Megainsight service was launched at Resource-Oil fuel chain in July 2021. Our goal was to change the loyalty strategy and implement new technologies. We decided to eventually forgo discount cards with fixed discounts in favor of a virtual card with personalized offers. The new rules were delivered to the staff personnel, then customers were informed about new loyalty program benefits. Additionally, customers' database and points history from a third-party loyalty program (UDS Game) was transferred to a new customized mobile application, 4500 prospects were added to our database simultaneously. Today we have a digitized customer database and an updated loyalty program with powerful mechanics that give us new opportunities to meet customer needs, to grow loyalty and boost sales.
active customers growth among digitized
Resource-Oil case shows that with the right approach to digitizing the customers and communicating with them, it is possible not only to significantly increase the customer database but improve the average basket value. The amount of engaged customers at fuel chains usually does not exceed 35%.
Megainsight platform allows you to form coupons with an individual price for fuel and goods for registering in the mobile application. Сoupons can be one-time use or reusable within the adjusted period specified in the settings. After the training, the personnel offered new customers to install the application before payment and immediately apply a promo coupon with a special price. Coupons were valid for 7 days, so drivers get used to refueling at Resours Oil gas stations. As loyalty program members they made purchases with discounts, growing their basket values.
Data analysis and customer segmentation made by Megainsight service helped Resours Oil to divide customers into similar groups, according to their consumption models and identify price-conscious ones. With these new possibilities, Resours Oil could not only promote coupons to the proper customers but even raise POS prices to save margin.
Plastic cards? No need more! Resource-Oil fuel chain no longer applies them, leaving no chance for the customer not to download the mobile application. In the Megainsight application, it is enough to enter a phone number and confirm it via a call / SMS. One may not fill in the rest of the personal information if he is in a hurry. In this case, the application will remind the user to fill it out later. This significantly reduces the time for entering the client into the loyalty program and saves his nerves :)
The mobile app itself has become part of the platform and is available for both iOS and Android. An easy, intuitive design with the quick launch, data caching (in case of a bad Internet), and geo-targeting allows you to focus the client's attention on the main thing - on personalized promotions. And:
Fast registration without complicated fields, card numbers, etc.
The interface leads the customer to purchase and increases the average basket value