In Q1 2008 Silpo supermarket chain paid about UAH 28.4 million of bonuses to its consumers who participate in Vlasnyi Rakhunok programme. Brand-new loyalty programme was launched instead of discount cards in September, 2007. Today it works in 115 supermarkets, and will be rolled out through all the chain until August, 2008. Two key objectives for the programme are to award loyal customers and to improve Silpo supermarkets. As of today there are 765 000 Vlasnyi Rakhunok members and it is expected that this number will increase to 1.5 million until 2008 year end.
With Vlasnyi Rakhunok consumers will be able to save UAH 277.7 million during 2008-2009 (comparing to the UAH 269.8 million estimated for the previous discount system). Also thanks to this loyalty programme Silpo can analyze purchases data on regular basis. Information received will be used to improve products range based on consumer preferences.
Fozzy Group mastered best cases of world-class retailers to create Vlasnyi Rakhunok. Also the company consulted with international experts. Prior to the programmes’s international launch the pilot project was executed. It has proven that majority of consumers is more likely to treat positively bonus programmes. Only few of them choose the shop for immediate discount.
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