Svyaznoy-Club

• 2006 creation of a regional bonus program
• 2007 pilot project launched in Nizhny Novgorod
• 2008 deployment of the program to the federal
• 2009 program transformed into coalition
• issue of Svyaznoy-Club payment cards MasterCard (issued by RNKO Payment Center LLC)
• 2010 start of the issue of Svyaznoy Bank bank cards with bonus functionality (issuer Svyaznoy Bank)
• 2011 pluses are denominated. Now 1 point is equal to one ruble discount
• 2012 open registration in the program online
• an opportunity to spend pluses on the Internet
• 2013 launch of the Svyaznoy-Club mobile application with geo-targeting

First of all, you need to register in the program and get a club card. In addition, it is possible to draw up a virtual card, points with which can only be spent with Svyaznoy-Club internet partners.

Holders of Svyaznoy Bank bank cards are also participants in the program ^[5] . Obtaining points is similar to cashback in other banks ^[6] . For example: 1% of any purchase and 5% for goods of a certain category, which periodically changes.

Bonus units of the Svyaznoy-Club loyalty program can be spent with one of the partners of the program who provides such an opportunity. The accumulated bonus units are used both to receive a discount and to fully pay for the purchased goods and services. According to the current rules of the Svyaznoy-Club program, when paying for purchases for bonus units, the client is required to deposit at least one ruble of his own funds. Later, a restriction was introduced that it is possible to write off no more than 25% of the cost of the goods (after applying the promotional code), but no more than 3000 rubles.

As of the end of July 2014, the Svyaznoy-Club loyalty program has more than 50 partners. This includes both own projects of the Svyaznoy Group of Companies (Svyaznoy stores, svyaznoy.ru online store, SVOY.ru, Svyaznoy Travel , Svyaznoy Mobile , etc.) and third-party companies. Svyaznoy-Club partners include such well-known brands as MTS mobile operator, Burger King fast food restaurant, Shokoladnitsa coffee shop chain, ASOS UK online store, Magnolia grocery store chain, Ozon.ru online megastore, GrandFood Corporation ( “Tashir Pizza”, “Kebab-Tun”, “Suteki”) and many others. The partners of the Svyaznoy-Club loyalty program can be divided into 7 groups:

• home and family
• Food and drink
• health and beauty
• Clothes and shoes
• Recreation and entertainment
• Facilities and service
• Electronics and Technology

At the end of 2018, one Euroset remained of the partners.

Loyalty programs are usually compared by the following parameters: geography, participating companies, sphere, types of cards and conditions for obtaining who can use the card and the number of participants is the main quantitative indicator ^[7] .

At present, the following main coalition loyalty programs can be distinguished in Russia: Svyaznoy-Club (19 million participants), LAFA (lafa.life), Mnogo.ru (3 million participants ^[8] ), Malina, Kukuruza, PINS, Piggy Bank (Money Box Club) , CARBON (700 thousand ^[9] ), Megacard (400 thousand ^[10] ).

The managing company of the Svyaznoy-Club customer loyalty program is the closed joint-stock company S-Club. 100% of the shares of S-Club CJSC belongs to the Svyaznoy Group of Companies ^[11] . In September 2013, Ksenia Mezentseva was announced to be appointed Director General of Svyaznoy-Club ^[12] .

In June 2014, the International Jury of the National Loyalty Awards Russia 2014 Loyalty Marketing Competition 2014 recognized Svyaznoy-Club as the winner in four categories at once ^[13] .

• "Best Marketing Campaign" implemented as part of the loyalty program
• “Co-branding card of the year”
• “The Best Non-Food Retailer Loyalty Program”
• "Award for the effective use of analytics in a loyalty program."

• Official site