M.Club Loyalty Program

2025: Ability to write off up to 50% of purchase value with bonuses

As part of M of Video El Dorado the implementation of the three-year development strategy, the key areas of which were approved by the Board of Directors, on May 12, 2025, announced the start of the transformation of the combined M.Club program loyalty. Now, when paying for the purchase, M.Video's customers Dorado will be able to write off up to 50% of the cost of goods with bonus points, while previously the option was limited to 30%. The changes are aimed at improving user experience and increasing customer flexibility in spending planning.

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Фото: M.Video-Eldorado

{{quote 'author=said Company CEO M.Video-Eldorado Felix Lieb. | The development of the loyalty program is one of the key elements of our three-year strategy, on which we rely a lot in terms of developing our business model. The changes that are taking place show that at the head of all processes for us is the client, his impressions and emotions from interaction with our sales channels. As Chief Technology Expert, we understand that every touch with a customer should be positive, cost-effective, simple and predictable for them. The current update will increase the share of points deduction and will be able to add additional points to our customers' eyes by significantly affecting the final order value. Thus, the M.Club update is not just a condition adjustment, but a step towards a more mature, technological loyalty model, in which the client receives understandable advantages for his choice and trust in our brand, while purchasing only a high-quality product, convenient service and warranty for purchased equipment,}}

At the end of 2024, the total number of customers of the company exceeded 75 million people, the growth year-on-year amounted to more than 5 million users.

Despite significant changes in the procedure for debiting bonus points, the terms of accrual remain the same: 3% of the check amount when buying equipment, 5% - when buying accessories and 10% - for paying for services and extended guarantees. All bonuses are awarded to registered users on the loyalty card and become active after 15 days. The validity period remains the same - 180 days. It is important to note that the algorithm for calculating and expiring bonuses within the framework of promotional campaigns is determined separately by the rules of specific shares.

Participants of the M.Video-Eldorado loyalty program will continue to receive personal offers - special promotions and discounts, taking into account their purchasing preferences. The possibility of partial payment with bonuses will remain for a number of partner articles with the exception of line items. Information on whether partial payment with bonus points is available for the product that is interested in the product can be clarified in the product card in the "Personal Price" section or in person with a consultant in the store. For delivery services, installations and other additional options, the write-off of bonuses does not yet apply.

The unification of loyalty programs "M.Video" or in "Eldorado" under a single brand M.Club ended in September 2024. This gave customers the opportunity to save and write off bonus rubles in any of the more than 1.2 thousand stores of M.Video-Eldorado, as well as use the cross-purchase function. Now the order can be picked up in any convenient store, regardless of where it was decorated: at M.Video or at Eldorado.

2022: Loyalty Program Membership Growth

M.Video-Eldorado Group on July 4, 2022 announced the fixation of the growth in demand for loyalty programs of its brands amid growing economic uncertainty. About 90% of purchases in M.Video and Eldorado in May-June 2022 are made by authorized customers using the bonus program - buyers either pay in bonus rubles or save them. The total number of users of loyalty programs M.Video and Eldorado exceeded 100 million people - 54 million unique participants in M.Club and 49 million in Eldoradosti.

M.Video-Eldorado develops brand loyalty programs based on Russian solutions and its own developments within the framework of the OneRetail platform, which allows customers to provide seamless experience online and in stores, including when using the loyalty program. For each purchase, customers receive bonus rubles, which can be spent on payment up to 50% of the cost of the next purchases, all activities are tied to a mobile phone number - there is no need for a physical card. The buyer can quickly find out the balance of their virtual bonus card and safely pay for the purchase thanks to SMS confirmation.

A single seamless OneRetail space allows us to identify our customers not only online, but also in the retailer's store and app. The data obtained help to build long-term relationships with customers, offer a personalized service and the most profitable price offer. The focus on the individual approach to customers and the development of our own IT products allowed us not only not to close loyalty programs, but also to continue to actively develop them. We also regularly carry out special promotions that allow our customers to receive increased cashback. So in June 2022, within the framework of one of them, more than 1,000 buyers of M.Video received a maximum cashback of 100%, equivalent to almost 22 million rubles, and will be able to spend it on new purchases, said M.Video-Eldorado to marketing Group Client Director and Digital Experience Vasily Bolshakov.

About half of all purchases in M.Video and Eldorado are made with the write-off of bonuses. On average, customers pay with bonuses 10% of the purchase price - that is, this is the discount that each client receives to the market value of the goods. The best-selling goods with a write-off of bonuses in both networks for the first half of the year were: smartphones, TVs and vacuum cleaners.

In loyalty programs, there is an equal ratio of men and women. Half of the buyers of both chains are middle-aged people (30-60 years old). Customers under the age of 30 make up about 14% of all buyers.

Every third participant in the Eldoradosti program lives in a million-plus city. In M.Club, residents of cities with a population of 1 million or more occupy 42% of the total number of participants. At the same time, both loyalty programs consist of about 20% of residents of large cities of Russia (from 500 thousand people). Despite the fact that in general the share of buyers remained unchanged, over the year the number of participants from cities and settlements with a population of up to 50 thousand people increased by almost 1.5 times (up to 0.5 million).

Links

Link to M.Club Loyalty Program