Digital loyalty: customer identity and business flexibility

In this 2021 interview, Mikhail explains M.Club as a customer experience supported by a wider operating architecture. Phone-number identification replaced plastic cards; bonus rules and personalized offers connected the program to the store advisor’s app.

The account also explains vendor selection and the value of letting business users change loyalty rules without repeated IT intervention. The implementation history is a 2019 project, while Mikhail’s commentary describes the architecture in use in 2021.

Role and contribution

Mikhail is the interviewed CRM and loyalty leader in 2021. The article’s historical project dates do not establish his personal ownership of the 2019 rollout.

Decisions and operating model

• Use one customer identity across loyalty and the store interaction.
• Evaluate an existing vendor solution against internal development.
• Give business teams controlled flexibility to change offer rules.

Result in context

The source distinguishes more than 40M M.Video program members from about 72M registrations across the group in April 2021. Neither figure is a personal growth result.

Explore the source

• 2021 interview and 2019 implementation history

Where this applies

For loyalty programs whose rules, vendor architecture and customer touchpoints need to work as one system.