Loymax and the Fragrant World chain of stores have introduced the Wine Card loyalty program

2023: Implementation of the Wine Card Loyalty System

Loymax has introduced a bonus-funded loyalty program in the federal chain of stores "Fragrant World." Since July 2023, the system has been implemented in retail outlets throughout the network. Loymax announced this on December 27, 2023.

More than 900 stores in Moscow, St. Petersburg and other cities of Russia are connected to the program as of December 2023.

The implementation team faced difficult tasks: combining 3 client databases, introducing basic and promotional mechanics already at the start of the new program, working with mailings and electronic checks. Before working with the developer, customer data was stored in three different sources and actually covered three client traffic channels: a website, a mobile application, and a common customer base of stores. Despite the differences in data formats by customer, Loymax specialists successfully merged, unified the format and ensure proper storage of the client base, "said Alexey Gilin, director of implementation at Loymax.

The new loyalty program was supposed to solve marketing problems to expand the set of communication and action mechanics, increase interest and involvement in the program. And the Loymax and Fragrant World implementation team successfully coped with these tasks. Under the terms of the program, for each purchase, even on yellow price tags (which is not offered in most networks), participants are awarded bonuses and special prices for cardholders are valid. You can pay with bonuses 20% of the purchase according to the basic rule and up to 100% of the purchase during the promotion periods, there are options for choosing your favorite products and personal offers, combining accounts into a single family account, inviting a friend and much more.

{{quote 'The benefit of participating in the new program has already become obvious to our regular buyers, the NPS level has grown significantly, the frequency of purchases with cards has increased by 7%, the outflow has decreased by 8%. If previously it was possible to achieve the maximum the discount level of 10% and then the card lost its meaning, now it can and should be applied with each purchase, the benefit will only grow, "said Ekaterina Simonova, head of the Fragrant World loyalty program.}}

"Fragrant World" continues to grow dynamically and increase the number of stores. In the near future, it is planned to expand marketing mechanics, develop personalized communications, programs for the WIP segment of buyers, a separate program for employees and much more. The program was launched only six months ago, and has already broken into leadership positions among the rating of loyalty programs of large networks of the Russian Federation (according to the rating of the agency INFOLine, December 2023). Follow our news on the site and in the mobile application, "- summed up the year, Marketing Director of the Fragrant World network, Elena Volkova.