Magnit Delivery is connected to the Magnit Plus program on the Manzana platform

2024: Combining offline and online sales channels into a single loyalty program

Magnit has combined offline and online sales channels into a single loyalty program on the Manzana platform. Every customer now benefits from participating in a loyalty program, regardless of where they shop. And Magnit is increasing sales and market share in e-commerce. Manzana announced this on October 24, 2024.

Magnit Delivery is our own service for online ordering and delivery of food, consumer goods, cosmetics, medicines from Magnit, Magnit Cosmetics and Magnit Pharmacy stores.

As part of its omnichannel strategy, Magnit has connected the Magnit Delivery service to its Magnit Plus loyalty program.

The Magnit Plus loyalty program of the Magnit retail chain has been operating on the Manzana platform since 2023.

Now, when making purchases through the "Magnet Delivery" service, users can accumulate and write off bonuses. The accumulated bonuses can be used not only in Magnit Delivery, but also in other formats of the Magnit retail chain: convenience stores, hypermarkets, drogeries and pharmacies, as well as when ordering through the marketplace. Conversely, bonuses accumulated for purchases in stores can be spent when making purchases through Magnit Delivery.

Such a seamless experience is a new level of comfort for Magnit buyers. No matter the time of day or place, they can shop easily and quickly without running into problems. This was made possible, among other things, by the use of the Manzana platform, which offers a wide range of tools for the implementation of this project.

The merger of online and offline channels of the Magnit network into a single omnichannel loyalty program Magnit Plus has become a logical step in the development of a global personalization strategy - a key element of the Magnit loyalty program.

By combining all the experience of regular buyers, Magnit analyzes their behavior in all channels and offers personalized discounts, bonuses and profitable promotional codes based on big data analysis. The share of personalized offers for buyers in Magnit Plus for October 2024 is nine times more than at the end of 2023. As a result, Magnit increases customer loyalty, increases the average check, purchase frequency and, in general, increases the share of online channels in sales.

In the future, Magnit plans to develop the Magnit Plus loyalty program on the Manzana platform, which now combines all offline and online channels of the network, within a separate business format. This solution is part of the company's strategy to create a seamless user path and strengthen customer loyalty by personalizing their experience across all network formats.

2023: Manzana Platform Transition

On October 23, 2023, Magnit announced the completion of the transfer of the loyalty program to the domestic platform Manzana.

The whole process took several months: the company began migrating users from March 2023, gradually connecting more and more cardholders to the new processing. During the transition, buyers were available to accumulate and write off bonuses, card discounts and other features, and registration of new cards continued. All historical data on accumulated points and bonuses, as well as analytical data, were saved. In addition, the company did not stop the development of this direction, adding new mechanics to the loyalty program. For example, the number of favorite categories that the buyer can choose was increased, and segmentation was improved, which made it possible to increase the number of communications by 30% without losing the buyer's response.

This solution works on the basis of cloud technology created taking into account the needs of the retailer.

The Magnit loyalty program combines all the main formats of the retail network: convenience stores, supermarkets and superstores, drogeries, pharmacies and delivery. Loyalty card holders can accumulate bonuses from each purchase and pay for their next purchases, receive increased cashback for their favorite categories of goods. Other privileges are available to them: personal offers, subscriptions, participation in promotions, and more.

The number of active holders of Magnit loyalty cards exceeds 72 million. The share of purchases using cards is 50% in checks and 65% in sales. At the same time, about 40% of loyal Magnit buyers visit two or more formats of retail stores, and the average check of an active user of a loyalty card is 1.9 times higher compared to a transaction without a card.

{{quote 'author=said Lyudmila Podyapolskaya, Director of the Department for Value Management of Buyers and Customer Experience of Magnit Retail Chain. | In 2022, we maintained the stable operation of the loyalty program even after leaving the Russian market of a foreign vendor that provided us with its technologies. In parallel, we were looking for an alternative from Russian developers, conducted tests within the company, on a limited pool of users and stores. As a result, we have been able to find the best solution that meets all our requirements, ensures the stable operation of the loyalty program and reliable data protection of our customers,}}