Nizhny Novgorod Regional Pharmacy switched to RightWay

2025: RightWay-based loyalty program launches

Norbitol launched a Nizhny Novgorod Regional Pharmacy single program for "" loyalty based on its own digitalization solution. marketing RightWay This increased the average check by 19%, and conversion to repeat purchases increased by 27% in the first three months after the start. This was LANIT announced on September 30, 2025.

Before the start of the project "Nizhny Novgorod Regional Pharmacy" (GP NO "NOF"), which includes a large pharmacy chain "State Pharmacy," did not use a loyalty program. This made it difficult for about 250 retail outlets. A common system was necessary to retain regular buyers, increase the speed of response to changes in demand, as well as take into account the requirements of the regulator. For implementation, we settled on the RightWay solution, developed on the basis of the domestic low-code platform BPMSoft. The decisive factors in choosing were the competence of the team, experience in working with state-owned enterprises, ready-made mechanics for the pharmaceutical industry, as well as the technological maturity of the product itself.

NORBIT experts have connected CRM modules, loyalty program processing, analytics and a communication unit for SMS mailings. The system automatically generates a 360 ° customer profile with a history of purchases and interactions without takes.

Now marketers of GP NO "NOF" can accurately segment the customer base by a number of features and form personalized offers. They also have access to advanced campaign analytics and detailed reporting on key indicators. They track it on dashboards in real time. RightWay loyalty processing provides automatic points accrual and deduction according to the established program rules. Customers of the Gosapteka chain, and there are more than 240 thousand of them in the database, can now use the accumulated points to pay for purchases in any of the chain's pharmacies.

The implementation team paid special attention to integration into the existing IT loop. All components of the system were combined into a common technological landscape. This enabled end-to-end data management and enabled a shift from mass marketing communications to personalized interactions with different customer segments. Another focus was the security of information storage - RightWay fully complies with the requirements of the 152-FZ on the protection of personal data.

Six months after implementation, significant improvements in key metrics are visible: the LTV ratio (lifetime value, customer life cycle) was 12.6%, and ROMI (Return on Marketing Investment, return on marketing costs) for campaigns - 120%.

The loyalty program went far beyond the marketing tool and became a full-fledged part of our customer service. The implementation results exceeded all expectations: the growth of the average check by 19% in the first three months is a serious indicator for the state-owned pharmacy chain. RightWay's platform allowed us to strike the right balance between commercial performance and social mission. " said Nela Kokoreva, head of the marketing and procurement department of the retail chain of GP NO "Nizhny Novgorod Regional Pharmacy."

Such a project for a pharmacy is a difficult task due to the peculiarities of legislative regulation, purchasing behavior, seasonal change in demand. However, it is the symbiosis of technologies and expert understanding of the pharmaceutical market that allows you to design truly effective systems for managing marketing campaigns and client data. In addition, of course, it is very valuable that this entire complex mechanism is created on the basis of our own solution, said Mikhail Tsapok, director of business development at NORBIT.