Tinkoff, for the first time in the Russian banking market, launched “Loyalty Clubs” – a service with loyalty programs and increased cashback for fans of Russian and international brands.
Membership in “Loyalty clubs” will allow customers to receive growing cashback on the purchase of goods from their favorite brands. For manufacturers and brands, “Loyalty Clubs” are a new marketing tool with which they gain access to a huge audience of buyers (about 40 million people).
Essentially, “Loyalty Clubs” is a permanent brand discount card in the Tinkoff application. Any brand can create its own club. Customers can join an unlimited number of clubs and receive constant cashback on the purchase of goods from their favorite brands, which increases when spending a certain amount. For example, when joining the Synergetic club, the basic cashback is 5% for a purchase of 1000 rubles. it will increase to 7%, over 2000 rubles. – up to 10% and so on. The maximum cashback percentage in existing loyalty clubs is 20%, but brands can create their own levels.
To join the “Loyalty Clubs”, just click one button. Club members can receive additional benefits: use a brand or seller loyalty card when paying for a purchase, and also receive increased cashback in the Tinkoff application.
Several large brands took part in the pilot testing of “Loyalty Clubs” – Barrier, Dobry, Synergetic, Akvadetrim, Koktebel.
According to Mikhail Rzhanitsyn, head of e-commerce projects at Synergetic, “Loyalty Clubs” allow you to both target a narrow audience and work with the entire Tinkoff audience. “In addition, it is possible to generate external invitation links to join the club, which can significantly improve the outreach campaign,” he added. During the existence of the Synergetic club, the receipt increased by 20%, the number of unique items in the receipt increased by 17.5%, the number of purchased goods increased by 19.2%, and the number of purchases also increased by 8.4% per client.
“We see the future in loyalty programs through banking applications; this is a fast and effective tool that covers all sales channels,” noted Elena Karmanova, national trade marketing manager at Barrier. Due to the launch of the Barrier loyalty club in the Tinkoff application, the average check doubled.
Loyalty Clubs are part of the Tinkoff Benefit partner loyalty platform, within which the largest Russian companies attract customers from the bank's audience and stimulate sales using various mechanics. “Tinkoff’s loyal audience is about 40 million users, and it is logical that we are following the path of developing tools for promoting brands to this audience and developing new marketing tools for partners,” explained Tinkoff Vice President, Director of Non-Financial Services Dmitry Konstantinov.
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