Manzana Group launches loyalty program for Uzbek retailer Baraka Market

2022: Loyalty Program Launch

Manzana Group September 13, 2022 announced the launch of a loyalty program for. Uzbek retailer Baraka Market

Baraka Market is an Uzbek chain of retail stores for consumer goods. Due to plans to develop the network and the desire to provide customers with additional services, including personalized ones, it was decided to launch a loyalty program. Manzana Group helped automate the Baraka chain loyalty program using Manzana Loyalty Online.

Uzbek retail for September 2022 is in the stage of explosive growth. Until recently, local shops competed with traditional eastern bazaars. However, the pandemic has made its own adjustments, making stores more attractive to customers. This led to the growth of the retail market in Uzbekistan: local chains began to develop rapidly, opening new stores and trying new formats, international players came. Naturally, these events contributed to increased competition. Retail chains began to fight for the buyer and look for competitive advantages.

Baraka Market in such conditions relied on a loyalty program. With the implementation project trade , the network receives great opportunities for development and reaching high positions in the market. In addition, his goal retailer was to create a knowledge base about buyers and their consumer behavior, to gain opportunities for flexible work with customers.

Before the creation of the loyalty program, Baraka Market used only a mass promo in the format of yellow price tags with their inherent disadvantages: discounts were provided for everyone, including those who would buy the goods at full cost; did not motivate the buyer to return; plus such shares required high costs from the network.

The bonus mechanics of the loyalty program are implemented in Baraka Market, since bonuses motivate the buyer to return to the chain's stores and make repeated purchases. The program is tiered - the amount of remuneration depends on the behavior of the buyer, his purchases. For the convenience of buyers, both virtual cards in the mobile application and plastic are used. An increase in the coverage of the loyalty program is facilitated by the ability to register in the program through a mobile application, contact center, chat bot in Telegram or personal account on the retailer's official website. In addition to encouraging purchases through its loyalty program, Baraka Market takes advantage of personalized and targeted marketing opportunities. Manzana's intelligent loyalty management platform allows you to generate special offers for specific buyers, for example, for holidays or birthday, as well as monitor outflows and motivate specific segments of buyers to buy.

To interact with the buyer, not only traditional SMS messages are used, but also a chat bot developed by Manzana Group specialists in Telegram. When a loyalty program participant connects to a chatbot, he agrees to the processing of personal data and goes through the registration procedure in question-answer mode. After completing the profile, the user has the opportunity to view the available promotions, get a virtual card with a barcode display, find out the current balance of the rewards received and see the latest purchases with the accrual and deduction of points.

Manzana Loyalty's intelligent platform provides Baraka Market with rich opportunities to further develop its loyalty program and targeted marketing. Baraka Market develops the mechanism of personal offers, plans to launch shares of the "favorite product" format, issue various types of coupons, conduct promotions with gamification elements, launch a co-branding program with one bank.

Improving the quality of life of customers and saving their time, ensuring the optimal range of necessary products with confidence in their quality, in the same store, at fair prices and with good service, is the mission of our company, "said Rasulov Shavkat, Creative Director of Baraka Market. - Now, with the loyalty program and the solution from Manzana Group, we are closer to our customers, we know their needs and we can offer an even higher level of service.

Every year the retail market in Uzbekistan is steadily growing, - said Oleg Palenov, CEO of Manzana Group. - This means that it is becoming more and more difficult to compete in the market with assortment, prices and service. Loyalty programs come to the rescue, allowing you not only to know your current customer base, but also to establish communication with customers. The retailer accumulates valuable knowledge, which, with IT tools, becomes the basis for managing the assortment, pricing and conducting targeted and personal marketing campaigns. Such personalized campaigns are becoming especially effective, because the functionality of the Manzana loyalty platform allows you to provide an individual approach to each buyer, predict his purchasing behavior and give him the best offers.