VinLab network launches a point loyalty program

2022: Launch of a point loyalty program

The drinks supermarket chain WineLab"," part of the structure, Beluga Group supplemented its loyalty system point program WinClub. The key goal of the project was to increase the involvement of the client base and create bonus mechanics with personal conditions for different clients. Implementation partners were and. Novardis CSI The companies completed the project in 8 months, additionally implementing the Personal Offers program and online integration with the service, "Purse" Novardis reported on December 29, 2022.

As part of the project to launch a point loyalty program, the processes for registering and issuing client cards were redesigned to ensure the cleanliness of client data. The network has the opportunity to create personal and omnichannel actions with individual offers and point mechanics.

The development of a point loyalty program has led to changes in the systems of SAP Marketing, SAP Commerce, SAP BW, in the notification service, which was developed in conjunction with Novardis and has been successfully operated for more than a year, as well as in the cash program Set Retail. The launch of new mechanics ensured the installation of additional modules of the Set Loyalty solution from CSI in the cash system of the network. Points for online orders can now be paid at the cash desks of stores. The system calculates bonuses depending on the level of the buyer in the loyalty program, and also monitors the intersection of stock rules: the client will always receive the most favorable price for him.

According to VinLab, personalized offers help the company more effectively interact with customers, increase loyalty and increase the share of regular buyers. After the introduction of BNPL (from the English BNPL - Buy now pay later, literally "Buy now, pay later"), customers can receive points for registration, purchases, and in the future - for participation in other activities. Thanks to the Personal Offers project, the marketing department of VinLab has become available a mechanism for assigning personalized stock conditions for different customer segments both in retail and online. The standardization of the customer card registration process has improved the quality of customer data, which is one of the key factors in the successful loyalty program, emphasized in Novardis.

"The introduction of a point-based loyalty program is our next step towards building a modern, digital and omnichannel loyalty system that meets the needs of various segments of our customers. The point loyalty system developed with partners, special mechanics and status of participants will help us build even more trusting relationships with our clients to marketing trade , "said Ilya Maksimov, director of the VinLab network.

"In terms of marketing and e-commerce, the Novardis mechanic has been working with VinLab for several years. Working together on projects aimed at increasing customer loyalty, VinLab and I were able to create a strong project team. It combines the knowledge of the retailer's business processes, experience in implementing and modifying SAP systems, experience in creating custom services, as well as expertise in the processes of building loyalty in general. We hope that we will continue to cooperate on the development of innovative projects together with VinLab in the future, "commented Mark Reutenberg, Managing Partner of Novardis.

"VinLab cash desks have been operating at Set Retail since the opening of the first stores. Software solutions of the Set family are present not only at the cash desks, but also on the website and in the mobile application of the network, which allows us to create a convenient and functional infrastructure for VinLab buyers. Given the number and high load of cash registers in the chain's stores, we introduced improvements in stages. The network is fully ready for the New Year's holiday load, - said Sergey Gavrilov, CSI project manager.

2021: Optimizing Customer Communications Based on SAP Marketing

On October 13, 2021, Novardis announced that it had launched the SAP Marketing CRM system in the WineLab drinks supermarket chain, part of the Beluga Group alcohol company. The key goal of the project was to improve the quality of the client database and reduce the time spent on creating VinLab advertising campaigns.

The project of audit, implementation of the main functional requirements, as well as the launch of SAP Marketing into production operation was carried out in the format of remote work of both teams in 4 months.

As a result of the launch of the solution, the quality of client data increased, including due to additional integrations with SAP Commerce, SAP BW, SAP ERP systems, the functionality of standard reporting and personalized communications with customers were configured: the e-mail channel was reactivated, integration with the SMS channel was performed - the first distribution in the system was performed already 1.5 months after the start of work. According to the company, the solution from the SAP portfolio allowed the VinLab network to more than 3 times reduce the time required to launch marketing campaigns by automating the marketing cycle from planning and configuration to implementing and analyzing the effectiveness of campaigns.

The solution has also become a key tool in the work of the Trade Marketing department, due to the improvement of the quality and transparency of data entering the system. The quick launch of the software solution made it possible to start the next stage in the development of Trade Marketing business processes and start both implementing marketing campaigns in existing communication channels and adding ways to interact with customers, for example, using mobile push notifications.

In the future, the VinLab network plans to continue work on the automation of trigger campaigns, integration with aggregators and a mobile application.

"The development of a technology platform to increase the degree of personalization and work with target groups of customers is the first step towards building the concept of marketing the future in the network. For us, a personal approach is the basis for working with customers, "- noted the marketing director of the VinLab retail chain Ilya Maksimov.

"We are proud that VinLab has chosen Novardis to restart the SAP Marketing solution. Despite the difficult epidemiological situation, which did not contribute to the possibilities of direct interaction, both teams managed to organize transparent and understandable communication between all project participants. We hope that the implemented functionality of the SAP solution will allow VinLab to increase the satisfaction of its customers and increase revenue, optimizing the effectiveness of marketing activities, "- commented Mark Reutenberg, managing partner of Novardis.