The largest network of computer shops of Alser Computers selected Manzana Loyalty from Kazakhstan

The retail chain stores of Alser are one of leading companies of Kazakhstan, and specialize in sale of the reliable computer equipment for work of the house and at office, from world IT manufacturing. Now the network contains 33 shops in the largest cities of the country - Almaty, Astana, Karaganda, Aktau, Pavlodar and others.

2011 became Alser defining regarding formation of customer-oriented approach in a company performance. Along with dynamic opening of raznoformatny shops, introduction of new standards of service, expansion of a product line and granting additional services, the company started the project on loyalty aimed at cultural development of individual relationship with buyers in 2011. Today about a year there is use of a new solution by Alser company for program management of loyalty of Alser - Manzana Loyalty based on Microsoft Dynamics CRM.

Implementation of such purposes required the IT solution having extensive standard functionality. An important selection term of the solution and its supplier was existence of successful industry expertize in fmcg-networks, in the course of implementation it is very important to get advice in the field of the Russian and foreign practice. Also important factor when choosing a system was capability to sustain the heavy loads including a significant amount of at the same time working promotional rules, serious volume of the transactions arriving from sales points, a large number of at the same time working users. Special attention when choosing was selected to that the functionality and scalability of the solution were repeatedly checked in practice, are debugged and could guarantee smooth operation of the loyalty program of retail network.

Based on an open tender the management of Alser stopped the choice on the solution Manzana Loyalty of Manzana Group company - one of the most experienced Russian companies in the field of automation of programs of loyalty, the repeated owner of awards of Microsoft Dynamics CRM Award. Developed based on the reliable Microsoft Dynamics CRM platform, Manzana Loyalty represents the ready-made solution, is put into operation in a short time.

The basis of the concept of the Alser Club program is that as a result of each purchase on the card of the participant of the program points which amount determines the level of the participant in the program and the corresponding size of the received discount collect.

Having implemented the solution Manzana Loyalty the Alser company had the multifunction tool which opportunities are expanded considerably by a framework of originally stated requirements. The intuitive interface for settings of bonus or discount rules, allows to create a set of different marketing campaigns, without resorting to the help of developers.

The applied means of multilevel segmentation allow to make necessary segmentation of buyers whom the company can in a form, unostentatious, convenient for the client, invite to participation in actions. The solution Manzana Loyalty allowed to organize effective, debugged and open system of communications with buyers. It allows to develop accurate algorithms of attraction, deduction and development of valuable clients. Manzana Loyalty offers service of marketing ample opportunities for the analytical reporting: sales volume assessment depending on a certain period, tracking of dynamics of sales of specific goods, the analysis of consumer activity of the selected customer groups and other functions, the analysis of an advertizing campaign.

"We are glad to our cooperation with one of leaders of retail market of Kazakhstan. Manzana Loyalty choice made by Alser company is one more confirmation of popularity and high-quality solutions on the Microsoft platform. We are sincerely glad that now the advantages of the solution Manzana Loyalty got "from a box" will help Alser company to make the buyers even more loyal, so to make business even more profitable", - Alexander Kozlov, the commercial director of Manzana Group comments.

"According to the results of the project we received the effective IT tool on behalf of Manzana Loyalty. This tool allows us to manage the loyalty program really. With its help we can offer ours buyers new, even more attractive conditions and pay them even more attention. Very important was a factor of the fact that in the course of work a system does not become a restraining factor - it is easy to manage and work with it and simply", - Anna Dronova, the CRM project manager of Alser company comments.