Relaunching & piloting new loyalty programs across the EU together with enhanced CRM capabilities.

Addvery started cooperation with one of the biggest retailers in CEE in August 2021 by helping their Lithuanian Brand IKI, which was on the verge of redesigning their loyalty program. We started with evaluation of current loyalty program maturity and identification of main gaps which helped clarify the vision on how to proceed with preparation for loyalty program re-launch.

To further support loyalty program development in the whole REWE group, we have prepared a loyalty program blueprint which covers all aspects of loyalty program such as core loyalty mechanics, collection principles, redemption possibilities, mobile application features, loyalty program operations and system requirements.

This document included both high-level part which is applicable to any REWE group brand and country as well as a localized part just for IKI current situation.

Based on the loyalty blueprint we have helped to structure and supported launch of loyalty re-launch pilots in IKI and currently we are advising other members of REWE group, namely BILLA SLOVAKIA, BILLA CZECH & BILLA BULGARIA to prepare for their loyalty program relaunches which are planned for next year.

Since there is a close relation between loyalty programs and customer relationship management disciplines it was only logical, given Addvery strong CRM expertise, to help REWE to scale up CRM operation and get the most out of the existing customer data. We have therefore run series of projects with involvement of both Addvery and Addvery BI which included:

  • Strategic and operational segmentation of customers
  • Utilization of segmentation in CRM daily operations
  • CRM Lifecycle strategies
  • CRM intensive care projects in CZ & SK where Addvery acts as interim CRM managers with aim to kickstart CRM operations
  • CRM reporting and analytics

Cooperation with REWE is a great experience as our work is impacting almost 10 million REWE customers to whom we strive to provide even better experience with everyday shopping.

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