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A massive stamp-based campaign with the exclusive LEGO products

A strong partnership of BrandLoyalty, LEGO Russia and the leading Russian convenience food retailer Pyaterochka (Part of X5 Retail Group), resulted in an internationally unprecedented case. Starting September 29, 2020, every carded guest of 15,000+ Pyaterochka locations around Russia is automatically engaged into an extraordinary 100%-digital stamp-based loyalty programme.

41mln+ shoppers can collect for the 1,5mln+  LEGO® City, LEGO® Friends, LEGO® DUPLO®, LEGO® NINJAGO® and LEGO® Creator sets with a massive discount of up to 89%! During the campaign, shoppers can build a customisable virtual LEGO® world within the special developed mobile app, connected to their purchases, with AR effects, missions and rewards. 

The retailer’s major KPI’s are increased traffic and basket size in the middle term, engagement of certain segments of the target audience, and NPS growth, while LEGO Russia extends its reach in various regions of Russia. This exclusive loyalty campaign is considered a perfect success case of the partnership among the industry leaders and collaboration of quite some vendors, a true multi-party win situation. But the real winners of the loyalty campaign are the regular shoppers at Pyaterocka; they can redeem rewards against an excellent offer. 

About Pyaterochka

Pyaterochka is a Russian chain of convenience stores managed by X5 Retail Group. The retailer opened its first store in 1999 in St. Peterburg and operates over 16,000 stores today. These are located in residential areas close to customers' homes and offer a range of goods designed to meet everyday needs and top-up shopping.

See more recent programmes

See for yourself how BrandLoyalty brings excitement to the shopping floor and fosters customer loyalty by going to the overview of our recent loyalty programmes. 

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