Personal Price: a clearer offer across customer and store-advisor apps

The August 2021 company announcement documents Personal Price in both the customer and store-advisor apps. Authorized customers could see an individual final price using purchase history, available discounts and bonus balances early in the journey.

The company reports 1.5× conversion in the customer app. The management lesson is to make personalization part of the purchasing experience: identity, loyalty rules and a comprehensible offer must work together across digital and store touchpoints.

Role and contribution

The press release confirms the company’s product launch. Mikhail’s business role is described in the linked interviews and joint talk; the announcement does not name him as sole owner.

Decisions and operating model

• Show an understandable final offer early in the purchase journey.
• Connect loyalty and customer identity across store and digital apps.
• Distinguish product conversion from company-wide mobile sales growth.

Result in context

1.5× is the company’s reported app-conversion result. The release does not disclose the full experiment design; 3.3× mobile sales growth is wider company context.

Explore the source

• Official release · 3 August 2021 (PDF)
• 01:35 · Joint talk explaining the customer problem

Where this applies

For loyalty and personalization work that must connect commercial rules to a usable customer experience.