Manzana Group launched a new loyalty program for FC Lokomotiv

2022: Loyalty Program Launch

On July 28, 2022, Manzana Group announced the creation of a loyalty program for the Lokomotiv football club.

According to the company, the project included the following stages:

• developing a loyalty program concept for fans;
• launch of Manzana Loyalty Sport CRM solution with migration of all data from the existing club system;
• creation of digital services, including an online store, a fan's personal account and a single authorization center;
• Create an impression catalog for loyalty program members
• combining all client services into a single ecosystem based on Manzana Loyalty Sport

Among the priorities of the modern and open sports club are optimization of client experience, permanent stimulation of involvement in the loyalty program during the sports season, which implies the growth of Lifetime Value target groups of the club, preservation of historical achievements of fans, automation of the communication process in the CRM system, stimulation of sales of season tickets, tickets and club attributes. Manzana Loyalty Sport tools and integration capabilities allow us to solve our problems and make working with fans effective for us and comfortable for them. told Evgeny Kapinus, head of the loyalty program division of FC Lokomotiv

The Manzana Group team, which has expertise in the marketing of the sports and entertainment industries, has completed the entire range of services: from the development of the concept of a loyalty program to the implementation of ready-made client services.

A loyalty program has been developed, including incentives for fans depending on their activity. During the sports season, program participants receive one of six statuses.

Statuses of program participants

Two activity criteria are taken into account at once:

• Number of home matches attended during the season
• Total ticket purchases and club paraphernalia per season

The status received is maintained for the next season, during which the fan can confirm, lose or increase his level of privileges of the program participant.

In addition, a wide range of bonus mechanics is involved, allowing participants to receive additional rewards in the form of cashback with bonus points. The amount of accruals depends on the earned status: the higher it is, the larger percentage of the purchase amount is returned by points. For example, "Beginners" receive 3% of the purchase amount, and "Legends" - up to 30%.

Lokomotiv Football Club is one of the leaders in sports marketing. The club's first CRM project dates back to "zero," and since then a large amount of data on the club's audience has accumulated. One of the tasks of the Manzana Group team was to migrate client data and interpret it taking into account a different concept of the loyalty program. The key achievements of fans in the previous club program should have been preserved when another loyalty program was launched.

For fans of FC Lokomotiv, a functional digital platform was developed on which the history of their relationship with the club is available, including purchases of paraphernalia, tickets and season tickets, as well as the current progress of participation in the loyalty program. Feedback from the club is available. For example, you can online send a request for a topic of interest to the client. For the convenience of fans, a single user authorization center has been developed - one entry point and one fan account for all online services of the club.

As part of the project, an online club paraphernalia store was developed and launched, based on modern technological and design solutions, integrated with the club's accounting system, CRM system and loyalty program. The main feature is that a fan can exchange loyalty program points for a unique experience from the Impressions Car catalog.

During the project, the task was to integrate the entire loop of IT solutions related to client services into a single ecosystem, the core of which will be Manzana Loyalty Sport. As a result, data streams from available audience interaction channels are collected in a single CRM system:

• Fan's Personal Account
• Ticket site
• Ticket offices
• Online store
• Attribute Sales Points
• ACS stadium
• Communications Services

In addition to collecting information and implementing a loyalty program, one of the tasks for any marketing department is to obtain up-to-date analytics on client data. After the start of the loyalty program, the Manzana Customer Data Platform (CDP) system was connected - a specialized software product for conducting high-quality analytics of these loyalty programs.

Large-scale modernization of technologies will allow Lokomotiv to be closer and more convenient for its fans, strengthen contact with them and never lose contact with them. A deep understanding of how fans behave, what services they use, how often they come to the stands is the key to the development of mutually beneficial communications. noted Arthur Kapitanov, head of Manzana Sport