Everything is easy with Metropolis
Metropolis shopping center tried to present its rules for the loyalty program on their website. The page with the information about the program says, “Everything is simple”. The images accompanying the motto are quite simple too, just like flow-charts: you follow the algorithm and get points. Good idea. Meanwhile, you must scan the receipts yourself, there is no magic button relieving customer’s pain.
What the concise and colorful description of the loyalty program is missing is the numbers: how many points you get. Ok, no problem. Let’s click on the link “Full loyalty program rules”, where, based on the name, a file is stored, but no. It is not there, so customers have no access to the rules. They can easily notice white letters on a red background “Don’t miss out on our special offer for one point”, on the other hand.
App Store’s grade for Metropolis app is 3.8. Users report that after a recent update they have lost all their points, and some cannot even log in. A solution offered is to send a message to the mall’s Instagram account. The technological problem leads to lots of hassle for the end user and a waste of time. Besides, some people complain that the scanner does not always recognize their receipts.
Oldie but goodie from Crocus Group
The loyalty program presented by Crocus City Mall is one of the oldest programs in the Russian market. It was launched in 2002, when the mall was opened. It is a synergy of special terms and offers from Crocus Fashion boutiques and other tenants, as well as from Restaurants by Crocus Group. In addition, special offers and privileges from Crocus City Hall and Vegas City Hall, as well as Crocus City seaquarium are a part of the program too.
The database has about 60K entries and about 25K are active contacts. The program was updated in 2019, but it stayed simple: the more you spend, the higher your level and obviously the discount, which you can use to buy new collections. For presales open only for the members of the Club, such discounts can be used together with seasonal discounts.
To become a member, a shopper must spend 50 000 rubles within one day in Crocus City Mall or G-Star RAW and Crocus Stock 15 000 per a receipt. The card is plastic, which you can get in return for a filled in application form in one of the boutiques or at a reception desk. This is where they serve the customers, add points and replace lost cards.
Something more from MoreMall
Early in October an app by MoreMall (we wrote about this project in №20 June / July 2020) was launched with a loyalty program. The scheme is typical: you scan the receipts, get points, and exchange them for something nice from the mall or the tenants. It is important to say that there are no exceptions to the list. This is what Metropolis failed to do: its program excludes some of the tenants and it is customer’s responsibility to check.