In 2018, Brandloyalty set about the mammoth task of launching the biggest ever 'Collect & Redeem' loyalty programme in its history. Across more than 15,000 Magnit stores, BrandLoyalty gave shoppers the opportunity to collect for vivo | Villeroy & Boch ovenware with up to 97% discount. Magnit is one of the market-leading food retailers in Russia. The company is the leader in terms of number of stores and territorial presence. BrandLoyalty and Magnit have had a productive partnership for four years, running numerous successful loyalty programmes across single retail channels, which helped to attract new customers and to increase interest and excitement amongst existing customers.
In 2018, Magnit and BrandLoyalty established a clear loyalty strategy together: sharpen the offer for high valuable shoppers. With free (or almost free) A-branded rewards we succeed in attracting and holding on more loyal shoppers for Magnit and meet their needs.
Magnit still kept the desire to create one programme for all regions and all retail formats. At that time, Magnit consisted of 13,424 convience stores, 467 supermarkets and 4,505 drugstores. In 2018, for the first time, a loyalty programme was created to take place across such a big number of selling points. We designed a vivo | Villeroy & Boch ovenware range that could be bought for 19 weeks from September 2018, during the Christmas period untill January 2019. More than 30,000 pallets of products got shipped to the stores for the vivo | Villeroy & Boch programme.
Hooking on one of todays' biggest consumer desires to have more quality time with families, we created a 'family time' theme that particularly focused on bringing families together.
To emphasise this, we developed an ovenware range for cooking fresh meals and eating together at the table. We all experienced that hosting a dinner party isn't as convenient as join in at the table. Therefore, we focused on a concept and recipes to support shoppers in preparing meals upfront, saving the time and effort.
Magnit offered consumers a choice - in this case, the choice of deciding how much discount they wanted to receive. For example, with 50 stamps, they could take advantage of a small discount on their selected product, while with a full card of 100 stamps, they could receive a discount of up to 97% on the product they wanted.
Two different types of stamps were created. The small stamps required a spend of RUB 250 in Magnit's mini-stores and pharmacies, while the big stamps (worth 2 small stamps each) were given out for each RUB 500 spent in supermarkets and cosmetic stores. In addition, a special shape and font was used in unique stamps.
Throughout the Magnit vivo | Villeroy & Boch programme, an interesting addition which drove the promotion's popularity was digital participation by customers. Inspired by the idea of recipe sharing, shoppers were encouraged to share their own favourite recipes, with the chance of being rewarded with special points or prizes. During the programme, more than 30,000 people downloaded the programme app and more than 1,000 recipes were uploaded onto the sharing page. Shoppers could use in-store touch panels to find a recipe and print it out.
In addition to the sheer number of uploaded recipes, shoppers were happy to save for vivo | Villeroy & Boch products returning regularly to ensure they could save enough stamps to complete their collection.
About Magnit
Magnit is Russia’s largest retailer by number of stores and geographic coverage. They are fixtures of most Russian cities and one of Russia’s best recognized brands. Their 15,000 stores are mostly focused on low-prices and convenience to serve a greatest possible cross section of Russian society. Magnit stores can be found over most of Russia, but are concentrated heavily in the western portion.
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