How M.Video made loyalty fully digital

Summary

Source Quote

We made it fully digital, abandoned plastic, and introduced identification by phone number.

Short quote translated from the original source text or transcript.

The TAdviser project note is valuable because it captures a different M.Video story from the already published Personal Price materials: the core theme here is not pricing, but the structural digitalization of loyalty. M.Club was rebuilt as a fully digital program with phone-number identification, updated rules, and a new loyalty platform behind it.

It also gives scale and operating context: by April 2021 the combined loyalty base of M.Video and Eldorado was around 72 million customers, and the same phone-based identity could already be used in stores so sellers could see profiles and surface more relevant offers in real time.