Haier improves its loyalty program on the Manzana platform

2021: Loyalty Upgrade

The Manzana platform allows Haier to continuously upgrade its loyalty program and improve customer experience. This was announced on October 7, 2021 by the Manzana Group (Manzana Es Em).

The success of Haier is based on the desire to be closer to the buyer: the work of the international concern has been building on this principle for many years. Therefore, the loyalty program has become an important and effective tool for quality interaction of the company with customers. An adaptive and constantly complemented by modern functionality Manzana platform helps to improve in this direction, on the basis of which the company develops its loyalty program. The upgrade to Manzana Loyalty Online and the launch of the Manzana Campaign opened up opportunities for Haier to communicate even more effectively with customers.

Given the large number of integrations on the Haier project, it was especially important to switch to an updated version of Manzana Loyalty Online as seamlessly as possible, both for the operation of the company's systems and for program participants. In this regard, comprehensive integration testing was carried out during the preparation process. The advantages of the updated version were the expanded functionality of online orders, more flexible customization of buyer incentive rules, the presence of high-quality analytics of Manzana Customer Data Platform and other necessary options. The upgraded Manzana Loyalty Online solution provides Haier with functionality with the possibility of further regular updates.

The introduction of the Manzana Campaign solution significantly automated marketing interaction and personal work with customers. The potential of promotional mechanics and response to user actions within the framework of the marketing activity has increased, the setup of trigger campaigns and cascade communications has become simpler and more effective. Welcome processes, customer registration and handling of abandoned activities have been improved. The direct connection between Manzana Campaign and Manzana Loyalty Online made it possible to personalize not only communications, but also launch personal promotions for specific segments.

The updates were carried out in collaboration with Manzana Group's partner, CRM marketing agency Out of Cloud, which helps Haier solve daily customer interaction tasks.

Colleagues from Haier see CRM marketing as a great potential for their company and use the intelligent platform Manzana, which has all the necessary functions, to develop in this area. We have been working with Haier and Manzana Group for more than a year and regularly update the CRM strategy: we test hypotheses and run appropriate mechanics to work with customers. This has already allowed Haier to seven times increase the revenue received from the email channel, double the conversion of subscriber collection and significantly increase the number of users coming for re-purchases, said Anton Samutin, CEO Out of Cloud.