ION stores are transforming their loyalty program. The name "Laziness" should be abandoned, say readers of "The Secret of the Firm" and members of the "Professionals.ru" network.

Text: Ekaterina Sirina

In December 2013, ION Digital Center and VimpelCom OJSC signed a strategic partnership agreement. A network of “Know-How” stores was created on the basis of the ION network; the partners will develop the new brand together. “Combining the efforts of cellular operators and electronics retailers is a global trend,” says ION Marketing Director Willy Kryuchkov.

Almost 80 former ION stores are already operating under the Know-How brand. “The format is in demand by consumers; store traffic has already increased by 10%,” says Kryuchkov. New stores must retain the core ones competitive advantages ION stores - the level of training of salespeople and the quality of service. At the same time, consultations from mobile operator. For this purpose, a separate zone has appeared in the converted stores - VimpelCom employees now work together with ION sellers in Know-How. Having selected a device, the buyer can connect it to Beeline. Similar opportunities existed before, but now, according to Kryuchkov, consultation on operator services will become more professional and convenient.

The corporate identity of the stores has become more democratic; salespeople have replaced formal suits with polo shirts. The new chain expanded the product group of tablets and reduced the range of laptops. The company sets itself the task of rejuvenating its target audience. For ION stores it was 30+, for Know-How it is supposed to be 25+.

One of the company's goals is to successfully transfer existing program loyalty in a new format. In ION stores, customers received a “Laziness card” (more than 290 thousand cards were issued). In addition to points for purchases, the company emphasized the ease of use of the card and offered increased bonuses for services (device setup, software installation). But younger audiences have less need for such services. Perhaps she would be interested in other options. Is it worth coming up with a new name? bonus card or keep the old one? What services should I add? Is it necessary to emphasize brand continuity? ION stores have an established audience, but Know-How is a new brand, with the help of which the company hopes to attract new groups of consumers. For advice, Willy Kryuchkov turned to the readers of The Secret of the Firm and members of the Professionals.ru network.

Willy Kryuchkov, Marketing Director ION

We were pleasantly surprised by the initiative of the participants of the “Bank of Solutions”, high level and the validity of the answers, we received a lot useful information. Some people think strategically, some too globally, some offer interesting ideas that are not related to the issues of the case. I evaluated, first of all, ideas that were adequate to the tasks set, easy to implement, and yielding returns. Detailed - higher. The maximum number of points was given to answers with a lot of valuable advice, despite the presence of controversial or even dubious proposals. Their authors are Elizaveta Kupchinaus, Roman Bunin, Konstantin Ustinov.

Many authors have made separate recommendations, and we will implement them. For example, a question-and-answer service, as Roman Bunin writes, will help create interesting content, and active participants will receive points on loyalty cards. Need to create mobile app, emphasize Roman Shchukin, Andrey Pometun and others. Many people find it more convenient to have a card in electronic form. And, as Konstantin Ustinov advises, we’ll link the card to a mobile phone number. Some ideas are worth considering, for example, Roman Shchukin’s proposal to create an online service for remote equipment configuration. I liked Elizaveta Kupchinaus’s advice to accept online orders for devices with customization - this will help you stand out from your competitors online.

It’s nice that the authors have a warm attitude towards the ION brand and understand that over time they will have to abandon it or use it for new projects. "Laziness-card" will take the best from the old program and will be called "Know-how". According to Alexander Zmeul and Igor Son, this will contribute to greater recognition of the new brand.

Maria Golenkova, Marketing Director of Inventive Retail Group

It was interesting to take part in the “Solution Bank”; I am glad that such a project exists. The Inventive Retail Group includes chains of mono-brand stores re:Store (Apple brand), Sony Centre, Samsung, LEGO, Nike, Prenatal and Unode50. We have great sympathy for our colleagues from ION (Know-How), and I think they are moving in the right direction. Our paths intersect in many ways; we are also looking for the optimal positioning of our stores. I learned a lot of useful things from the participants’ responses, and I think the authors of the case will take advantage of the advice offered.

My approach to evaluating solutions was different from that of my colleagues, although our opinions coincided in choosing the winners. In addition to the quality and elaboration of the proposed ideas, I assessed the systematic approach of the authors, the structure of the presentation, the effort and time spent. Elizaveta Kupchinaus, Konstantin Ustinov, Haykaz Avetuntsi took the time to analyze the website, reviews of the company, and its presence on social networks. Elizabeth's solution is a ready-made matrix of ideas.

I agree with the authors who emphasize the importance of promoting on social networks, especially if the company intends to attract a younger audience. We actively began this work two and a half years ago and are pleased with the results.

I support the comments about the need for marketing research (Elizaveta Kupchinaus and Vladimir Zelensky write about this) - if the company knows the audience for ION, then the potential audience for Know-How does not yet exist. I also think it is necessary to involve consumers in supporting the brand.

I liked the solution and many of the ideas of Alexander Zmeul and Igor Son. For example, the master classes for smartphone owners that we conduct as part of the Innovation Academy give a return and create an atmosphere around the brand. Like many authors of solutions, the name “Laziness-card” seems to me not entirely successful, especially for a young audience. I would also prefer that the name be associated not with laziness, but with activity.

Consultant

Kirill Kukartsev, commercial director of 2GIS

The best answer, in my opinion, is from Dmitry Sakhanenko. The author lacked a detailed analysis of marketing tools to achieve the highest rating. But I think the author’s emphasis on business profitability is correct. But Elizaveta Kupchinaus (her solution took second place in my ranking), on the contrary, lacks a business approach, although she paid great attention to marketing, carefully analyzed the case, and gave detailed answers. It's important to think about marketing without forgetting to count money.

Dmitry Sakhanenko is right: audience loyalty to Beeline will allow Know-How to quickly adapt to the market. At the same time, Konstantin Ustinov draws attention to the risks: cooperation with VimpelCom could lead to an outflow of consumers loyal to other operators. I agree that the company should pay due attention to the problem and, perhaps, consider some steps in this direction.

I support the remark of Alexander Zmeul and Igor Son: rejuvenating the audience is impossible without the development of online sales. All proposals related to the active promotion of the company on the Internet are valid, for example, the idea of ​​​​creating an “Expert Club” (in the words of Elizaveta Kupchinaus) on the website and in social networks.

The proposal of Vladimir Zayachkovsky deserves attention - to use the name ION to create the company’s own brand. It may be implemented later in the future, but I am sure that the company is considering this option. I also liked Konstantin Ustinov’s answer - he gives a lot of interesting advice. Video reviews of new products are an undoubted trend. Haykaz Avetuntsi has a good idea - to launch the Know-How tariff from Beeline. If the operator is interested in it, the tariff will help increase brand awareness.

Winner

Elizaveta Kupchinaus, freelance marketer, Izhevsk

1. The concept of the "Laziness" loyalty program is irrelevant in Know-How. Abandon the previous name and design of the card, release a new one under the Know-How brand, link it to a mobile application.

2. Present the slogan “Talk to an expert” as a “conversation as equals.” The expert’s concept is also suitable for the b2b segment. Create an “Expert Club”, encourage advanced buyers to create content on the website or in social network communities and receive bonuses for this.

3. Maintaining a loyal ION audience is an important, but secondary task. Emphasize continuity by informing ION cardholders, award additional bonuses for use in Know-How stores.

4. Expand the services of the loyalty program taking into account the interests of the new target audience. Develop affiliate programs, provide the opportunity to spend points to pay for mobile communications and Internet service providers.

5. Consider the Internet as an additional service for buyers. When ordering online, offer services for installing and configuring software and connecting operator services.

Best solutions

Place 1

Company -

Job title Freelance Marketer

City Izhevsk

Place 2

Company Kaizen Institute

Job title Lead Consultant

City Moscow

Place 3-5

Company Agency?The?Changes

Job title Founders

City Moscow

Place 3-5

Company OJSC "Energomashbank"

Job title Deputy Head of Credit Risk Assessment and Management Department

City Saint Petersburg

Place 3-5

Company BTL agency Mi8

Job title Project Manager "Molniya"

City Moscow

Worst decision

Give loyalty cards a new name - “Geek”, it well characterizes the 25+ audience.

Word to print

A description of the new problem can be found on our website in the "Solution Bank" section. You can send your solutions to the editorial office by filling out the form on the website, or by 13.09.2014 . Please indicate your first and last name, place of residence, company where you work, and position. "Secret of the Firm" will report on the best solutions selected by an independent jury 01.10.2014, At that time we will announce the winner of the competition.

How business decisions were evaluated

The jury members select several of their favorite solutions, which are discussed in detail. Then three experts independently evaluate the solutions in points (from one to ten) according to integral indicator— the effectiveness of recommendations for solving the problem described in the case. The points given by the experts are summed up for each solution. The one with the maximum final score wins.

Opening hours: 10.00-22.00

Services of the digital center "ION"

"ION" in Moscow

Website www.i-on.ru

Opening hours: 10.00-22.00

The ION trading network is a retail network of mobile and electronic equipment stores.

The ION retail chain began operating in 1994, and today the company consists of 88 digital centers in Moscow and the Moscow region. The name of the company does not come from the name of an electrically charged particle, but from the phrase in English “I on” - which means “I’m on”. Digital photo and video cameras, pocket computers, mobile phones, laptops, GPS navigators, game consoles, portable DVDs, satellite phones, security systems, software, digital photo frames and accessories - the ION range includes more than 5,000 items and is constantly updated with new products . The client can be confident in the quality of the products offered, because ION digital centers offer products from global manufacturers - Samsung, Sony, Panasonic, etc.
Services of the digital center "ION"

The ION retail chain focuses on quality - goods and service. Sellers in digital centers are highly qualified professionals in their field. They know everything about what they sell and can give the buyer good advice and answer all their questions. Store employees will tell you about new products and the most popular models, advise and select, in accordance with the buyer’s wishes, the best possible model, and explain how to use the purchase. ION cares about the comfort and good mood of its customers, so the network’s specialists will not only configure all the necessary functions and install all the necessary programs, but will also show and tell how to do it.

At ION, the buyer does not need to worry that he will make the wrong choice, because here he has the opportunity to correct his mistake - he has the right to return the purchase within 30 days without giving reasons. The ION digital center made the purchasing process easy and enjoyable.

And for those who like additional benefits, there is the “Laziness card” “ION”. The card provides its owners with unique purchasing conditions and exclusive service. Its owner receives special “lazy” prices for goods and a 5% discount on all accessories. In addition, employees will configure all simple settings for free, and complex ones with a 50% discount; they will simply and clearly explain how to use the purchase. The store invites customers to simply relax and not think about complex settings, instructions, and so on, because the employees of the ION digital center will do all this for you.
The “Laziness card” is cumulative; with each purchase, bonuses are awarded to it, which can then be exchanged for pleasant gifts.
"ION" in Moscow

There are 88 centers of the ION retail chain in Moscow, 4 of which are 24-hour. All stores are located mainly in large shopping centers in Moscow and the Moscow region; almost all of them in Moscow are located near the metro. In addition, there is also a very convenient online store. This is a real find for people who save time. Making a purchase is easy - you just need to leave the necessary data on the official website of the ION online store - www.i-on.ru, and the courier will deliver the goods to the specified address.

Recently appeared new service- express delivery, the goods can be received directly on the day of order. You can pay for your purchase in 3 ways - cash, by bank card, or by non-cash payment. In addition, on the official website of “ION” you can not only look and choose the product you like, but also discuss it on the forum and find out reviews from other people. “ION” cares about its customers, and with its work hopes to make their life at least a little easier and easier.

How to pay for an order with bonuses through the Payment account of the “LAZY?!” card (ION Network)

1) Apply for the “LAZY?!” card in any ION store. The card is issued free of charge, in a couple of minutes. To register, you only need a passport.

2) Top up your account with the required amount upon registration.
In the future, the card can be easily topped up at the right time in any ION salon. To top up the card you must present your passport.

3) Register in the Card Payment Account on the website pay.i-on.ru.

4) Find in the list of services “Payment for orders Best2Pay (Best2Pay)” and transfer funds to pay for the order. There is no commission for the service! Funds will be credited instantly!

5) 1% of the top-up amount is returned to you in the form of bonuses, which you can spend on purchases in the ION and KNOW-HOW stores.

Incredible possibilities of the card “LAZY?!”:

Card "LAZY?!" - it's plastic payment card MasterCard, which can be obtained free of charge at any ION store. There is no annual subscription fee for service. The card allows you to make payments all over the world – in any place where they are accepted. MasterCard cards.
Moreover, you become a member bonus program, receive free SMS information and access to mobile payments. The payment account of the card allows you to make money transfers, pay for mobile communications, utilities and other regular services using the Internet. When paying for purchases in foreign currency The conversion rate of the Central Bank of the Russian Federation is applied.

Accumulate bonuses: 1% from each purchase using a card or payment for services in the Payment Account is returned to you in the form of bonuses.
Spend bonuses you can pay up to 50% of the cost of purchases in ION and KNOW-HOW stores.

Exceptions:
Bonuses are not awarded for depositing funds to the “LAZY?!” card, replenishment electronic wallets, money transfers, loan repayments.
Find out more about the card on the website of the LAZY?! service program.

‪#‎CASE “Digital Laziness” about the possibilities of developing the loyalty program of the ION network (“Laziness-card”) in Know-How stores.

[…] “Now the Len-card continues to be issued in Know-How stores.” But the marketing department is thinking about how to modify the existing loyalty program for the new chain.
- Should we come up with a new name for the card or can we keep the old one?
- What services to add, taking into account the changed format and expected changes in the target audience?

In the ION loyalty program, the company focused on the ease of using the Len-card in everyday life. And in order to encourage clients to buy additional services, she offered increased bonuses for these services. But young audiences are less in need of such services. Perhaps she would be interested in other options - for example, the ability to receive bonuses for posting comments on purchased equipment.
- Is it necessary to emphasize the continuity of brands?
On the one hand, many people know and love the old ION brand.
- But won’t this interfere with the successful positioning of the new Know-How brand?

You can send your decisions to the editorial office by filling out the form on the website, or by mail () until 08/16/2014. Please be sure to indicate your first and last name, place of residence, company where you work, and position. "Secret of the Firm" and "Professionals.ru" will announce the best solutions selected by an independent jury on 09/04/2014, and then we will announce the winner of the competition."

#‎loyalty #‎service #‎marketing #‎consumer #‎bonus #‎positioning #‎rebranding

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CASE.

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A KNOW-HOW card registered by phone number (the card is a conditional concept and is not issued in person) is a service program. When making a purchase in KNOW-HOW stores, any cardholder receives privileges and additional opportunities. For every purchase you receive and accumulate bonus points, which you can spend on discounts in KNOW-HOW stores, participation in exclusive private sales or gifts. Points can be used the next day after purchase!

How to get a card

Simply register and verify your phone number with the 5-digit code from the SMS in the store. You must provide your full name and date of birth. To write off points in the future, you will need to provide a confirmed email address, as well as a one-time top-up of the bonus account with 169 rubles to activate it (bonuses will appear on the account after 24 hours and will be available for debiting as a discount).

How does the card work? Just by phone number, just confirm the operation via SMS. You receive bonus points, and you can spend them on a discount of up to 20% when purchasing accessories or settings, and up to 10% when purchasing equipment (up to 3% on Apple equipment).

Additionally, and only if you have completed plastic card(only with the provision of identification documents until September 2019), you can use the card as a financial service and pay for any purchases wherever MasterCard cards are accepted for payment, including applications in the AppStore. The KNOW-HOW card allows you to send money transfers throughout Russia and the CIS countries. Send remittance With the card it’s as easy and fast as topping up your mobile phone balance! Plastic(!) KNOW-HOW card is a card payment system MasterCard, which can be used to conveniently and safely pay for purchases and services in many places - at gas stations, in cafes and restaurants, grocery stores, wherever plastic cards are accepted for payment. Even abroad and on the Internet!

The KNOW-HOW card is a convenient and profitable way payment of your regular payments (cellular and landline telephone communications, Internet and cable television, housing and communal services, etc.). Pay your bills without leaving home, in your payment account or from your mobile phone! After registration plastic card:

• You will receive an SMS with a set code word for calls to the Information Center - save it!
• To pay for purchases in stores and when withdrawing cash from ATMs, you will need a PIN code. Within 14 days from the date of receiving the card, call from the phone number to which the card is registered at 8 800 333-05-01 (valid in the Russian Federation, the call is free). If you are abroad, to receive a PIN code you can use the number 8 383 363-09-24 (payment according to the tariff of your mobile operator). Detailed information in the section “How to get a PIN code".

Attention!
To obtain a plastic KNOW-HOW card:

• you must be 18 years of age or older;
• you must have a Russian citizen's passport or foreign citizen and a document confirming registration in Russia.