Cafe chain Prime has created a bonus loyalty program on the Manzana platform

2024: Creating a Loyalty Bonus Program

The PRIME cafe chain, part of Arkady Novikov's Novikov Group, has launched a bonus loyalty program on the Manzana platform for its customers. This was announced on December 20, 2024 by the Manzana Group. As of December 2024, the chain has more than 80 cafes in Moscow.

As reported, the loyalty program in the mobile application was developed and launched with the goal of achieving several key goals:

• increasing customer loyalty,
• improving the quality of service,
• increase in the number of repeat orders,
• average check growth and retention.

These goals are achieved by providing customers with opportunities and incentives, personalizing offers and communications, and responding quickly to inquiries and problems.

What solutions Manzana Group uses Prime

As part of the project, three key modules of the Manzana platform were used, on which the PRIME loyalty program is built:, and Manzana Loyalty Online Manzana Campaign /. Manzana CDPBI

Manzana Loyalty Online is a cloud solution that provides all the necessary tools to quickly launch attractive and profitable loyalty programs.

Manzana Campaign is a service that helps create complex communication chains and interact with customers. It allows you to customize personalized messages and send them to customers at the right time.

Manzana CDP/BI is a service for analyzing purchasing behavior and marketing actions. It helps you understand which products are most popular among customers, as well as determine the effectiveness of various marketing campaigns.

All solutions of the Manzana platform are integrated with each other and, complementing each other.

How Manzana Platform Capabilities Help Transform the Shopping Experience in Prime

Using the Manzana loyalty platform, PRIME was able to optimize the quality of service for its guests by introducing a number of services that make brand interaction more convenient and personalized. As part of the loyalty program developed on the Manzana platform and integrated into the PRIME mobile application, guests can accumulate and use points, participate in promotions, and receive discounts on certain products in individual restaurants of the chain. The program includes 16 different customer statuses, which depend on the amount of purchases. Achieving new statuses provides access to additional points.

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Фото: Manzana Group

PRIME also offers several types of cards for different categories of guests: a card for a loyalty program member, a card for those who are not participating in the program and a VIP card for corporate clients. This segmented approach allows Meet the needs of different customer groups effectively. For PRIME, this is the ability to process checks and receive analytics not only for loyalty program members.

Members can choose their favorite items and categories to earn points each month, making the rewards process more personalized. Each customer can choose three favorite categories, for of which the individual accrual percentage is set. This makes the process of selecting goods and receiving rewards more individual and convenient.

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Фото: Manzana Group

PRIME customers get personalised deals that match their interests. According to the Manzana Group, this individual approach contributes to a significant increase in the effectiveness of marketing campaigns and sales growth. The loyalty program encourages members for feedback, food scores and in-app visits.

For example, on a birthday, customers have additional benefits for all dishes, as well as special offers for orders over 5,000 rubles. This creates even more incentives to visit the chain's restaurants.

As part of marketing activities, PRIME effectively uses the Manzana Campaign service to organize communications with loyalty program members. With push notifications, e-mail and SMS messages, PRIME sets up regular mailings, taking into account various filters by customer. Manzana Campaign provides quick and visual customization of segments, allowing you to assess their size and optimize communications to increase engagement.

Manzana CDP/BI analytical tools provide access to various data samples and generate stock reports, which helps the company make informed decisions and optimize its strategy.

What results have already been achieved

After the launch of the loyalty program, the client noted an active dynamics of growth in the number of its participants. Customers are actively involved, accumulating points, which, according to Manzana Group, is confirmed by the average monthly growth of participants at + 180% over the past six months.

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Фото: Manzana Group

It is also worth noting the active use by customers of various loyalty program statuses, which make it possible to receive additional opportunities depending on activity.

The development of the loyalty program will further strengthen the company's relationship with its guests, creating additional value for all participants.

How the loyalty program will develop

As part of further cooperation, an online store integrated into the mobile application will be launched. The project will include the distribution of delivery areas, which will provide users with convenient access to products and services. In addition, the system will allow you to track the available assortment in each cafe in real time, which will significantly increase the level of service. shared plans for the development of the loyalty program Roman Goryachev, product manager for the Manzana platform

In addition, as part of its strategy, PRIME plans to introduce a variety of coupons that will be an effective tool for encouraging customers. These activities will also focus on focusing on certain products, which, in turn, will contribute to an increase in sales volumes.

Gradually, loyalty program participants will be able to take advantage of all its opportunities, which will create additional incentives for regular and potential customers.

These changes are an important step in the development of the online store and loyalty program, which is aimed at optimizing the user experience and increasing sales, concluded in Manzana Group.