"1C-Rarus: The management system for loyalty" began to process data of bonus cards of 1C Interest

On January 15, 2020 the 1C-Rarus company announced that the 1C Interest company moved the loyalty program to the platform "1C-Rarus: Management system for loyalty". For only several months estimated advantages of the platform at the companies: the analytical reporting is prepared many times quicker with bigger detail and reliability, card replacement takes no more than a minute while earlier on it hours left. Mobile application is implemented that allowed to increase loyalty of buyers and to receive one more effective communication channel. At the same time all old discounts and actions are saved.

The 1C Interest retail network is a wide range of console and computer games, movies, comics, designers and also the software and gaming accessories.

Since 2010 the loyalty program of Step of the Interest which in 10 years integrated more than half a million buyers is let into the companies. In its basis — bonus multi-layer system. The client accumulates bonuses, the more amount of perfect purchases — the level of the bonus card is higher. With the level of the card the percent of the charged points and an opportunity to pay purchase with points grows.

Till 2019 the loyalty program worked at the third-party platform. Different platforms of a loyalty system, the accounting program (1C) and the website (1C-Bitrix) complicated data exchange. In reports of the third-party platform the nomenclature consisted not of usual articles and the name, and of the alphanumeric code — a unique identifier of the nomenclature of 1C. The manager did not see the name of goods, it was necessary to correlate manually the nomenclature of the accounting program of 1C and the third-party platform.

It was necessary to simplify card replacement: when changing level of the card it was issued new, with new number, old at the same time it was blocked also together with it — all history of purchases. Managers lost an opportunity to learn more about the buyer and to personalize the offer. Besides, physical replacement of plastic cards required considerable expenses on their printing. To optimize data exchange, it was decided to transfer the loyalty program to 1C.

About service "1C-Rarus: A management system for loyalty' in "1C Interest' learned at one of seminars of 1C Company. Attracted us that the solution is created on 1C. We hoped that the general platform will simplify data exchange between systems. Especially regarding the commodity directory. Besides, a system had to maintain all functionality old, and change of platforms had to become imperceptible for clients — all this to us was promised by 1C-Rarus, and he kept the promise, – Sergey Pechenkin, the head of marketing of 1C Interest retail network tells

"1C-Rarus: The management system for loyalty" processes data of 30 retail stores and online store and more than half a million bonus cards store information. 70% of maps are actively used, on them bonuses are constantly charged and written off. Transition from one system to another took place imperceptibly for clients: any bonus point was not lost.

In a system all mechanics on charge and write-off of bonuses from the card depending on interest level are saved. It also supports holding permanent actions of the company and allows to combine the loyalty program — to create discount and bonus offers.

Key project deliverables

Card replacement — this case of one minute became simpler now. Level of the card changes automatically after achievement of the necessary amount of purchases, its number and the physical medium remain the same. The history of purchases is available to managers. There was an understanding that it is interesting to clients that they can offer and what to interest in. 1C Interest is going to use it to become closer to buyers. The Tochechnost of the offer will allow to save on discounts — to offer them not to all but only the selected audience.

Mobile application is implemented. The bonus card always remains with the client that is convenient for spontaneous purchases, and check of write-offs, charges and terms of combustion of bonuses — case of one minute. Implementation of mobile application became one more step on improvement of customer service. In addition the company had one more communication channel which is cheaper and more effective than messengers and SMS. In the next plans — to implement the order of goods directly from the directory in mobile application.

Discounts are checked at a creation stage. The special form developed by a command 1C-Rarus allows to check setup of a tree from numerous discounts with a different priority and interaction at a creation stage — in a personal account of the manager before start in shops.

The analytics became more clear and more effective. Time of report generation was reduced many times. All reports form in the online mode. For example, selection of cards with questionnaires for the interesting period of sales according to the list of shops was reduced from several to several o'clock seconds. At the same time the detail of analytics grew. Further it to allow to carry out interesting actions and to analyze their efficiency.

All key indicators are brought to the main screen of the manager. At start of the program the first that is seen by the marketing specialist on the monitor — dynamic indicators by the average check, turnover, dynamics of issue of cards and other. If one of these indicators "sinks", the marketing specialist sees it at once and begins to undertake measures.

Transfer of the loyalty program in a cloud ("1C-Rarus: A management system for loyalty" — a cloud service) allowed us to refuse local settings of a system in shops, including installations and updates in shops of network of the EDS key. Result — we reduced labor costs by maintenance of a system and simplified data exchange that was for us in a priority. An old system could not control percent of payment by bonuses. After system implementation calculation is automatic, – Lyudmila Tsibareva, the employee of department of automation of 1C Interest tells

1C Interest has big plans for development of the loyalty program: use of coupons and promo codes is planned, segmentation of the customer base will become more in details, the analytics — is deeper. Will develop the program using a loyalty system 1C-Rarus. Options and methods of a scope of an important part of buyers — that who have no bonus cards are actively discussed.