"Dixie" launched in stores payment for purchases using its mobile application

2022: Mobile App Payment Launch

Dixie has launched shopping payments in stores using its mobile app. The company announced this on July 12, 2022.

We are talking about the introduction of a payment service for purchases through the Fast Payment System (FPS) in the "Friends Dixie Club" application. When paying at the checkout, the buyer does not need to use bank cards, he also does not need to generate and scan a QR code, and during the transaction all discounts on the loyalty card are taken into account.

Dixie has launched payment for purchases using its mobile app

To make a purchase through the SBP, members of the loyalty program "Friends Dixy Club," of which by July 2022 there are about 5.2 million users, you need to present a loyalty card at the checkout, confirm the transaction in the application and choose a payment method through the application of a convenient bank.

In addition, Dixy offered the opportunity to pay orders on the delivery site using the SBP dostavka.dixy.ru. In addition, all buyers can still shop at the checkout using a QR code.

By mid-July 2022, the payment service through the SBP covers all Dixy stores. Due to this project, the retail chain expects to significantly reduce the cost of banking services for non-cash payments.

Retail chains began to actively introduce payment opportunities through the SBP after the termination of the work in Russia of contactless payment services Apple Pay and Google Pay. By June 2022, more than 200 banks were connected to the SBP. The growth in popularity of the service is also observed among users: on average, in the first quarter of 2022, one system client performed about 10 operations.

The SBP function is especially relevant for retail because thanks to this service, the business does not need acquiring terminals and other equipment, and the money is instantly credited to the current account. SBP also helps to save on fees: you do not need to pay interest to the acquiring bank for each transaction at the checkout.^[1]

2021: Launch of the "Friends Dixie Club" loyalty program

The Dixie Group, together with the Manzana Group, launched the Friends of Dixie Club loyalty program on the Manzana platform, covering 2,600 Dixie stores in 25 regions of Russia as of April 2021. Manzana Group announced this on April 28, 2021.

The project was implemented in two stages and has been operating since February 4, 2021. At the first stage, the Manzana Group team launched the entire range of services from scratch in 200 stores in the pilot region in three months. All requirements were taken into account: ease of operation, the ability to process a large volume of Dixie transactions, rapid scaling and operational integration with the current complex network infrastructure. The second stage is the connection of all 2600 Dixy stores to the services of the intelligent loyalty platform Manzana: Manzana Loyalty Online - for managing promotions and processing incentives, including personal prices and discounts, Manzana Campaign - for targeted marketing communications, Manzana Customer Data Platform (CDP) - for enriching data and analyzing customer behavior, Manzana Predictive Analytics - for generating personal offers. The platform is capable of real-time processing of gigantic data sets for all purchases, assortment and interactions with loyalty program members. Results of the work done: - the rules of all marketing activities have been set up and debugged;

• processing of personal discounts for the "Favorite Product" promotion has been launched;
• set up and launched a service for the formation of personal proposals for the "Recommended Goods" promotion;
• launched a service for tracking and changing status on loyalty cards: "Guest," "Familiar," "Friend," "Best Friend";
• PUSH notifications, SMS and email messages are configured and launched through the marketing communications service;
• Processing is integrated with cash management software, mobile application, and product and pricing management system.
• Analytical reporting was launched in accordance with the requirements of Dixy Group of Companies.

In the future, it is planned to introduce gamification elements, switch to an electronic format for accumulating labels. Also among the immediate tasks for the project team are the integration of the platform with Dixy delivery services, partner delivery services, the transfer of paper cash receipts to electronic format, as well as the launch of additional services for working with customer incentives.

Manzana Group has established itself as a reliable provider of loyalty systems capable of solving the most difficult problems with high quality. For several years now, we have been using the Manzana platform in the Victoria network, which is part of the Dixy Group of Companies. We were confident that we would make a bright and unique Dixie loyalty program. And the start of the project confirms this: according to the results of three months, the number of participants who installed the Friends of Dixie Club application amounted to more than 2.5 million, the check on cards increased by 50% compared to the average check on the network, - commented Vadim Makarenko, Marketing Director of Dixie Group of Companies.

We see the interest of our customers in the program: more than 50% of program participants visit our stores at least twice a week. Customers of our network are just beginning to get acquainted with the benefits of Recommended and Favorite products. Those who rated this service visit stores three times more often than other participants in the "Dixy Friends Club" program, - said Tatyana Birnova, head of the Dixy chain loyalty program.

The successful start of the loyalty program in the Dixy network is a natural result of the Dixy team's focus on offering new services and opportunities for its buyers. Our intelligent loyalty platform Manzana is a flexible scalable tool that has already been valued by more than 150 large brands from different industries. The platform manages all discount, bonus and coupon campaigns, personal incentives and marketing activities, and also makes it possible to offer our partners new scenarios for interaction with buyers, "said Oleg Palenov, CEO of Manzana Group.

The Friends of Dixie Club is a loyalty program with a card release on a mobile app. The program provides only electronic cards, according to which customers, depending on the number of visits to the store, are assigned statuses based on the results of the calendar month. There are special "yellow" price tags for cardholders. Also, depending on the status, participants can choose a different number of favorite and recommended products: up to three favorites and from three to six recommended products with various discounts up to 50%. The program is actively increasing the number of privileges granted to clients.