Panacea Jewelry Lab (Manzana Loyalty)

2025: Loyalty Program

On March 4, 2025, Manzana Group announced the implementation of a project to create a loyalty program for the Panacea Jewelry Lab jewelry brand.

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Фото: Manzana Group

As reported, since 2023, Panacea Jewelry Lab has been creating jewelry that combines silver with natural stones and grown diamonds, reflecting the latest industry trends and embodying bold design solutions. By the beginning of 2025, the brand opened several copyright "jewelry laboratories" in Moscow, St. Petersburg and Rostov-on-Don, and by the end of 2025 plans to scale up throughout the country.

The updated loyalty program is a natural stage in the development of a brand focused on dialogue with customers. The launch of the loyalty program on the Manzana platform allows Panacea Jewelry Lab to offer customers not only personalized bonuses and exclusive opportunities, but also create a digital ecosystem where each purchase becomes part of a unique experience.

The selection of Manzana Group as a partner was based on key criteria: price flexibility, deployment speed, reliability and customization of the solution. The Manzana platform made it possible to ensure the launch of the loyalty program in a short time, fully meeting customer expectations.

Successful cases of launching bonus loyalty systems for jewelry retail, such as the loyalty program for MIUZ Diamonds on the Manzana platform, confirm our expertise and effectiveness in this area. Manzana Loyalty was taken as the basis - a solution for the quick launch of attractive and effective loyalty programs that meets all the needs of the project. The work was completed ahead of schedule, spending 90 days on a full cycle.

Loyalty Program Opportunities for Panacea Jewelry Lab:

• The Panacea Jewelry Lab loyalty program based on the Manzana platform as an infrastructure for growth. Customer LTV increase:
  • Welcome 3,000 bonuses instantly attract new customers, lowering the threshold for the first purchase. It works as a "soft" trigger to get to know the brand.
  • Cashback 10%, 20% - basic and 10% additional discount for loyalty program members form a double benefit: the client returns more often to use the accumulated points, and a fixed discount increases loyalty.
  • The ability to spend up to 30% on purchase bonuses incentivizes customers to more expensive acquisitions, increasing the average check. So, for example, a decoration worth 50,000 rubles. a client can purchase for 32,000 rubles, if this is his first purchase, or for 24,500 rubles, having accumulated 10,500 points.

• Personalization and Emotional Connection
  • A gift 14 days before the birthday (1,000 bonuses) and 30% cashback within a month create an emotional connection with the brand. In jewelry, retail where shopping is often timed to coincide with personal events, this strengthens the positioning of Panacea as a "brand friend."

• Balance between generosity and profitability
  • The limit on stock pooling (maximum 30% discount) allows you to maintain profitability even with the active use of bonuses.
  • Exceptions in conditions give flexibility: for example, to exclude goods sold at a special price or goods that are not subject to the terms of the loyalty program.

• Strengthening the image of a fashion and technology brand
  • The original name "Panacea Jewelry Lab" works on recognition and virality. In a niche dominated by "classic" names, this sets Panacea apart from its competitors.
  • The modern loyalty program highlights the brand's manufacturability, which is important for young audiences.

Further strategy for the development of the loyalty program on the Manzana platform:

• Data analysis: connecting the Manzana BI module to analyze purchasing behavior, targeted marketing activities and, in general, a loyalty program.
• Expansion of touchpoints: launch of a mobile application, expansion of communication channels and integration of the Manzana Campaign module to automate multi-stage personalized communications.
• Increased personal marketing: customer segmentation by engagement level and LTV, point offers based on purchase data.

The Panacea Jewelry Lab loyalty program on the Manzana platform helps to form a systematic personal approach to customer retention, taking into account the specifics of the jewelry market with a long interaction cycle. This sets the stage for increased repeat purchases and stronger brand loyalty, which ultimately contributes to the steady growth of the jewellery business.