"Nobit" united all pharmacies "Pharmaimpex" by a common loyalty program

2024: Launch of a unified loyalty program

Norbit (part of the LANIT group) launched a unified loyalty program for Pharmaimpex. LANIT announced this on April 24, 2024. It is implemented on the basis of the RightWay marketing automation and consumer behavior management platform . In the first six months after the introduction of the system, the average purchase amount in retail outlets increased by 14%.

Before the start of the project, only a limited number of Pharmaimpex pharmacies operated loyalty programs. They were disparate and severely limited in functionality. Activity analytics marketing was minimal, there were difficulties with scaling. These factors disrupted the holistic development of the network, so a single system was needed.

It had to meet a number of requirements: have powerful and fast processing, convenient and simple tools for segmenting customers and launching marketing promotions. Among the important requests were established feedback between the contractor and the customer, readiness for refinement, documentation of services and functions. According to the results of the reference selection, the RightWay platform approached the customer in all respects.

At the first stage, NORBIT specialists formed a consolidated analytical base in which customer data from various sources was collected. Then, within three months, all solution modules were integrated: CRM for marketing, loyalty and promotion mechanic designer, omnichannel communication unit for different types of mailings, as well as a data showcase with tools for analyzing and monitoring campaigns.

The next three months, some of the processes were optimized, which allowed to increase the speed and reliability of transactions. At the same time, communications were built between internal customers and the loyalty program team. Retail sales specialists have been trained to work with the system. Feedback channels were also formed.

Шаблон:Quote 'author = said Violetta Bulgakova, Director of the Strategic Marketing Department of Pharmaimpex Pharmaceutical Network.

{{quote 'author = told Mikhail Tsapok, Platform Development Director RightWay, NORBIT. | Our team has already accumulated significant expertise in the field of marketing automation and loyalty management in pharmaceutical retail. Best practices and reference processes have been formed. Therefore, it turned out to launch quickly even such a large-scale project, and it covers 25 regions of Russia, more than 800 points and about three million buyers per year,}}