each other, increase efficiency and save time to connect new functionality.

It is no secret that the cost of communications is a significant part of marketing budgets and is constantly growing. By using cascade communications, we can significantly reduce mailing costs without losing response levels. An important change in Manzana Campaign for us was that it became possible not only to quickly launch even complex communication using different channels and personalization, for example, to send personal coupons, but also to quickly see feedback, said Roman Schukin, head of the O'KAY Commerce and Marketing Applications Development Department.

Manzana Group specialists quickly carried out integrations with SMS Traffic and Sendsay communication providers to automate the process of sending SMS and email messages, the Wallet application and the O'KAY mobile application - to send PUSH messages on shares, mass promos and send coupons to customers. Segmentation capabilities were expanded, and a large number of filters were implemented, which made it possible to close the necessary communication needs of the O'CAY network.

Together with Manzana Campaign, we have a convenient graphical interface for quickly and clearly setting up regular communications with our customers, "said Irina Anufrieva, head of the O'KAY contact center. - Now we can easily set up mailings to the desired target audiences taking into account all the filters we need for participants in the loyalty program "O'KAY." We cover several million members of our loyalty program with regular communications, sending them several different messages a week, and do this, taking into account the preferences of our customers in real time, because in Manzana Campaign we see all purchases in stores, even if they have just been made.

Manzana Campaign is part of Manzana's intelligent platform integrated with Manzana Loyalty, Manzana CDP and Manzana Predictive Analytics. Manzana Campaign can be installed as a complementary component to other solutions, or separately, to customers with high requirements for campaign automation systems. In the updated version, we added the possibility of using current, accessible channels for marketing communications, such as push messages in mobile applications or instant messengers, and the possibility of combining them with traditional channels in cascade communications, "added Oleg Palenov, CEO of Manzana Group.