We talked with Ilya Turkin, who is responsible for the loyalty program in the Russian division of Benetton, and learned: — How the painless transition of customers from offline to online helped the brand survive the first wave of the pandemic; — Why the loyalty program’s penetration rate is not an indicator of its effectiveness; — How it’s possible to rejuvenate the brand audience based on data from a single customer […]
Interview
2 articles
interview
‘Stimulating repeat purchases is not a priority goal of our loyalty program.’ United Colors of Benetton Loyalty Program Manager Ilya Turkin discusses the company’s strategy for the CIS market
interview
METRO AG makes $20 billion a year online. Amounting to 10% of its total revenue in Russia