SberMarket: Loyalty Program

2023: Launch of "Favorite Category"

On May 4, 2023, the online grocery delivery service SberMarket launched the mechanics of the loyalty program - "Favorite Category." The client will be able to assign 1 category as the "favorite" of the 5 offered to choose from and receive 5% of SberThank You bonuses for purchases in this category. And in May, for purchases of goods from the selected category, the user will additionally be returned with 20% bonuses SberThank you.

In this mechanics of SberMarket, the client is invited to choose from 5 categories one favorite, for example, "Meat" or "Vegetables." Bonuses accrued for purchases of items in this category are summarized with those accumulated earlier and can be used to pay for the following orders. The selected "Favorite category" will be available for 14 days, then it will be possible to renew it or replace it with another.

To connect to mechanics, you need to log in to the SberMarket application via Sber ID and be a member of the SberThank You loyalty program, while bonuses can be charged for purchases paid for by cards of other banks. If these conditions are met, a bright widget with a bonus balance will be displayed in the upper corner of the screen. You need to click on it, open the personal account of the loyalty program participant, and then go to the desired section.

As of May 2023, "Favorite Category" is already available to more than 40% of users. According to the results of testing, the mechanics showed high interest from customers: 34% of those who saw the update installed the "Favorite Category." The most popular category is "Meat," it is chosen by every 3rd client.

Our key focus is customer benefit. At the same time, we want to make purchases more interesting, so we give customers the opportunity to choose special offers on their own. We will continue to develop the functionality of the loyalty program: we plan to launch new mechanics, personalize promotions, add gamification elements and improve the user path, said Pavel Kolesov, Acting Vice President for Marketing and Sales at SberMarket.