Cheese-Card
COMPETENCE AREA
Logistics / POL
Overview
Azovnefteprodukt company is engaged in fuel and lubricants logistic activities across the territory of Ukraine. The company works with the best refineries of Ukraine and the CIS, has petroleum bases throughout Donetsk region, providing its customers with required amounts of high-quality fuel.
At the moment, the main strategy of Azovnefteprodukt is aimed to improve corporative work with clients by increase of services quantity and rise of additional services quality rendering at company's own network network of filling stations. The company also continues to cooperate with dealer networks.
To encourage consumers the company employs the bearing interest method of fixing. Customer gets a discount depending on the volume of purchases. The larger the volume is, the greater the discount will be.
Challenge
While developing its strategy Azovnefteprodukt faced the necessity to reconsider the consumers loyalty program. The low efficiency of the discount system was the main reason for elaboration and introducing the new one to attract constant consumers and to simplify the internal operations.Result
Together with Azovnefteproduct MID elaborated new method of fixing — discount storage system. The principal difference from the bearing interest method is that products are bought at the current market price, but virtual bonuses are added to the owner's card for every purchase. The accumulated bonuses can be exchanged for certain products.
This described scheme allows to increase sales and not to lose the loyalty of customers. In addition it is easily maintained and understandable for consumers system.
As the result Cheese-Card loyalty program appeared with «smiles» as bonuses to demonstrate Azovnefteprodukt's positive attitude to its clients. MID has developed a corporate identity concept for the new loyalty program. To assist the clients in accepting the new operational format the enterprise required a motivational program.
MID offered Azovnefteproduct to raffle off new cars among the Cheese-Card holders. This was realized in a special campaign «Toyota. Yours for a Smile!» The customers who migrated to Cheese-Card from other loyalty programs were automatically credited with bonuses at a special rate.
After the termination of the campaign the program is still proceeding. Azovnefteproduct keeps on cooperating with MID in Cheese-Card development through the partnership network of Azovnefteprodukt. It helps Cheese-Card offer new capabilities to its clients.
