"585 * Golden" introduced the loyalty program Manzana Loyalty

2022: Connecting the Loyalty Program to the Intelligent Platform

On December 8, 2022, the 585 * GOLD network announced the connection of a loyalty program to an intelligent platform in order to segment marketing offers and personalize customer communications. The efficiency of the shares rose to 30%, the launch speed decreased 5 times.

If earlier discounts were the same for everyone, then at the beginning of December 2022, the 585 * GOLD network segments marketing offers depending on the purchase history of each client: the amount of the average check , the time since the last purchase , product preferences. Thanks to this, it became possible to form a different promotion for each segment of customers with individual conditions. Offers have become targeted, which means more relevant and useful for buyers.

The platform provides full-scale communication capabilities from the moment of the first touch and allows you to implement an omnichannel approach to each client. "585 * GOLD" connects the ability to configure communications to narrow groups of customers. This will also allow, through personalization, to motivate buyers to target actions, configure trigger communications and conduct cascading promotions of any scale through mobile push notifications , email marketing and SMS messages.

One of the main strategic objectives of the company is to increase customer loyalty and the NPS index through a personalized approach. "585 * GOLD" is 17 million customers and more than 1000 stores in 420 cities of the country (data as of December 2022). At this scale, personalization requires advanced IT tools. The transfer of the loyalty program to an intelligent IT platform will provide us with revenue growth in 2023, told Andrey Shlyaev, Director of Marketing and Retail Sales of the 585 * GOLD chain.

Previously, promotions, discounts, bonuses and special offers were programmed manually by specialists from two departments - marketing and IT departments. Now some of the processes have become robotic. The marketer independently decides on the "inclusion" of the promotion in the interface of just one program, which meets the requests of the company's quick change policy. In turbulence, this solution will allow you to react faster to fluctuations in demand. This was made possible by integration with the platform from Manzana Group.

The decision to buy jewelry is often due to brand perception and emotions arising from contact with the brand and its products. A "smart" loyalty program allows you to form the "right" emotions from the buyer. It helps not only stimulate shopping activity, but also broadcast individual brand values ​ ​ to the outside world for each target audience, noted Oleg Palenov, CEO of Manzana Group.