Magnit Plus published the results of work for 2024 on the Manzana loyalty platform

2024

Digital Active Customer (DAC) Growth of 50%

In 2024, the Magnit Plus loyalty program, implemented on the intellectual loyalty platform Manzana, became an important driver of the company's revenue growth. The number of holders of Magnit Plus loyalty cards exceeds 80 million. The average check of such buyers is 2.1 times higher than for purchases without a card. This was announced on February 7, 2025 by Manzana.

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Фото: Manzana

As reported, with the help of the capabilities of the intelligent loyalty platform Manzana Magnit is developing a single ecosystem "Magnet Plus," where buyers can benefit from the loyalty program regardless of the interaction channel. As a result of all efforts, according to the OMNI Magnet team, in 2024 the program penetration increased from 64% to 78%, the CVM figure doubled, and the number of digital active customers (DAC) increased by 50% - the audience not only expands, but also interacts with the brand more often.

As part of the strategy of global personalization of the Magnit Plus loyalty program, implemented on the Manzana loyalty platform, buyers are offered more than 100 million personal offers formed by ML- tools on big data. Each of these personal offers is communicated to the buyer by a personal message through various communication channels: Push, Email, SMS, etc. These are not just "mailings" - they are point offers that lead buyers to buy.

Restart the paid subscription "Magnet Plus Premium" using the capabilities of the Manzana loyalty platform in just 2 months attracted 200,000 loyalty program members. Updated subscription service includes basic cashback up to 10% for purchases products not participating in the promotions, and increased cashback up to 50% for certain categories: coffee and tea with you, fresh pastries, packaged ready-made food under the M-Kitchen brand and products under the retailer's own trademarks (Eat Meat, La Fresh, Premiere of Taste and Eastern Guest). Also, subscribers can choose 10 favorite categories and receive up to 20% cashback for purchases: five categories in food formats (convenience stores, superstores and supermarkets) and five in the stores of the Magnit Cosmetics, Magnit Pharmacies drogerie and on the Magnit Market marketplace. Cashback for purchases is charged in the form of bonuses, which can then be spent in the Magnit retail chain (1 bonus is equal to 1 ruble). This is an example of loyalty monetization: customers are ready to pay for exclusive conditions, which creates additional income for the retailer.

Processing more than 3 billion requests in December 2024 (4,500 requests per second) confirms: the intelligent loyalty platform Manzana not only "holds the load," but also ensures uninterrupted operation of the program during peak periods. The reliability of the system eliminates failures during peak periods, preserving conversion and preventing lost profits.

The Magnet Plus program on the Manzana intelligent loyalty platform is not just an IT solution, but a tool for generating additional income. OMNI approach to interaction with buyers, daily personal offers based on ML models, subscriptions with additional incentives for buyers and other targeted promotions allowed Magnit to achieve results.

Combining offline and online sales channels into a single loyalty program

Magnit has combined offline and online sales channels into a single loyalty program on the Manzana platform. Every customer now benefits from participating in a loyalty program, regardless of where they shop. And Magnit is increasing sales and market share in e-commerce. Manzana announced this on October 24, 2024.

Magnit Delivery is our own service for online ordering and delivery of food, consumer goods, cosmetics, medicines from Magnit, Magnit Cosmetics and Magnit Pharmacy stores.

As part of its omnichannel strategy, Magnit has connected the Magnit Delivery service to its Magnit Plus loyalty program.

The Magnit Plus loyalty program of the Magnit retail chain has been operating on the Manzana platform since 2023.

Now, when making purchases through the "Magnet Delivery" service, users can accumulate and write off bonuses. The accumulated bonuses can be used not only in Magnit Delivery, but also in other formats of the Magnit retail chain: convenience stores, hypermarkets, drogeries and pharmacies, as well as when ordering through the marketplace. Conversely, bonuses accumulated for purchases in stores can be spent when making purchases through Magnit Delivery.

Such a seamless experience is a new level of comfort for Magnit buyers. No matter the time of day or place, they can shop easily and quickly without running into problems. This was made possible, among other things, by the use of the Manzana platform, which offers a wide range of tools for the implementation of this project.

The merger of online and offline channels of the Magnit network into a single omnichannel loyalty program Magnit Plus has become a logical step in the development of a global personalization strategy - a key element of the Magnit loyalty program.

By combining all the experience of regular buyers, Magnit analyzes their behavior in all channels and offers personalized discounts, bonuses and profitable promotional codes based on big data analysis. The share of personalized offers for buyers in Magnit Plus for October 2024 is nine times more than at the end of 2023. As a result, Magnit increases customer loyalty, increases the average check, purchase frequency and, in general, increases the share of online channels in sales.

In the future, Magnit plans to develop the Magnit Plus loyalty program on the Manzana platform, which now combines all offline and online channels of the network, within a separate business format. This solution is part of the company's strategy to create a seamless user path and strengthen customer loyalty by personalizing their experience across all network formats.

2023: Manzana Platform Transition

On October 23, 2023, Magnit announced the completion of the transfer of the loyalty program to the domestic platform Manzana.

The whole process took several months: the company began migrating users from March 2023, gradually connecting more and more cardholders to the new processing. During the transition, buyers were available to accumulate and write off bonuses, card discounts and other features, and registration of new cards continued. All historical data on accumulated points and bonuses, as well as analytical data, were saved. In addition, the company did not stop the development of this direction, adding new mechanics to the loyalty program. For example, the number of favorite categories that the buyer can choose was increased, and segmentation was improved, which made it possible to increase the number of communications by 30% without losing the buyer's response.

This solution works on the basis of cloud technology created taking into account the needs of the retailer.

The Magnit loyalty program combines all the main formats of the retail network: convenience stores, supermarkets and superstores, drogeries, pharmacies and delivery. Loyalty card holders can accumulate bonuses from each purchase and pay for their next purchases, receive increased cashback for their favorite categories of goods. Other privileges are available to them: personal offers, subscriptions, participation in promotions, and more.

The number of active holders of Magnit loyalty cards exceeds 72 million. The share of purchases using cards is 50% in checks and 65% in sales. At the same time, about 40% of loyal Magnit buyers visit two or more formats of retail stores, and the average check of an active user of a loyalty card is 1.9 times higher compared to a transaction without a card.

{{quote 'author=said Lyudmila Podyapolskaya, Director of the Department for Value Management of Buyers and Customer Experience of Magnit Retail Chain. | In 2022, we maintained the stable operation of the loyalty program even after leaving the Russian market of a foreign vendor that provided us with its technologies. In parallel, we were looking for an alternative from Russian developers, conducted tests within the company, on a limited pool of users and stores. As a result, we have been able to find the best solution that meets all our requirements, ensures the stable operation of the loyalty program and reliable data protection of our customers,}}