Glenfield launches loyalty program from Lanit Omni

2021: Implementing RightWay

Lanit Omni (department of Norbit company, group of LANIT) implemented the omnikanalny loyalty program for clients of retail network odezhdyglenfield. For three months of use, the retailer recorded a 26% increase in involvement in the loyalty program and a 17% increase in conversion to sales with email mailings. This was announced by LANIT on December 7, 2021.

Before LANIT Omni, Glenfield had a loyalty program that gave customers a discount on goods at full price. This format cut the possibilities of brand marketing activities - the discount on the card often intersected with sales, and buyers did not use personal offers.

Since September 2021, the company has changed the type of loyalty program, accelerated the launch of shares and improved mailings. Customers have become more active in promotions and visit chain stores more often.

At Glenfield, we automated the main business processes: customer data processing, segmentation of the client database by various characteristics and trigger mailings. The developed omnichannel approach will help effectively interact with customers and increase the main economic indicators, said Mikhail Tsapok, director of business development at LANIT Omni.

Due to the new service, Glenfield solved several problems: it made the transition from a discount loyalty program to a bonus one, increased the interest of buyers using new communication channels and launched personal promotions. The program helps to form personalized offers to customers and create individual conditions for the purchase of goods.

Prior to integration with RightWay, Glenfield client data was collected and stored piecemeal. RightWay has become a single repository of all customer data that is collected from various sources: site activities, purchase history, cash register software, support calls and basic data (gender, age, geo).

Registration in the loyalty program takes place at the cash desk. RightWay is integrated with the cash register software of the network based on 1C.

It is important for us that customers get the most positive experience when interacting with Glenfield. In the process of working and communicating with customers, we noticed that the discount loyalty program does not motivate them and does not create additional value. After the introduction of the RightWay loyalty bonus program from LANIT Omni, we received a lot of positive reviews from regular buyers. Glenfield is focused on exploring its customers. We make personal offers, develop actions that attract people and build an effective and mutually beneficial dialogue, noted Natalia Ignatova, managing the Glenfield retail chain.