Krasnodar, Russia (October 23, 2023): Magnit, one of Russia’s leading retailers in terms of the number of stores, finalized the transition of its Loyalty Program to Russian platform Manzana.

The entire process took several months: the Company started migrating users this March, gradually connecting more and more cardholders to the new processing system. During the transition, customers were still able to collect and redeem bonus points, benefit from card-only discounts, and use other functions, and the registration of new cards continued as well. All historical data on accrued points and bonuses as well as analytical data were preserved. Moreover, the Company did not stop developing its loyalty program and continued to introduce new mechanics. For example, the number of favorite categories customers can choose from was increased, and customer segmentation was improved, resulting in 30% more communications without any loss in customer response.

The new software is based on a cloud solution tailored specifically to the Company’s needs.

Magnit’s loyalty program сovers all of its major formats: convenience stores, supermarkets and superstores, drogeries, pharmacies, and delivery. Loyalty members can collect bonus points from each purchase and use them to pay for their future purchases and receive increased cashback rewards for their favorite categories. Other privileges include personalized offers, subscriptions, participation in promotions, etc.

Magnit’s loyalty program has over 72 million active members. The cards have a penetration of 50% in tickets and 65% in sales. Moreover, around 40% of Magnit’s loyal customers visit two or more of its formats, and the average ticket of an active loyalty member is 1.9 times higher compared to transactions without the loyalty card.

Lyudmila Podyapolskaya, Director of Department for Customer Value and Experience Management at Magnit:

“Last year, we succeeded in maintaining the steady operation of our loyalty program even after the foreign vendor that provided us with the technology left the Russian market. At the same time, we were searching for an alternative solution from Russian developers and conducting internal tests on a limited number of users and stores. As a result, we managed to find the optimal solution that meets all our requirements and ensures steady operation of the loyalty program and reliable protection of our customers’ data.”

Magnit Switches Loyalty Program to Russian Software