M.Club Loyalty Program

2022: Loyalty Program Membership Growth

M.Video-Eldorado Group on July 4, 2022 announced the fixation of the growth in demand for loyalty programs of its brands amid growing economic uncertainty. About 90% of purchases in M.Video and Eldorado in May-June 2022 are made by authorized customers using the bonus program - buyers either pay in bonus rubles or save them. The total number of users of loyalty programs M.Video and Eldorado exceeded 100 million people - 54 million unique participants in M.Club and 49 million in Eldoradosti.

M.Video-Eldorado develops brand loyalty programs based on Russian solutions and its own developments within the framework of the OneRetail platform, which allows customers to provide seamless experience online and in stores, including when using the loyalty program. For each purchase, customers receive bonus rubles, which can be spent on payment up to 50% of the cost of the next purchases, all activities are tied to a mobile phone number - there is no need for a physical card. The buyer can quickly find out the balance of their virtual bonus card and safely pay for the purchase thanks to SMS confirmation.

A single seamless OneRetail space allows us to identify our customers not only online, but also in the retailer's store and app. The data obtained help to build long-term relationships with customers, offer a personalized service and the most profitable price offer. The focus on the individual approach to customers and the development of our own IT products allowed us not only not to close loyalty programs, but also to continue to actively develop them. We also regularly carry out special promotions that allow our customers to receive increased cashback. So in June 2022, within the framework of one of them, more than 1,000 buyers of M.Video received a maximum cashback of 100%, equivalent to almost 22 million rubles, and will be able to spend it on new purchases, said M.Video-Eldorado to marketing Group Client Director and Digital Experience Vasily Bolshakov.

About half of all purchases in M.Video and Eldorado are made with the write-off of bonuses. On average, customers pay with bonuses 10% of the purchase price - that is, this is the discount that each client receives to the market value of the goods. The best-selling goods with a write-off of bonuses in both networks for the first half of the year were: smartphones, TVs and vacuum cleaners.

In loyalty programs, there is an equal ratio of men and women. Half of the buyers of both chains are middle-aged people (30-60 years old). Customers under the age of 30 make up about 14% of all buyers.

Every third participant in the Eldoradosti program lives in a million-plus city. In M.Club, residents of cities with a population of 1 million or more occupy 42% of the total number of participants. At the same time, both loyalty programs consist of about 20% of residents of large cities of Russia (from 500 thousand people). Despite the fact that in general the share of buyers remained unchanged, over the year the number of participants from cities and settlements with a population of up to 50 thousand people increased by almost 1.5 times (up to 0.5 million).

Links

Link to M.Club Loyalty Program