Manzana Loyalty

Main article: CRM (Customer Relationship Management System)

Manzana Loyalty based on Microsoft Dynamics CRM is the solution for effective management of Programs of Loyalty

2015: Certification of Microsoft SQL Server 2014

On December 24, 2015 it became known of certification of the solution Manzana Loyalty and Manzana Loyalty Analytics on Microsoft SQL Server 2014 platform. The certificate of Microsoft confirms compliance of the software to international standards and complete implementation of functionality of SQL Server of 2014.

Microsoft gives more opportunities for the Russian partners – at their order the latest technologies and long-term experience of corporation. Based on SQL Server of 2014 the companies can develop own solutions of world level at significant savings of financial and intellectual resources. Dmitry Marchenko, the chief promotions officer of a cloud platform of Microsoft in Russia

SQL Server properties 2014 are capable to increase performance of IT infrastructure of the company up to 30 times. The Manzana Loyalty platform contains the set of applications for management of programs of loyalty, convenient ready mechanics of holding marketing actions and building of continuous targeted communications with buyers. For marketing specialists ready opportunities of communication with buyers via the communication channels, most convenient and usual for buyers, are provided: interactive communication via messengers, a web office, mobile application, SMS informing, call center and social networks. Specialists can control completely all cycle of work with base of participants of the loyalty program and partner interaction, to trace participation levels, maintaining maps and accounts and also to implement the most flexible of the systems of discounts, points, gifts and coupons

With new customers can save the Microsoft SQL Server on "iron" considerably. We see it also on performance gain for tens of percent on the similar equipment based on tests. And our customers also see effect of use of new versions of the Microsoft SQL Server and Manzana Loyalty. On constantly growing amount of data this effect is especially well noticeable. Today at our customers more than 9 thousand shops are connected to Manzana Loyalty and the given more than 50 million participants of programs of loyalty in several countries are serviced. The Manzana Loyalty system perfectly proved in retail, banks and insurance, health care and sport. Manzana Loyalty and Manzana Loyalty Analytics absolutely deservedly were among the first applications which compatibility with Microsoft SQL Server 2014 was confirmed directly to Microsoft. Yury Vronsky, director of business development of Manzana Group

2014

Objectives

today the main objective of marketing of Retail network is formulated? We hear from our clients that this increase in the average check and growth of frequency of purchases.

One of trends of the last several years is emergence in the market of increasing numberof Coalition Programs of Loyalty. And if monobranded the loyalty program first of all solve problems of increase in the average check and growth of frequency of purchases, then in case of the coalition program, for the retail network participating in it, the problem of generation of traffic and involvement of new buyers is also solved. The operator of the coalition loyalty program, knowing consumer behavior of participants of the program in shops of partners of the program, provides a possibility of cross-sellings to consumers of the corresponding profile.

Tasks

What problems should solve the management of marketing of Retail network on the way of achievement of effective objectives on increase in frequency of purchases and growth of the average check? They are well-known also them, usually, "only" 5:

1. Recognize the buyer and collect all available information on it — from where it arrived.

2. Build model of communications with the buyer to affect his behavior and to try to adjust — and it is not simple — the steady friendly relations of a brand with the person.

3. Be able to manage financial incentives for the correct identification of buyers in sales points and corrections of their consumer behavior.

4. Have an opportunity to manage quickly all marketing projects, work of contractors and subcontractors including at program management of Loyalty. At all stages — from discussion of the idea and approval before summing up and efficiency analysis of a campaign.

5. Have, more precisely on finger-tips, all necessary information and analytics on buyers, their consumer behavior and, the most important, to have an opportunity to monitor its change in dynamics and with determination of dependences.

In case of Management of the Coalition Loyalty program, in addition to traditional tasks of the monobranded program, the operator of the program should solve additional problems:

1. Involve in the program not only new Participants, but also Partners.

2. Manage the program partner relations operating and potential — from a contracted work before control of performance of the agreement on the level of service before Partners.

3. Precisely, quickly it is also most transparent to organize offsets of the saved up/written off bonuses, the provided prizes, to control the current balances of Partners and their limits.

4. Set a priority and rules of communications with Participants for Partners of the program, to control their execution.

5. Plan, approve and control execution of marketing actions with Partners, contractors and internal services.

Solution

To solve problems of Program management of Loyalty quickly, simply and without concerns to make a mistake at today's amount of data and requirements to the speed of work not to do without assistant — a modern full-function CRM system for program management of Loyalty of retail network. Such as Manzana Loyalty based on Microsoft Dynamics CRM.

The solution Manzana Loyalty based on Microsoft Dynamics CRM comprises a full range of tools for effective and convenient management of marketing and the Loyalty program of retail network:

1. Management of participation in the Loyalty program and maintaining all history of communication with all buyers.

2. Conducting the mass personified marketing communications via different channels from the uniform center – from Sms and e-mail before communication in the Personal account of the buyer and monitoring of Social networks.

3. Management of all marketing campaigns and actions, including management of work of contractors and control of timeliness of solving of tasks.

4. Management of a financial incentive by the most various rules and mechanics of the program – granting discounts, charge and write-off of bonuses, directories of prizes, gifts and the combined mechanics.

5. A set of ready analytical tools for program management of Loyalty and a possibility of the intellectual marketing analysis.

Today Manzana Loyalty is the most popular CRM solution in Russia and the CIS countries for effective management of the loyalty program based on an industrial western CRM system. Management of the Loyalty program Manzana Loyalty entrusted such known Russian companies: Lukoil, Invitro, Ship, Moscow Jewelry Plant, Douglas and also Ukrainian retail (Brusnichka) and many others.

Manzana Loyalty is the only system which gives to the companies complete freedom of choice:

1. Acquisition of software licenses and installation of the solution on the resources.

2. Use of a system under lease (Software-as-a-Service).

3. Transfer of management of the loyalty program to the operator using Manzana Loyalty based on Microsoft Dynamics CRM (with providing access to a system and everything this the loyalty program).

At the same time it is about the same solution. Moreover, depending on a stage of lifecycle of the Loyalty program, the company can pass to any new scheme. For example, to start the Program together with the operator. Then to manage the program independently, without investing in creation of the infrastructure for the CRM system, and only renting it. And then, with a growth of scales of the Program and economic feasibility of such transition to transfer the solution to own IT infrastructure. So at any stage of lifecycle of the Program the scheme of use of a system giving the most profitable total cost of ownership (Total Cost of Ownership) can be selected by the company. In case of lease of the solution on model, the offered Manzana Group, the company can avoid all tasks connected with installation and system maintenance. The customer, in that case, does not need to provide infrastructure, necessary for IT solution — a system is placed in a powerful modern data processing center. At the same time the company user also gets rid of need to purchase licenses and to contain the internal personnel which is responsible for operability of the solution.

The solution Manzana Loyalty based on Microsoft Dynamics CRM comprises a full range of necessary functionality for effective and — that the most important — convenient program management of Loyalty of retail network. The clear and familiar Microsoft interface allows the staff of marketing department to manage independently marketing shares and to control their results, without additional involvement of own IT specialists or specialists of contractors.

Problems which effectively are solved using the Manzana Loyalty system:

1. Management of participation in the Loyalty program and maintaining all history of communication with the buyer, as well as history of his purchases.

2. Conducting marketing communications via different channels directly from the solution Manzana Loyalty. For example, you can directly from the CRM system in large quantities send personified SMS or e-mail message, without the need for unloading of lists of addressees, and right there in a system to see effectiveness of mailings.

3. Management marketing and promotion actions, including a financial incentive by the most various rules and taking into account different dependences (structure of the check, the history of purchases, a participant status, purchase time, belonging to a segment, etc.).

4. Tens of ready specialized reports for program management of Loyalty and a possibility of the intellectual marketing analysis — for example, such as forecast of a response to a marketing action, analysis of client flows in dynamics using the RFM analysis or assessment of possible outflow of buyers.

5. Management of a full stroke of work with Partners of the program in case of management of the Coalition Loyalty program.

Management of participation

The known fact - at one retail network does not exist such client as the Average client. All clients are unique, each buyer (each segment or a micro segment of buyers) demands the approach. Know the buyer "by sight", understand his behavior, remember his preferences - all this helps to do every day by users Manzana Loyalty:

1. Maintaining participants

2. Management of the status of cards and bonus accounts

3. History of purchases and communications

4. Customer segmentation on the basis of consumer behavior, including the RFM analysis

5. Social and demographic information of participants

6. Integration with geo-information services for segmentation of buyers

7. Registration of addresses of the participant and control of the status of their execution

Marketing communications

Growth of the indicators, main for retail business, – the average check, frequency of purchases and marginality – directly depends on efficiency of marketing communications with the buyer. The only opportunity to inform Participants of the Program of the benefits offered them – operational, unostentatious and effective marketing messages. Manzana Loyalty allows to manage quickly all communications with Participants. Correctly managed communications give the chance to affect consumer behavior, without resorting to an expensive financial incentive bonuses and discounts within the actions. Manzana Loyalty gives the chance to marketing of retail network completely to plan, to execute and control results of marketing communications in real time, it is the simplest also within one convenient tool. At the same time communications can be performed on absolutely different channels among which can be:

1.WEB-technologies:

• personal account of the participant of the Loyalty program;
• conversation with the call center operator directly from the website of the company or the Personal Account, with transfer of all context of behavior to the operator on the website;
• mobile applications of the Loyalty program on all most widespread mobile platforms: Apple iOS Google Android and Windows Phone;
• monitoring of references in Social media, including social networks, and management of work with them.

2.SMS:

• the personified SMS mailings, without the need for unloading of lists and personal texts of messages in files for the subsequent loading and receiving back information on delivery of messages (a system undertakes all these tasks);
• processing of the entering Sms with the subsequent their hands-off processing or purpose of tasks to call center specialists of the program.

3. E-mail:

• the personified mailings of e-mail;
• processing of incoming messages of e-mail;
• integration with service of the electronic mailings giving an opportunity of the analysis of a response (link navigations in a letter body, the reading fact, the automatic formal reply from mailing and other).

4. In a sales point:

• printing of marketing messages on the Check;
• the hint to the Cashier on POS;
• messages for buyers for the self-service terminal in a trading floor or on cash desks of self-service (Self-checkout);

5. Work with social media and networks, including the analysis of being mentioned of a brand, commodity categories, goods and competitors.

6. Contact center:

• processing of incoming calls by the call center operator, set of scenarios of a conversation;
• planning and control of outgoing calls of call center within the campaigns on determined by scenarios of a conversation;
• purpose of actions to other specialists of the Loyalty program based on a conversation with participants and control of execution of assigned tasks.

Encouragement and actions

Encouragement of participants of the Loyalty program using Manzana Loyalty can be based both on own consumer activity, and on the fact of involvement of other buyers, participation in special events, duration of participation in the Loyalty program and other characteristics of participants. The solution provides a full range of tools within one, a user-friendly interface of Microsoft:

1. Determination of rules of the Loyalty program for calculation of discounts and charge of bonus points depending on the diverse criteria — from a client segment to a combination of the purchased goods.

2. The accumulative systems of discounts with a certain term of their action.

3. Charge and write-off of bonuses according to the defined rules of the Loyalty program.

4. Providing gifts and prizes.

5. Providing certificates, as nominal, and to bearer.

Efficiency analysis

Program management of Loyalty requires operational and reliable information. Qualitative analysis of results of actions and campaigns is impossible without convenient and reliable tools, such as Manzana Loyalty based on Microsoft Dynamics CRM.

With Manzana Loyalty the retail network receives a full range of necessary opportunities for data analysis of your Loyalty program. The analytical reporting includes the standard list of reports which can be expanded according to your requests:

1. Complex segmentation of the customer base (by demographic, behavioural criteria)

2. Statistics on segments for development of narrowly targeted marketing offers

3. Dynamics of growth of client audience, assessment of its quality and quantity.

4. Analysis of turbulence of client flows (dynamics of flows of clients, analysis of movement of clients between segments, uskolzaniye probability).

5. Analysis of level of commitment of clients.

6. The analysis of transactions regarding fraud (fraud)

7.ABC, XYZ, RFM is the analysis of goods, outlets, clients

Deep data analysis – a key to implementation of the successful Loyalty program. Without modeling, segmentation, search of patterns it is impossible to receive good return from the Loyalty program.

Use of the technologies of the analysis put in the block of intelligent data analysis allows to understand that the client wants and to offer the necessary product, in due time.

The data processings offered within Manzana Loyalty of model (scenario) are constructed using the studying algorithms which proved the efficiency in world practice (decision trees, associative rules).

1. Ranging of clients. Ranging of clients on degree of the importance, profitability, loyalty, prospects increases company performance thanks to concentration of attention on the most valuable consumers. The model allows to select and show automatically the best and worst clients in any cuts, to calculate a deposit of everyone to result, to calculate performance indicators.

2. Customer segmentation. Splitting clients into groups with similar behavior - a basis for providing the "personified" products and services. Consider features of behavior of different customer groups and make economically reasonable special offers or conditions for them. Powerful tools of a clustering allow to consider difficult dependences and cross impact of hundreds of factors.

3. Analysis of preferences. For customer retention it is necessary to understand why he prefers this or that product what factors affect his preferences that is the most important from his point of view. For the solution of these tasks in a system algorithms of extraction of rules are implemented. Their application allows to reveal automatically dependences, to find explanations for actions of clients, to estimate the importance of factors.

4. Stimulation of demand. Mechanisms of the analysis of a consumer basket help to define what goods are purchased jointly by a certain customer group. It allows to implement programs of cross-sellings, to create the systems of discounts, attractive to clients and profitable to sellers, it is more correct to place goods on show-windows.

5. Direct marketing. Building of personal customer relations - an expensive action, but it is the most important instrument of increase in loyalty. To make direct marketing economically reasonable, it is necessary to select target audience precisely. Use of the mechanisms of the analysis put in a system allows to make similar selection of clients taking into account the used means of communication, the history of relationship, demographic data, a geographical location and features of consumption.

Result

Manzana Loyalty is the CRM solution which is successfully used by several operators of Coalition Programs of Loyalty in Russia and other CIS countries. Several tens of retail networks selected Manzana Loyalty for management of the Programs of Loyalty. If to count all retailers of the using Manzana Loyalty independently or within Coalition Programs, then them more than 300 will be gathered.

Why it is worth selecting the solution based on Microsoft?

1. The checked solution which is successfully working in Retail.

2. A rich set of ready functionality and settings for effective management of the Loyalty program "directly from a box". It allows to start the solution very quickly.

3. The reliable, innovation and regularly updated Microsoft platform. Sure work with large volumes of data today and with even large volumes tomorrow.

4. User interface of Microsoft friendly and familiar to much.

5.Microsoft Dynamics CRM is certified according to requirements of the law on personal data protection of FZ-152.

6. Wide experience of consultants of Manzana Loyalty in start of Programs of Loyalty, including business consulting, preparation of concepts of Programs of Loyalty and the analysis of their efficiency. You should not spend the time for education of consultants, our consultants know how others work the Loyalty program.

7. There is a freedom of choice of schemes of licensing of the solution — possibly acquisition of the solution or its lease.

8. Ability to integrate the solution based on Microsoft with almost any IT solutions and many services. Including, for example, social networks.

9. Independence of the supplier — a possibility of independent support of the solution. Having selected the solution based on Microsoft, you do not get to exclusive dependence on the only supplier of the solution.

10. Technologies of Microsoft – the most popular in the market. Today there are already a lot of specialists in solutions of Microsoft and every day they become more and more.